Editor's Desk: The Survey Says

By Michael F. Flach
Herald Editor
(From the issue of 8/15/02)

Marketing Analysis Associates (MAA) of San Diego recently conducted a readership survey on behalf of the HERALD. Two thousand households were selected at random out of a weekly distribution of 60,000. A previous readership survey was completed by the same company in 1994.

A postcard was sent to all potential respondents advising them they would be receiving a questionnaire. The questionnaire, self-addressed, postage-paid envelope and letter from Arlington Bishop Paul S. Loverde were sent out in late June. MAA received responses from 709 households, a return rate of 35 percent. In contrast, the return rate in 1994 was 24 percent.

MAA officials said the high return rate for the most recent survey indicates a strong interest among subscribers to the HERALD. "This is among the highest that we have received for newspapers in the Catholic press," they said.

Survey results can be manipulated in various ways, but the results will provide us with some general guidelines as we plan for the future.

Among recipient families, 85 percent have read four out of the last four issues of the HERALD. An additional 8 percent have read at least three out of four issues. Most families (97 percent) spend up to two hours reading the paper.

Respondents were asked to express frequent or occasional readership among various features and commentaries. The most widely read sections of the paper are: Vatican news (98 percent), local news (97 percent), national news (96 percent), parish profiles (95 percent), international news (94 percent) and "Straight Answers" by Father William Saunders (92 percent).

Asked why they read the HERALD, the respondents said:

• It keeps me informed about what’s happening in the Church (78 percent).
• It covers local and diocesan news (77 percent).
• It brings me the official Catholic view (52 percent).
• It covers national and international news (34 percent).

Considering the transient nature of the Washington metro area, it was surprising to learn that 80 percent of households surveyed have resided in the Arlington Diocese for more than 10 years.

Not surprising to learn is the fact that 81 percent of HERALD readers have access to the Internet, while an additional 17 percent plan to have Internet access within the next year. With that in mind, don’t forget to visit the HERALD’s Web site at www.catholicherald.com.

Almost all respondents (96 percent) reported that their local parish is the leading recipient of their charitable contributions. More than half (54 percent) plan to travel within Virginia during the next year and nearly one-third (29 percent) plan to travel outside the U.S.

Other demographic information reinforced what we already knew. Nearly three-fourths (72 percent) of those surveyed are married. Nine out of 10 (92 percent) have at least some college education. More than one-third (37 percent) hold post-graduate degrees. Nearly nine out of 10 (89 percent) own their own homes. Of these homeowners, 98 percent own homes valued in excess of $100,000. Nearly half (48 percent) have combined household incomes in excess of $100,000.

Answering surveys can be a tedious proposition, so I want to thank all those who took the time to help contribute to the success of our effort. I understand that a large number of respondents not only answered the survey questions, but took the opportunity to give their opinions on a variety of subjects affecting the Church. We hope to share some of those responses in the future.— M.F.F.

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