2008 CPCU News and e-LINK Readership Surveys

Surveys Find that Members Value Society Publications
One of the key benefits of membership in the CPCU Society is the member publications, including the CPCU News and e-LINK. This spring, the Society conducted research into members’ readership of these two key publications, with a view toward identifying potential enhancements that would make them even more valuable to our members. The research found that members do receive and read both CPCU News and e-LINK, and value the publications. Members also contributed a number of insights as to how to make the publications even more valuable, many of which will find their way into production in the near term.

Gauging Readership
In March (CPCU News) and April (e-LINK) 2008, more than 9,000 members were randomly selected and contacted by e-mail to participate in one of the web-based readership surveys. Over 1,800 members graciously responded to the invitations. The surveys, which were designed to assess the Society’s understanding of whether and how our members read the publications, delved into the items or articles they typically read, and the value they placed on these components and the publications overall. Satisfaction with and suggestions about format, content, and, particularly for the CPCU News, delivery method were also asked.

What Did the Surveys Find?
First, that most members receive CPCU News and e-LINK (90 percent or more recall receiving one or more issues in the past twelve months), and read at least some of the issues (97 percent or more of those receiving the publications). More than one-half read most or all of the issues they receive (55 percent for e-LINK and 60 percent for CPCU News). Typically, members will skim the articles in an issue, and read only what interests them, particularly for e-LINK (75 percent of readers will skim an issue’s content, versus 63 percent for CPCU News).

Beyond basic readership patterns, the survey also uncovered the following:

• Members on average find the CPCU News and e-LINK to be valuable, and particularly the front page of CPCU News and Society Headlines in e-LINK. The CPCU eJournal in e-LINK, and the ethics column and education calendar in CPCU News are also rated as highly valuable by members.

• Members suggest more industry news and analysis, and more technical updates, specifically in their areas of specialization. More stories on interest groups, ethics, and career development are also popular.

• The current formats of both publications are generally satisfactory to most members, with some tweaks to improve readability on all e-mail devices. Members are evenly divided as to whether the CPCU News should remain a print publication mailed to members, or be delivered electronically by e-mail. More than one-half of the members responding are not aware that the CPCU News is currently posted online.

What’s Next for the CPCU News and e-LINK?
Members should expect to see some enhancements in the upcoming year to both of these member publications in response to your suggestions. In addition, the Society’s Web site may be refreshed to deliver added content that members have suggested. CPCU News, however, will remain a print publication at least for the next year, as the Society continues to monitor member preferences for print versus electronic delivery. Contact Mary Friedberg, editor, if you would like to contribute additional insights.