APCNews/APCNoticias reader surveys report

September 4 2007, revised January 25 2008

By Karen Higgs

Key results 1

Response rate 1

What are readers interested in in general? 2

What are readers MOST interested in? 2

What readers think about the original content 2

Feedback on newsletter format and frequency 3

Audience 4

Appendix: Examples of how readers have used APCNews information 5

APC first started producing 'APCNews', our monthly newsletter, in 1999. Our focus has

always been on disseminating information about the work of APC's members worldwide and APC initiatives on information and communication technologies (ICTs) for social justice and sustainable development.

In March 2007 we surveyed our readers because

1. We want to monitor how readers are using our newsletter especially regarding our original content.

2. We will launch new APC.org websites in English, Spanish and for the first time French and Portuguese. There will also be a new APC newsletter APCNouvelles in French. It's time to take stock.

3. Our newsletter format and distribution has not changed radically since it was first introduced. Is it time to change?

Key results

The results confirmed our niche area as ICTs for social justice and development. Half or more of the readership has a strong interest in our resources and analysis, SU, policy and gender and ICTs. We will continue to cover these thematic areas but focus more on repackaging available resources and analysis

Original content is of interest to 52% of English subscribers but less important to Spanish subscribers (38%). Our content is appreciated by readers as unique, timely and well-written. It is considered more informative than average. However we need to branch outside of our network for subjects to cover, though there is also explicit interest in the network and we should not lose this.

Respondents were principally from academia, followed by international and national/local CSOs. Encouragingly almost 10% were from the media. Self-defined “computer geeks” only make up small numbers.

Regarding format and distribution, readers are split regarding more frequent distribution. APC newsletters have an urgent need to increase the number of readers and considering low click-through rates for articles the communications manager proposes shorter newsletters (3-5 items) produced not more than weekly followed by an analysis of readership response. APCNoticias subscribers prefer HTML whereas APCNews subscribers prefer text. We will introduce an optional HTML version of the newsletters.

The survey response rate was better than average, especially in Spanish.

Response rate

In February 2007 APCNews had 2549 subscribers and APCNoticias 744. We had expected at least a 3% response rate. Our expectations were exceeded. 4.1% of APCNews subscribers filled in the questionnaire and a very positive 6.7% of APCNoticias subscribers.

Analysis and recommendations below are in green so as not to be confused with the survey results.

What are readers interested in in general?

ICTs : 95.2% ; 94%

APC's original content : 52.9% ; 38% - 14% less interest in Spanish

APC resources and analysis : 56.7% ; 54%

SU : 57.7% ; 52%

Policy : 56.7% ; 54%

Gender : 46.2% ; 38%

APC members : 39.4% ; 20% - 50% less interest in Spanish

APC's activities : 39.4% ; 26%

APC's collaborating opps : 31.7% ; 42%

Jobs with APC : 29.8% ; 24%

Campaigns : 28.8% ; 30%

Almost 60% of subscribers have a strong interest in our resources and analysis, SU and policy. Original content is of interest to 52% of English subscribers but less important to Spanish subscribers (38%). There is interest from almost half English subscribers in gender.

What are readers MOST interested in?

ICTs : 48.1% ; 64%

Policy: 10.6% ; 8%

Gender: 9.6% ; 6%

SU: n/a ; 6%

The results confirmed our niche area as ICTs for social justice and development.

What readers think about the original content

They are:

Easy to understand: Usually, Usually (only 2% of subscribers felt that articles were NOT)

Informative: Very, Very

Indepth: : Usually, Usually (only 14% of APCNews subscribers and 9% of APCNoticias subscribers criticised articles for having insufficient depth)

Accurate: Usually, Usually (almost 100% of readers believe articles are accurate)

Timely: Usually, Very (Readers all applaud this)

Well-written: Usually, Very

Varied: Usually, Usually

Relevant to my local context: Usually, Usually

Regionally diverse: Usually, Usually

Unique: Usually, Usually

Technical/specialised: Not, Usually

Full of jargon: Not, Not

Too APC-focussed: Not, Usually (overall 54% of APCNews subscribers and 67% of APCNoticias subscribers believe APCNews needs to broaden our coverage outside of the APC network)

APC-focussed and this is of interest: Usually, Usually

Our content is appreciated by readers as unique, timely and well-written. It is considered more informative than average. However we need to branch outside of our network for subjects to cover, though there is also explicit interest in the network and we should not lose this.

Feedback on newsletter format and frequency

Prefer text only: 56.4% ; 28.3%

HTML: 33% ; 56.5%

Right in length: 72.3%, 84.6%

Frequency:

Every week: 23.4% ; 26.1%

Every two weeks: 24.5% ; 32.6

Every month, shorter: 13.8% ; 10.9%

Every month: 28.7% ; 28.3%

APCNoticias subscribers prefer HTML whereas APCNews subscribers prefer text.

Readers are split with equal numbers preferring weekly, bimonthly or monthly newsletters.

Most feel the length is right however less than half of APCNews subscribers click-through in each edition. Considering click-through rates for articles after a newsletter goes out appear to be roughly just around 180 readers per article in English in the first month of publication (apx 14% of subscribers), then my recommendation is to produce shorter newsletters more frequently and analyse how click-throughs respond. My initial proposal is to produce weekly newsletters containing 2-5 items.

A simple HTML interface which is optional can also be adopted.

Audience

Readers are principally from academia (20.5%; 28.9%), followed by international CSOs (English only 18%) and national/local CSOs (15%; 27%), independent activists (English only 10%) and journalists (around 9%). “Geeks” only make up small numbers (7%; 4%).

Appendix: Examples of how readers have used APCNews information

  1. have used information from APCNews in a research project, have forwarded to contacts/lists, have used it as a basis to investigate a new tool (drupal/wikis). in a general sort of way i have used the information to keep up to date on key issues relating to ict and development/social justice/environment both policy and practice.
  2. how to apply for funding?
  3. On one of my blogs (soblogue.com or techmocratie.org)
  4. I attended the wireless network training for West africa in Dakar
  5. I’ve shared information about the news papers on key ICT policy and internet rights issues,the recent call for APC CHRIS NICOL FOSS PRIZE 2007 to my other networks in particular (C3net and Wougnet mailing list. Am yet to know if any member on the networks tried in)
  6. Due to the my position in the united nations system , i'm using usually the APC News in my activities as an ICTs specialist and radio broadcast senior trainer , of course you may contact me at : so well come and all the best
  7. I have set up a mailing list of African Journalists and i regulary forward the e mails to the dgroup.
  8. I have been a subscriber to short a time to accurately answer you questions.
  9. Tried to contact members of staff regarding your computer kb designed in 1874
  10. Used in my own reaserch work/writings and teaching (third level)
  11. Hi Karen, I am conducting a case study on APC for my doctoral thesis. I have interviewed your Executive Manager and several members, cited loads of information on your website, and subscribe to APCNews which I find a particularly useful source of up-to-date information not yet listed on the website. I intend to share all the information I have gathered with APC before publishing it, as promised. Thus, the numbers selected above re publishing reflect my future plans rather than past activities! Best wishes, Charlotte Scarf
  12. I share news stories, job announcements, or news of projects with colleagues & friends.
  13. As per the stated informations shows, I have used resource and guidelines, updates of ICTs development mainly in the area of regulation and deregulation
  14. often use examples to inspire isolated people to see their potential connectedness (though I have no good examples of that really going somewhere)
  15. APC News letters are a steady source of possible participants in the Stockholm Challenge and I have used them to try and make contact with projects featured in the newsletter on several occasions.
  16. APC misses the big questions. APC is afried of using some words like Bill Gates or China
  17. I have used APC news to keep networks I'm involved in informed on ICT issues, most recently to encourage a small-scale initiative to apply for the APC FOSS Chris Nicol prize. In the past, my use of APC resource has been limited because I do not always have time to translate things, but as information becomes available in French it will be much easier to use and promote the resource, and to broaden awareness of these issues.
  18. I've cited the content as source and shared it with other professionals in the field.
  19. referenceSun
  20. I have used the onformation for personal and professional development purposes. I like to be informed about ICT for development issues with a view to incorporate that knowledge into my own instructional design practice within the post-secondary education sector.
  21. I have started drafting a book on State of the Internet in my country. Still in progress...
  22. I often forward snippets from the newsletter to my colleagues and/or partners.
  23. Unashamed (but acknowledged) rewriting of selected APC News items for Developoing Telecoms website.
  24. As Journalist I used APC news as ressources and references
  25. I create a monthly newsletter for our staff that provides information on awards, websites and new publications. The APCNews helps keep me in touch with what is new in the world of ICT and grassroot advocacy.
  26. I rewrite some of the news for my local readers
  27. I haven't used APCNews information the way I intended when I subscribed to APC. I wanted to use the info from APC to help me create a website for an organization. But the organization is not progressing the way it was supposed to progress. we're still working on it. My email is: , I will be happy to receive some advice of how I can use APCNews to raise awareness of the haiti's situation.
  28. I used APC news mainly to know updates about ICT policy making in different developing though it's more focused on South Africa. Info lacks about other countries!
  29. very useful for training an rechearch opportuniies Senior lecturer in telecoms policy and regulation
  30. Mostly I pass the information onto other mailing lists but have a few times picked up stories for PULA or other work within AAW.
  31. I've used an environment & ICT story to inform my members locally of what tools we could start using online for more effective campaigning.