Scotch College

Readership Survey Summary

The Survey: A short self-completion questionnaire was inserted in the September 2002 edition of Great Scot. 525 questionnaires had been returned by 21 October and form the basis of the following analysis.

The sample: The sample is oriented towards older Old Boys and readers. 92% are Old Boys and more than two thirds (67%) are over 50. The implication is that, as with many other OSCA ventures, older members of the broader Scotch community are more involved or, at least, more responsive.

Old Boys - OSCA Involvement: Only 15% of Old Boys respondents describe themselves as 'regular' attendees at OSCA functions.

The largest group (54%) nominate occasional presence. Almost a third (31%) claim no involvement.

"Regular" participation is higher amongst Old Boys over 50. Non-involvement rates are higher amongst those under 40. Old Boys in their 40s (the leaving years 1971-1980 approx) are more likely to stress 'occasional' rather than either regular or non-attendance.

Attitudes towards Great Scot: As a venture by OSCA and the Scotch Family, Great Scot is extremely positively reviewed as distinctly worthwhile and certainly not a waste of time or money. Great Scot is seen as professional in appearance, interesting to read and well written.

Analysis by age group endorses the more positive view among older Great Scot readers (40+). Old Boys, who are regular supporters of OSCA events, activities and functions are also more enthusiastic supporters of Great Scot.

Readership patterns: overall, almost three quarters of those responding to this survey claim they read 'all' or 'most' of Great Scot. Great Scot readers over the age of 40 and those Old Boys who are more regularly engaged in OSCA activities, suggest greater depth or thoroughness in their readership.

Which Great Scot articles are read - The list of articles read more thoroughly is headed by Old Boy news - both 'positive' and 'negative'. 'What are they doing now?' (WTDN) and obituary notices draw most consistent interest.

• Analysis of readership patterns by age group suggest the following -
• Involvement in 'WTDN' is particularly strong in all age groups above 30.
• Examination of Obituaries increases progressively with increasing age.
• Interest appears higher in 'Around the School' and articles relating to Senior School activities amongst those under 30 (closer in time to leaving school) and those in their 40s (possibly with children in Senior School).
• Depth of readership of Old Scotch sporting or general news appears to fall amongst readers in their 40s when compared with other age groups.
• Interest in School sporting achievements, while somewhat stronger amongst the under 30s, holds relatively steady readership in all age groups.
• The Headmaster's Column, Chaplain's comments and Report from the Foundation find greatest support amongst readers over 50.

Old Boys who are regular attendees at OSCA functions are also more avid (thorough) readers of more articles in Great Scot - their involvement and connection with the School is much more pronounced at all levels.

Suggested changes to types of articles -

Old Boys are interested in knowing what has happened to other Old Boys. 'What they're doing now' and 'Obituaries' are the most thoroughly read sections. Suggested changes in emphasis confirm these areas of news interest continue to drive demand.

There is a high level of request for increased emphasis on -

• More detailed features on Old Boys
• What they're doing now
• Articles on Reunions
• Detailed obituaries

There is also obvious interest in hearing more about current staff. Many areas of Great Scot (or types of article) are considered to be relatively well catered for - in particular sport generally and Senior School news and activities.

How long Great Scot is kept? Some Great Scot readers keep a library of past issues. Great Scot is seen as a valued record or connection with the school. Around a quarter retain Great Scot for six months or more. A third (35%) keep it for a week or less. Readers in their 30s suggest a lower level of retention.

As another sign of their involvement, those Old Boys who regularly attend OSCA functions are also more likely to retain Great Scot for longer.

(For a full analysis and more detailed report see Tim Shearer)

Richard Beveridge

Ed Note: Thank you to all who completed and returned the Readership Survey.

 

Letter to the editor

Dear Tim,

Thanks for the opportunity to respond to your questionnaire. I think it concentrates too heavily on sport - Scotch is projected as a great sporting club, and a successful one, competitively. I loved sport at school, but the vision of Scotch is much greater than the sporting process. Great Scot could reflect this educational ideal that is Scotch - a truly liberal educational tradition. So may I suggest the following ideas:

More contributions from your readers - "stories", reminiscences, guest editorials, reflections - and not just from the Old Boys; maybe past and present teachers, parents and friends. Even letters to the Editor would transform Great Scot into a forum or voice rather than just reportage and PR. Don't let it turn into an expensive glossy; increase the depth of the content. Maybe a regular contribution from the archivist, (see p46 - ed) as well as the usual Principal's column.

The Chaplain's column is also meaningful in this regard.

David Leech ('67)