Nationwide Survey of Early Childhood Professionals
Research Report - November 2003
This report presents the findings of a research project designed to measure the reading habits and purchasing practices of early childhood professionals. In August 2003, an invitation to participate in this study was sent by e-mail to a list of 11,000 early childhood professionals. By mid-October, responses were received from over 2,700 individuals. Based upon the level and diversity of the response, the findings of this study provide an accurate reflection of the opinions of the early childhood community nationwide.Readership Patterns and Preferences
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| Exchange | Early Childhood Today | Early Childhood News | Child Care Business | Young Children | |
| Which publication do you read regularly — three out of four issues? | |||||
| 81% | 46% | 18% | 15% | 68% | |
| If you receive four or five of these publications, which ONE is most valuable to you in your work? | |||||
| 62% | 7% | 1% | 6% | 24% | |
| How long have you been receiving the publication? | |||||
| 2 years or less | 25% | 29% | 35% | 62% | 13% |
| 3 – 4 years | 13% | 19% | 26% | 22% | 10% |
| > than 4 years | 62% | 52% | 39% | 16% | 77% |
| How much time do you spend reading each issue? | |||||
| Average minutes | 61 | 44 | 41 | 36 | 71 |
Why is Exchange the most valuable publication to you in your work?
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"The magazine has many useful articles and is very easy to read." "Articles are based on practical, reflective practices recommended by experienced professionals." "It helps me administratively. Plus, it contains great articles that the staff are apt to read and digest." "Exchange has the most diverse articles." "It offers practical information that I can use as a director . . . tried and tested ideas." " . . . the perfect blend of practice and professional." "It pertains most specifically to my job and offers the best hands-on information for my staff." "The articles are appropriate to share with all staff and lead to excellent discussion in trainings." " . . . articles that relate to the challenges I face daily." "It has become something of a ‘policies and procedures’ manual!" "The most informative magazine you can find for a person in my position! I am always anxiously awaiting the next issue." "The articles are helpful to my management team and their teaching team. We also utilize articles for parent education." |
"I’m a new administrator and I find it helpful in managing staff and the program." " . . . the most timely information geared to real life!" "The information is current and on the cutting edge." "This magazine covers all aspects — from running a business to ideas on curriculum, staff & director workshops, inspiring stories, and updates on the political jungle." "Exchange has articles pertinent to all areas of the child care business. It provides helpful information for teachers in their classroom, as well as helping directors manage and motivate staff. When an issue erupts at the center, I know that I can go to Exchange and find an article that will help me out." "It gives real world, useable ideas. It doesn’t get bogged down in too much theory." "It gives me day to day things to try in my center. It makes me feel that I’m not alone in my job." "I keep each issue for years and often go back for an article on the subject I am working on this week. I always find one." "I’ve loved this publication for over 15 years because the articles are specific to program management." "It is really directed at me! It is real." |
Exchange Subscriber Profile
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Exchange Subscriber Purchasing Practices and Patterns
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