ChildCareExchange.com - Nationwide Survey of Early Childhood Professionals

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


	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?

"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

What is your position?
Center Director/Owner	74%
Consultant/Trainer	12%
Teacher	2%
Public Official	2%
Family Day Care Provider	1%
Other	9%

How long have your worked in the field?
Less than 5 years	4%
5 years to less than 10 years	11%
10 years to less than 15 years	16%
15 years or more	69%

What is the licensed capacity of your facility?
50 or less	16%
51 to 100	28%
101 to 150	17%
151 to 300	20%
301 or more	19%

How many employees does your facility have?
10 or less	20%
11 to 20	25%
21 to 50	28%
51 to 100	11%
More than 100	16%

How would you describe your program?
Independent non profit center	19%
Employer-sponsored center	14%
Independent for profit center	12%
Church-housed center	11%
Multi-center non profit system	10%
Multi-center for profit chain	7%
Consulting/Training Agency	6%
Public school operated center	4%
Resource & Referral Agency	4%
College	4%
Government Agency	4%
Family child care	2%
Other	3%

Exchange Subscriber Purchasing Practices and Patterns

How much money are teachers at your facility authorized to spend without formal approval?
$0 - $50	75%
$51 to $200	17%
More than $200	8%

When does most purchasing occur at your facility?
January – March	18%
April – June	23%
July – September	39%
October – December	20%

How does your facility make use of technology?
Uses computers for accounting	91%
Uses computers for student records	69%
Uses computers for instruction	67%
Uses computers for entertainment	46%
Has high-speed Internet access	60%
Has low-speed Internet access	31%
Has a web site	52%
Communicates to parents via web site	21%
Communicates to parents via fax	13%
Communicates to parents via e-mail	31%
Sends newsletter via e-mail	12%
Communicates to staff via e-mail	30%
Uses cell phones	59%
Has video security	12%
Has electronic security for off hours	31%
Has access control system	41%
Tapes activities for parent conferences	12%
Tapes teachers for feedback/training	14%
Uses digital camera	60%
Purchases over Internet:
Books and music	59%
Curriculum supplies	56%
Classroom equipment	52%

For which products do you make the purchasing decision or strongly influence it?
Art and Craft Materials	73%
Books and Videos	77%
Furniture	72%
Toys and Games	72%
Science Materials	67%
Curriculum Materials	77%
Dramatic Play	68%
Math Materials	69%
Administrative Software	53%
Training	81%
Hygiene Products	55%
Cooking Equipment	47%
Audio/Visual Equipment	55%
Office Furniture	53%
Safety/Security Equipment	50%
Food and Beverage	57%
Cots and Linens	48%
Fundraising Materials	44%
Riding Toys	59%
Music Instruments	59%
Computer Hardware	45%
Educational Software	54%
Cameras and Film	63%
Manipulatives	68%