GC Ticker Survey 2011

Readers value good quality but wish for more business topics

In July 2011 the German Chamber of Commerce in China conducted a survey amongst all of its members in China to find out how they perceive the membership magazine GC Ticker and furhermore, what their main interests are. A total of 213 people responded. The survey inquired into reader behaviour, reader evaluation of the GC Ticker, reader interest in different sections of the magazine, reader opinions towards the GC Ticker’s structure and reader perception of the usefulness of the GC Ticker as a communication channel.

Overall, the data gathered in the survey indicates that readers are satisfied with the GC Ticker. The survey’s major findings include a preference for greater business focus, a desire for more news about members and general satisfaction with the structure. Ideas mentioned include more in-depth articles, more controversial articles and an exclusive business focus. The survey indicates that the GC Ticker is regularly read. Most readers are satisfied with the magazine’s quality and content but would want a stronger business focus. Moreover, they believe it is a useful communication tool.

Based on the feedback we got from the participants we will improve the GC Ticker and give it a new structure, layout and different content starting with the issue December-January issue 2012.

This report is focused on reader interest in different sections of the magazine, reader opinions towards the GC Ticker’s structure and reader perception of the usefulness of the GC Ticker as a communication channel. Key Findings are:

Readers Selective but Loyal

1.    How would you describe your reading behaviour? I read the GC Ticker…
(Regularly, all articles/ regularly, selected articles/ sometimes, all articles/ sometimes, selected articles/ seldom/ never/ no comment)

The majority of those surveyed (58%) regularly read selected articles of the GC Ticker.
Only a small minority seldom read the magazine (5%) and even less never read it (1%). There is a small percentage that regularly read all the articles (8%), while a quarter of those surveyed sometimes read selected articles (25%). Only a small group (2%) sometimes read all the articles.

Good Quality in General

2.    How do you rate the following aspects of the GC Ticker?
(Very good/ good/ average/ not good/ no comment)

The aspects included in this question were content, quality of articles, design/ layout and colours. The majority response for each category was ‘good’ (68.1%, 64.8%, 55.9% and 55.4% respectively). The overall feedback was very positive, with nearly four out of every five people ranking the GC Ticker as ‘good’ or ‘very good’ for each area. Comments from some of the respondents that provided suggestions for change were divided. One respondent stated, “(I would like) more articles describing market/industry trends and government policies/incentives.” A second respondent explained, “(I would like) more articles about the news of GC members.” Others expressed interest in professional and technical content, as well as more in-depth information for articles. The colour and design/ layout also received a majority of positive responses. Specific suggestions in this area included extending the colour scheme for different chamber chapters to the member news.

Preference for Business Topics

3.    Please rate your interest in each of the following categories:
(Very interested/ interested/ mildly interested/ not interested at all/ no comment)

This question included all the various aspects of the GC Ticker (outline below). The largest single response for each section was either ‘interested’ or ‘mildly interested’. A general trend apparent in this data, although not extreme, is that readers have a preference for business related topics (China Economic News Ticker, cover story, business articles) over non-commercial topics (lifestyle articles, health, book reviews, travel, food & restaurants, sports, ‘this and that’). One respondent suggested, “Focus on business topics exclusively – travel and ‘this and that’ are for city magazines. If you want to cover travelling in China, make the tourism market your cover story – the same for arts and education…”

The respondents were interested in Chamber news, past and future events and the environment, but less interested in DIHK updates from Berlin & Brussels. “We can get such kind of information (travel, culture, sports) from lots of other newspapers or leisure magazines. Only the member information part makes the magazine unique.” (DIHK updates from Berlin & Brussels, China Economic News Ticker, News about Members, Cover Story, Business Article, Chamber News and Event Summaries, Event Calendar, Lifestyle Articles, Health, Training and Education, Art and Culture, Book Reviews, Travel, Food & Restaurants, Sports, Environment, This and That)

Structure Satisfying

4.    The GC Ticker is…(Well structured/ not well structured/ no comment)

Over three quarters (78%) of respondents found the GC Ticker to be ‘well-structured’.
Only a small minority (6%) described the magazine as ‘not well structured’, with the remainder (16%) leaving no comment. There were no specific suggestions for improvement of the structure; only one respondent advised that the GC Ticker tell a story from beginning to end, making it easier to notice articles.

5.    How useful do you rate the GC Ticker as a communication channel for:
(Very useful/ useful/ less useful/ not useful at all/ no comment)

This question targeted the three areas of ‘business information about China’, ‘member information’ and ‘Chamber news and activities’. The most common response for each topic was ‘useful’ (61%, 54% and 54% respectively). These responses were elaborated on by one respondent who said, “(The GC Ticker) is a good bridge to understand the other German companies’ activities and performance in China.”

How the survey was conducted

The survey consisted of ten questions and ran from 21st until 29th of July 2011. The methodology consisted of a sample conducted in-person at the July Chamber Meeting and the remainder of surveys sent via email. A total of 213 individuals were surveyed, the majority of whom were Chamber members (78%), representatives of top and middle management (87.8%) and native speakers of German (61%). A variety of industries were represented but the largest single field was manufacturing (26%). Most of the individuals surveyed were male (68%) and in their 30s or 40s. Those surveyed were asked to rank their reading behaviour on a six-point scale; their opinion of the GC Ticker’s structure on a three-point scale; and their evaluation of the GC Ticker, their interest in the different sections of the magazine and its usefulness as a communication channel on a five-point scale.