Home' Army Acquisition Logistics and Technology Magazine : Army ALT January-March 2011 Contents ARMY AL&T
2010 READERSHIP SURVEY RESULTS
2010 Readership Survey Results
As many of you know, we recently conducted a readership survey
to gauge the ongoing value of Army AL&T Magazine, to solicit
feedback on how to improve the publication, and to identify
topics that readers would like to see covered in 2011 and 2012.
First, I would like to thank the 857 readers who responded to the
survey. It took some time and effort to do so, and we sincerely
appreciate the feedback, especially to our appeal for suggestions
on how to improve Army AL&T Magazine and ideas for future
articles. Second, I want to express my gratitude for the insight, cre-
ativity, and fresh perspectives that respondents brought to the table.
Of the 828 respondents who stated that they read Army AL&T
Magazine regularly, almost 91 percent rated the overall quality
of the publication between good and excellent. While proud of
that response, we did not overlook the fact that another group
totaling almost 5 percent rated the content as merely fair, and
that almost 1 percent rated the content as poor. Nor did we
fail to recognize that even the most congratulatory respondents
made recommendations for how to improve the publication.
To keep Army AL&T Magazine informative, relevant, and compel-
ling, we are committed to satisfying as many reader concerns and
recommendations as possible. Given the scope of the publication's
mandate, the direction we receive from our Editorial Advisory
Board, and the wide variety of professionals who read Army AL&T
Magazine, we realize that we will never meet all requirements in
a single issue. Over the course of a year, however, we set out to
cover major topics of interest to our readers. Some of the more
frequently recommended topics include career development
for both civilian and military personnel; the impact of acquisi-
tion, logistics, and technology (AL&T) activities on the lives of
deployed personnel; and best practices and candid lessons learned.
We also received several editorial recommendations, from
perspectives we might consider more frequently to better ways
to distribute the magazine. Some of the more common include:
• Provide more “voice from the field” perspectives. As one
respondent stated, "I want to know what our [S]oldiers think
about their equipment---what they like, don't like, things to
improve, features to make their lives easier, what they don't
have now but need, and what they have now but don't use."
• Include vantage points of the average AL&T Workforce
member. While attention to leadership is obviously essential,
perspectives of others in the workforce are important as we
present an all-encompassing examination of AL&T subjects---
as one reader put it, "field interviews [with workforce members]
other than supervisory." Another advised us to consider
"military and civilians in the workforce---not the top brass---
to highlight accomplishments of the younger workforce."
• Ensure that readers are aware that the publication is available
in electronic format as well as hardcopy. Obtaining a hard-
copy magazine can sometimes prove a burden, as indicated
by 24 percent of respondents who advised that Army AL&T
Magazine is difficult to acquire. With the publication also
available electronically (at http://asc.army.mil/altmag),
readers can access current and archived issues 24/7.
In addition, we noted areas where we still have room to improve.
Regarding the magazine's clarity of writing, 81 percent of respon-
dents rated our writing as either clear or very clear. While almost
40 percent rated this aspect "5 of out 5," approximately 41 percent
rated the publication's writing clarity at "4." This indicates that
there is still room for improvement. The nature of many AL&T
subjects covered in the magazine is complex, but we will work to
ensure that the complexities are addressed in sufficient detail with-
out succumbing to the techno-jargon and rhetorical flourish that
so often render such articles tedious or difficult to comprehend.
Readers would also prefer more straightforward assessment and
reporting. As one respondent stated, "be brutally honest on why
programs succeed or fail." We recognize that readers gain more
from forthright program assessments, and we will remain vigi-
lant to avoid stylistic or substantive hyperbole.
And while several respondents recommended cutting back on what
is perceived as "marketing" or "self-congratulatory" writing, others
commented on the critical role the magazine plays in communi-
cating the importance of the AL&T community to warfighters,
the Army, DOD, Congress, and the public. Communicating the
value of what we do as a community is undoubtedly necessary and
an important function of the magazine. However, self-promotion
must be approached carefully and will always come second to
factual reporting. We will focus on straightforward writing and
reporting, with lower tolerance for self-aggrandizement.
To all of our readers, then, and with a heartfelt "thank you" to
those who participated in this survey, we pledge in the coming
months to redouble our efforts to remain your principal con-
nection to all things Army AL&T.
We will continue striving to deliver a top-quality publication
every issue, through fully researched, well-written, germane, and
informative articles, interviews, and columns. Again, my thanks
to every reader who responded, and to all readers who look to this
magazine for pertinent, compelling information and discussion.
Margaret C. (Peggy) Roth
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