The long awaited results of the readership study of The Alabama Baptist were presented to the paper’s board of directors at the end of October. The report was based on 451 telephone interviews conducted by the Center for Advanced Social Research at the University of Missouri. Confidence level of the report is 95 percent.
The report ranged from the appearance of the state Baptist paper to its organization to its fairness to its value. In every case, readers were overwhelmingly positive about The Alabama Baptist.
Concerning the weekly publication’s appearance, 94 percent said the paper was well-organized. Ninety-eight percent commented that the paper was easy to read. The length of stories was affirmed by 74 percent. Nearly one subscriber out of four reported sharing the paper with someone who lives outside his or her home.
The list of what readers liked best about the paper highlighted three items. Sunday School lessons were the most popular feature of the publication. That was closely followed by editorials. Associational news was third. The list of individual items mentioned in the interviews was long and included missionary news, Baptist convention news and “nearly everything.”
When readers were asked what they liked least about the publication, 70 percent said there was nothing they particularly disliked. Of the 17 percent who named a feature they liked least, Sunday School lessons, editorials, associational news, missionary news and convention news were identified.
Ninety percent of those interviewed judged the state Baptist paper to be fair and balanced in its news coverage and reporting. Only 5 percent said the paper was not fair and balanced. The paper was judged accurate by 85 percent of the respondents and a similar number said the paper provided a complete picture of Alabama Baptist life.
Three percent of respondents questioned the accuracy of stories appearing in The Alabama Baptist. Ten percent said the paper failed to provide a complete picture. When individual responses were broken down, 60 percent of that number concluded the paper was becoming “too conservative” and, thus, not reporting fully. Forty percent of that number contended the paper was becoming “too liberal” which negatively impacted complete reporting.
When asked to judge the state Baptist paper’s helpfulness in selected areas of living, 98 percent said it was a good source for missions information. Ninety-four percent said reading The Alabama Baptist helps them in their Christian life. Ninety-three percent said the paper helps keep them informed about Baptist life. The paper was judged a good place for information about social issues by 86 percent of those interviewed.
Fifty percent of the readers spend 30 minutes or more reading The Alabama Baptist each week. More than one-third said seeing an advertisement in their state Baptist paper increased the likelihood they would buy the product or service.
When asked to judge the value of The Alabama Baptist, 91 percent said it was a good value, and they would encourage others to subscribe to the publication.
In all, the readership study affirmed the trusted relationship the state Baptist paper enjoys with the Baptists of Alabama. The majority of subscribers have been reading the paper for more than 10 years. The time they spend reading the paper far exceeds the average amount of time spent with a secular newspaper or magazine. The paper is valued enough that it is shared with others by a significant portion of subscribers.
Alabama Baptists expect the paper to be fair, balanced and accurate and most of the readers believe the paper is achieving that goal. In today’s political climate in Baptist life, that is an accomplishment.
The fact that more readers are concerned the paper is becoming “too conservative” than are concerned that the paper is becoming “too liberal” confirms the letters, calls and e-mails received by this writer. Our goal is to be fair, accurate and balanced when reporting issues. The state Baptist paper is for all cooperating Alabama Baptists. It is not a tool for either political camp.
The survey points out items that demand a second look. For example, if nearly one in four readers questions the length of articles, that is a topic to be re-examined. But, basically, Alabama Baptists like their state Baptist paper and support its ministry. That may be one reason circulation is slowly climbing. The state Baptist paper is now in the budgets of 2,367 of our cooperating churches.
Please pray for those of us ministering through the state Baptist paper. Please pray that we will always focus on honoring God by faithfully serving God’s people known as Alabama Baptists. And, for those who participated in the telephone surveys, thank you for your time and for your feedback.
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