Organisation - May 13, 2011

Resource gets 6.9 marks

Appreciation has gone up slightly since 2007. The website is only moderately known.

Copy_of_Resource0506cover.jpg
Despite the surge of internet, appreciation for Resource magazine has risen in the last four years, from a score of 6.7 to 6.9. This is shown by a readers' survey carried out by DUO Market Research, a company in Utrecht.
VHL students
Readership-wise, it is the same as the result from the former survey in 2007: three quarters have read at least one of the last three issues. The score given by VHL students is noticeably low: 26 percent. In 2007, too, Resource was not much read by students in the applied sciences university.
Readers rate the content of Resource magazine with a 6.9 (was 6.7 in 2007) and its design with a 7.5 (was 7.1). These scores tally generally with scores for staff and university newsletters.
Autonomy
The magazine gets high marks for being up-to-date and for its balance between humour and information. Its weak areas are: too little focus on locations outside Wageningen and the lack of a full English version. Students and employees doubt its autonomy and objectivity, but employees are positive about the magazi'ne's critical attitude. Students listed depth as one of its strong areas, whereas employees find the magazine's coverage too superficial.
Typical Dutch
The best liked section is 'Typical Dutch' on the back of the magazine, followed by the cover and science news. The least valued is the letters page, the viewpoint section, and the background stories.
The website of Resource is known only moderately: just half of the employees and two-fifths of the students know about resource.wur.nl. The Dutch site has an average of 700 unique visitors a day; the English site, above 100.
Fully English
As it is not feasible to have a fully bilingual magazine and website, Resource has in 2009 opted to have English summaries in the magazine and full translations online. This formula is now known to 63 percent of those surveyed. To the English speaking, various options have now been proposed: a monthly English magazine; four to six English pages per issue, a bi-weekly magazine minus the English website, or the current set-up. No clear preference has emerged from the survey.
One of the major objectives of Resource is to increase involvement in Wageningen UR. This readers' survey shows that students and employees who are very involved in Wageningen UR read Resource more often and rate it higher than those who are hardly involved. Anyway, it is uncertain if a cause and effect relationship can be found here, and if so, in what aspect. Does Resource raise involvement, or does involvement in Wageningen UR lead to more reading and appreciation of Resource?
Low response rate
The response rate is relatively low: 13.4 percent. DUO Market Research approached 20,004 students and employees in March with an online questionnaire. Of these, 2683 responded. This is not much, but DUO feels that a reasonably reliable picture has emerged. For example, DUO has concluded that 83 percent of the employees have read at least one of the last three issues; the actual percentage would then lie between 81 and 85 percent (for the connoisseur: this is based on the normal reliability of 95 percent).
The editorial team and the publisher will examine and work out the survey results in the coming weeks. Any changes will be made after the summer period.

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