24 August 2000 | Cathy Hayward
More than three-quarters of Supply Management's readers rate the magazine either very useful or fairly useful in their job, and more than two-thirds keep it for future reference, according to a recent readership survey.
More than 80 per cent of respondents read at least three out of four issues, and 60 per cent spent half an hour or more reading the magazine. Features, news and law were the highest rated editorial sections, but Insight, CIPS update and Letters also score highly.
SM was the best place to look for a new job, according to 80 per cent of respondents, who would also consider using recruitment consultancies (66 per cent), national newspapers (54 per cent) and local newspapers (42 per cent).
Respondents agreed that SM was well written, and 42 per cent felt it had improved over the past year. Only 5 per cent who thought it was worse. But there was strong support for more practical advice, checklists and "quick read" information.
Key areas of interest for readers were e-commerce, partnering and supplier relationships. Global sourcing, domestic and European legislation, outsourcing and IT also figured highly.
"It is encouraging to find that the magazine is well regarded," said Geraint John, editor of SM.
"The response from readers was excellent and their feedback has already helped us to make a number of improvements, which will be introduced from next month."
"Supply Management is one of the most visible benefits CIPS members receive," said Carolyn Munton, the institute's head of marketing and communications. "The results of the research will help us shape not only the magazine, but also the style in which we communicate with members and the type of messages they receive."
The survey was carried out by polling company NOP in late June and early July. It followed two NOP-led focus groups at the end of May. Questionnaires were sent to 4,000 readers and a third were returned.