Readership Demographics
Youth Today at Kennesaw State University • 770.423.6924 • advertise@youthtoday.org
Youth Today is the only national publication that captures youth-serving professionals in child welfare, recreation/youth development, adolescent health, juvenile justice/corrections, substance abuse, employment and training, mental health and faith-based youth work. Youth Today has over 5,000 youth-serving professionals paid subscribers and a readership of approximately 15,000.
• Eighty-four percent of Youth Today readers are involved in the purchase selections for goods and services for their organization. • Youth Today readers are leaders and decision-makers in a vast array of out-of-school programs and services that assist more than 30 million young people nationwide. • Forty-five percent of Youth Today readers have over 500 youths participate in their organization annually. • Youth Today readers are employed in all segments of the youth services field, including social service/welfare organizations, government, youth organizations/centers, after-school programs, universities, family service agencies, juvenile corrections facilities, foundations, schools and other specialty institutions. • Fifty-two percent of Youth Today readers work in organizations with annual budgets of $1 million to over $50 million.
Youth Today at Kennesaw State University • 770.423.6924 • advertise@youthtoday.org
Readership Demographics * What is the highest level of education you have completed? Master’s degree 48% 4-year college degree 22% Ph.D./MD/J.D. 11%
Postgraduate study, no degree 9% Associate degree 6% Working toward a Ph.D. 4%
How many youth in total will participate in your program during the 2008-2009 school year? Over 1,000 35% 101-200 13% 501-1,000 10% 51-100 10% 201-300 8%
301-400 7% 11-50 6% 10 or less 6% 401-500 5%
How long have you worked in the youth service field? 10-19 years 33% 30-39 years 21% 20-29 years 20% 5 to 9 years 13%
2 to 4 years 40 years or more 1 year or less
8% 4% 1%
Which of the following best describes your job title or role? Director 21% Executive Director 18% President/CEO 10% Programming Director 9% Department head 8% Social worker 3% Consultant 3%
Communications/PR 2% Professor 2% Volunteer 2% Educator 2% Business manager 2% Youth counselor 2% Other 16%
What is your age? 45-54 30% 55-64 29% 35-44 18%
25-34 15% 65 or older 7% Under 25 1%
Youth Today at Kennesaw State University • 770.423.6924 • advertise@youthtoday.org
What is your program’s annual budget? $500,000 - $999,999 Less than $100,000 $300,000 - $499,999 $100,000 - $299,999 $1.0 - $1.49 million $2.0 - $2.9 million $3.0 - $4.9 million
15% 13% 10% 10% 9% 7% 7%
$10.0 - $19.9 million $20.0 - $49.9 million $50 million or more $5.0 - $6.9 million $1.5 - $1.99 million $7.0 - $9.9 million
7% 7% 6% 5% 2% 2%
Which of the following is most descriptive of your organization? Non-profit 70% Government 21%
For-profit 6% Other 3%
Which of the following best describes the place you work? Other 31% Social service/welfare org. 11% Government 11% Youth organization/center 10% After school program 8% University 6%
Family service agency Juvenile corrections facility Foundation Elementary/secondary school Consulting firm Teen group home
6% 4% 4% 3% 3% 3%
How long have you been a reader of Youth Today? 5 to 9 years 23% 3 to 4 years 18% 1 to less than 2 years 17% 2 years 14%
10 to 14 years Less than 1 year 15 years or longer
12% 9% 7%
Youth Today at Kennesaw State University • 770.423.6924 • advertise@youthtoday.org
Purchasing Needs and Patterns * Which of the following professional information resources to you subscribe to or read regularly, at least three out of four issues (more than one answer allowed)? The Chronicle of Philanthropy 29% Education Week 10% The Prevention Researcher 23% The Future of Children 7% Juvenile Justice Update 20% Voices of Youth Advocates 7% Connect for Kids 13% Other 12% Child Trends 12% N/A 31% In which of the following ways are you involved in the purchase selection of goods and services for your organization (more than one answer allowed)? Make final decision 50% Determine need 42% Recommend 50% Not involved 16% Which of the following products and services do you participate in or have influence in purchasing for your organization (more than one answer allowed)? Art supplies 37% Awards 42% Athletic products/equipment 24% Capital expenditures (buses, new buildings, etc.) 34% Computer hardware/software for administration 60% Computer hardware/software for youth use 45% Consulting services 58% Continuing education/ training 62% Curriculum/programming 60% Executive/staff search services 29% Financial services 32% Food services 22%
Fundraising products/services 42% Furniture 44% Inservice/training services 57% Insurance services 27% Legal services 28% Logo merchandise/ memorabilia 37% Market research services 19% Multimedia products/services (i.e. CD-ROMs, DVDs) 40% Professional development books 66% Subscriptions 68% Testing materials 16% Youth grant awards/ scholarships 46%
Youth Today at Kennesaw State University • 770.423.6924 • advertise@youthtoday.org
Reading Patterns * Youth Today is published 10 times per year. How many of the last four issues have you read or looked into? 4 of 4 64% 1 of 4 4% 3 of 4 15% 0 of 4 3% 2 of 4 10% Not applicable 4% About how much time, in total, do you spend reading or looking into a typical issue of Youth Today? 30 to 59 minutes 40% 1.5 to 2 hours 14% 1 to 1.5 hours 21% 2 hours or longer 4% Less than 30 minutes 21% What do you do with your copies of Youth Today after you have finished reading them? Save for future reference Pass along to someone else
37% 34%
Place in staff room or library 24% Other 5%
Using a scale of 1 to 5, where 5 means “very likely to read” and 1 means “not likely to read,” how likely are you to read each of the following topics in Youth Today? Best practices/exemplary programs 4.4 Trends affecting youth programs 4.4 Legislation affecting youth programs 4.2 “How to...” tactics/strategies in youth work 4.1 Research 4.0 Youth program administration 3.8 Training practices 3.6 Technologies for use in youth programs 3.5 Information on upcoming conferences 3.3 Career advice/professional development 3.2 Book reviews 3.0 International issues/projects 2.8
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How often do you read each of the following departments and subject areas in Youth Today? Advocacy & Legislation Sometimes 45% Always 41% Seldom 10% Never 2% N/A 2%
Non-profits Always 44% Sometimes 38% Seldom 13% Never 4% N/A 1%
After School/OST Sometimes 42% Always 30% Seldom 21% Never 5% N/A 2%
Youth Development Always 53% Sometimes 37% Seldom 7% Never 2% N/A 1%
Funding/New Grants Available Always 60% Sometimes 25% Seldom 10% Never 4% N/A 1%
Child Welfare Sometimes 38% Always 37% Seldom 19% Never 5% N/A 1%
Juvenile Justice Always 46% Sometimes 33% Seldom 14% Never 5% N/A 2%
Education Sometimes 43% Always 42% Seldom 11% Never 2% N/A 2%
Violence Prevention Sometimes 40% Always 34% Seldom 21% Never 4% N/A 1%
Teen Life Skills Sometimes 41% Always 37% Seldom 15% Never 5% N/A 2%
*Results based on a 2009 reader survey
Youth Today at Kennesaw State University • 770.423.6924 • advertise@youthtoday.org