A readership preference survey was conducted among subscribers to Virginia Wildlife. The survey was designed to determine the relative preference of subscribers for major types of articles and more specific articles within major types. Based on median responses, hunting articles were most preferred by subscribers, followed by fishing, wildlife management, natural history, outdoor equipment, wilderness adventure, environmental issues, history-nostalgia, wildlife arts and crafts, and boating articles. A Kruskal-Wallis I-way analysis of variance on ranks procedure was employed to determine if there were significant differences among responses to specific-article questions within each of 8 article classifications and within a question containing rankings of preference of major topics. A significant (P< 0.05) Kruskal-Wallis test was followed by a multiple comparisons test to determine the responses to specific-article questions which were significantly different. Approximately 78% of sample respondents expressed interest in hunting and fishing. A decision formula is presented for determining the relative frequency with which certain major categories of articles could be published to tailor a magazine's content to preferences of subscribers.
