THE LONG AND SHORT OF IT


Goals:


Determine who readers are and how they read our magazine.


Measure the magazine’s success in presenting content in the most accessible way possible.


a small staff of extremely dedicated editors who are profes- sionals and do their best to make the articles we receive as thoroughgoing and authoritative as possible. Tis unusual state of affairs has been the case for more than 50 years.


27% Prefer the PRINT


version [only] of the magazine. 46%


Prefer the DIGITAL version of the magazine.


22%


Prefer the PRINT AND DIGITAL versions of the magazine.


69%


Rank the overall qualit y of the pr int magazine out standing or good.


71%


Rank the overall qual - it y of the e -magazine out standing or good.


Who reads Army AL&T?


6% Contractor or other


88% Civilian 6% Military


89% D E S I G N D E V E LO P D E L I V E R D OMI N AT E ARMYAL& T


Are members of the Army Acquisition Workforce


37%


Rank the overall qual - it y of the mobile app out standing or good.


Highes t acquisi - tion career f ield percentages


17% Project


management 18%


Engineering 22%


Life cycle logistics


23% Contracting 5%


Prefer the MOBILE APP version of the magazine.


More than anyone else, we understand that the content we provide is not perfect. One respondent said, “Tis publication leaves out all of the actual problems with the program. It is not realistic [nor does it] reflect the prob- lems within equipment in the field.” Te fact is, we would welcome a bit more “controversy” in our pages. We’d love to have contributions from the operational perspective, but we don’t get anywhere as close to as many as we’d like. When we see opportunities that we can realistically chase—given our small staff—we go after them. (Take, for example, the gem of an operational commentary, “Rule No. 1,” Page 128.)


WHAT ARMY AL&T IS NOT In the abstract, controversy is simple enough, especially with social media: Say something explosive and watch it blow up. We see it all the time. But there is a very real dif- ference between controversy for controversy’s sake (click bait) and controversy that consists of honest and thought- ful disagreement between respectful people who just don’t see eye to eye. Most of the time, though, you won’t find much controversy in this magazine because there’s a very real hesitation on the part of the Army acquisition, logis- tics and technology community to point out the negative. We understand that and try to work around it.


Also, there are some things we don’t cover because they don’t fall within our charter. One respondent wanted to read more about the history of Cold War veterans. Unless we had an article that was germane to some area of acqui- sition by or about Cold War veterans, we wouldn’t run it, as interesting as it might be, even if it were prizeworthy writing. We have a very specific mandate.


WHAT YOU ARE GOING TO SEE Another respondent asked about follow-ups to articles we’ve published in the past. Tis is something we’re work- ing on. We, too, think it’s important not to just put stuff out there and leave it. We do want to know “the rest of the story,” as that respondent put it.


430 readers responded to questions.


One of the most common issues among our respondents was that our articles are too long. Comments such as these


14


Army AL&T Magazine


January-March 2017


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