A Partial Feasibility Study for Starting a New Magazine for Teachers in Kenya

Abstract

The purpose of this study was to establish the feasibility of starting a new maga zine for teachers in Kenya. Since it was not possible to carry out a complet feasibility study, this research covered the following areas: (1) Exploration of the need; (2) Determination of the frequency, content, pricing and concept preferences; (3) Establishment of appropriate distribution modes; (4 Establishment of ideas for ownership, management, and advertising policy; and (5) Ideas about respondents' personal involvement in the venture. To conduct the research, the descriptive survey method was used to gather data from a random sample of 851 primary and secondary school teachers throughout Kenya, and a purposive sample of 31 leading educationist. Additionally, data was gathered from a market survey to establish the competition for the magazine, if any. Data from the questionnaires for both teachers and educationist revealed that teachers in Kenya not only need the magazine, but they are also willing to support various aspects of the venture. Also there is virtually no competition in the Kenyan marke for such a magazine. This study concludes that, indeed, the Kenyan market ur gently needs a teachers' magazine and that there are very promising signs for its success given the backing it would have from its primary audience - the Kenyan teachers.