Audience Survey of Jitegemea Magazine

Abstract

The purpose of the study was to identify the target audience of The Jitegemea magazine, it's demographic characteristics and needs, and evaluate the magazine's content, distribution, frequency, price, choice of language and layout. To pick out the target audience', the study sought data from 'audience reached' (readers) and 'potential audience' (non-readers). Descriptive survey method was used to collect data from a stratified sample of 747 respondents (composed of 544 readers and 203 non-readers) in 25 PCEA congregations. Twenty vendors of the magazine and thirteen PCEA administrators evaluated The Jitegemea The study identified the target audience as people aged between 25 and 49 (early to middle adulthood), married, age-range of most of their children is 12 to 19 (adolescents), have at least secondary education but not above college, and major- ity are farmers, business people and teachers. The evaluation exercise revealed that much content be on spiritual growth, PCEA news and youth issues; every PCEA parish to have a vendor; frequency be monthly; to cost between Kshs 20 and Kshs 30 per copy; be written in English; and go for magazine-format instead of the current newspaper-format. The potential of The litegemea can be fully utilized if the PCEA implements the findings of this study.