Trust. Integrity. Reputation. Results of Windspeaker's Readership Survey conducted in November 2006. Survey results were generated from responses received through a postage-paid insert placed in the November Issue of Windspeaker. Results may not necessarily total 100% due to rounding off of actual percentages. Results are not scientific, but they do reflect the views of Windspeaker's readers. How do you receive your copy of Windspeaker? 31% Personal Subscription 41% Company/ Organizational Subscription 9% Complimentary Copy 3% Library 16% Other Windspeaker's subscription base has grown dramatically in the last few years as a result of increased company/organizational subscriptions. We are optimistic that organizations are now valuing Windspeaker's coverage as much as individuals have for quite some time. Windspeaker's subscriber base is unmatched by Aboriginal publications anywhere in North America. Having a significant subscription base means that Windspeaker is even more accountable to our readers. The quality of our publication must be maintained throughout the year. If you subscribe to Windspeaker, how long have you subscribed? 9% Less than 1 year 23% More than 1 year 27% More than 3 years 41% More than 5 years Windspeaker has a very high subscription retention rate - in large part due to the value our readers place on the information they receive through Windspeaker. It also confirms Windspeaker's dedication to consistency - someone may subscribe once, but if they are not pleased with product they will not subscribe twice. The vast majority of Windspeaker subscribers continue with their subscription past the first year. Of the last 6 issues of Windspeaker, how many have you read? 64% Have read 6 out of 6 issues 11% Have read 5 out of 6 issues 9% Have read 4 out of 6 issues 8% Have read 3 out of 6 issues 5% Have read 2 out of 6 issues 3% Have read 1 out of 6 issues Windspeaker readers rarely miss an issue. The reason being that most Windspeaker readers are subscribers and when people pay for something they want full value for their money. Subscribers make time each month to read through Windspeaker because they have paid for Windspeaker. This is the most significant difference between subscription and complimentary based distribution methods. How would you rate Windspeaker's editorial coverage? 12% The Best 43% Very Good 42% Good 3% Fair 0% No Good Windspeaker has always been committed to editorial excellence. Indeed it has been this commitment that has made Windspeaker a leader in Aboriginal communications. While the results of the survey are encouraging, we know there is room for improvement. Windspeaker readers can be assured that our commitment to objective, independent and professional journalism will be maintained. How much do you trust Windspeaker's editorial coverage? 39% A Great Deal 33% A Lot 27% Somewhat 1% Little 0% Very Little 0% Not At All It takes a substantial effort to earn someone's trust. Windspeaker has earned our reader's trust over the last 23 years - by trusting in our readers' ability to recognize and appreciate how Windspeaker is different. Windspeaker will continue to work hard to keep our readers' trust. Would you recommend Windspeaker to others? 100% YES 0% NO This statistic speaks for itself. Are you Aboriginal? 84% YES 16% NO First Nation 73% Metis 20% Inuit 2% Non Status 5% Until this survey, it was always guess work as to the number of Windspeaker readers which were Aboriginal. This statistic means that approximately 117,000+ Aboriginal people read Windspeaker each and every month. What level of education have you completed? 10% Grade 6 - 9 6% Grade 10-13 9% Completed High School 4% Trade School 24% Some College/University 47% College/University graduate Windspeaker seems to attract a very educated readership. We always suspected our readers were exceptionally bright and showed excellent judgment. About how many people read your copy of Windspeaker? 22% - Only Me 15% - 2 people 16% - 3 people 9% - 4 people 5% - 5 people 9% - 6 to 9 people 13% - 10 to 15 people 7% - 15 to 20 people 2% - 21 to 24 people 2% - 25 to 30 people 1% - 30 to 50 people 5.6 readers per copy of Windspeaker obtained by a weighted average of the survey respondents. Number of Readers per Month Total number of readers is reached by multiplying number of readers per copy (5.6) by the number of copies of Windspeaker distributed every month (in excess of 25,000 every month - except June which has a distribution in excess of 27,500 . This is also how we arrived at the conservative number of Aboriginal readers each month. Please state your household income (optional). 16% - Under $24,999 12% - $25,000 to $39,999 14% - $40,000 to $59,999 14% - $60,000 to $74,999 11% - $75,000 to $99,999 6% - over $100,000 $54,095.00 was the simple average of the respondents' household income.