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Using the Night Sky to Cultivate Public Interest in Astronomy

Using the Night Sky to Cultivate Public Interest in Astronomy. Rick Fienberg & Kelly Beatty Sky Publishing Corp. Communicating Astronomy with the Public, ESO/Garching, June 2005. Published monthly since November 1941 Covers the science and the hobby of astronomy Paid readership: 108,000

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Using the Night Sky to Cultivate Public Interest in Astronomy

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  1. Using the Night Sky to Cultivate Public Interest in Astronomy Rick Fienberg & Kelly Beatty Sky Publishing Corp. Communicating Astronomy with the Public, ESO/Garching, June 2005

  2. Published monthly since November 1941 • Covers the science and the hobby of astronomy • Paid readership: 108,000 • 2/3 subscriptions • 1/3 newsstand sales • 3/4 North America • 1/4 international

  3. Reader characteristics: • 10% beginner • 50% amateur • 35% advanced amateur • 5% professional • Owns 2+ telescopes • Owns 2+ binoculars • Observes regularly

  4. Problems • Paid circulation is not growing • Average age: 51 and climbing • Pct. of young readers decreasing • Expires cite high cost, lack of time Yet at the same time… • 2 million telescopes sold annually

  5. Solutions • Expand market “horizontally” • Expand market “vertically” to reach more casual enthusiasts

  6. Market Research • Blind-surveyed buyers of Meade and Orion beginner telescopes • Talked with telescope manufacturers and dealers • Talked with visitors to telescope dealerships and public star parties

  7. What We Found • Most telescopes are gifts; recipients • may not have any interest in astronomy • But many first telescopes are purchased • by astronomy enthusiasts for themselves • Most beginners are adults, not kids • Adult beginners don’t necessarily • buy “beginner” (cheap) telescopes

  8. What We Found • Many new owners have trouble operating their telescopes and end up frustrated • Beginners look for help in magazines, online, and in books • Beginners find S&T and Astronomy too costly, technical, and time-consuming • More familiarity with the night sky means more interest in the science of astronomy

  9. Our Response A new astronomy magazine especially for beginners Written & illustrated for adults, but accessible to kids Main ingredient: stargazing; science is the “spice” Bimonthly, $17.99/year ($3.99/copy)

  10. Editorial Formula • Message: “Astronomy is fun. You can do it, and we make it easy for you.” • Same high standards and rigorous accuracy as S&T, • but… • Less comprehensive • Less technical • More user-friendly

  11. Editorial Formula • Assume little or no prior knowledge • Use welcoming, success-oriented tone • Offer a mix of naked-eye, binocular, • and telescope targets, but… • Feature only those objects visible from • suburban locations • Introduce a few simple concepts per • article

  12. Editorial Formula • Thorough, step-by-step instructions for finding celestial objects • Thorough, step-by-step instructions for using telescopes and accessories • Lots of big, clear, simple illustrations • Charts uncluttered by stars and deep- sky objects not visible in cities/suburbs • How to buy the right equipment for you

  13. Market Response • Circulation 50,000 and rising (20,000 subs., 30,000 news.) • Only 1/4 to 1/3 read S&T, so we’re reaching a new population of readers • More advertising pages than expected • Parents’ Choice Silver Award • Not-so-good news: Average age = 51

  14. Reviewer Comments “This is a fine publication, another excellent tool for us to use and to recommend for those just starting out with more interest than knowledge, and a very good choice for your gift shop shelf.” — Jim Manning, The Planetarian (June 2004) “We are not in the business of selling magazine subscriptions — it’s just that this magazine is so good that we don’t want you or your family to get involved with amateur astronomy without having it alongside.” — Celestaire, Inc. (March 2005)

  15. Time will tell…

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