1 / 17

Using the Night Sky to Cultivate Public Interest in Astronomy

A new astronomy magazine designed for beginners, offering step-by-step instructions, clear illustrations, and user-friendly content. Aimed at adults, but accessible to children, the magazine aims to make astronomy more approachable and enjoyable. With a focus on stargazing and simple concepts, it introduces readers to the night sky and helps them navigate telescopes and equipment. The magazine's goal is to cultivate public interest in astronomy and attract a new population of readers.

williamsond
Download Presentation

Using the Night Sky to Cultivate Public Interest in Astronomy

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  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…

More Related