A readership survey of the Commandant's Bulletin: the company magazine for the United States Coast Guard

This research attempted to determine the effectiveness of the Commandant's Bulletin, the Coast Guard's company publication, in meeting the needs of its employees, namely the men and women of the Coast Guard. Areas of focus within the study included readership characteristics, uses and gratifications, content, treatment of issues with respect to controversy, style and appeal, and overall effectiveness.

The history of company publications was traced with particular focus on the changes in purpose and content through the years.

A readership survey questionnaire was administered by mail to a random sample of 1,000 Active-Duty members worldwide.General findings showed that the publication is read by many, presents an attractive appearance, and is read primarily for information, not entertainment. Distribution appeared to be a major problem as two out of five readers reported having difficulty obtaining a copy to read. Readers desired that the personnel assignments section be returned to the magazine. Readers also expressed a strong desire to receive more than basic information. They do not believe controversial issues are currently addressed by the publication; however they want these issues addressed, and also the opportunity for feedback to the editor.

It was concluded that a company's publication must be responsive to the needs of its employees in order to foster goodwill throughout the organization.