Perceptions of Interscholastic Equestrian Association Members Regarding the Take the Reins Magazine: a Readership Study

Abstract

Guided by the uses and gratifications theory, the researcher sought to determine the Interscholastic Equestrian Association (IEA) members' self-reported readership behaviors and perceptions of the Take the Reins magazine. The population included dues-paying members of the IEA who reported an accessible email address (N = 9,203). The initial email was sent to the population of which 463 were invalid due to frame errors, leaving the accessible population of N = 8,740. A total of 1,043 individuals participated in the questionnaire for a response rate of 11.9%. Descriptive survey research methodology was used to collect and analyze perceptions of readers regarding content, design, utility, and overall perception of the magazine. Data was collected via an online Qualtrics instrument in March 2014. The typical respondent is a 17-year-old female member who receives Take the Reins magazine and is primarily active in Hunt Seat equitation. IEA members perceive the magazine's general appearance and quality of photos and illustrations to be good. They perceive the magazine's content to be good in regard to the range and variety of topics, understandability of information, and quality of writing. To some degree, IEA members perceive the magazine to portray information accurately and objectively. They are most interested in stories about IEA events and horses. Overall, they are impressed with the magazine. IEA members do not wish for the magazine to be offered via the Internet. Additional research should be conducted to evaluate why the members have these perceptions.