|Asking those polled what they care most about and weighting those categories more in the scoring might reflect the reader's preferences more accurately.
They do ask (I've responded to that survey 4 times). I wrote them a year ago and asked them why they didn't utilize the importance responses of their readers for weighting instead of weighting the 17 categories equally. Needless to say, I never got a response.
Whiteroom's analysis is correct. Alta probably gets scores of 0-2 in its weak categories while Deer Valley is getting scores in the 4-7 range for terrain quality, snow, etc. So Deer Valley wins the math contest, as set up by SKI
's editors. If they used the importance weightings as I suggested, the math weightings would probably correspond rather closely to the overall satisfaction scores.
In one of these discussions in the past someone had a reference to SKI
magazine demographics. Both averaged something like 85K income, mid-40's age and ~23 ski days per season.
Does the corporate owner want to differentiate the magazines to cover a broader range or readers? I'm sure they do. For the past decade SKI
has moved in the direction of the late Snow Country
, copying the latter's real estate section almost exactly for example. Meanwhile SKIING
has moved toward Powder
, with frequent contributions by former Powder writers like Steve Casimiro and Rob Story. The polls are constructed so they will favor the areas of each respective magazine's desired
demographic. As we know from other examples (certain luxury car companies) the actual demographics of a product's customers can differ radically from the consumers desired by the manufacturer.