Looking Hard at JASIS&T: Results of a Series of Surveys, Focus Group Interviews and Other Studies

Bulletin of the American Society for Information Science & Technology, Apr/May 2004 by Case, Donald O, Allard, Suzanne L

In the summer of 2000, we began a series of studies to better understand the readership of the Journal of the American Society for Information Science and Technology (JASIS&T), as well as the membership of its sponsoring Society. Those studies, completed in 2003, included two focus group interviews with ASIS&T members and former members, an archival study of 380 JASIS&T authors, an online survey of non-member contributors to the Journal, and a mail survey of 1,121 readers of other information technology publications. Altogether, the surveys include responses from a total of 1,265 people.

These investigations offer empirical confirmation of some observations made earlier by longtime ASIS&T members. For example, many ASIS&T members may be aware that non-members are unsure of the Society's makeup and identity. They also know that many ASIS&T members find JASIS&T to be "too technical." Yet the research results may also provide ASIS&T leadership with a clearer picture of the dynamic relationships that exist within ASIS&T membership and between ASIS&T and other associations. This information is beneficial as it adds perspective on how to build on the strengths of ASIS&T, such as JASIS&T, and how to address other areas that may require additional attention.

Guiding Questions. A number of questions guided our efforts. Some of these reflect ideas that we developed, some came from JASIS&T Editorial Board members, and yet others from the Journal's publisher, John Wiley & Sons. The questions, along with sources for answers, are reflected in Table One.

Each of the guiding questions is addressed in some depth below. We present our findings in two parts: the first section describes the series of four small-scale investigations of JASIS&T readers, members, former members and contributors. The second section presents results of a large-scale mail survey of readers of other IT journals, only 4% of whom were ASIS&T members (hence we characterize them as chiefly "non-members").

Part One: Readers and Members

Who are ASIS&T members and JASIS&T readers? ASIS&T is a highly diverse society. It is composed of information professionals from many walks of life: librarians, database searchers, information architects, knowledge managers, vendor representatives, corporate information specialists, industry researchers and university faculty, to name just a few groups. Neither the public nor the private sector dominates ASIS&T membership.

We interviewed 25 ASIS&T members and two former ASIS&T members, mostly from private firms and public universities, many of whom were also members of the Special Libraries Association.

Some members have characterized the ASIS&T membership as being split between "practitioners" and "academics," with the former in the majority. Whatever the validity of the "practitioners" versus "academics" characterization, this report will make use of that distinction, because it is one that many respondents tended to make and explains some of the divergent opinions we documented.

What is the role of JASIS&T in the life of the Society? JASIS&T is a flagship for the Society. Most practitioners are proud of it but few of them read much of it. JASIS&T is perceived as a highly technical, research publication, but with limited value to practitioners and most of the membership. Most do not want to see JASIS&T changed but they'd like to receive a different kind of publication in addition, even if only in electronic form.

ASIS&T should consider means by which they can reinforce the value of JASIS&T to the practitioner members of ASIS&T, who, after all, are in the majority. For example, emphasize in published statements and advertising the various ways that JASIS& T promotes the profession and highlights the hottest topics and latest trends.

What do members get out of reading JASIS&T? Practitioners use JASIS&T to keep up with current trends and jargon so they can communicate with technical personnel within their organization and justify expenditures for new services, technology or projects. Academics get a respected, refereed journal that contains research and evidence of interest to them. It is also an outlet for publishing their own research.

What other publications do members read? Practitioners prefer industry- and professionally-oriented publications like Library Journal, Information Outlook, KM World, Knowledge Management and Information Today. Many read general publications like Wired and Fast Company. Some also read Communications of the ACM. Academics read Communications of the ACM and information Processing and Management, among other publications.

What parts of JASIS&T do members actually read? Relatively few practitioners read JASIS&T articles, unless they are part of a Special Topics issue of particular interest. Some read book reviews and letters to the editor, which they find to be in plain language and more applicable. They do see JASIS&T as covering the right topics, simply at more theoretical level than they can use.

Academics read some of the feature articles. Non-member contributors to JASIS&T, for example, on average read two or three articles per year. We assume that contributors who are members are likely to read articles more frequently.