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Perceptions of the Concerned Reader: An Analysis of the Subscribers of E/The Environmental Magazine

Abstract This study aimed to determine if E/The Environmental Magazine–the only remaining independent environmental magazine at the end of the 20th century–has met two goals: (1) its subscribers' need for environmental information and (2) its publishers' goal of inspiring environmentally responsible behavior. We applied the uses and gratifications theory, which assumes that the audience is active and goal-directed. Results indicate that the level of the magazine's influence varied according to the reader's behavior category. Subscribers also expressed positive opinions about the quality of the magazine's 1997 content and indicated that E was an important source for obtaining reliable environmental information. E's subscribers are a relatively homogeneous group. They are likely to be predisposed to environmental activity, and use the medium instrumentally for surveillance and reinforcement of personal values.