Effectiveness and audience analysis of university of minnesota extension's electronic yard and garden newsletter

An online survey of readers of the University of Minnesota Extension's electronic Yard & Garden Newsletter (Y&G News) revealed significant differences between respondents on the basis of current employment and Master Gardener affiliation. Fifty-three percent of the respondents were general public (GP); 31% were Master Gardener trained (MGT), followed by full-time horticultural employees (FTE) and part-time horticultural employees (PTE), each of whom made up to 8% of the 500 readers who responded to the survey. Overall, respondents indicated a high level of satisfaction with the newsletter (4.8 out of 5.0), and 81% indicated that the newsletter had provided them with "specific information that they found extremely valuable" in the past 2 years. PTE and MGT respondents rated the newsletter as significantly more useful than did the GP. FTE placed greatest value on timely information related to pest control. GP subscribers indicated that annuals and perennials were the horticultural topics they were most interested in for future issues. All subscribers highly value the newsletter for its usefulness and timeliness and indicated that the newsletter improved their ability to make horticultural decisions. Ninety-nine percent would recommend the newsletter to a friend. The mission of the Y&G News and content changes based on survey responses and available resources are discussed.