FOLIO:’s 2005 Circulation Salary Survey
By Folio: and Readex Research
The survey sample of 2,000 was selected in systematic, stratified fashion by Red 7 Media and Readex Research from Folio: subscribers classified at qualification with a job function of circulation management and Circulation Management subscribers qualified under any job title classification other than fulfillment director/manager, list rental director/manager, renewal or billing director/manager, circulation consultant, or customer service director/manager. The sample represented 7,064 individuals meeting this criteria at the time of selection.
Data was collected via mail survey from September 19 to October 31, 2005. The survey was closed for tabulation with 489 responses (a 24% response rate). To ensure representation of the audience of interest, results have been filtered to include only the 335 respondents who indicated they work full time and their job functions are best described as:
circulation director or top circulation executive
Results have been weighted in tabulation to restore true population proportions. The margin of error for percentages based on all 335 respondents is ﾱ5.2% at the 95% confidence level. The margin of error for percentages based on smaller sample sizes will be larger.
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The analysis of Folio:’s 2005 Circulation Salary Survey data used multiple regression analysis to model the determinants of salary by identifying those variables which, when taken together with appropriate weights, provide the best prediction of any individual’s actual salary.
The final salary prediction model is somewhat restricted in its applicability;it represents only full-time professionals who indicated their job functions are best described as circulation director/top circulation executive, circulation manager, or circulation associate/assistant under 65 years old with under 40 years of experience and salaries in the range of $25,000 to $150,000 and accounting for at least 60% of their total compensation.
Statistically speaking, this model is moderately powerful: it explains 62% of the variation in salary (adjusted R-square = .615), and is significant by the F-test at pIts predictive ability is relatively stable. 95% of the time, its prediction around the mean is ﾱ$7,491 (standard error = $3,822, mean = $61,233).
The confidence interval increases at the tail ends of the distribution, and predictions will tend to be most accurate for salary values in the middle of the range.
While a model explaining more than 60% of the dependent variable’s variation may be described as “moderately powerful,” it still leaves almost half of the variation unexplained. It is virtually certain that other variables not captured through this survey also have an effect on salary levels: individual job performance, for example. To the extent that this model does not include variables actually important in determining salary, its conclusions must be interpreted cautiously.
[click here for a printable pdf of the Circulation Survey charts]
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