A Reading of the Minds

Peck, Maureen
July 2003
Journal of Financial Planning;Jul2003, Vol. 16 Issue 7, p10
Academic Journal
In this article, the author talks about the plan of the Journal of Financial Planning in order to meet and provide its readers' need. With a focus on getting better acquainted with who is reading the Journal, we have added in-person meetings to our readership research. We started with a trip to San Diego, California, in April 2003, talking with some financial planners individually and then conducting a small focus group mixing veteran planners with more recent entrants to the profession. While of course there were different individual perspectives, there were common sentiments as well, such as an interest in succession planning (both leaving and entering a firm), how to manage the abundance of information in a world of limited time, and the importance of client relationship whose successes are measured not only in growing investments and meeting financial goals, but on having a positive influence on clients' lives. We looked long and hard at the Journal's audience, the Journal's purpose and its aspirations. We asked for feedback on presentation and content. More focus groups and one-on-one meetings are planned, as well as continued discussions among staff as we evaluate the various insights we have collected in order to continue shaping the Journal.


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