From the EditorAuthor(s): Pamela JohnsonSource: The Journal of Decorative and Propaganda Arts, Vol. 12 (Spring, 1989), p. 5Published by: Florida International University Board of Trustees on behalf of The Wolfsonian-FIUStable URL: http://www.jstor.org/stable/1504053 .

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From the Editor

he average DAPA reader, we predicted, would be a woman. Probably an art professional, with a bachelor's degree. Income $30,000 to $40,000 a year, not enough for serious art collecting. Yearning to travel but not having time. Longing to read but too bemused to do more than skim our journal at night before

falling into a fitful sleep...

Wrong, all wrong. A readership survey mailed last fall generated the following composite. The average DAPA reader is a man (63%). Highly educated (40% have bachelor's degrees, 48% postgraduate degrees). Household income sub- stantial (59% $50,000 or above including 24% $100,000 or above). Decidedly a collector in the period 1875 to 1945 (49% artworks, 47% furnishings, 61% other items). Takes one to five domestic trips a year (30% take six to twenty or more) and foreign trips at least once a year (27% more than once). A voracious reader (37% purchase twenty-six to fifty books a year, 17% fifty-one or more).

These appealing men and, of course, appealing women too (37%) are pre- dominantly architects, artists, art and antique dealers, curators, executives, graphic designers, interior designers, preservationists, professors, urban plan- ners, and writers. And they're vocal. Comments jotted on the anonymous sur- veys included the endearing--"Love your publication," and even, "P.S. I love you." The opprobrious-"Too much pre-1930 design. Not enough on 1930 + industrial design. Also, you've been wimpy focusing away from leftist art." The challenging- "Could you make it a monthly and still maintain your quality?" The outre--"We're an institutional subscriber but some person keeps taking them [DAPAs] from our lobby" and "We are a library serving a museum of American decorative arts....Your periodical is always in demand and has even been stolen once (the ultimate accolade!)."

A second readership survey will be sent in 1989, but we're not in a rush. We're so thoroughly enamored of this one.

Pamela Johnson

DAPA Spring 1989 5

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