James F. Evans Collection, Mimeographed, 1993. 9 p. (Paper presented at the 1993 International Agricultural Communicators in Education conference; 1993 May 8-12; Miami, FL), Previous surveys of Minnesota Science readers recorded a high level of readership with the predominantly rural audiences. In 1985 the format was changed from magazine to tabloid and 13,000 names were dropped from the mailing list and replaced with urban influentials and statewide leaders in business and government. A readership questionnaire was sent to three groups: urban, 'new' outstate, and pre-1985 readers. Results between groups were compared, as were combined findings with previous surveys. The new format was widely accepted, and readership between groups varied only moderately. The most significant differences were response rate and identification of the publication. Readers' previous involvement with the institution had only a minor effect on their level of readership. Despite major shifts in reader demographics, overall readership did not change significantly from previous surveys. (original)