Foreign Relations of the United States, 1977–1980, Volume XXX, Public Diplomacy

162. Memorandum From the Director of the Office of Research and Evaluation, Directorate for Programs, International Communication Agency (Burnett) to the Director (Reinhardt)¹

Washington, January 25, 1979

FOREIGN AFFAIRS OPINION NOTE: USICA Conducts Successful Magazine Opinion Survey in the Soviet Union

USICA has conducted the first successful survey of Soviet citizens undertaken by a Western governmental agency.

In the period October 1977 to June 1978, 1,921 readers of America Illustrated, USICA’s Russian language magazine, replied to questions on their reading habits and preferences. Earlier attempts at such a survey yielded replies of 100 or less.

The most significant fact about this survey was that it took place and produced substantial returns. This fact does not necessarily signal Soviet willingness to permit more extensive Western polling in the USSR or more sensitive topics for questioning. Evidence from other efforts to ask systematic questions of Soviet citizens indicates that the Soviets remain very sensitive to such efforts and are willing to halt them if they feel that acceptable norms are breached.

It should also be noted that readers for the first time were offered a premium (a set of American prints) for responding. Nonetheless, 1,921 readers did fill in the questionnaire with their names and addresses on it and sent it to the American Embassy.

The following are key findings from the magazine survey:

—Preference for cultural themes: The subjects of the articles found most interesting were predominantly cultural or scientific/technical rather than political or economic. In suggesting topics for future articles, respondents showed a marked preference for cultural themes, especially music.

—Accent on youth: The typical respondent was under 30, male, and had a secondary school education. One in three respondents was a student or pupil, one in seven an engineer, and one in nine a worker.

—Widespread distribution: Reponses were received from 216 identifiable towns and cities, including 77 of the 85 cities where America Illustrated is supposed to be distributed by agreement with the Soviet government. Almost half of the responses were from Moscow, followed distantly by Leningrad, Kiev, and Tbilisi.

—Steady readership: The average respondent had been reading America Illustrated for slightly more than three years. Academics, artists, media workers, and scientists tended to be longer-term readers than respondents in other professions.

The Office of Research has circulated a full report on this subject.

1. Source: National Archives, RG 306, Office of Research, Foreign Opinion Notes, 1973–1989, Entry P–188, Box 2, N–2–79. No classification marking. Drafted by J. McGregor (PGM/REU). The memorandum is Foreign Opinion Note Number 2.