Confidential & Proprietary Copyright © 2010 The Nielsen Company The New Zealand Farmers Weekly Readership Report National Readership Survey (January – December 2009) Base: All people 10+ (3,680,000) Nielsen Media Research

25/08/2014 Confidential & Proprietary Copyright © 2010 The Nielsen Company Confidential & Proprietary Copyright © 2010 The Nielsen Company Page 2 Readership Average Issue Readership Key Targets Reach Frequency of Reading Source of Copy Demographic Profile Gender Age Occupation Ethnicity Area CONTENTS: Rural Category Overview Category Performance Titles by Age and Area Exclusivity and Duplication National Magazines Overview Magazine Categories Reach Top 10 Magazines Main Target’s Top Titles

25/08/2014 Confidential & Proprietary Copyright © 2010 The Nielsen Company Confidential & Proprietary Copyright © 2010 The Nielsen Company READERSHIP

25/08/2014 Confidential & Proprietary Copyright © 2010 The Nielsen Company Confidential & Proprietary Copyright © 2010 The Nielsen Company Page 4 Average Issue Readership is readership of any copy of a publication anywhere for two minutes or more, within the publication’s issue period. This is sometimes described as the # of people who read a “typical issue” within the issue period Average Issue Readership On average, one issue reached: 194,000 people aged 10+ That is, 5.3% of the population aged 10+ National Readership Survey (January – December 09) Base: All people 10+ (3,680,000) Nielsen Media Research

25/08/2014 Confidential & Proprietary Copyright © 2010 The Nielsen Company Confidential & Proprietary Copyright © 2010 The Nielsen Company Page 5 Key Targets Reach by Issue 68,000 people who visited a rural & farm supplies store in the last month. 35% of The New Zealand Farmers Weekly readers 58,000 people who attended an agricultural / A&P show in the last year. 30% The New Zealand Farmers Weekly readers 89,000 people who say they live in financially comfortable circumstances 46% of The New Zealand Farmers Weekly readers 61,000 farmer owners or managers 31% of The New Zealand Farmers Weekly readers 87,000 people who work in the “agriculture, forestry, fishing” industry. 45% of The New Zealand Farmers Weekly readers 40,000 people with over $100,000 HHI 20% of The New Zealand Farmers Weekly readers National Readership Survey (January – December 09) Base: All people 10+ (3,680,000) Nielsen Media Research

25/08/2014 Confidential & Proprietary Copyright © 2010 The Nielsen Company Confidential & Proprietary Copyright © 2010 The Nielsen Company Page 6 Frequency of Reading 81% of The New Zealand Farmers Weekly readers read every issue Question: “On average, out of every four issues published of The New Zealand Farmers Weekly, how many do you read?” National Readership Survey (January – December 09) Base: All people 10+ (3,680,000) Nielsen Media Research

25/08/2014 Confidential & Proprietary Copyright © 2010 The Nielsen Company Confidential & Proprietary Copyright © 2010 The Nielsen Company Page 7 Most of The New Zealand Farmers Weekly readers get their copies delivered free at home Source of Copy Question: “Thinking about the last time you read or looked into The New Zealand Farmers Weekly, for 2 minutes or more, which of these best describes how you obtained that particular copy?” National Readership Survey (January – December 09) Base: All people 10+ (3,680,000) Nielsen Media Research

25/08/2014 Confidential & Proprietary Copyright © 2010 The Nielsen Company Confidential & Proprietary Copyright © 2010 The Nielsen Company DEMOGRAPHICS

25/08/2014 Confidential & Proprietary Copyright © 2010 The Nielsen Company Confidential & Proprietary Copyright © 2010 The Nielsen Company Page 9 Gender The New Zealand Farmers Weekly readers are 24% more likely to be males National Readership Survey (January – December 09) Base: All people 10+ (3,680,000) Nielsen Media Research

25/08/2014 Confidential & Proprietary Copyright © 2010 The Nielsen Company Confidential & Proprietary Copyright © 2010 The Nielsen Company Page 10 The New Zealand Farmers Weekly readers are 44% more likely to be years old. Age National Readership Survey (January – December 09) Base: All people 10+ (3,680,000) Nielsen Media Research

25/08/2014 Confidential & Proprietary Copyright © 2010 The Nielsen Company Confidential & Proprietary Copyright © 2010 The Nielsen Company Page 11 Ethnicity The majority of readers are of European decent National Readership Survey (January – December 09) Base: All people 10+ (3,680,000) Nielsen Media Research

25/08/2014 Confidential & Proprietary Copyright © 2010 The Nielsen Company Confidential & Proprietary Copyright © 2010 The Nielsen Company Page 12 Area The New Zealand Farmers Weekly readers are more likely to live in the Central region and in the South Island. National Readership Survey (January – December 09) Base: All people 10+ (3,680,000) Nielsen Media Research

25/08/2014 Confidential & Proprietary Copyright © 2010 The Nielsen Company Confidential & Proprietary Copyright © 2010 The Nielsen Company CATEGORY OVERVIEW

25/08/2014 Confidential & Proprietary Copyright © 2010 The Nielsen Company Confidential & Proprietary Copyright © 2010 The Nielsen Company Page 14 Rural Magazines Category (222,000 Readers) (194,000 Readers) (52,000 Readers) (39,000 Readers) (40,000 Readers) National Readership Survey (January – December 09) Base: All people 10+ (3,680,000) Nielsen Media Research

25/08/2014 Confidential & Proprietary Copyright © 2010 The Nielsen Company Confidential & Proprietary Copyright © 2010 The Nielsen Company Page 15 Age National Readership Survey (January – December 09) Base: All people 10+ (3,680,000) Nielsen Media Research

25/08/2014 Confidential & Proprietary Copyright © 2010 The Nielsen Company Confidential & Proprietary Copyright © 2010 The Nielsen Company Page 16 Occupation National Readership Survey (January – December 09) Base: All people 10+ (3,680,000) Nielsen Media Research The New Zealand Farmers Weekly has the highest percentage of Farm Owners/Managers readers compared to the other rural titles.

25/08/2014 Confidential & Proprietary Copyright © 2010 The Nielsen Company Confidential & Proprietary Copyright © 2010 The Nielsen Company Page 17 Area National Readership Survey (January – December 09) Base: All people 10+ (3,680,000) Nielsen Media Research

25/08/2014 Confidential & Proprietary Copyright © 2010 The Nielsen Company Confidential & Proprietary Copyright © 2010 The Nielsen Company Page 18 The New Zealand Farmers Weekly has 67,000 exclusive readers when compared to Rural News 194,000 total readers Exclusivity & Duplication 147,00075,000 47, ,000 total readers 269,000 people read Rural News or NZ Farmers Weekly. 54% of them read both titles. 18% read NZ Farmers Weekly only, and 28% read Rural News only. National Readership Survey (January – December 09) Base: All people 10+ (3,680,000) Nielsen Media Research

25/08/2014 Confidential & Proprietary Copyright © 2010 The Nielsen Company Confidential & Proprietary Copyright © 2010 The Nielsen Company NATIONAL MAGAZINES OVERVIEW

25/08/2014 Confidential & Proprietary Copyright © 2010 The Nielsen Company Confidential & Proprietary Copyright © 2010 The Nielsen Company Magazine Categories Reach National Readership Survey (January – December 09) Base: All people 10+ (3,680,000) Nielsen Media Research

25/08/2014 Confidential & Proprietary Copyright © 2010 The Nielsen Company Confidential & Proprietary Copyright © 2010 The Nielsen Company Top 10 Consumer Magazines National Readership Survey (January – December 09) Base: All people 10+ (3,680,000) Nielsen Media Research TITLEPeople (000s)ReachY-o-Y Change Dec- Jan 08 Rank SkyWatch % +0.3%1 AA Directions % -4.3%2 NZ Woman's Weekly % -7.9%3 Woman's Day % -5.6%4 The TV Guide % -12.4%5 Australian Women's Weekly % -4.0%6 NZ House & Garden % -6.5%7 New Idea % 0.0%8 Reader’s Digest % -9.1%9 National Geographic % -8.0%10

25/08/2014 Confidential & Proprietary Copyright © 2010 The Nielsen Company Confidential & Proprietary Copyright © 2010 The Nielsen Company Women 20+ Woman’s Day 31% NZ Woman’s Weekly 31% AA Directions 28% SkyWatch28% Australian Woman’s Weekly 27% Women 20+ Woman’s Day 31% NZ Woman’s Weekly 31% AA Directions 28% SkyWatch28% Australian Woman’s Weekly 27% Page 22 Main Targets’ Top Titles National Readership Survey (January – December 09) Base: All people 10+ (3,680,000) Nielsen Media Research Teens SkyWatch27% The TV Guide22% NZ Girlfriend22% Crème20% NZ Woman’s Weekly19% Teens SkyWatch27% The TV Guide22% NZ Girlfriend22% Crème20% NZ Woman’s Weekly19% Men 20+ SkyWatch 30% AA Directions 30% Hunting & Fishing NZ 15% The TV Guide 14% National Geographic 13% Men 20+ SkyWatch 30% AA Directions 30% Hunting & Fishing NZ 15% The TV Guide 14% National Geographic 13%

25/08/2014 Confidential & Proprietary Copyright © 2010 The Nielsen Company Confidential & Proprietary Copyright © 2010 The Nielsen Company Base: All People 10+ Page 23 Confidential & Proprietary Copyright © 2007 The Nielsen Company

25/08/2014 Confidential & Proprietary Copyright © 2010 The Nielsen Company Confidential & Proprietary Copyright © 2010 The Nielsen Company Page 24 Survey Details Source Data Nielsen Media Research National Readership Survey January – December 2009 Survey Area This survey covers the whole of New Zealand including rural areas. Survey Dates The fieldwork for this survey covers the period from January – December The number of interviews was approximately the same in each month of fieldwork. Survey Population This covers the population of New Zealand aged 10 years and over. The National Readership Survey is using updated population estimates from Statistics New Zealand. This update means that the population used in this latest report is 3,680,000 Sample Size The results presented in this report are based upon information collected from personally conducted interviews with a representative sample of 12,000 people aged ten years and over located throughout the whole of New Zealand. The New Zealand Farmers Weekly’s sample size for the January – December 2009 period was 620 When interpreting these results it is very important that the sample size is taken into consideration.