Rural Publication Readership April 2010

|2Country-Wide Summary Farming newspapers are the most frequently mentioned source of farming information Amongst all farms, Country-Wide is strongly differentiated for the quality of articles about: Farm management Pasture management, and Livestock and animal health Amongst the dairy segment, NZ Dairy Exporter is strongly differentiated for the quality of articles about: Farm management Pasture management Livestock and animal health, and Research and development Amongst all farmers, NZ Dairy Exporter and Farmers Weekly are regarded as the most worthwhile publications to read NZ Dairy Exporter is considered to be the most worthwhile publication to read amongst the dairy segment

|3Country-Wide Farmers get their information from the farming publications. Overall, 44% of farmers first mentioned farming publications as a source of farming information Notes:(1) Base: All Respondents n = 450; (2) QCW3 Where would you say you get your farming information? First response only Sources of farming Information – First Mentioned (1)(2)

|4Country-Wide For all information sources mentioned - farming publications are the most frequently mentioned Notes:(1) Base: All Respondents n = 450; (2) QCW3 Where would you say you get your farming information? Question is multiple response so total will sum to greater than 100% Sources of farming information – All Mentioned (1)(2)

|5Country-Wide A variance analysis looks at profiles across brands and determines what attributes are peaking on that brand, so regardless of the number of people who have chosen a brand, attributes can still be identified as high on that brand. A variance analysis can be used to produce performance scores for a number of brands on a number of attributes. If a difference score of -5% is yielded, it means that brand was associated with that attribute 5% less than expected. If a difference score is +5% it means the brand was associated with that attribute 5% more than expected. This means that difference scores are a measure of how a brand is ‘performing' on that attribute. Variance Analysis explanation

|6Country-Wide Base: n=450 All farmers ALL FARMERS: Farmers Weekly is strongly recognised for news, agribusiness and market analysis and Straight Furrow and Rural News for articles about machinery. Country-Wide is strongly recognised for farm management, pasture and livestock articles Farm management Farm news, issues & agri- business Market information & analysis Pasture management Livestock / animal health Research & development Equipment & machinery Real estate Farmers Weekly Straight Furrow Rural News Country- Wide Variance Analysis

|7Country-Wide Base: n=450 All farmers ALL FARMERS: NZ Dairy Exporter is the only dairy publication with a differentiated profile Farm management Farm news, issues & agri- business Market information & analysis Pasture management Livestock / animal health Research & development Equipment & machinery Real estate Variance Analysis NZ Dairy Exporter The Dairyman Dairy News

|8Country-Wide ALL FARMERS: The three dairy publications and Country-Wide are positioned on similar attributes. Rural News and Straight Furrow are seen as similar. Farmers Weekly occupies a unique space Perceptual Map (All Farms) (1) Note:(1) Base: All Farmers, n= 450

|9Country-Wide ALL FARMERS: Country-Wide leads association on farm management, pasture management, and animal health articles, Farmers Weekly on farm news & market information and Straight Furrow on machinery Notes:(1) Base: All farmers, n = 450; (2) QCW1 What magazines or publications do you associate with each statement? Article Type and Publication Association (All Farms) (1)(2)

|10Country-Wide Base: Dairy Farmers, n=154 Dairy Farmers only: Amongst dairy farms, NZ Dairy Exporter is the publication that is most strongly differentiated and stands out for articles on farm management, R&D, livestock and pasture management. Dairy News is not well differentiated on any publication aspect. The New (cont.) Farm management Farm news, issues & agri- business Market information & analysis Pasture management Livestock / animal health Research & development Equipment & machinery Real estate NZ Dairy Exporter Variance Analysis The Dairyman Dairy News Farmers Weekly

|11Country-Wide Base: Dairy Farmers, n=154 (continued from previous page) Zealand Farmers Weekly stands out for market information, news and agribusiness. Farm management Farm news, issues & agri- business Market information & analysis Pasture management Livestock / animal health Research & development Equipment & machinery Real estate Variance Analysis Straight Furrow Rural News Country Wide

|12Country-Wide Dairy Farmers: Dairy farmers associate Farmers Weekly with market analysis and Dairy Exporter with farm management type articles. Notes:(1) Base: Dairy farmers, n= 154 Perceptual Map (Dairy Farms) (1)

|13Country-Wide Dairy Farmers: The publication image profile is dominated by NZ Dairy Exporter. Notes:(1) Base: Dairy Farmers n = 154; (2) QCW1 What magazines or publications do you associate with each statement? Article and Publication Association (Dairy Farms) (1)(2)

|14Country-Wide Base: n=296 All farmers except Dairy All Farmers excluding Dairy: Excluding dairy, The NZ Farmers Weekly is associated with market information and analysis, news and agribusiness. Country-Wide is strongly recognised for farm management type articles. These two publications clearly complement each other. Country Wide Farmers Weekly Straight Furrow Rural News Variance Analysis Farm management Farm news, issues & agri- business Market information & analysis Pasture management Livestock / animal health Research & development Equipment & machinery Real estate

|15Country-Wide All Farmers excluding Dairy: Excluding dairy farmers also shows Farmers Weekly and Country-Wide having the advantage of occupying distinct positions while Rural News and Straight Furrow are viewed as similar Notes:(1) Base: All Farmers except Dairy, n= 296; (2) Excludes dairy publications Perceptual Map (All Farms Except Dairy) (1)(2)

|16Country-Wide All Farmers excluding Dairy: Of note, Country-Wide’s image profile is stronger when dairy farms are excluded, with Country-Wide leading association on farm management type articles and animal health Notes:(1) Base: All farmers excluding Dairy Farmers n = 296; (2) QCW1 What magazines or publications do you associate with each statement? Article Type and Publication Association (All Farms Except Dairy) (1)(2)

|17Country-Wide All Farmers: NZ Dairy Exporter, The NZ Farmers Weekly and Country-Wide are the three publications rated most worthwhile reading Notes:(1) Base: All farmers, n = 450, (2) Dairy farmers n=154 Mean score Publications Worth Reading (All Farmers) (1)(2) Asked of Dairy Farmers only (2) 59% 50%41%52% 74% 48% 40% 1st3rd 4th 2nd 1st2nd3rd

|18Country-Wide Dairy Farmers: Dairy farmers regard NZ Dairy Exporter as the publication that’s most worth reading. The NZ Farmers Weekly is in second place (ahead of the other two specialist dairy publications). Notes:(1) Base: Dairy Farmers, n = 154 Publications Worth Reading (Dairy Farmers) (1) Mean score % 48% 40% 53%47% 35% 33% Your best combination to reach dairy farmers

|19Country-Wide All Farmers (excluding dairy): All farmers excluding dairy say Farmers Weekly and Country-Wide are the most worthwhile reading. Notes:(1) Base: Farmers excluding Dairy Farmers, n = 296 Mean score Publications Worth Reading (All Farmers Except Dairy) (1) 62% 51% 44% 61% 1st 3rd 4th 2nd

|20Country-Wide TNS New Zealand and Conversa Global merged in 2007 to form New Zealand’s largest custom research company. The New Zealand office based in Auckland is part of TNS Global, the largest customised market research organisation in the world, with offices in over 80 countries. In 2008 TNS became part of WPP, one of the world’s largest communications services groups. The group includes leading companies in advertising (e.g. JWT, Ogilvy and Mather, Y&R), media planning and buying (e.g. Mediacom), PR, branding and identity, below-the-line marketing and information, insight and consultancy. The organisation employs 110,000 people working in 2,000 offices As a full service research-based business consultancy, TNS Conversa combines the global reach and access to leading-edge intellectual property of TNS, and the commercial, marketing, statistical and research expertise and processes of Conversa Global. We use statistics, market research, economic and financial analysis and commercial skills and experience to solve market facing problems and track market performance. Our clients include New Zealand’s largest and most successful organisations Research for the NZX Agri rural publication readership was undertaken between 31 st March and the 13 th April as part of a quarterly omnibus survey of agri-businesses in New Zealand. The omnibus survey interviewed 450 farmers Interviews were conducted by telephone using Computer Assisted Telephone Interviewing (CATI) Technical