Independent Rural Publications Group 2001 Rural Readership Survey September 2001 Presentation Prepared for

© Colmar Brunton 2001 Contents n Objectives/Approach n Potentials/Sample Sizes n Readership n Depth of Reading/Attitudes n Dairy n Traditional n Horticulture n Demographics n Questionnaire

© Colmar Brunton 2001 Objectives n Provide an independent and comprehensive measure of current farming publication readership: n Reading incidence n Depth – proportion of issues/time spent/times read n Pass-on rates n Satisfaction and attitudes n Article types of interest

© Colmar Brunton 2001 Approach n Self completion questionnaire with covering letter delivered to a random sample of approximately 9500 farmers across New Zealand by Kiwi Mail n Incentive (Fiji Holiday) to encourage return n 2707 questionnaires returned (28%) in reply paid envelopes n Order of publications rotated n Processing, analysis and reporting by Colmar Brunton n Data weighted by farm type/region to match Statistics NZ Data (1996)

© Colmar Brunton 2001 Potential vs Actual Sample Sizes PotentialActual Sample Size Farm Type Dairy17, Sheep15, Beef10, Fruit5, Other horticulture5,80672 Other6, Region North24,8511,238 Central16, South19, Note: Total NZ Farms = (excludes plantations, idle land)

© Colmar Brunton 2001 Potential vs Actual Sample Sizes PotentialActual Sample Size Farm Type by Region North- Dairy - Sheep - Beef - Other Central- Dairy - Sheep - Beef - Other South- Dairy - Sheep - Beef - Other Note: Total NZ Farms = (excludes plantations, idle land)

© Colmar Brunton 2001 Potential vs Actual Sample Sizes PotentialActual Sample Size Size of Property Under 50 hectares hectares hectares hectares or more Note: Total NZ Farms = (excludes plantations, idle land)

Readership

© Colmar Brunton 2001 Readership – Total Sample

© Colmar Brunton 2001 Readership – Dairy Farmers

© Colmar Brunton 2001 Readership – Sheep Farmers

© Colmar Brunton 2001 Readership – Beef Farmers

© Colmar Brunton 2001 Readership – Fruit Growers

© Colmar Brunton 2001 Readership – Other Horticulture Growers

© Colmar Brunton 2001 Readership – Northern Region

© Colmar Brunton 2001 Readership – Central Region

© Colmar Brunton 2001 Readership – Southern Region

© Colmar Brunton 2001 Readership – Gross Farm Income: Up to $200,000

© Colmar Brunton 2001 Readership – Gross Farm Income: $200,000 - $500,000

© Colmar Brunton 2001 Readership – Gross Farm Income: $500,000 +

© Colmar Brunton 2001 Readership – Age: Under 40 years

© Colmar Brunton 2001 Readership – Age: years

© Colmar Brunton 2001 Readership – Age: years

© Colmar Brunton 2001 Readership – Age: 60 years +

© Colmar Brunton 2001 Rural Readership - Farm Type Within Region NorthCentralSouth Rural Publication Readership % Total % Dairy % Sheep % Beef % Other % Dairy % Sheep % Beef % Other % Dairy % Sheep % Beef % Other Total Rural News Straight Furrow Country-Wide AgTrader Dairying Today Dairyman NZ Dairy Exporter Horticulture News The Orchardist

Depth of Reading/Attitudes

Dairy Publications

© Colmar Brunton 2001 Proportion of Issues Read (by Primary Income Source – Dairy) Base: Readers of each publication

© Colmar Brunton 2001 Times Read (by Primary Income Source – Dairy) Base: Readers of each publication

© Colmar Brunton 2001 Time Spent Reading (by Primary Income Source – Dairy) Base: Readers of each publication

© Colmar Brunton 2001 Once Read - Keep for Further Reference Once Read - Keep for Further Reference Base: Readers of each publication

© Colmar Brunton 2001 Once Read - Pass On to Someone Else Base: Readers of each publication

© Colmar Brunton 2001 Dairyman Dairying Today NZ Dairy Exporter Spouse55%53%57% Farm Employee21%24%27% Children12% 14% Other Farmer/Grower11%9%12% Other4%5%6% Total Other Readers Base: Readers of each publication Other Readers

© Colmar Brunton 2001 Overall Satisfaction by Publication (out of 7) Base: Readers of each publication

© Colmar Brunton 2001 Dairyman Dairying Today NZ Dairy Exporter 7 – Extremely Satisfied26% 37% 631%33%32% 526% 18% 412%10%6% 33% 22% 1 – Extremely Dissatisfied1%- No Response/Don’t Know1% Mean Base: Readers of each publication Overall Satisfaction by Publication

© Colmar Brunton 2001 Ease of Reading by Publication (out of 7) Base: Readers of each publication

© Colmar Brunton 2001 Dairyman Dairying Today NZ Dairy Exporter 7 – Agree Strongly36%34%36% 633%36%33% 519%20%18% 49%7% 31% 3% 21%- 1 – Disagree Strongly--- No Response/Don’t Know1% Mean5.9 Base: Readers of each publication Ease of Reading by Publication

© Colmar Brunton 2001 Enjoyable to Read by Publication (out of 7) Base: Readers of each publication

© Colmar Brunton 2001 Dairyman Dairying Today NZ Dairy Exporter 7 – Agree Strongly29%28%35% 631%34%29% 524%22%21% 411%12%8% 32% 3% 21% 2% 1 – Disagree Strongly--1% No Response/Don’t Know2%1%2% Mean Base: Readers of each publication Enjoyable to Read by Publication

© Colmar Brunton 2001 In-depth Coverage of Topics by Publication (out of 7) Base: Readers of each publication

© Colmar Brunton 2001 Dairyman Dairying Today NZ Dairy Exporter 7 – Agree Strongly34%33%43% 628%31% 524% 16% 49%8%5% 33%4%2% 21% 2% 1 – Disagree Strongly--1% No Response/Don’t Know1% Mean Base: Readers of each publication In-depth Coverage of Topics by Publication

© Colmar Brunton 2001 Usefulness in Day to Day Operations by Publication (out of 7) Base: Readers of each publication

© Colmar Brunton 2001 Dairyman Dairying Today NZ Dairy Exporter 7 – Agree Strongly26%25%35% 625%29%27% 520%21%18% 415%12%9% 38%7%4% 2 3% 1 – Disagree Strongly1% No Response/Don’t Know2%1% Mean Base: Readers of each publication Usefulness in Day to Day Operations by Publication

© Colmar Brunton 2001 Excellence of Editorial Quality by Publication (out of 7) Base: Readers of each publication

© Colmar Brunton 2001 Dairyman Dairying Today NZ Dairy Exporter 7 – Agree Strongly18% 25% 624%28%25% 521%22%21% 414%12% 34%3% 22%1% 1 – Disagree Strongly--- No Response/Don’t Know17%14%13% Mean Base: Readers of each publication Excellence of Editorial Quality by Publication

© Colmar Brunton 2001 Dairyman Dairying Today NZ Dairy Exporter Ranking of Importance Animal Health48%54%64%2.9 Farm management44%50%60%2.9 Industry news51%57%69%3.0 New technology/R&D42%43%58%3.4 Agribusiness/marketing/finance26%33%45%4.1 Machinery & products24%32%27%4.2 Base: All Dairy Farmers Publications Use Most For

Traditional Farming Publications

© Colmar Brunton 2001 Proportion of Issues Read (Total) Base: Readers of each publication

© Colmar Brunton 2001 Times Read (Total) Base: Readers of each publication

© Colmar Brunton 2001 Time Spent Reading (Total) Base: Readers of each publication

© Colmar Brunton 2001 Once Read - Keep for Further Reference Once Read - Keep for Further Reference Base: Readers of each publication

© Colmar Brunton 2001 Once Read - Pass On to Someone Else Base: Readers of each publication

© Colmar Brunton 2001 Rural News AgTraderCountry-Wide Straight Furrow Spouse54%40%55%54% Farm Employee17%14%15%13% Children13%17%13% Other Farmer/Grower11%13%12% Other6% Total Other Readers Base: Readers of each publication Other Readers

© Colmar Brunton 2001 Overall Satisfaction by Publication (out of 7) Base: Readers of each publication

© Colmar Brunton 2001 Rural News AgTrader Country- Wide Straight Furrow 7 – Extremely Satisfied23%24%29%19% 630%25% 26% 5 23%22%27% 414%19%14%17% 35% 7%6% 21%2% 1 – Extremely Dissatisfied1% - No Response/Don’t Know1% Mean Base: Readers of each publication Overall Satisfaction by Publication

© Colmar Brunton 2001 Ease of Reading by Publication (out of 7) Base: Readers of each publication

© Colmar Brunton 2001 Base: Readers of each publication Ease of Reading by Publication Rural News AgTrader Country- Wide Straight Furrow 7 – Agree Strongly32%30%37%28% 632%26%30%29% 521%19%18%23% 49%12%9%12% 33%7%3%5% 21%3%1%2% 1 – Disagree Strongly-1%- No Response/Don’t Know 1%2%1% Mean

© Colmar Brunton 2001 Enjoyable to Read by Publication (out of 7) Base: Readers of each publication

© Colmar Brunton 2001 Base: Readers of each publication Enjoyable to Read by Publication Rural News AgTrader Country- Wide Straight Furrow 7 – Agree Strongly27%21%31%21% 629%22%28%26% 523%21%20%24% 413%17%12%18% 34%9%5%6% 22%5%2%3% 1 – Disagree Strongly1% No Response/Don’t Know 1%4%2% Mean

© Colmar Brunton 2001 In-depth Coverage of Topics by Publication (out of 7) Base: Readers of each publication

© Colmar Brunton 2001 Base: Readers of each publication In-depth Coverage of Topics by Publication Rural News AgTrader Country- Wide Straight Furrow 7 – Agree Strongly25%22%31%22% 629%21%25%27% 523%20% 23% 413%17%12%15% 36%9%6% 22%6%3%4% 1 – Disagree Strongly1% No Response/Don’t Know 1%5%1% Mean

© Colmar Brunton 2001 Usefulness in Day to Day Operations by Publication (out of 7) Base: Readers of each publication

© Colmar Brunton 2001 Base: Readers of each publication Usefulness in Day to Day Operations by Publication Rural News AgTrader Country- Wide Straight Furrow 7 – Agree Strongly18%16%19%15% 621%16%20%19% 521%17%18%21% 416%18% 312% 11%14% 27%11%7%8% 1 – Disagree Strongly2%4%3% No Response/Don’t Know 3%6%3% Mean

© Colmar Brunton 2001 Excellence of Editorial Quality by Publication (out of 7) Base: Readers of each publication

© Colmar Brunton 2001 Base: Readers of each publication Excellence of Editorial Quality by Publication Rural News AgTrader Country- Wide Straight Furrow 7 – Agree Strongly18%9%19%16% 624%11%23%22% 5 13%21%22% 414%13%14%15% 36%8%6%7% 22%5%2% 1 – Disagree Strongly1%3%1% No Response/Don’t Know 13%38%14% Mean

© Colmar Brunton 2001 Rural News AgTrader Country- Wide Straight Furrow Ranking of Importance Farm management39%6%30%33%3.0 Industry news59%8%37%57%3.2 New technology/R&D47%14%30%40%3.2 Animal Health46%6%33%36%3.4 Machinery & products42%66%20%32%4.2 Agribusiness/marketing/finance41%6%25%39%4.2 Base: Total Sample Publications Use Most For

Horticulture Publications

© Colmar Brunton 2001 Proportion of Issues Read (All Readers) Base: Readers of each publication

© Colmar Brunton 2001 Times Read (All Readers) Base: Readers of each publication

© Colmar Brunton 2001 Time Spent Reading Base: Readers of each publication

© Colmar Brunton 2001 Once Read - Keep for Further Reference Once Read - Keep for Further Reference Base: Readers of each publication

© Colmar Brunton 2001 Once Read - Pass On to Someone Else Base: Readers of each publication

© Colmar Brunton 2001 Horticulture News The Orchardist Spouse5256 Other Farmer/Grower1816 Farm Employee1117 Children119 Other54 Total Other Readers Base: Readers of each publication Other Readers

© Colmar Brunton 2001 Overall Satisfaction by Publication (out of 7) Base: Readers of each publication

© Colmar Brunton 2001 Horticulture News The Orchardist 7 – Extremely Satisfied17%25% 627%30% 524% 417%12% 37%3% 21%2% 1 – Extremely Dissatisfied3% No Response/Don’t Know4%1% Mean Base: Readers of each publication Overall Satisfaction by Publication

© Colmar Brunton 2001 Ease of Reading by Publication (out of 7) Base: Readers of each publication

© Colmar Brunton 2001 Base: Readers of each publication Ease of Reading by Publication Horticulture News The Orchardist 7 – Agree Strongly35% 623%30% 523%19% 412%9% 32%3% 21% 1 – Disagree Strongly-- No Response/Don’t Know5%3% Mean5.85.9

© Colmar Brunton 2001 Enjoyable to Read by Publication (out of 7) Base: Readers of each publication

© Colmar Brunton 2001 Base: Readers of each publication Enjoyable to Read by Publication Horticulture News The Orchardist 7 – Agree Strongly22%25% 624%28% 519%21% 418%16% 34%3% 22%1% 1 – Disagree Strongly-1% No Response/Don’t Know11%5% Mean5.45.5

© Colmar Brunton 2001 In-depth Coverage of Topics by Publication (out of 7) Base: Readers of each publication

© Colmar Brunton 2001 Base: Readers of each publication In-depth Coverage of Topics by Publication Horticulture News The Orchardist 7 – Agree Strongly22%37% 632%25% 518% 47%9% 38%3% 24%2% 1 – Disagree Strongly2% No Response/Don’t Know7%4% Mean5.45.7

© Colmar Brunton 2001 Usefulness in Day to Day Operations by Publication (out of 7) Base: Readers of each publication

© Colmar Brunton 2001 Base: Readers of each publication Usefulness in Day to Day Operations by Publication Horticulture News The Orchardist 7 – Agree Strongly16%28% 623% 522%23% 411%6% 310%7% 25%3% 1 – Disagree Strongly4% No Response/Don’t Know10%5% Mean5.05.4

© Colmar Brunton 2001 Excellence of Editorial Quality by Publication (out of 7) Base: Readers of each publication

© Colmar Brunton 2001 Base: Readers of each publication Excellence of Editorial Quality by Publication Horticulture News The Orchardist 7 – Agree Strongly15%22% 6 21% 518%21% 416%12% 35%4% 22%3% 1 – Disagree Strongly2%1% No Response/Don’t Know20%14% Mean5.25.4

© Colmar Brunton 2001 Horticulture News The Orchardist Ranking of Importance Farm/Orchard management25%48%2.4 New technology/R&D25%42%3.0 Industry news26%42%3.4 Tree/Vine Health20%46%3.6 Machinery & products18%20%4.0 Agribusiness/marketing/finance9%13%4.9 Base: Primary Income Fruit/Other Horticulture Publications Use Most For

© Colmar Brunton 2001 Publication Use Most For Rural News Ag- Trader Country- Wide Straight Furrow Dairy- man Dairying Today NZ Dairy Exporter Horti- culture News The Orchardist Industry News New technology/R&D Machinery & products Farm/Orchard management Animal health Tree/Vine health Agribusiness/ marketing/finance Base: Readers of each publication %

Demographics

© Colmar Brunton 2001 Farm Type – Total Sample

© Colmar Brunton 2001 Gender – Total Sample

© Colmar Brunton 2001 Age Group – Total Sample

© Colmar Brunton 2001 Region – Total Sample

© Colmar Brunton 2001 Location – Total Sample

© Colmar Brunton 2001 Size of Property – Total Sample

© Colmar Brunton 2001 Expected Expenditure This Season – Total Sample

© Colmar Brunton 2001 Gross Farm/Orchard Turnover – Total Sample

© Colmar Brunton 2001 Secondary Sources of Income – Total Sample

© Colmar Brunton 2001 Number of Stock Units – Total Sample

© Colmar Brunton 2001 Items Intend to Buy in Next 12 Months

© Colmar Brunton 2001 Use Computer Day to Day Management of Farm/Orchard

© Colmar Brunton 2001 Depth of Reading/Attitudes Summary Real all issues Times Read (3+) Time spent (31+ mins) Once finished (keep for reference) Satisfaction (6 or 7) Easy to read (6 or 7) Enjoyable to read (6 or 7) Indepth comp coverage (6 or 7) Useful for day to day farm ops (6 or 7) Excellent editorial quality (6 or 7) Total no of readers NZ Dairy Exporter The Orchardist Dairying Today Dairyman Country-Wide Rural News Straight Furrow Horticulture News AgTrader Base: Readers of each publication %

© Colmar Brunton 2001 More Detailed Readership Profiles - Differences significant at 90% level of confidence Rural News n Manawatu/Wanganui n 300 to 499 hectares n $50,001 to $200,000 income n 5,001 to 10,000 stock units n Sheep, beef, deer Straight Furrow n Aged 50 years and over n Canterbury n 10 to 49 hectares n Under $200,000 income n Under $50,000 expenditure n 2,001 to 5,000 stock units n Sheep, beef, cropping, deer n Computer Users n Aged under 30 n Auckland n 0 to 250 stock units n Dairy, other horticulture n Aged 30 to 39 years n Gisborne, Manawatu/Wanganui, Wellington/Horowhenua n 300 to 499 hectares n Over $200,000 income n Over $150,000 expenditure n 251 to 500 stock units n Dairy, fruit, other n Intending to buy items Read More By:Read Less By:

© Colmar Brunton 2001 More Detailed Readership Profiles - Differences significant at 90% level of confidence Country-Wide n Males n King Country, Hawkes Bay, Taranaki, Manawatu, Wairarapa, Canterbury, Otago n 300 plus hectares n Over 1,000 stock units n Sheep n Computer Users AgTrader n Aged 50 to 59 years n Canterbury n 50 to 99 hectares n $50,001 to $150,000 income n $25,001 to $50,000 expenditure n 2,001 to 5,000 stock units n Beef, Cropping, Deer n Computer users n Females n Aged 30 to 39 years n Northland, Auckland, Bay of Plenty n Under 50 hectares n Up to $50,000 income n Up to $25,000 expenditure n Up to 1,000 stock units n Dairy, fruit, other horticulture n Intending to buy overseas travel, machinery n Aged 30 to 39 years or 60 years plus n Waikato, Bay of Plenty, Manawatu n 500 hectares or more n Over $1 million income n $150,001 to $200,000, over $1million expenditure n Over 10,000 stock units n Dairy, fruit, other n Intending to buy farm bikes Read More By:Read Less By:

© Colmar Brunton 2001 More Detailed Readership Profiles - Differences significant at 90% level of confidence n Females n Aged under 40 years n Northland, Auckland, Waikato, Taranaki, West Coast n 50 to 299 hectares n $200,001 and over income n $150,001 to $1million expenditure n 251 to 1,000 stock units n Males n Aged 50 years and over n Bay of Plenty, Hawkes Bay, Manawatu, South Island n Other sizes (hectares) n Under $150,000 income n Up to $50,000 expenditure n 2,001 to 10,000 stock units Read More By:Read Less By: Dairying Today, The Dairyman and NZ Dairy Exporter all have ‘dairy farmer’ profile ie.

© Colmar Brunton 2001 More Detailed Readership Profiles - Differences significant at 90% level of confidence Dairying Today n Auckland n Over $500,000 income n 5,001 to 10,000 stock units n Intend to buy machinery, farm bikes The Dairyman n Aged 50 to 59 years n 50 to 99 hectares n $150,001 to $200,000 income n $200,001 to $500,000 expenditure n 0 to 250 stock units n Computer Users Dairy Exporter n Females n 50 to 59 years n Taranaki, Auckland n 50 to 99 hectares n $500,001 to $1million income n $200,001 to $500,000 expenditure n Computer users n Under 50 hectares n Under $150,000 income n Under $50,000 expenditure n Hawkes Bay, Manawatu n 300 plus hectares n $150,001 to $200,000 expenditure n 501 to 1,000, 5,001 and over stock units n Intend to buy farm bikes n South Island n 300 to 499 hectares n Under $150,000 income n $150,001 to $200,000 expenditure n 5,001 to 10,000 stock units Read More By:Read Less By: Differences for the three magazines among dairy farmers are as follows:

© Colmar Brunton 2001 More Detailed Readership Profiles - Differences significant at 90% level of confidence Horticulture News n 60 years and over n Auckland, Waikato, Bay of Plenty, Nelson/Marlborough n Up to 49 hectares n Up to $50,000 income n Up to $50,000 expenditure n 0 to 250 stock units n Fruit, other horticulture, off orchard The Orchardist n 50 years and over n Bay of Plenty, Hawkes Bay, Nelson/Marlborough n Up to 49 hectares n $25,001 to $50,000 income n $0 to $25,000 or $1 million expenditure n 0 to 250 stock units n Fruit growers, off orchard income n Intend to buy overseas travel n 30 to 39 years n Most other regions n 50 plus hectares n $200,001 to $1million income n $200,001 to $500,000 expenditure n Intend to buy farm bikes n 30 to 39 years n Most other regions n 100 plus hectares n $500,001 to $1million income n $200,001 to $500,000 expenditure n 1,001 and over stock units n Intend to buy farm bikes Read More By:Read Less By:

© Colmar Brunton 2001 Overall Summary n Big improvements seen for many publications n The bar has been raised n Each publication has strengths to focus on in communications n We can provide results for specific sub-groups n Excellent sample achieved for this survey n Larger means more accuracy for sub-groups n Generally better coverage of big farms vs. 1998