1. 2010 Media Channel Study ABM Agri Council

2. 2010 Media Channel Study — 1 Main Objectives  Continue the periodic examination of media channels that serve the agricultural industry and their impact on farmers and ranchers.  Understand the use of and importance of digital media in the agricultural community as well as how digital may be affecting traditional media.  Examine how the integrated media model may need to be re-evaluated based on the use of digital media.  Determine if digital media has had an effect on the OVERALL use of media among farmers and ranchers.

3. 2010 Media Channel Study — 2 Method  Agri Council selected the sample from Agri Council member databases to cover a broad range of farm / ranch commodities.  Survey kits included a 4-page ID-coded survey, Agri Council cover letter, $1.00 incentive, and business reply envelope, all sent March 9, 2010, to 4,500 sample members.  A follow-up similar to the initial survey packet (but no $1.00) was sent to non-respondents March 30.  Fielding ended April 30 with 1,344 responses (30%).  Results include only the 1,219 who indicted they are owners, operators, and/or managers of farms or ranches.  Data was weighted to reflect the proportion of farms / ranches in the economic sales class of $100,000 or more in each of the four US Census regions according to the USDA Farms and Ranches, Land in Farms, and Livestock Operations 2009 Summary.

4. 2010 Media Channel Study — 3 Media Channels Studied  agricultural magazines or newspapers  agricultural newsletters  agricultural e-newsletters  farm shows  agricultural dealers / retailers  agricultural conferences or seminars  agricultural radio shows  agricultural TV programs  general daily newspapers  agricultural Internet sites  agricultural-related social media (blogs, social networks, etc.)  agricultural manufacturer or supplier publications  agricultural-related text messages  mobile Internet access (iPhone, cell phone, Blackberry, etc.) for agricultural-related purposes

5. 2010 Media Channel Study — 4 Key Findings  While digital may have become dominant in other B2B markets, agricultural magazines / newspapers continue to be the most important information resource, reaching and influencing the most farmers / ranchers – even among the younger age segment.  All types of digital communications are playing important roles as information resources for American farmers and ranchers, and will play increasingly important roles in the future.  In addition to magazines / newspapers, ag dealers / retailers are also used most for informing and validating purchase decisions. It appears both channels should be considered as part of an overall media plan.

6. 2010 Media Channel Study — 5 Key Findings  Continuity in marketing programs should be planned due to varying purchase cycle times.  As measured by revenue, larger operators are more actively engaged with media channels, seeking information to run their businesses and inform decision making.  The role of different media changes through the purchase cycle, emphasizing the importance of integrated communications.

7. 2010 Media Channel Study — 6 Frequency of Use How often do you usually read, view, visit, attend, or use the following types of agricultural media or information sources? base: 1,219 owners/operators/managers of farms or ranches Farmers / ranchers frequently use various types of info sources, with print media being used most often. TOP SOURCES

8. 2010 Media Channel Study — 7 Frequency of Use – Trends How often do you usually read, view, visit, attend, or use the following types of agricultural media or information sources? base: 1,219 owners/operators/managers of farms or ranches (2010 study) *Harris Interactive Agricultural Media Study, April 2005 (2,717 total respondents) Use of traditional resources has remained relatively consistent compared to 2005 – with one third of respondents now using the Internet weekly. AT LEAST WEEKLY

9. 2010 Media Channel Study — 8 Frequency of Use – By Age How often do you usually read, view, visit, attend, or use the following types of agricultural media or information sources? base: owners/operators/managers of farms or ranches in each age range (total = 1,219) Use of ag Internet sites decreases with age, while the opposite is true for general daily newspapers and ag TV. Age does not affect use of the other top resources.

10. 2010 Media Channel Study — 9 Frequency of Use – By Size of Operation How often do you usually read, view, visit, attend, or use the following types of agricultural media or information sources? Those at larger operations are more likely than those at smaller ones to use each of the top resources, with the exception of ag TV and radio. base: owners/operators/managers of farms or ranches reporting each level of annual gross receipts (total = 1,219)

11. 2010 Media Channel Study — 10 Top Two Sources – New Ag Products / Services TOTAL agricultural magazines or newspapers81% agricultural dealers / retailers37% farm shows15% agricultural manufacturer or supplier publications10% agricultural TV programs9% agricultural newsletters9% agricultural Internet sites7% agricultural radio shows6% general daily newspapers6% agricultural e-newsletters4% agricultural conferences or seminars3% agricultural-related social media1% mobile Internet access for ag-related purposes1% agricultural-related text messages0% What are the top two sources from which you first learn about new agricultural products, equipment, services, or suppliers? The introduction to new ag products and services is far more likely to come from ag magazines / newspapers than any other source. base: 1,219 owners/operators/managers of farms or ranches

12. 2010 Media Channel Study — 11 Top Two Sources – New Ag Products / Services – by Age <4545-6465+ agricultural magazines or newspapers83%82%79% agricultural dealers / retailers41% 27% farm shows19%15%16% agricultural manufacturer or supplier publications6%10%11% agricultural TV programs4%8%11% agricultural newsletters3%10%9% agricultural Internet sites14%8%3% agricultural radio shows6%7%6% general daily newspapers2%4%12% agricultural e-newsletters7%4%2% agricultural conferences or seminars2%3%2% agricultural-related social media2%1%0% mobile Internet access for ag-related purposes1% 0% agricultural-related text messages1%0% What are the top two sources from which you first learn about new agricultural products, equipment, services, or suppliers? The top two sources for first learning about new ag products / services remain the same regardless of age. base: owners/operators/managers of farms or ranches in each age range (total = 1,219)

13. 2010 Media Channel Study — 12 Top Two Sources – New Ag Products / Services – by Size of Operation <$250K$250-$499K$500K+ agricultural magazines or newspapers82%83%78% agricultural dealers / retailers30%38%44% farm shows14%13%16% agricultural manufacturer or supplier publications9%13%9% agricultural TV programs13%7%5% agricultural newsletters9%7%9% agricultural Internet sites6%7%9% agricultural radio shows7%8%5% general daily newspapers9%4%3% agricultural e-newsletters3%4%5% agricultural conferences or seminars3%2%3% agricultural-related social media0%1% mobile Internet access for ag-related purposes0% 1% agricultural-related text messages0%1%0% What are the top two sources from which you first learn about new agricultural products, equipment, services, or suppliers? base: owners/operators/managers of farms or ranches reporting each level of annual gross receipts (total = 1,219) The top two sources for first learning about new ag products / services remain the same regardless of size of operation.

14. 2010 Media Channel Study — 13 Top Two Sources – New Ag-Related Websites TOTAL AG INTERNET SITE USERS agricultural magazines or newspapers59%72% agricultural Internet sites13%20% agricultural newsletters13%16% agricultural dealers / retailers12%15% agricultural TV programs11%12% agricultural radio shows7%8% agricultural manufacturer or supplier publications7%8% agricultural e-newsletters7%10% farm shows6%7% general daily newspapers5% agricultural conferences or seminars3%4% agricultural-related social media1%2% mobile Internet access for ag-related purposes1%2% agricultural-related text messages0%1% What are the top two sources from which you first learn about new agricultural–related websites? Farmers / ranchers are far more likely to learn about ag-related websites through magazines or newspapers than any other source. Results are even stronger for magazines / newspapers among those who indicated they have ever used ag Internet sites. base: 1,219 owners/operators/managers of farms or ranches; 781 who indicated they have used ag Internet sites

15. 2010 Media Channel Study — 14 Top Two Sources – New Ag-Related Websites – by Age <4545-6465+ agricultural magazines or newspapers70%63%46% agricultural Internet sites23%14%7% agricultural newsletters9%16%9% agricultural dealers / retailers13%15%8% agricultural TV programs11% 12% agricultural radio shows10%7%4% agricultural manufacturer or supplier publications4%7%8% agricultural e-newsletters10%7%4% farm shows9%7%5% general daily newspapers4%5%7% agricultural conferences or seminars2%4% agricultural-related social media4%2%0% mobile Internet access for ag-related purposes3%1%0% agricultural-related text messages1%0% What are the top two sources from which you first learn about new agricultural–related websites? base: owners/operators/managers of farms or ranches in each age range (total = 1,219) Regardless of age, the top source for first learning about new ag websites is ag magazines / newspapers.

16. 2010 Media Channel Study — 15 Top Two Sources – New Ag-Related Websites – by Size of Operation <$250K$250-$499K$500K+ agricultural magazines or newspapers55%59%64% agricultural Internet sites10%12%17% agricultural newsletters11%12%17% agricultural dealers / retailers10%11%17% agricultural TV programs13%10% agricultural radio shows6%12%6% agricultural manufacturer or supplier publications7%9%5% agricultural e-newsletters6%5%9% farm shows7%3%8% general daily newspapers6% 4% agricultural conferences or seminars4%2%4% agricultural-related social media1% 3% mobile Internet access for ag-related purposes1%0%2% agricultural-related text messages0%1% What are the top two sources from which you first learn about new agricultural–related websites? base: owners/operators/managers of farms or ranches reporting each level of annual gross receipts (total = 1,219) The top source for first learning about new ag websites remains the same regardless of size of operation.

17. 2010 Media Channel Study — 16 Actions Taken ag mags/ papers farm shows ag radio ag TV ag Internet sites Learned something new about or discovered a new product, service, or supplier76%43%20%22%27% Sought more info64%34%14% 40% Saved / noted info for reference61%25%9% 19% Recommended, specified, or purchased a product or service advertised 46%24%10%7%19% Had a favorable impression of advertiser reinforced 39%19%11%10% AT LEAST ONE86%55%29%31%45% For each agricultural information source that you usually read, view, visit, attend or use, what actions have you taken in response to advertising seen in or heard from that source in the last 12 months? Advertising in ag magazines / newspapers prompts more action than advertising in other ag- related resources. base: 1,219 owners/operators/managers of farms or ranches

18. 2010 Media Channel Study — 17 Actions Taken – by Age and Size of Operation ag mags/ papers farm shows ag radio ag TV ag Internet sites AGE <4588%65%33%34%63% 45-6488%58%30%32%51% 65+82%46%26%28%27% ANNUAL RECEIPTS <$250K86%47%26%35%38% $250K-$499K90%58%26%32%48% $500K88%65%31%29%54% For each agricultural information source that you usually read, view, visit, attend or use, what actions have you taken in response to advertising seen in or heard from that source in the last 12 months? TOOK AT LEAST ONE ACTION Ag magazines / newspapers remain the number one source for actions taken regardless of age and size of operation. base: owners/operators/managers of farms or ranches in each age and gross receipts category (total = 1,219)

19. 2010 Media Channel Study — 18 Opinions of Ag Media – Digital Involvement base: 1,219 owners/operators/managers of farms or ranches The majority of farmers / ranchers use both digital AND traditional ag media, but fewer than half agree that digital media is essential.

20. 2010 Media Channel Study — 19 Opinions of Ag Media – Digital Involvement – Among Ag Internet Site Users base: 781 owners/operators/managers of farms or ranches who indicated they have used ag Internet sites Digital does not replace traditional media. When results are based only on those who said they use ag Internet sites, the proportion who use BOTH digital and traditional media increases.

21. 2010 Media Channel Study — 20 Opinions of Ag Media – Digital Involvement – by Age base: owners/operators/managers of farms or ranches in each age range (total = 1,219) Younger respondents are more likely to use both digital and traditional ag media and to consider accessing digital media an essential activity.

22. 2010 Media Channel Study — 21 Opinions of Ag Media – Digital Involvement– by Size of Operation base: owners/operators/managers of farms or ranches reporting each level of annual gross receipts (total = 1,219) Those at operations with higher annual gross receipts are more likely to use both digital and traditional ag media and to consider accessing digital media an essential activity.

23. 2010 Media Channel Study — 22 Opinions of Ag Media – Vs. General Media base: 1,219 owners/operators/managers of farms or ranches “I find that I spend more time reading or thinking about the editorial content and product/service messages …” Farmers and ranchers are likely to spend more time with both the editorial content and advertising in ag-related print media than in general business media. The same is not true of websites.

24. 2010 Media Channel Study — 23 Opinions of Ag Media – Vs. General Media – by Age base: owners/operators/managers of farms or ranches in each age range (total = 1,219) Age isn’t much of a factor in the opinions about magazines / newspapers. But ag- specific websites seem to have more appeal than general websites for younger respondents. “I find that I spend more time reading or thinking about the editorial content and product/service messages …”

25. 2010 Media Channel Study — 24 Opinions of Ag Media – Vs. General Media – by Size of Operation base: owners/operators/managers of farms or ranches in each age range (total = 1,219) Similar to age, size of operation doesn’t change the importance of ag magazines / newspapers. But ag-specific websites seem to have more appeal than general websites for respondents at larger operations. “I find that I spend more time reading or thinking about the editorial content and product/service messages …”

26. 2010 Media Channel Study — 25 Sources Used in Decision-Making TOP SOURCES USED (AT ANY STAGE) ag mags/ papers ag dealers/ retailers ag supplier pubs farm shows ag news- letters ag Internet sites Start thinking about purchase 64%36%38% 34%24% Begin researching options 36%31%32%27%24%28% Narrow down choices 22%40%33%28%15%26% Make a final decision 9%45%14%11%4%11% Review after purchase 6%10%5%3%2%7% AT ANY STAGE88%85%73%70%61%53% Which of these information sources do you use at each of these points in the decision-making process for agricultural products, equipment, services, or suppliers? Various sources are used at the different stages of the purchasing process, with ag magazines / newspapers and dealers / retailers used by the most at any stage, overall. base: 1,039 owners/operators/managers of farms or ranches involved in decision-making

27. 2010 Media Channel Study — 26 Sources Used in Decision-Making – by Age and Size of Operation Which of these information sources do you use at each of these points in the decision-making process for agricultural products, equipment, services, or suppliers? Ag magazines / newspapers and dealers / retailers are used by the most during the decision-making process – regardless of age or size of operation. base: owners/operators/managers of farms or ranches in each segment involved in decision-making (total = 1,039) TOP SOURCES USED (AT ANY STAGE) ag mags/ papers ag dealers/ retailers ag supplier pubs farm shows ag news- letters ag Internet sites AGE <4585%83%69%70%56%69% 45-6490%87%77%74%64%59% 65+85%82%66%62%57%34% ANNUAL RECEIPTS <$250K87%80%68%63%60%45% $250K-$499K90%88%81%75%63%58% $500K90% 77%79%61%63% AT ANY STAGE

28. 2010 Media Channel Study — 27 Top Two Sources – Validating / Informing Purchasing Decisions TOTAL agricultural dealers / retailers62% agricultural magazines or newspapers50% farm shows17% agricultural Internet sites15% agricultural manufacturer or supplier publications12% agricultural newsletters4% agricultural conferences or seminars4% general daily newspapers3% agricultural e-newsletters2% agricultural radio shows2% agricultural TV programs2% agricultural-related social media1% mobile Internet access for ag-related purposes1% agricultural-related text messages0% Which two sources do you rely on most for validating / informing the purchasing decisions you make for agricultural products, equipment, services, or suppliers? Ag magazines / newspapers are second only to dealers / retailers as the source relied on most for validating / informing purchasing decisions. base: 1,039 owners/operators/managers of farms or ranches involved in decision-making

29. 2010 Media Channel Study — 28 Top Two Sources – Validating / Informing Purchasing Decisions – by Age <4545-6465+ agricultural dealers / retailers60%65%57% agricultural magazines or newspapers49% 53% farm shows19%16%17% agricultural Internet sites25%16%8% agricultural manufacturer or supplier publications9%11%14% agricultural newsletters3%4% agricultural conferences or seminars1%5%3% general daily newspapers1%3%5% agricultural e-newsletters3% 1% agricultural radio shows2%3%1% agricultural TV programs1% 4% agricultural-related social media2%1% mobile Internet access for ag-related purposes0%1%0% agricultural-related text messages0% Which two sources do you rely on most for validating / informing the purchasing decisions you make for agricultural products, equipment, services, or suppliers? base: owners/operators/managers of farms or ranches involved in decision-making in each age range (total = 1,039) The top two sources for validating / informing purchasing decisions do not change based on age categories.

30. 2010 Media Channel Study — 29 Top Two Sources – Validating / Informing Purchasing Decisions – by Size of Operation <$250K$250-$499K$500K+ agricultural dealers / retailers56%66%65% agricultural magazines or newspapers56%50%46% farm shows15%14%18% agricultural Internet sites11%17%18% agricultural manufacturer or supplier publications10%11%13% agricultural newsletters6%2%4% agricultural conferences or seminars5% 4% general daily newspapers5%2%3% agricultural e-newsletters3%2%3% agricultural radio shows3%1% agricultural TV programs2%3%1% agricultural-related social media1% mobile Internet access for ag-related purposes1%0%1% agricultural-related text messages0% Which two sources do you rely on most for validating / informing the purchasing decisions you make for agricultural products, equipment, services, or suppliers? base: owners/operators/managers of farms or ranches involved in decision-making and reporting each level of annual gross receipts (total = 1,039) The top two sources for validating / informing purchasing decisions do not change based on size of operation.

31. 2010 Media Channel Study — 30 Anticipated Change in Importance lesssamemoreSAME / MORE ag magazines or newspapers9%68%17%85% ag dealers / retailers5%52%32%85% ag manufacturer or supplier publications9%53%25%78% ag newsletters13%61%15%76% farm shows16%55%18%72% ag Internet sites19%26%38%64% ag conferences or seminars21%44%20%64% ag TV programs21%48%15%63% ag radio shows25%47%12%59% general daily newspapers26%48%10%59% ag e-newsletters23%34%24%58% mobile Internet for ag-related purposes28%26%25%51% ag-related social media32%33%14%46% ag-related text messages35%30%13%43% How is the importance of each of these information sources likely to change for you in the next 3 to 4 years? base: 1,219 owners/operators/managers of farms or ranches Internet is likely to see growth, but ag magazines / newspapers along with dealers / retailers will continue to be important sources of information for farmers and ranchers in the future.

32. 2010 Media Channel Study — 31 Anticipated Change in Importance by Age <4545-6465+ ag magazines or newspapers88%87%82% ag dealers / retailers91%89%74% ag manufacturer or supplier publications86%80%70% ag newsletters77%80%69% farm shows80%76%62% ag Internet sites83%73%39% ag conferences or seminars70% 48% ag TV programs66%67%53% ag radio shows67%62%50% general daily newspapers59%60%55% ag e-newsletters70%65%38% mobile Internet for ag-related purposes66%57%32% ag-related social media67%52%26% ag-related text messages60%47%26% How is the importance of each of these information sources likely to change for you in the next 3 to 4 years? SAME / MORE Ag magazines / newspapers along with dealers / retailers will continue to be important sources regardless of age. base: owners/operators/managers of farms or ranches in each age range (total = 1,219)

33. 2010 Media Channel Study — 32 Anticipated Change in Importance – by Size of Operation <$250K$250-499K$500K+ ag magazines or newspapers87%82%87% ag dealers / retailers81%85%90% ag manufacturer or supplier publications76%80%82% ag newsletters76%74%80% farm shows70%73%78% ag Internet sites55%67%77% ag conferences or seminars56%65%75% ag TV programs66%65%60% ag radio shows57%66%57% general daily newspapers61%58%56% ag e-newsletters49%58%71% mobile Internet for ag-related purposes40%57%62% ag-related social media39%51%55% ag-related text messages35%48%52% How is the importance of each of these information sources likely to change for you in the next 3 to 4 years? SAME / MORE Ag magazines / newspapers along with dealers / retailers will continue to be important sources regardless of size of operation. base: owners/operators/managers of farms or ranches reporting each level of annual gross receipts (total = 1,219)

34. 2010 Media Channel Study ABM Agri Council