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

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

© 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 Dairy17,603962 Sheep15,858670 Beef10,140316 Fruit5,600220 Other horticulture5,80672 Other6,505467 Region North24,8511,238 Central16,669733 South19,992698 Note: Total NZ Farms = 61512 (excludes plantations, idle land)

© Colmar Brunton 2001 Potential vs Actual Sample Sizes PotentialActual Sample Size Farm Type by Region North- Dairy - Sheep - Beef - Other 9809 1343 5592 8107 562 72 194 410 Central- Dairy - Sheep - Beef - Other 4361 4449 2234 5625 277 246 75 135 South- Dairy - Sheep - Beef - Other 2296 8509 1831 7356 109 343 43 203 Note: Total NZ Farms = 61512 (excludes plantations, idle land)

© Colmar Brunton 2001 Potential vs Actual Sample Sizes PotentialActual Sample Size Size of Property Under 50 hectares27752565 50-99 hectares9787403 100-299 hectares14371876 300 hectares or more9602840 Note: Total NZ Farms = 61512 (excludes plantations, idle land)

Readership

© 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 Total10016210138846415310 Rural News969210098939499 97 10093 Straight Furrow89828397918588957885949787 Country-Wide67486953417889956671889365 AgTrader78717386807875836872807679 Dairying Today3189712 902812872155 Dairyman3285826178341514763118 NZ Dairy Exporter309096119025883193 Horticulture News10614395111423518 The Orchardist11624404013211319

Depth of Reading/Attitudes

Dairy Publications

© 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 Readers1.061.161.28 Base: Readers of each publication Other Readers

© 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% Mean5.6 5.9 Base: Readers of each publication Overall Satisfaction by 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 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% Mean5.7 5.8 Base: Readers of each publication Enjoyable to Read by 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% Mean5.8 6.0 Base: Readers of each publication In-depth Coverage of Topics by 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% Mean5.35.45.7 Base: Readers of each publication Usefulness in Day to Day Operations by 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% Mean5.45.55.6 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 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 Readers1.13.991.101.06 Base: Readers of each publication Other Readers

© 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% Mean5.55.45.55.3 Base: Readers of each publication Overall Satisfaction by 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% Mean5.85.55.95.6

© 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% Mean5.65.15.65.3

© 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% Mean5.55.15.55.3

© 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% Mean4.94.54.94.7

© 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% Mean5.34.65.35.2

© 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 Horticulture News The Orchardist Spouse5256 Other Farmer/Grower1816 Farm Employee1117 Children119 Other54 Total Other Readers1.071.26 Base: Readers of each publication Other Readers

© 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% Mean5.25.4 Base: Readers of each publication Overall Satisfaction by 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 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 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 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 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 News611054645562745166 New technology/R&D491845 47624963 Machinery & products4484293624332931 Farm/Orchard management 41744374651645276 Animal health488 4053596967 Tree/Vine health61441114271 Agribusiness/ marketing/finance 42737442734492023 Base: Readers of each publication %

Demographics

© 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 Exporter6160564969 647462592.28 The Orchardist624742545565536251432.26 Dairying Today533830185970626454482.16 Dairyman563828175769606251422.06 Country-Wide553127135467595639422.10 Rural News563327135364565439422.13 Straight Furrow542922104557474934382.06 Horticulture News472522354448465439372.07 AgTrader472715 495943 32201.99 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

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

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