2004 Rural Readership Survey Prepared for Rural Publications Group July 2004.

2004 Rural Readership SurveyPrepared for Rural Publications GroupJuly 2004

© COLMAR BRUNTON SLIDE 2

Contents

• Objectives/Approach• Potentials/Sample Sizes• Readership• Depth of Reading/Attitudes

– Dairy– General– Fruit growers

• Demographics• Questionnaire


Objectives

• Provide an independent and comprehensive measure of current farming publication readership:– Reading incidence– Depth – proportion of issues/time spent/times read– Pass-on rates– Satisfaction and attitudes– Article type usage/importance– Computer/email/internet/website usage


Approach

• Self completion questionnaire with covering letter delivered to a random sample of approximately 11,000 farmers across New Zealand by Letterbox Channel

• Incentive (Trip for two to Bledisloe Cup, Sydney) to encourage return

• 2772 questionnaires returned (25%) in reply paid envelopes

• Order of publications rotated• Processing, analysis and reporting by Colmar

Brunton• Data weighted by farm type/region to match

Statistics NZ Data (2002)


Potential vs Actual Sample Sizes

Potential Actual Sample Size

Farm TypeFarm Type

Dairy 14,000 954

Sheep, Beef 28,000 866, 384

Fruit 6,750 171

Other horticulture 4,835 54

Other 10,215 233

RegionRegion

North 26,300 1097

Central 16,500 731

South 21,000 933

Note: Total NZ Farms = 63,800 (excludes plantations, idle land)

Readership


Readership – Total Sample

94%

94%

92%

90%

34%

33%

31%

11%

96%

89%

67%

31%

32%

30%

11%

86%

83%

24%

28%

26%

27%

8%

0% 20% 40% 60% 80% 100%

Rural News

Straight Furrow

Country-Wide

Farmers Weekly

Dairying Today

Dairyman

NZ Dairy Exporter

The Orchardist

2004 2001 1998


Readership – Dairy Farmers

93%

90%

87%

88%

93%

92%

92%

4%

93%

84%

60%

89%

83%

89%

5%

85%

80%

26%

82%

77%

88%

3%

0% 20% 40% 60% 80% 100%

Rural News

Straight Furrow

Country-Wide

Farmers Weekly

Dairying Today

Dairyman

NZ Dairy Exporter

The Orchardist

2004 2001 1998


Readership – Sheep Farmers

98%

98%

98%

97%

3%

3%

2%

98%

91%

86%

3%

4%

2%

1%

91%

88%

31%

6%

2%

3%

3%

0% 20% 40% 60% 80% 100%

Rural News

Straight Furrow

Country-Wide

Farmers Weekly

Dairying Today

Dairyman

NZ Dairy Exporter

The Orchardist

2004 2001 1998


Readership – Beef Farmers

97%

97%

97%

93%

18%

19%

8%

1%

99%

97%

69%

12%

21%

7%

3%

89%

87%

24%

12%

12%

8%

1%

0% 20% 40% 60% 80% 100%

Rural News

Straight Furrow

Country-Wide

Farmers Weekly

Dairying Today

Dairyman

NZ Dairy Exporter

The Orchardist

2004 2001 1998


Readership – Sheep/Beef

98%

98%

97%

95%

8%

8%

4%

2%

0% 20% 40% 60% 80% 100%

Rural News

Straight Furrow

Country-Wide

Farmers Weekly

Dairying Today

Dairyman

NZ Dairy Exporter

The Orchardist

2004 only


Readership – Fruit Growers

88%

86%

82%

73%

86%

95%

84%

39%

80%

82%

78%

3%

69%

0% 20% 40% 60% 80% 100%

Rural News

Straight Furrow

Country-Wide

Farmers Weekly

The Orchardist

2004 2001 1998


Readership – Northern Region

93%

93%

89%

87%

49%

47%

44%

17%

94%

89%

48%

41%

45%

40%

16%

89%

80%

5%

40%

38%

37%

9%

0% 20% 40% 60% 80% 100%

Rural News

Straight Furrow

Country-Wide

Farmers Weekly

Dairying Today

Dairyman

NZ Dairy Exporter

The Orchardist

2004 2001 1998


Readership – Central Region

94%

94%

93%

90%

29%

30%

27%

10%

97%

86%

81%

33%

33%

32%

9%

88%

83%

73%

32%

27%

34%

6%

0% 20% 40% 60% 80% 100%

Rural News

Straight Furrow

Country-Wide

Farmers Weekly

Dairying Today

Dairyman

NZ Dairy Exporter

The Orchardist

2004 2001 1998


Readership – Southern Region

96%

95%

94%

93%

18%

18%

17%

5%

96%

91%

79%

16%

15%

14%

7%

81%

86%

7%

11%

10%

9%

9%

0% 20% 40% 60% 80% 100%

Rural News

Straight Furrow

Country-Wide

Farmers Weekly

Dairying Today

Dairyman

NZ Dairy Exporter

The Orchardist

2004 2001 1998


Readership – Gross Farm Income: Up to $200,000

94%

94%

91%

89%

26%

25%

19%

15%

96%

94%

64%

19%

24%

17%

13%

0% 20% 40% 60% 80% 100%

Rural News

Straight Furrow

Country-Wide

Farmers Weekly

Dairying Today

Dairyman

NZ Dairy Exporter

The Orchardist

2004 2001


Readership – Gross Farm Income: $200,000 - $500,000

95%

94%

91%

91%

37%

36%

37%

8%

96%

85%

69%

37%

36%

35%

11%

0% 20% 40% 60% 80% 100%

Rural News

Straight Furrow

Country-Wide

Farmers Weekly

Dairying Today

Dairyman

NZ Dairy Exporter

The Orchardist

2004 2001


Readership – Gross Farm Income: $500,000 +

94%

92%

92%

90%

44%

44%

43%

10%

95%

85%

68%

44%

41%

44%

9%

0% 20% 40% 60% 80% 100%

Rural News

Straight Furrow

Country-Wide

Farmers Weekly

Dairying Today

Dairyman

NZ Dairy Exporter

The Orchardist

2004 2001


Readership – Age: Under 40 years

94%

92%

91%

90%

41%

39%

39%

5%

95%

83%

62%

39%

38%

37%

6%

0% 20% 40% 60% 80% 100%

Rural News

Straight Furrow

Country-Wide

Farmers Weekly

Dairying Today

Dairyman

NZ Dairy Exporter

The Orchardist

2004 2001


Readership – Age: 40-49 years

93%

93%

91%

87%

40%

39%

37%

10%

95%

88%

69%

33%

34%

31%

10%

0% 20% 40% 60% 80% 100%

Rural News

Straight Furrow

Country-Wide

Farmers Weekly

Dairying Today

Dairyman

NZ Dairy Exporter

The Orchardist

2004 2001


Readership – Age: 50-59 years

95%

96%

93%

89%

28%

27%

25%

12%

97%

93%

67%

26%

29%

26%

14%

0% 20% 40% 60% 80% 100%

Rural News

Straight Furrow

Country-Wide

Farmers Weekly

Dairying Today

Dairyman

NZ Dairy Exporter

The Orchardist

2004 2001


Readership – Age: 60 years +

95%

94%

91%

95%

28%

28%

23%

18%

96%

92%

69%

26%

27%

24%

16%

0% 20% 40% 60% 80% 100%

Rural News

Straight Furrow

Country-Wide

Farmers Weekly

Dairying Today

Dairyman

NZ Dairy Exporter

The Orchardist

2004 2001


Readership – Region

% Read TotalTotalNortherNorther

nn CentralCentralSoutherSouther

nn

Rural News 94% 93% 94% 96%

Straight Furrow 94% 93% 94% 95%

Country Wide 92% 89% 93% 94%

Farmers Weekly 90% 87% 90% 93%

Dairying Today 34% 49% 29% 18%

The Dairyman 33% 47% 30% 18%

NZ Dairy Exporter 31% 44% 27% 17%

The Orchardist 11% 17% 10% 5%


Readership – Farm Type

% Read TotalTotal DairyDairy SheepSheep BeefBeef FruitFruitSheep/Sheep/beefbeef OtherOther

Rural News 94% 93% 98% 96% 88% 98% 92%

Straight Furrow 94% 90% 98% 97% 86% 98% 96%

Country Wide 92% 87% 98% 97% 82% 97% 89%

Farmers Weekly 90% 88% 96% 93% 72% 95% 86%

Dairying Today 34% 93% 3% 18% 5% 8% 13%

The Dairyman 33% 92% 3% 19% 3% 8% 12%

NZ Dairy Exporter 31% 92% 2% 8% 3% 4% 6%

The Orchardist 11% 4% 1% 4% 86% 2% 11%


Readership – Income

% Read TotalTotalUp to Up to

$200,000$200,000$200,001-$200,001-$500,000$500,000

Over Over $500,000$500,000

Rural News 94% 94% 95% 94%


Country Wide 92% 91% 91% 92%


Dairying Today 34% 26% 37% 44%

The Dairyman 33% 25% 36% 44%

NZ Dairy Exporter 31% 19% 37% 43%

The Orchardist 11% 15% 8% 10%


Readership – Age

% Read TotalTotalUnder 40 Under 40

yrsyrs 40-49 yrs40-49 yrs 50-59 yrs50-59 yrs 60+ yrs60+ yrs

Rural News 94% 94% 93% 95% 95%

Straight Furrow 94% 92% 93% 96% 94%

Country Wide 92% 91% 91% 93% 91%

Farmers Weekly 90% 90% 87% 89% 95%

Dairying Today 34% 41% 40% 28% 28%

The Dairyman 33% 39% 39% 27% 28%

NZ Dairy Exporter 31% 39% 37% 25% 23%

The Orchardist 11% 5% 10% 12% 18%


Rural Readership - Farm Type Within Region

Northern Central Southern

Rural Publication Rural Publication ReadershipReadership

% % TotaTota

ll

% % DairDair

yy

% % SheeSheep/Beep/Bee

ff

% % OtherOther

% % DairyDairy


ff

% % OtheOthe

rr

% % DairDair

yy


ff

% % OtherOther

Rural News 94% 93% 97% 90% 90% 97% 90% 94% 99% 91%

Straight Furrow 94% 90% 97% 92% 89% 96% 93% 90% 99% 91%

Country-Wide 92% 87% 96% 85% 86% 98% 86% 90% 98% 88%

Farmers Weekly 90% 89% 93% 79% 87% 96% 78% 86% 97% 86%

Dairying Today 34% 94% 16% 15% 92% 7% 10% 89% 3% 3%

Dairyman 33% 93% 16% 11% 92% 7% 10% 90% 2% 4%

NZ Dairy Exporter 31% 93% 6% 7% 91% 4% 6% 91% 2% 2%

The Orchardist 11% 5% 3% 52% 4% 1% 43% 2% 1% 20%

Depth of Reading/Attitude

Dairy Publications


Proportion of Issues Read (by Primary Income Source – Dairy)

10%

39%

50%

9%

40%

49%

8%

30%

60%

0%

20%

40%

60%

80%

100%

Occasional Most All

Dairyman Dairying Today NZ Dairy Exporter

Base: Readers of each publication


Times Read (by Primary Income Source – Dairy)

34%

33%

34%

35%

30%

34%

20%

18%

20%

31%

29%

28%

30%

30%

25%

21%

20%

15%

26%

28%

26%

26%

26%

26%

37%

35%

28%

7%

10%

10%

7%

12%

13%

21%

25%

37%

2%

2%

2%

2%

2%

1%

2%

0% 20% 40% 60% 80% 100%

Dairyman - 2004

2001

1998

Dairying Today - 2004

2001

1998

NZ Dairy Exporter - 2004

2001

1998

1 2 3-4 5+ No response



Time Spent Reading (by Primary Income Source – Dairy)

8%

7%

11%

7%

7%

9%

3%

2%

4%

31%

28%

29%

31%

26%

31%

18%

15%

13%

34%

36%

38%

33%

37%

39%

27%

27%

22%

20%

20%

16%

21%

19%

15%

28%

29%

28%

6%

8%

6%

6%

11%

6%

23%

27%

32%

1%

1%

1%

1%

1%

0% 20% 40% 60% 80% 100%

Dairyman - 2004

2001

1998

Dairying Today - 2004

2001

1998

NZ Dairy Exporter - 2004

2001

1998

0-5 mins 6-15 mins 16-30 mins 31-60 mins 1 hour + No response


Means

30 min

33 min

28 min

30 min

37 min

28 min

56 min

62 min

68 min


Once Read - Keep for Further Reference

16% 17%

12%11%

18% 17%

43%

49%

45%

0%

20%

40%

60%

2004 2001 1998




Once Read - Pass On to Someone Else

13%11% 12%13%

15%12%

16% 15% 16%

0%

20%

40%

60%

2004 2001 1998




DairymaDairymann

Dairying Dairying TodayToday

NZ Dairy NZ Dairy ExporterExporter

Spouse 53% 53% 59%

Farm Employee 17% 18% 26%

Children 12% 13% 13%

Other Farmer/Grower

12% 12% 14%

Other 6% 7% 9%

Total Other Readers

1.13 1.1 1.7


Other Readers


Overall Satisfaction by Publication (out of 7)

5.4 5.3

5.75.6 5.65.9

5.2 5.2

5.7

1

2

3

4

5

6

7


2004 2001 1998



DairymanDairyman Dairying Dairying TodayToday


7 – Extremely Satisfied 21% 19% 32%

6 27% 27% 32%

5 27% 28% 17%

4 15% 18% 9%

3 5% 4% 4%

2 2% 1% 1%

1 – Extremely Dissatisfied 1% 2% 1%

No Response/Don’t Know 2% 2% 2%

Mean 5.4 5.3 5.7


Overall Satisfaction by Publication


Ease of Reading by Publication (out of 7)

5.7 5.75.95.9 5.9 5.9

5.6 5.65.8

1

2

3

4

5

6

7


2004 2001 1998





7 – Agree Strongly 32% 30% 37%

6 30% 30% 31%

5 21% 21% 16%

4 10% 11% 10%

3 4% 4% 3%

2 1% 1% 1%

1 – Disagree Strongly 1% 1% 1%


Mean 5.7 5.7 5.9


Ease of Reading by Publication


Enjoyable to Read by Publication (out of 7)

5.5 5.45.75.7 5.7 5.8

5.3 5.3

5.7

1

2

3

4

5

6

7


2004 2001 1998



DairymaDairymann




6 27% 26% 28%

5 24% 27% 20%

4 12% 14% 9%

3 6% 5% 3%

2 2% 2% 2%



Mean 5.5 5.4 5.7


Enjoyable to Read by Publication


In-depth Coverage of Topics by Publication (out of 7)

5.6 5.5

5.95.8 5.86.0

5.3 5.3

5.9

1

2

3

4

5

6

7


2004 2001 1998



DairymaDairymann




6 27% 28% 29%

5 22% 23% 15%

4 11% 12% 7%

3 4% 5% 3%

2 2% 1% 1%



Mean 5.6 5.5 5.9


In-depth Coverage of Topics by Publication


Usefulness in Day to Day Operations by Publication (out of 7)

5 5

5.45.3 5.45.7

4.8 4.9

5.5

1

2

3

4

5

6

7


2004 2001 1998



DairymaDairymann




6 22% 20% 23%

5 21% 23% 18%

4 16% 16% 13%

3 8% 10% 5%

2 5% 5% 5%



Mean 5.0 5.0 5.4


Usefulness in Day to Day Operations by Publication


Excellence of Editorial Quality by Publication (out of 7)

5.3 5.35.6

5.4 5.5 5.6

1

2

3

4

5

6

7


2004 2001

Base: Readers of each publicationNote: 2001 used Agree/Disagree scale, 2004 used Excellent/Poor scale




7 – Excellent 18% 15% 25%

6 22% 23% 25%

5 23% 24% 19%

4 15% 15% 10%

3 5% 5% 4%

2 1% 1% 1%

1 – Poor 1% 1% 1%


Mean 5.3 5.3 5.6


Excellence of Editorial Quality by Publication




Rating of Rating of ImportanceImportance

Animal Health 41% 40% 57% 4.3

Pasture Management 29% 28% 42% 4.2

News/issues 52% 53% 56% 4.1

R&D 45% 42% 67% 4.1

Livestock 39% 39% 49% 3.9

Agribusiness 31% 32% 42% 3.7

Marketing Information 12% 13% 14% 3.7

Farm/orchard management 37% 37% 52% 3.6

Humour & Satire 5% 4% 9% 3.2

Equipment & machinery 21% 23% 23% 3.1

Real Estate 7% 7% 8% 2.7

Tree/Vine Health 4% 3% 5% 1.8

Base: All Dairy Farmers

Publications Use Most For


Animal Animal HealthHealth

Pasture Pasture Manage-Manage-

mentment

Research Research & &

Develop-Develop-mentment

News/ News/ IssuesIssues LivestockLivestock Agri-Agri-

businessbusiness

1 - Not important 2% 2% 2% 2% 3% 3%

2 2% 3% 3% 3% 8% 8%

3 12% 13% 15% 20% 21% 23%

4 29% 28% 33% 33% 28% 33%

5 - Very important

49% 47% 40% 37% 34% 24%

No Response/ Don’t Know 6% 7% 6% 5% 6% 8%

Mean 4.3 4.2 4.1 4.1 3.9 3.7

Base: Dairy Farmers

Rating by Dairy Farmers


Market Market Infor-Infor-

mationmation

Farm/ Farm/ Orchard Orchard Manage-Manage-

mentment

Humour Humour & Satire& Satire

Equip. & Equip. & Mach -Mach -ineryinery

Real Real EstateEstate

Tree or Tree or Vine Vine

HealthHealth

1 - Not important 5% 15% 12% 7% 20% 49%

2 9% 4% 14% 20% 21% 13%

3 20% 15% 29% 32% 27% 7%

4 31% 20% 18% 21% 14% 4%

5 - Very important

27% 36% 19% 13% 9% 5%

No Response/ Don’t Know 8% 9% 8% 7% 9% 22%

Mean 3.7 3.6 3.2 3.1 2.7 1.8

Base: Dairy Farmers

Rating by Dairy Farmers

General Farming Publications


Proportion of Issues Read (Total)

12%

37%

50%

12%

34%

53%

12%

34%

52%

13%

36%

49%

0%

20%

40%

60%

80%

100%

Occasional Most All

Rural News Farmers Weekly Country-Wide Straight Furrow



Times Read (Total)

40%

35%

45%

44%

38%

42%

49%

41%

38%

58%

32%

30%

27%

29%

26%

24%

30%

30%

31%

24%

21%

23%

16%

19%

24%

22%

12%

20%

23%

12%

6%

10%

10%

6%

11%

9%

6%

6%

6%

4%

2%

1%

2%

2%

2%

2%

3%

2%

2%

2%

0% 20% 40% 60% 80% 100%

Rural News - 2004

2001

1998

Farmers Weekly - 2004

Country-Wide 2004

2001

1998

Straight Furrow - 2004

2001

1998




Time Spent Reading (Total)

7%

6%

14%

12%

8%

10%

22%

9%

7%

21%

36%

31%

39%

37%

30%

30%

36%

34%

33%

42%

34%

36%

29%

32%

31%

32%

27%

35%

37%

26%

17%

18%

13%

14%

19%

19%

10%

16%

17%

9%

5%

9%

4%

4%

10%

8%

3%

6%

5%

1%

1%

1%

1%

1%

2%

1%

1%

0% 20% 40% 60% 80% 100%

Rural News - 2004

2001

1998

Farmers Weekly - 2004

Country-Wide 2004

2001

1998

Straight Furrow - 2004

2001

1998



Means

27 min

34 min

23 min

24 min

34 min

32 min

20 min

28 min

27 min

17 min


TotalTotal NorthNorth CentralCentral SoutherSouthernn

Rural News 22% 21% 23% 20%


Country Wide 29% 25% 33% 31%



Time Spent Reading (31+ minutes) by Region



8%

13%

10%

8%

13% 13%

7%

9%10% 10%

0%

10%

20%

30%

2004 2001 1998





10%

12% 12%

9%10% 10%

9%

11% 11% 11%

0%

10%

20%

30%

2004 2001 1998




Rural Rural NewsNews

FarmerFarmers s

WeeklyWeekly

Country-Country-WideWide

Straight Straight FurrowFurrow

Spouse 54% 54% 56% 53%

Farm Employee 14% 14% 14% 14%

Children 13% 12% 14% 13%

Other Farmer/Grower

13% 12% 12% 13%

Other 6% 6% 6% 7%

Total Other Readers

1.13 1.08 1.14 1.1


Other Readers



5.3 5.4 5.55.2

5.5 5.55.35.2

4.94.6

1

2

3

4

5

6

7


2004 2001 1998




Farmers Farmers WeeklyWeekly



7 – Extremely Satisfied 19% 24% 27% 19%

6 29% 28% 26% 26%

5 27% 23% 22% 28%

4 16% 15% 14% 17%

3 6% 7% 6% 7%

2 2% 2% 2% 2%

1 – Extremely Dissatisfied

0% 1% 1% 1%

No Response/Don’t Know 1% 1% 1% 1%

Mean 5.3 5.4 5.5 5.2






5.7 5.8 5.85.5

5.8 5.95.65.7

5.4

5.0

1

2

3

4

5

6

7


2004 2001 1998

© COLMAR BRUNTON SLIDE 62Base: Readers of each publication






7 – Agree Strongly 29% 34% 34% 28%

6 32% 30% 31% 30%

5 22% 20% 18% 21%

4 12% 9% 11% 12%

3 3% 4% 3% 5%

2 1% 2% 2% 2%

1 – Disagree Strongly 0% 0% 0% 1%

No Response/Don’t Know

1% 1% 1% 1%

Mean 5.7 5.8 5.8 5.5




5.4 5.5 5.65.3

5.6 5.65.35.3

5.1

4.4

1

2

3

4

5

6

7


2004 2001 1998







7 – Agree Strongly 22% 27% 32% 21%

6 29% 27% 27% 27%

5 26% 23% 21% 26%

4 14% 13% 12% 14%

3 5% 5% 5% 7%

2 2% 3% 2% 3%



1% 1% 1% 1%

Mean 5.4 5.5 5.6 5.3




5.35.5 5.5

5.35.5 5.5

5.35.1

4.94.6

1

2

3

4

5

6

7


2004 2001 1998







7 – Agree Strongly 21% 27% 30% 22%

6 27% 28% 25% 27%

5 26% 21% 19% 23%

4 15% 14% 13% 15%

3 5% 5% 6% 7%

2 3% 3% 3% 3%



1% 1% 1% 1%

Mean 5.3 5.5 5.5 5.3




4.64.8 4.7 4.6

4.9 4.94.7

4.54.2

3.9

1

2

3

4

5

6

7


2004 2001 1998







7 – Agree Strongly 13% 18% 18% 13%

6 17% 19% 18% 17%

5 22% 19% 18% 20%

4 20% 17% 18% 20%

3 13% 12% 13% 14%

2 8% 8% 8% 9%



5% 5% 5% 4%

Mean 4.6 4.8 4.7 4.6




5.25.4 5.4 5.35.3 5.3 5.2

1

2

3

4

5

6

7


2004 2001

Note: 2001 used Agree/Disagree scale, 2004 used Excellent/Poor scale







7 – Excellent 16% 19% 19% 16%

6 24% 26% 26% 25%

5 24% 22% 21% 24%

4 15% 14% 14% 15%

3 6% 5% 5% 5%

2 2% 2% 2% 2%

1 – Poor 1% 1% 0% 1%


12% 11% 12% 12%

Mean 5.2 5.4 5.4 5.3



FarmerFarmers s

WeeklWeeklyy

CountrCountry-Widey-Wide


Rating of Rating of ImportancImportanc

ee

R&D 39% 30% 41% 38% 4.1

News/Issues 57% 59% 50% 58% 4.0

Animal Health 31% 22% 34% 29% 4.0

Pasture Management 18% 14% 25% 17% 3.9

Livestock 38% 39% 46% 38% 3.9

Market Information 18% 34% 14% 19% 3.9

Farm/Orchard management

28% 24% 35% 27% 3.7

Agribusiness 33% 38% 33% 34% 3.6

Equipment & Machinery 42% 21% 29% 49% 3.2

Humour & Satire 17% 10% 9% 12% 3.2

Real Estate 13% 12% 18% 20% 2.6

Tree/Vine Health 7% 4% 8% 7% 2.3Base: Total Sample



Research Research & &

Develop- Develop- mentment

News/ News/ IssuesIssues

Animal Animal HealthHealth

Pasture Pasture Manage-Manage-

mentment

LivestocLivestoc

kk

Market Market Infor-Infor-

mationmation

1 – Not important

2% 2% 7% 7% 7% 4%

2 4% 4% 5% 7% 7% 6%

3 16% 22% 11% 14% 15% 18%

4 31% 32% 26% 26% 25% 28%

5 – Very Important

40% 34% 42% 36% 39% 34%

Not rated 7% 6% 9% 10% 8% 9%

Mean 4.1 4 4 3.9 3.9 3.9

Base: Total Sample

Rating by All Farm Types


Farm/ Farm/ orchard orchard mgmntmgmnt

Agri- Agri- businesbusines

ss

EquipmeEquipme

nt & nt & MachineMachine

ryry

Humour Humour and and

SatireSatire

Real Real EstateEstate

Tree or Tree or Vine Vine

HealthHealth

1 – Not important

13% 4% 6% 12% 20% 35%

2 6% 10% 21% 14% 24% 15%

3 16% 25% 31% 28% 24% 10%

4 19% 28% 21% 18% 11% 8%

5 – Very Important

36% 22% 14% 18% 9% 12%

Not rated 11% 10% 8% 10% 12% 20%

Mean 3.7 3.6 3.2 3.2 2.6 2.3

Base: Total Sample

Rating by All Farm Types


More likely to beMore likely to be Less likely to beLess likely to be

Research & Development

Large turnover, fruit 60+ years, beef

News/Issues Females, dairy, beef Under 10 hectares

Animal Health

Female, younger, over 50 hectare, larger turnover, dairy, sheep/beef, from South

60+, under 50 hectares, $0-150,000, Fruit

Pasture Management

Under 40, $200,000+ turnover, 100 hectares +, dairy, sheep/beef, Southern

60+, under 50 hectares, $0-150,000, fruit

Market InformationHigher turnover, younger, sheep/beef, Central

Older, dairy, lower turnover

AgribusinessLarger properties, higher turnover, sheep/beef

Older, fruit

Equipment & MachineryFruit Females, 500+

hectares, sheep

Profile of those rating a 5 “Very Important”



News/Issues 57% 59% 53% 58%

Equipment/Machinery 42% 39% 43% 46%

Research & Development 39% 37% 36% 44%

Livestock 38% 36% 37% 43%

Agribusiness 33% 30% 33% 37%

Animal health 31% 27% 33% 35%

Farm/Orchard management 28% 28% 26% 29%

Market Information 18% 18% 19% 18%

Pasture Management 18% 15% 17% 22%

Humour and Satire 17% 17% 18% 17%

Real Estate 13% 14% 12% 12%

Tree or Vine Health 7% 7% 6% 7%

Base: Total Sample

Rural News Used By Region



News/Issues 50% 49% 48% 52%

Livestock 46% 37% 50% 54%







Real Estate 18% 19% 19% 14%




Base: Total Sample

Country Wide Usages By Region



News/Issues 58% 57% 55% 60%


Livestock 38% 36% 35% 42%





Real Estate 20% 21% 20% 17%





Base: Total Sample

Straight Furrow Usages By Region



News/Issues 59% 58% 59% 61%

Livestock 39% 36% 39% 43%







No response 18% 21% 17% 15%


Real Estate 12% 13% 14% 11%



Base: Total Sample

Farmers Weekly Usages By Region

The Orchardist


Proportion of Issues Read (All Readers)

13%

26%

57%

0%

20%

40%

60%

80%

100%

Occasional Most All

The Orchardist

Base: Readers


Times Read (All Readers)

31%

28%

23%

25%

20%

21%

26%

24%

24%

15%

23%

28%

4%

5%

4%

0% 20% 40% 60% 80% 100%

The Orchardist - 2004

2001

1998


Base: Readers


Time Spent Reading

7%

9%

4%

17%

16%

15%

36%

30%

26%

22%

22%

28%

13%

20%

23%

5%

3%

4%

0% 20% 40% 60% 80% 100%

The Orchardist - 2004

2001

1998


Base: Readers

Means

42 min

50 min

57 min



50%54% 56%

0%

20%

40%

60%

80%

2004 2001 1998

The Orchardist

Base: Readers



Base: Readers

10% 12% 14%

0%

20%

40%

60%

80%

2004 2001 1998

The Orchardist


The The OrchardistOrchardist

Spouse 52%

Other Farmer/Grower

21%

Farm Employee 18%

Children 8%

Other 6%

Total Other Readers

1.25

Base: Readers

Other Readers



5.65.4

5.6

1

2

3

4

5

6

7

The Orchardist

2004 2001 1998

Base: Readers



7 – Extremely Satisfied 27%

6 35%

5 16%

4 12%

3 4%

2 2%

1 – Extremely Dissatisfied 1%

No Response/Don’t Know 4%

Mean 5.6

Base: Readers




Base: Readers

5.9 5.9 5.9

1

2

3

4

5

6

7

The Orchardist

2004 2001 1998

© COLMAR BRUNTON SLIDE 89Base: Readers



7 – Agree Strongly 34%

6 33%

5 16%

4 9%

3 1%

2 0%

1 – Disagree Strongly 1%


Mean 5.9



Base: Readers

5.75.5 5.5

1

2

3

4

5

6

7

The Orchardist

2004 2001 1998





6 32%

5 17%

4 11%

3 3%

2 1%



Mean 5.7



Base: Readers

5.95.7 5.7

1

2

3

4

5

6

7

The Orchardist

2004 2001 1998





6 30%

5 13%

4 6%

3 2%

2 3%



Mean 5.9



Base: Readers

5.65.4 5.4

1

2

3

4

5

6

7

The Orchardist

2004 2001 1998





6 29%

5 15%

4 6%

3 6%

2 4%



Mean 5.6



Base: Readers

5.65.4

1

2

3

4

5

6

7

The Orchardist

2004 2001

Note: 2001 used Agree/Disagree scale, 2004 used Excellent/Poor scale




7 – Excellent 26%

6 27%

5 19%

4 7%

3 3%

2 2%

1 – Poor 2%


Mean 5.6



Ranking of Ranking of ImportanceImportance


73% 4.6

Tree/Vine Health 64% 4.4

R&D 63% 4.3

News/Issues 51% 4.0

Market Information 24% 3.7

Equipment & Machinery 27% 3.3

Humour & Satire 4% 3.2

Agribusiness 8% 2.7

Real Estate 3% 2.5

Livestock 6% 2.3

Animal Health 1% 2.1

Pasture Management - 2

Base: Primary Income Fruit



Publication Use Most For


FarmeFarmers rs

WeeklWeeklyy


StraighStraight t

FurrowFurrow

Dairy-Dairy-manman




Industry News 59 65 54 61 54 54 59 51

New technology/R&D

41 33 44 40 44 42 69 65

Machinery & products

44 23 31 52 22 23 24 28


29 26 38 29 36 35 53 76

Animal health 33 24 37 30 41 40 59 1

Tree/Vine health 7 5 9 7 4 3 5 64

Agribusiness/ marketing/finance

35 41 35 36 30 30 43 8

Livestock 41 43 50 40 41 40 51 8

Market Info 19 38 16 20 14 14 16 26

Pasture Management

18 15 27 18 31 30 45 2


%

Demographics


Farm Type – Total Sample

30%

32%

15%

9%

4%

11%

29%

26%

16%

9%

5%

15%

0% 10% 20% 30% 40%

Dairy

Sheep

Beef

Fruit

Other Horticulture

Other

2004 2001


Gender – Total Sample

79%

21%

80%

21%

0% 20% 40% 60% 80% 100%

Male

Female

2004 2001


Age Group – Total Sample

3%

15%

31%

32%

19%

3%

15%

31%

32%

19%

0% 20% 40% 60%

Under 30 years

30 to 39 years

40 to 49 years

50 to 59 years

60 years and over

2004 2001


Region – Total Sample

42%

26%

33%

41%

26%

32%

0% 10% 20% 30% 40% 50%

North

Central

South

2004 2001


Location – Total Sample

9%

5%

19%

9%

1%

7%

5%

7%

6%

5%

1%

13%

7%

7%

9%

8%

15%

8%

1%

7%

6%

6%

7%

5%

1%

14%

6%

6%

0% 5% 10% 15% 20% 25%

Northland

Auckland

Waikato/ Hauraki/ King Country

Bay of Plenty

Gisborne

Hawkes Bay

Taranaki

Manawatu/ Wanganui

Wellington/ Wairarapa

Nelson/ Marlborough

West Coast

Canterbury

Otago

Southland

2004 2001


Size of Property – Total Sample

9%

14%

13%

32%

15%

17%

12%

11%

14%

31%

15%

17%

0% 10% 20% 30% 40%

Under 10 hectares

10 to 49 hectares

50 to 99 hectares

100 to 299 hectares

300 to 499 hectares

500 hectares plus

2004 2001


Gross Farm/Orchard Turnover– Total Sample

28%

13%

34%

22%

3%

30%

12%

35%

21%

2%

0% 10% 20% 30% 40%

$0 to $150,000

$150,001 to $200,000

$200,001 to $500,000

Over $500,001

No response

2004 2001


Secondary Sources of Income– Total Sample

2%

14%

42%

7%

2%

2%

5%

1%

17%

9%

22%

2%

16%

39%

7%

2%

3%

4%

1%

11%

13%

25%

0% 10% 20% 30% 40% 50%

Dairy

Sheep

Beef

Cropping

Fruit

Other Horticulture

Deer

Goat

Off farm/ orchard

Other

No response

2004 2001


Primary by Secondary Sources of Income

Primary SourcePrimary Source

Secondary Secondary SourceSource TOTALTOTAL DairyDairy Sheep/ Sheep/

beefbeef FruitFruit OtherOther

100%100% 30%30% 47%47% 9%9% 14%14%

DairyDairy 2% 0% 2% 2% 4%

SheepSheep 13% 7% 15% 7% 27%

BeefBeef 42% 39% 54% 14% 29%

CroppingCropping 7% 4% 10% 0% 7%

FruitFruit 2% 2% 1% 2% 6%

Other Other horticulturehorticulture

2% 1% 1% 10% 4%

DeerDeer 5% 1% 8% 1% 3%

GoatGoat 1% 0% 2% 1% 0%

Off farmOff farm 17% 17% 16% 25% 19%

OtherOther 9% 7% 9% 13% 11%


Items Intend to Buy in Next 12 Months

37%

43%

26%

22%

23%

16%

10%

50%

44%

28%

32%

0% 20% 40% 60%

Machinery

Overseas Travel

Farm Bikes

Other Vehicles

Off farminvestments

Rural Real Estate

Other Real Estate

2004 2001


Use Computer Day to Day Management of Farm/Orchard

Yes46%

No54%

Yes51%

No49%

2001 2004


Use of Email/Internet for Farming/ Business Related Activities

21%

25%

15%

28%

25%

27%

31%

24%

26%

31%

27%

23%

29%

26%

25%

24%

21%

30%

20%

17%

0% 20% 40% 60% 80% 100%

Total

Dairy

Sheep/ Beef

Fruit

Other

Daily Often Seldom Never


Websites Visited and How Often

3%

1%

1%

8%

2%

13%

11%

11%

21%

13%

12%

8%

8%

14%

7%

72%

79%

79%

57%

78%

0% 20% 40% 60% 80% 100%

www.ruralnews.co.nz

www.countrywide.com

www.straightfurrow.co.nz

www.fruitgrowers.co.nz

www.dairymag.co.nz - All

Often Seldom Visit Never

Nett Visited

28%

21%

20%

43%

22%

Note: fruitgrowers based on primary fruit, dairymag based on primary dairyOthers based on all farm types


Websites Visited and How Often for those who use internet or email daily/often

6%

3%

2%

13%

3%

17%

13%

14%

25%

15%

18%

12%

13%

17%

11%

60%

71%

71%

45%

70%

0% 20% 40% 60% 80% 100%

www.ruralnews.co.nz

www.countrywide.com

www.straightfurrow.co.nz

www.fruitgrowers.co.nz

www.dairymag.co.nz - All

Often Seldom Visit Never

Nett Visited

40%

29%

29%

55%

30%

Note: Based on those who use email/internal daily or oftenAlso, fruitgrowers based on primary fruit, dairymag based on primary dairy



Daily 21% 20% 22% 20%

Often 27% 28% 28% 24%

Seldom 27% 24% 26% 30%

Never 24% 26% 23% 24%

Base: Total Sample

Use of Email/Internet for Farming/ Business Related Activities By Region


TotalTotal

Under Under 10 10

HectareHectaress

10-4910-49 50-9950-99 100-100-299299

300-300-499499 500+500+

Daily 21% 23% 20% 21% 22% 17% 22%

Often 27% 29% 21% 30% 27% 29% 27%

Seldom 27% 23% 28% 21% 28% 28% 28%

Never 24% 24% 28% 27% 22% 24% 23%

Base: Total Sample

Use of Email/Internet for Farming/ Business Related Activities By Farm Size


Depth of Reading/Attitudes Summary

Read Read all all

issueissuess

TimeTimes s

Read Read (3+)(3+)

Time Time spent spent (31+ (31+ mins)mins)

Once Once finished finished (keep for (keep for referencreferenc

e)e)

SatisfactioSatisfaction n

(6 or 7)(6 or 7)

Easy to Easy to read read

(6 or 7)(6 or 7)

EnjoyablEnjoyable to e to

read read (6 or 7)(6 or 7)

Indepth Indepth comp comp

coveragcoverage e

(6 or 7)(6 or 7)

Useful Useful for day for day to day to day farm farm ops ops

(6 or 7)(6 or 7)

ExcellenExcellent t

editorial editorial quality quality (6 or 7)(6 or 7)

Total Total no of no of

readersreaders

NZ Dairy Exporter 60 59 51 43 64 68 61 71 53 50 1.7

The Orchardist 62 47 35 54 55 65 53 62 51 43 2.26

Dairying Today 49 35 27 11 46 60 49 54 37 38 1.1

Dairyman 50 35 26 16 48 62 52 56 40 40 1.13

Country-Wide 52 37 29 13 53 65 59 55 38 45 1.14

Rural News 50 28 22 8 48 61 51 48 30 40 1.13

Straight Furrow 49 28 22 9 45 58 48 49 30 41 1.1

Farmers Weekly 53 27 18 8 52 64 54 55 37 45 1.08


%


More Detailed Readership Profiles- Differences significant at 90% level of confidence

Rural News• Southland• Sheep, deer• 500 hectares +• Intend to buy farm bikes,

vehicles invests

Straight Furrow• Aged 50 years and over• Canterbury• Over 500 hectares• Sheep, beef, deer

• Bay of Plenty• Dairy, other horticulture, fruit• 10-49 hectares

• Females• Aged 30 to 39 years• Bay of Plenty, Tara,

Nelson/Manawatu• Dairy, fruit,

Read More By: Read Less By:



Country-Wide• Southland, Manawatu,

Wairarapa, Canterbury, Otago• 300 plus hectares• Sheep, beef, deer• Intending to buy farm bikes

Farmers Weekly• 60+ yrs• Manawatu/Wanganui,

Canterbury• Over 300 hectares• Sheep, beef• Intend to buy vehicles/bikes• Do not use computer

• Taranaki, Auckland, Waikato, Nelson

• Under 50 hectares• Dairy, fruit, other horticulture• Intend to buy other real estate

• Females• 40-49 yrs• Auckland, Bay of Plenty,

Taranaki, Nelson/Marlborough• Under 50 hectares• Fruit, other horticulture• Intend to buy other real estate• Use computer




• Females• Aged under 40 years• Northland, Auckland, Waikato,

Taranaki, West Coast• 50 to 299 hectares• $500,000 and over income• Dairy and goat

• Males• Aged 50 years and over• Hawkes Bay, Gisborne, South

Island, Wairarapa• Other sizes (hectares)• Under $150,000 income• All other types


Dairying Today, The Dairyman and NZ Dairy Exporter all have ‘dairy farmer’ profile ie.



The Orchardist• 60 years and over• Bay of Plenty, Hawkes Bay,

Gisborne, Nelson/Marlborough• Up to 49 hectares• Up to $150,000 turnover• $0 to $25,000 or $1 million

expenditure• Fruit growers, other

horticulture• Intend to buy overseas travel• Other real estate

• 30 to 39 years• Most other regions• 50 plus hectares• $200,001 to $500,000 turnover• Intend to buy farm bikes• Beef, sheep dairy



Overall Summary

• Readership pretty even now across publications

• Focus more on depth of reading

• Less time spent reading for all publications

• Still only half of farmers are computer/email/internet users

• Decrease in likelihood of machinery or other vehicle purchase

2004 Rural Readership Survey Prepared for Rural Publications Group July 2004.

Documents

Transcript of 2004 Rural Readership Survey Prepared for Rural Publications Group July 2004.