Independent Rural Publications Group

Independent Rural Independent Rural Publications GroupPublications Group

2001 Rural Readership 2001 Rural Readership SurveySurvey

September 2001September 2001

Presentation Presentation Prepared forPrepared for

© Colmar Brunton 2001© Colmar Brunton 2001

ContentsContents

Objectives/Approach

Potentials/Sample Sizes

Readership

Depth of Reading/Attitudes Dairy Traditional Horticulture

Demographics

Questionnaire


ObjectivesObjectives

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 types of interest


ApproachApproach

Self completion questionnaire with covering letter delivered to a random sample of approximately 9500 farmers across New Zealand by Kiwi Mail

Incentive (Fiji Holiday) to encourage return

2707 questionnaires returned (28%) 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 (1996)


Potential vs Actual Sample SizesPotential vs Actual Sample Sizes

Potential Actual Sample Size

Farm TypeFarm Type

Dairy 17,603 962

Sheep 15,858 670

Beef 10,140 316

Fruit 5,600 220

Other horticulture 5,806 72

Other 6,505 467

RegionRegion

North 24,851 1,238

Central 16,669 733

South 19,992 698

Note: Total NZ Farms = 61512 (excludes plantations, idle land)




Farm Type by Farm Type by RegionRegion

North - Dairy- Sheep- Beef- Other

9809134355928107

56272194410

Central - Dairy- Sheep- Beef- Other

4361444922345625

27724675135

South - Dairy- Sheep- Beef- Other

2296850918317356

10934343203





Size of PropertySize of Property

Under 50 hectares 27752 565

50-99 hectares 9787 403

100-299 hectares 14371 876

300 hectares or more

9602 840


ReadershipReadership


Readership – Total SampleReadership – Total Sample

96%

89%

67%

78%

31%

32%

30%

10%

11%

86%

83%

24%

28%

26%

27%

9%

8%

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

Rural News

Straight Furrow

Country-Wide

AgTrader

Dairying Today

Dairyman

NZ Dairy Exporter

Horticulture News

The Orchardist

2001 1998


Readership – Dairy FarmersReadership – Dairy Farmers

93%

84%

60%

73%

89%

83%

89%

5%

5%

85%

80%

26%

82%

77%

88%

3%

3%

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

Rural News

Straight Furrow

Country-Wide

AgTrader

Dairying Today

Dairyman

NZ Dairy Exporter

Horticulture News

The Orchardist

2001 1998


Readership – Sheep FarmersReadership – Sheep Farmers

98%

91%

86%

78%

3%

4%

2%

2%

1%

91%

88%

31%

6%

2%

3%

3%

3%

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

Rural News

Straight Furrow

Country-Wide

AgTrader

Dairying Today

Dairyman

NZ Dairy Exporter

Horticulture News

The Orchardist

2001 1998


Readership – Beef FarmersReadership – Beef Farmers

99%

97%

69%

84%

12%

21%

7%

4%

3%

89%

87%

24%

12%

12%

8%

6%

1%

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

Rural News

Straight Furrow

Country-Wide

AgTrader

Dairying Today

Dairyman

NZ Dairy Exporter

Horticulture News

The Orchardist

2001 1998


Readership – Fruit GrowersReadership – Fruit Growers

95%

84%

39%

71%

5%

6%

5%

40%

80%

82%

78%

3%

10%

5%

5%

30%

69%

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

Rural News

Straight Furrow

Country-Wide

AgTrader

Dairying Today

Dairyman

NZ Dairy Exporter

Horticulture News

The Orchardist

2001 1998


Readership – Other Horticulture Readership – Other Horticulture GrowersGrowers

84%

85%

41%

82%

6%

15%

10%

45%

16%

76%

72%

9%

3%

3%

32%

11%

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

Rural News

Straight Furrow

Country-Wide

AgTrader

Dairying Today

Dairyman

NZ Dairy Exporter

Horticulture News

The Orchardist

2001 1998


Readership – Northern RegionReadership – Northern Region

94%

89%

48%

78%

41%

45%

40%

15%

16%

89%

80%

5%

40%

38%

37%

12%

9%

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

Rural News

Straight Furrow

Country-Wide

AgTrader

Dairying Today

Dairyman

NZ Dairy Exporter

Horticulture News

The Orchardist

2001 1998


Readership – Central RegionReadership – Central Region

97%

86%

81%

75%

33%

33%

32%

5%

9%

88%

83%

73%

32%

27%

34%

6%

6%

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

Rural News

Straight Furrow

Country-Wide

AgTrader

Dairying Today

Dairyman

NZ Dairy Exporter

Horticulture News

The Orchardist

2001 1998


Readership – Southern RegionReadership – Southern Region

96%

91%

79%

78%

16%

15%

14%

7%

7%

81%

86%

7%

11%

10%

9%

8%

9%

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

Rural News

Straight Furrow

Country-Wide

AgTrader

Dairying Today

Dairyman

NZ Dairy Exporter

Horticulture News

The Orchardist

2001 1998


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

96%

94%

64%

81%

19%

24%

17%

13%

13%

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

Rural News

Straight Furrow

Country-Wide

AgTrader

Dairying Today

Dairyman

NZ Dairy Exporter

Horticulture News

The Orchardist


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

96%

85%

69%

76%

37%

36%

35%

7%

11%

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

Rural News

Straight Furrow

Country-Wide

AgTrader

Dairying Today

Dairyman

NZ Dairy Exporter

Horticulture News

The Orchardist


Readership – Gross Farm Readership – Gross Farm Income: $500,000 +Income: $500,000 +

95%

85%

68%

74%

44%

41%

44%

8%

9%

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

Rural News

Straight Furrow

Country-Wide

AgTrader

Dairying Today

Dairyman

NZ Dairy Exporter

Horticulture News

The Orchardist


Readership – Age: Under 40 Readership – Age: Under 40 yearsyears

95%

83%

62%

75%

39%

38%

37%

8%

6%

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

Rural News

Straight Furrow

Country-Wide

AgTrader

Dairying Today

Dairyman

NZ Dairy Exporter

Horticulture News

The Orchardist


Readership – Age: 40-49 yearsReadership – Age: 40-49 years

95%

88%

69%

78%

33%

34%

31%

10%

10%

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

Rural News

Straight Furrow

Country-Wide

AgTrader

Dairying Today

Dairyman

NZ Dairy Exporter

Horticulture News

The Orchardist


Readership – Age: 50-59 yearsReadership – Age: 50-59 years

97%

93%

67%

82%

26%

29%

26%

10%

14%

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

Rural News

Straight Furrow

Country-Wide

AgTrader

Dairying Today

Dairyman

NZ Dairy Exporter

Horticulture News

The Orchardist


Readership – Age: 60 years +Readership – Age: 60 years +

96%

92%

69%

70%

26%

27%

24%

14%

16%

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

Rural News

Straight Furrow

Country-Wide

AgTrader

Dairying Today

Dairyman

NZ Dairy Exporter

Horticulture News

The Orchardist


Rural Readership - Farm Type Rural Readership - Farm Type Within RegionWithin Region

North Central South

Rural Rural Publication Publication ReadershipReadership

% % TotaTota

ll

% % DairDair

yy

% % SheeShee

pp

% % BeeBee

ff

% % OtherOther

% % DairyDairy

% % SheeShee

pp

% % BeeBee

ff

% % OtheOthe

rr

% % DairDair

yy

% % SheeShee

pp

% % BeeBee

ff

% % OtherOther

Total 100 16 2 10 13 8 8 4 6 4 15 3 10

Rural News 96 92 100 98 93 94 99 99 99 97 97 100 93

Straight Furrow 89 82 83 97 91 85 88 95 78 85 94 97 87

Country-Wide 67 48 69 53 41 78 89 95 66 71 88 93 65

AgTrader 78 71 73 86 80 78 75 83 68 72 80 76 79

Dairying Today 31 89 7 12 12 90 2 8 12 87 2 15 5

Dairyman 32 85 8 26 17 83 4 15 14 76 3 11 8

NZ Dairy Exporter 30 90 9 6 11 90 2 5 8 83 1 9 3

Horticulture News 10 6 1 4 39 5 1 1 14 2 3 5 18

The Orchardist 11 6 2 4 40 4 0 1 32 1 1 3 19

Depth of Depth of Reading/AttitudesReading/Attitudes

Dairy PublicationsDairy Publications


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

11%

33%

56%

9%

37%

53%

9%

30%

61%

0%

20%

40%

60%

80%

100%

Occasional Most All

Dairyman Dairying Today NZ Dairy Exporter

Base: Readers of each publication


Times Read Times Read (by Primary Income Source – Dairy)(by Primary Income Source – Dairy)

33%

34%

30%

34%

18%

20%

29%

28%

30%

25%

20%

15%

28%

26%

26%

26%

35%

28%

10%

10%

12%

13%

25%

37%

1%

2%

2%

2%

2%

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

Dairyman - 2001

1998

Dairying Today - 2001

1998

NZ Dairy Exporter - 2001

1998

1 2 3-4 5+ No response



Time Spent Reading Time Spent Reading (by Primary Income Source – Dairy)(by Primary Income Source – Dairy)

7%

11%

7%

9%

2%

4%

28%

29%

26%

31%

15%

13%

36%

38%

37%

39%

27%

22%

20%

16%

19%

15%

29%

28%

8%

6%

11%

6%

27%

32%

1%

1%

1%

1%

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

Dairyman - 2001

1998

Dairying Today - 2001

1998

NZ Dairy Exporter - 2001

1998

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



Once Read Once Read - Keep for Further Reference- Keep for Further Reference

17%

12%

18% 17%

49%45%

0%

20%

40%

60%

2001 1998




Once Read Once Read - Pass On to Someone Else- Pass On to Someone Else

11% 12%15%

12%15% 16%

0%

20%

40%

60%

2001 1998




DairymaDairymann

Dairying Dairying TodayToday

NZ Dairy NZ Dairy ExporterExporter

Spouse 55% 53% 57%

Farm Employee 21% 24% 27%

Children 12% 12% 14%

Other Farmer/Grower

11% 9% 12%

Other 4% 5% 6%

Total Other Readers

1.06 1.16 1.28


Other ReadersOther Readers


Overall Satisfaction by Overall Satisfaction by Publication Publication

(out of 7)(out of 7)

5.6 5.65.9

5.2 5.2

5.7

1

2

3

4

5

6

7


2001 1998



DairymanDairyman Dairying Dairying TodayToday


7 – Extremely Satisfied 26% 26% 37%

6 31% 33% 32%

5 26% 26% 18%

4 12% 10% 6%

3 3% 3% 3%

2 2% 2% 2%

1 – Extremely Dissatisfied 1% - 1%

No Response/Don’t Know 1% 1% 1%

Mean 5.6 5.6 5.9


Overall Satisfaction by Overall Satisfaction by PublicationPublication


Ease of Reading by Publication Ease of Reading by Publication (out of 7)(out of 7)

5.9 5.9 5.95.6 5.6

5.8

1

2

3

4

5

6

7


2001 1998





7 – Agree Strongly 36% 34% 36%

6 33% 36% 33%

5 19% 20% 18%

4 9% 7% 7%

3 1% 1% 3%

2 1% - 1%

1 – Disagree Strongly - - -


Mean 5.9 5.9 5.9


Ease of Reading by PublicationEase of Reading by Publication


Enjoyable to Read by Enjoyable to Read by Publication Publication


5.7 5.7 5.8

5.3 5.35.7

1

2

3

4

5

6

7


2001 1998



DairymaDairymann




6 31% 34% 29%

5 24% 22% 21%

4 11% 12% 8%

3 2% 2% 3%

2 1% 1% 2%

1 – Disagree Strongly - - 1%


Mean 5.7 5.7 5.8


Enjoyable to Read by Enjoyable to Read by PublicationPublication


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

5.8 5.86.0

5.3 5.3

5.9

1

2

3

4

5

6

7


2001 1998



DairymaDairymann




6 28% 31% 31%

5 24% 24% 16%

4 9% 8% 5%

3 3% 4% 2%

2 1% 1% 2%

1 – Disagree Strongly - - 1%


Mean 5.8 5.8 6.0


In-depth Coverage of Topics by In-depth Coverage of Topics by PublicationPublication


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

7)7)

5.3 5.45.7

4.8 4.9

5.5

1

2

3

4

5

6

7


2001 1998



DairymaDairymann




6 25% 29% 27%

5 20% 21% 18%

4 15% 12% 9%

3 8% 7% 4%

2 4% 4% 3%

1 – Disagree Strongly 1% 1% 1%


Mean 5.3 5.4 5.7


Usefulness in Day to Day Usefulness in Day to Day Operations by PublicationOperations by Publication


Excellence of Editorial Quality Excellence of Editorial Quality by Publication by Publication (out of 7)(out of 7)

5.4 5.5 5.6

1

2

3

4

5

6

7


2001






6 24% 28% 25%

5 21% 22% 21%

4 14% 12% 12%

3 4% 3% 3%

2 2% 1% 1%

1 – Disagree Strongly - - -


Mean 5.4 5.5 5.6


Excellence of Editorial Quality Excellence of Editorial Quality by Publicationby Publication




Ranking of Ranking of ImportanceImportance

Animal Health 48% 54% 64% 2.9

Farm management 44% 50% 60% 2.9

Industry news 51% 57% 69% 3.0

New technology/R&D 42% 43% 58% 3.4

Agribusiness/marketing/finance

26% 33% 45% 4.1

Machinery & products 24% 32% 27% 4.2

Base: All Dairy Farmers

Publications Use Most ForPublications Use Most For

Traditional Farming Traditional Farming PublicationsPublications


Proportion of Issues Read Proportion of Issues Read (Total)(Total)

11%

33%

56%

23%30%

47%

16%

29%

55%

13%

34%

54%

0%

20%

40%

60%

80%

100%

Occasional Most All

Rural News AgTrader Country-Wide Straight Furrow



Times Read Times Read (Total)(Total)

35%

45%

46%

42%

49%

38%

58%

30%

27%

25%

24%

30%

31%

24%

23%

16%

19%

22%

12%

23%

12%

10%

10%

8%

9%

6%

6%

4%

1%

2%

3%

2%

3%

2%

2%

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

Rural News - 2001

1998

AgTrader - 2001

Country-Wide 2001

1998

Straight Furrow - 2001

1998




Time Spent Reading Time Spent Reading (Total)(Total)

6%

14%

19%

10%

22%

7%

21%

31%

39%

36%

30%

36%

33%

42%

36%

29%

37%

32%

27%

37%

26%

18%

13%

11%

19%

10%

17%

9%

9%

4%

4%

8%

3%

5%

1%

1%

1%

2%

2%

1%

1%

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

Rural News - 2001

1998

AgTrader - 2001

Country-Wide 2001

1998

Straight Furrow - 2001

1998





13%

10%

15%13%

10% 10%

0%

10%

20%

30%

2001 1998





12% 12%

8%10%

11% 11%

0%

10%

20%

30%

2001 1998




Rural Rural NewsNews

AgTradAgTraderer

Country-Country-WideWide

Straight Straight FurrowFurrow

Spouse 54% 40% 55% 54%

Farm Employee 17% 14% 15% 13%

Children 13% 17% 13% 13%

Other Farmer/Grower

11% 13% 12% 12%

Other 6% 6% 6% 6%

Total Other Readers

1.13 .99 1.10 1.06






5.5 5.4 5.55.35.2

4.94.6

1

2

3

4

5

6

7


2001 1998



Rural Rural NewsNews AgTraderAgTrader Country-Country-

WideWideStraight Straight FurrowFurrow

7 – Extremely Satisfied

23% 24% 29% 19%

6 30% 25% 25% 26%

5 26% 23% 22% 27%

4 14% 19% 14% 17%

3 5% 5% 7% 6%

2 1% 2% 2% 2%

1 – Extremely Dissatisfied

1% 1% 1% -

No Response/Don’t Know

1% 1% 1% 1%

Mean 5.5 5.4 5.5 5.3






5.85.5

5.95.65.7

5.45.0

1

2

3

4

5

6

7


2001 1998

© Colmar Brunton 2001© Colmar Brunton 2001Base: Readers of each publication




7 – Agree Strongly 32% 30% 37% 28%

6 32% 26% 30% 29%

5 21% 19% 18% 23%

4 9% 12% 9% 12%

3 3% 7% 3% 5%

2 1% 3% 1% 2%

1 – Disagree Strongly - 1% - 1%


1% 2% 1% 1%

Mean 5.8 5.5 5.9 5.6





5.6

5.1

5.65.35.3

5.1

4.4

1

2

3

4

5

6

7


2001 1998





7 – Agree Strongly 27% 21% 31% 21%

6 29% 22% 28% 26%

5 23% 21% 20% 24%

4 13% 17% 12% 18%

3 4% 9% 5% 6%

2 2% 5% 2% 3%

1 – Disagree Strongly 1% 1% 1% 1%


1% 4% 2% 2%

Mean 5.6 5.1 5.6 5.3




5.55.1

5.55.3

5.14.9

4.6

1

2

3

4

5

6

7


2001 1998





7 – Agree Strongly 25% 22% 31% 22%

6 29% 21% 25% 27%

5 23% 20% 20% 23%

4 13% 17% 12% 15%

3 6% 9% 6% 6%

2 2% 6% 3% 4%



1% 5% 1% 1%

Mean 5.5 5.1 5.5 5.3



7)7)


4.94.5

4.94.7

4.54.2

3.9

1

2

3

4

5

6

7


2001 1998





7 – Agree Strongly 18% 16% 19% 15%

6 21% 16% 20% 19%

5 21% 17% 18% 21%

4 16% 18% 18% 18%

3 12% 12% 11% 14%

2 7% 11% 7% 8%



3% 6% 3% 3%

Mean 4.9 4.5 4.9 4.7




5.3

4.6

5.3 5.2

1

2

3

4

5

6

7


2001





7 – Agree Strongly 18% 9% 19% 16%

6 24% 11% 23% 22%

5 22% 13% 21% 22%

4 14% 13% 14% 15%

3 6% 8% 6% 7%

2 2% 5% 2% 2%



13% 38% 14% 14%

Mean 5.3 4.6 5.3 5.2



AgTradAgTraderer

Country-Country-WideWide

Straight Straight FurrowFurrow


Farm management 39% 6% 30% 33% 3.0

Industry news 59% 8% 37% 57% 3.2

New technology/R&D 47% 14% 30% 40% 3.2

Animal Health 46% 6% 33% 36% 3.4

Machinery & products 42% 66% 20% 32% 4.2


41% 6% 25% 39% 4.2

Base: Total Sample


Horticulture PublicationsHorticulture Publications


Proportion of Issues Read Proportion of Issues Read (All Readers)(All Readers)

24%29%

47%

17%21%

68%

0%

20%

40%

60%

80%

100%

Occasional Most All

Horticulture News The Orchardist



Times Read Times Read (All Readers)(All Readers)

47%

45%

28%

23%

19%

25%

20%

21%

20%

12%

24%

24%

5%

14%

23%

28%

9%

4%

5%

4%

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

Horticulture News - 2001

1998

The Orchardist - 2001

1998




Time Spent Reading Time Spent Reading

16%

14%

9%

4%

25%

26%

16%

15%

36%

38%

30%

26%

16%

11%

22%

28%

6%

6%

20%

23%

3%

5%

3%

4%

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

Horticulture News - 2001

1998

The Orchardist - 2001

1998





35% 33%

54% 56%

0%

20%

40%

60%

80%

2001 1998





14%

18%

12%14%

0%

10%

20%

30%

40%

2001 1998




Horticulture Horticulture NewsNews

The The OrchardistOrchardist

Spouse 52 56

Other Farmer/Grower

18 16

Farm Employee 11 17

Children 11 9

Other 5 4

Total Other Readers

1.07 1.26






5.25.45.3

5.6

1

2

3

4

5

6

7


2001 1998





7 – Extremely Satisfied 17% 25%

6 27% 30%

5 24% 24%

4 17% 12%

3 7% 3%

2 1% 2%

1 – Extremely Dissatisfied 3% 3%

No Response/Don’t Know 4% 1%

Mean 5.2 5.4






5.8 5.95.9 5.9

1

2

3

4

5

6

7


2001 1998





7 – Agree Strongly 35% 35%

6 23% 30%

5 23% 19%

4 12% 9%

3 2% 3%

2 1% 1%

1 – Disagree Strongly - -


Mean 5.8 5.9





5.4 5.55.5 5.5

1

2

3

4

5

6

7


2001 1998






6 24% 28%

5 19% 21%

4 18% 16%

3 4% 3%

2 2% 1%

1 – Disagree Strongly - 1%


Mean 5.4 5.5




5.45.7

5.45.7

1

2

3

4

5

6

7


2001 1998






6 32% 25%

5 18% 18%

4 7% 9%

3 8% 3%

2 4% 2%

1 – Disagree Strongly 2% 2%


Mean 5.4 5.7



7)7)


5.05.4

4.9

5.4

1

2

3

4

5

6

7


2001 1998






6 23% 23%

5 22% 23%

4 11% 6%

3 10% 7%

2 5% 3%



Mean 5.0 5.4




5.25.4

1

2

3

4

5

6

7


2001






6 22% 21%

5 18% 21%

4 16% 12%

3 5% 4%

2 2% 3%



Mean 5.2 5.4


HorticulturHorticulture Newse News



Farm/Orchard management

25% 48% 2.4

New technology/R&D 25% 42% 3.0

Industry news 26% 42% 3.4

Tree/Vine Health 20% 46% 3.6

Machinery & products 18% 20% 4.0


9% 13% 4.9

Base: Primary Income Fruit/Other Horticulture



Publication Use Most ForPublication Use Most For


Ag-Ag-TradeTrade

rr

CountryCountry-Wide-Wide

StraighStraight t

FurrowFurrow

Dairy-Dairy-manman

DairyinDairying Todayg Today

NZ NZ DDaiairy ry

ExporteExporterr

Horti-Horti-culture culture NewsNews

The The OrchardisOrchardis

tt

Industry News 61 10 54 64 55 62 74 51 66

New technology/R&D

49 18 45 45 45 47 62 49 63

Machinery & products

44 84 29 36 24 33 29 31 31

Farm/Orchard management

41 7 44 37 46 51 64 52 76

Animal health 48 8 48 40 53 59 69 6 7

Tree/Vine health 6 1 4 4 1 1 1 42 71

Agribusiness/ marketing/finance

42 7 37 44 27 34 49 20 23


%

Demographics Demographics


Farm Type – Total SampleFarm Type – Total Sample

29%

26%

16%

9%

5%

15%

0% 10% 20% 30% 40%

Dairy

Sheep

Beef

Fruit

Other Horticulture

Other


Gender – Total SampleGender – Total Sample

80%

19%

1%

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

Male

Female

No Response


Age Group – Total SampleAge Group – Total Sample

3%

18%

31%

33%

15%

0% 20% 40% 60%

Under 30 years

30 to 39 years

40 to 49 years

50 to 59 years

60 years and over


Region – Total SampleRegion – Total Sample

41%

26%

32%

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

North

Central

South


Location – Total SampleLocation – Total Sample

9%

8%

15%

8%

1%

7%

6%

6%

7%

5%

1%

14%

6%

6%

0% 5% 10% 15% 20%

Northland

Auckland

Waikato/ Hauraki/ King Country

Bay of Plenty

Gisborne

Hawkes Bay

Taranaki

Manawatu/ Wanganui

Wellington/ Wairarapa

Nelson/ Marlborough

West Coast

Canterbury

Otago

Southland


Size of Property – Total SampleSize of Property – Total Sample

11%

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


Expected Expenditure This Expected Expenditure This Season Season

– Total Sample– Total Sample13%

12%

31%

15%

19%

4%

3%

3%

0% 10% 20% 30% 40%

$0 to $25,000

$25,001 to $50,000

$50,001 to $150,000

$150,001 to $200,000

$200,001 to $500,000

$500,001 to $1 million

$1 million plus

No response


Gross Farm/Orchard TurnoverGross Farm/Orchard Turnover– Total Sample– Total Sample

7%

6%

17%

12%

35%

14%

7%

2%

0% 10% 20% 30% 40%

$0 to $25,000

$25,001 to $50,000

$50,001 to $150,000

$150,001 to $200,000

$200,001 to $500,000

$500,001 to $1 million

$1 million plus

No response


Secondary Sources of IncomeSecondary Sources of Income– Total Sample– Total Sample

2%

16%

35%

7%

2%

3%

4%

1%

11%

13%

25%

0% 10% 20% 30% 40%

Dairy

Sheep

Beef

Cropping

Fruit

Other Horticulture

Deer

Goat

Off farm/ orchard

Other

No response


Number of Stock Units Number of Stock Units – Total Sample– Total Sample

21%

11%

8%

11%

25%

11%

5%

8%

0% 10% 20% 30%

0 to 250

251 to 500

501 to 1,000

1,001 to 2,000

2,001 to 5,000

5,001 to 10,000

Over 10,000

No response


Items Intend to Buy in Next 12 Items Intend to Buy in Next 12 MonthsMonths

50%

44%

28%

32%

0% 20% 40% 60%

Machinery

Overseas Travel

Farm Bikes

Other Vehicles


Use Computer Day to Day Use Computer Day to Day Management of Farm/OrchardManagement of Farm/Orchard

Yes46%

No54%


Depth of Reading/Attitudes Depth of Reading/Attitudes SummarySummary

Real Real all all

issueissuess

TimeTimes s

Read Read (3+)(3+)

Time Time spenspen

t t (31+ (31+ minsmins

))

Once Once finished finished (keep for (keep for referencereference

))

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

61 60 56 49 69 69 64 74 62 59 2.28

The Orchardist 62 47 42 54 55 65 53 62 51 43 2.26

Dairying Today 53 38 30 18 59 70 62 64 54 48 2.16

Dairyman 56 38 28 17 57 69 60 62 51 42 2.06

Country-Wide 55 31 27 13 54 67 59 56 39 42 2.10

Rural News 56 33 27 13 53 64 56 54 39 42 2.13

Straight Furrow 54 29 22 10 45 57 47 49 34 38 2.06

Horticulture News

47 25 22 35 44 48 46 54 39 37 2.07

AgTrader 47 27 15 15 49 59 43 43 32 20 1.99


%


More Detailed Readership More Detailed Readership ProfilesProfiles

- Differences significant at 90% level of confidence- Differences significant at 90% level of confidence

Rural News Manawatu/Wanganui 300 to 499 hectares $50,001 to $200,000 income 5,001 to 10,000 stock units Sheep, beef, deer

Straight Furrow Aged 50 years and over Canterbury 10 to 49 hectares Under $200,000 income Under $50,000 expenditure 2,001 to 5,000 stock units Sheep, beef, cropping, deer Computer Users

Aged under 30 Auckland 0 to 250 stock units Dairy, other horticulture

Aged 30 to 39 years Gisborne, Manawatu/Wanganui,

Wellington/Horowhenua 300 to 499 hectares Over $200,000 income Over $150,000 expenditure 251 to 500 stock units Dairy, fruit, other Intending to buy items

Read More By: Read Less By:




Country-Wide Males King Country, Hawkes Bay,

Taranaki, Manawatu, Wairarapa, Canterbury, Otago

300 plus hectares Over 1,000 stock units Sheep Computer Users

AgTrader Aged 50 to 59 years Canterbury 50 to 99 hectares $50,001 to $150,000 income $25,001 to $50,000 expenditure 2,001 to 5,000 stock units Beef, Cropping, Deer Computer users

Females Aged 30 to 39 years Northland, Auckland, Bay of Plenty Under 50 hectares Up to $50,000 income Up to $25,000 expenditure Up to 1,000 stock units Dairy, fruit, other horticulture Intending to buy overseas travel,

machinery

Aged 30 to 39 years or 60 years plus

Waikato, Bay of Plenty, Manawatu 500 hectares or more Over $1 million income $150,001 to $200,000, over

$1million expenditure Over 10,000 stock units Dairy, fruit, other Intending to buy farm bikes





Females Aged under 40 years Northland, Auckland, Waikato,

Taranaki, West Coast 50 to 299 hectares $200,001 and over income $150,001 to $1million expenditure 251 to 1,000 stock units

Males Aged 50 years and over Bay of Plenty, Hawkes Bay,

Manawatu, South Island Other sizes (hectares) Under $150,000 income Up to $50,000 expenditure 2,001 to 10,000 stock units


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




Dairying Today Auckland Over $500,000 income 5,001 to 10,000 stock units Intend to buy machinery, farm bikes

The Dairyman Aged 50 to 59 years 50 to 99 hectares $150,001 to $200,000 income $200,001 to $500,000 expenditure 0 to 250 stock units Computer Users

Dairy Exporter Females 50 to 59 years Taranaki, Auckland 50 to 99 hectares $500,001 to $1million income $200,001 to $500,000 expenditure Computer users

Under 50 hectares Under $150,000 income Under $50,000 expenditure

Hawkes Bay, Manawatu 300 plus hectares $150,001 to $200,000 expenditure 501 to 1,000, 5,001 and over stock

units Intend to buy farm bikes

South Island 300 to 499 hectares Under $150,000 income $150,001 to $200,000 expenditure 5,001 to 10,000 stock units


Differences for the three magazines among dairy farmers are as follows:




Horticulture News 60 years and over Auckland, Waikato, Bay of Plenty,

Nelson/Marlborough Up to 49 hectares Up to $50,000 income Up to $50,000 expenditure 0 to 250 stock units Fruit, other horticulture, off orchard

The Orchardist 50 years and over Bay of Plenty, Hawkes Bay,

Nelson/Marlborough Up to 49 hectares $25,001 to $50,000 income $0 to $25,000 or $1 million

expenditure 0 to 250 stock units Fruit growers, off orchard income Intend to buy overseas travel

30 to 39 years Most other regions 50 plus hectares $200,001 to $1million income $200,001 to $500,000 expenditure Intend to buy farm bikes

30 to 39 years Most other regions 100 plus hectares $500,001 to $1million income $200,001 to $500,000 expenditure 1,001 and over stock units Intend to buy farm bikes



Overall SummaryOverall Summary

Big improvements seen for many publications The bar has been raised

Each publication has strengths to focus on in communications We can provide results for specific sub-groups

Excellent sample achieved for this survey Larger means more accuracy for sub-groups Generally better coverage of big farms vs. 1998

Independent Rural Publications Group

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