TNS Independent Rural Readership Survey July 2010.

TNS Independent Rural Readership SurveyJuly 2010

2

NZX Agri |

Readership Dashboard; Key results at a glance

Key Point ReviewKey Point Review

0

0.1

0.2

0.3

0.4

0.5

0.6Farm Management

Research & Development

Farm News, Issues & Agri-Business

Equipment & Machinery

Market AnalysisLivestock & Animal Health

Pasture Management

Real Estate

Articles that Inspire

Country-Wide

Farmers Weekly

Straight Furrow

Notes: 1. Base: All farms, n = 4502. Base: Dairy, n = 155

66%

62%

55%

Farmers Weekly

Straight Furrow

Rural News

Topics of importance – all farmers: Across all farmers, NZ Farmers Weekly is the publication that is most strongly associated with market information and analysis and with farm news and agri-business issues. Country-Wide is the publication that farmers most associate with good farm management articles, pasture management and articles that inspire. Straight Furrow is most frequently associated with farm machinery.

Time spent reading - all farmers:The proportion of all farmers that spend 15 minutes or more reading NZ Farmers Weekly and Straight Furrow is similar. More farmers spend 15 minutes or more reading NZ Farmers Weekly (66%) than Rural News (55%)

60%

48%43%

49%

64%

48% 49%

Farmers Weekly Straight Furrow Rural News Country-Wide NZ Dairy Exporter The Dairyman Dairy News

Worth reading – all farmers:60% of all farmers rate NZ Farmers Weekly a 7 or more out of 10 as being worthwhile reading. 64% of dairy farmers rate NZ Dairy Exporter a 7 or more as being worthwhile reading.

Dairy farmers only

3

NZX Agri | 3

For all information sources mentioned - farming publications are the most frequently mentioned

Notes: (1) Base: All Respondents n = 450; (2) QCW3 Where would you say you get your farming information? Question is multiple response so total will sum to greater than 100%, April 2010

64%

29% 28%

22%18%

14% 13% 12% 11% 9% 9% 8%4% 2%

22%

Fa

rmin

gp

ub

lica

tion

s

Ne

igh

bo

urs

,fr

ien

ds,

fam

ily &

oth

er

farm

ers

Oth

er

Inte

rne

t,w

eb

site

s

Co

nsu

ltan

ts

Fa

rmd

iscu

ssio

ng

rou

ps

Fie

ld d

ays

Te

levi

sio

n

Co

mp

an

y fie

ldre

pre

sen

tativ

es

Ru

ral s

up

ply

sto

re s

taff

Ra

dio

Bo

oks

/ L

ibra

ry

Un

ive

rsity

,C

row

nR

ese

arc

hO

rga

nis

atio

ns

/

Fe

de

rate

dF

arm

ers

Do

n t

kno

w

Sources of farming information – All Mentioned(1)(2)Sources of farming information – All Mentioned(1)(2)

4

NZX Agri |

All Farmers

5

NZX Agri |

All Farmers - Summary

All Farmers

Country-Wide leads for recognition of quality articles about;

Farm management

Pasture management, and

For having articles that inspire

NZ Farmers Weekly leads for recognition of quality articles about;

Farm news, issues and agri-business, and

Market analysis

Of all farmers, a higher proportion do spend 15 minutes or more reading NZ Farmers Weekly relative to other publications with the exception of Straight Furrow

Collectively, the proportion of farmers that spend 15 minutes or more reading NZ Farmers Weekly and Straight Furrow is similar

The three dairy publications, NZ Dairy Exporter, The Dairyman and Dairy News, and Country-Wide are all associated with the same types of articles. NZ Farmers Weekly and Straight Furrow are the most differentiated publications. NZ Dairy Exporter is the most differentiated of the dairy publications

6

NZX Agri |

The three dairy publications and Country-Wide are positioned on similar attributes. Rural News and Straight Furrow are seen as similar. NZ Farmers Weekly occupies a unique space

Note: (1) Base: All Farms, n = 450

Research

Real Estate

Pasture

Market Analysis

Livestock

Articles that inspire

Farm News

Farm Management

Equipment

Rural News

The Dairyman

Dairy NewsNZ Dairy Exporter

Straight Furrow

Farmers Weekly

Country-Wide

Total Retention: 91.7%

Perceptual Map (All Farmers)(1)Perceptual Map (All Farmers)(1)

All FarmersPerceptual maps are used to illustrate complex relationships between competitors and criteria used by customers in making purchase decisions. The purpose is to transform consumer judgments of similarity into distances represented in multidimensional space. Results presented provide a means for directly comparing similarity or dissimilarity of the various rural publications and their associated attributes. The further attributes and brands are positioned from the origin, the more differentiated they are. The distance that a brand vector is to an attribute provides a visual assessment of how closely that brand is associated with the attribute. Brands and attributes close to the origin show little differentiation

7

NZX Agri |

-8.8

-10.5

5.4

4.2

6.4

-6.6

0.8

7

5.3

-6.4

-2.7

-2.4

-8.1

-2.1

10.2

17.8

-8.5

5

NZ Farmers Weekly has a relative strength with market analysis and Straight Furrow and Rural News with articles about machinery. Country-Wide is strongly differentiated on farm management type articles, pasture management and articles that inspire

Farm management

Research & development

Farm news, issues & agri-business

Equipment & machinery

Market information & analysis

Livestock / animal health

Pasture management

Real Estate


-10.2

-7.7

-7.1

1.5

25.2

2.3

7.4

-6.6

-4.8

-2.5

-1

-0.6

-1.9

-0.4

2.8

7.1

-3.4

-0.1

Farmers Weekly

Straight Furrow

Rural NewsCountry-

Wide

VARIANCE ANALYSIS

Notes: 1. Base: n = 450 All farms

8

NZX Agri |

NZ Dairy Exporter is the only dairy publication with a differentiated profile

-5

-6.4

6.4

1.7

1

-8.5

-2.5

8.6

4.7

NZ Dairy Exporter

-2.4

-3.8

4.2

4.2

1

-4.1

-4.1

2.1

3

The Dairyman

-0.4

-1.7

3.1

0.6

1.2

-2.1

-2.5

0.1

1.6

Dairy News

Farm management

Research & development

Farm news, issues & agri-business

Equipment & machinery

Market information & analysis

Livestock / animal health

Pasture management

Real Estate


VARIANCE ANALYSIS

Notes: 1. Base: n = 450 All farms

9

NZX Agri |

NZ Farmers Weekly is the most strongly recognised publication for farm news and market analysis and Country-Wide for farm management and pasture management (3)

54%52%

32%

22%

46%

37%

29%

22%

38%

26%28%

20%

37%

23%

43%

35%

17%14%

26%23%

13%

8%

18%

13%10%

6%

12%9%

0%

20%

40%

60%

80%

Farm News Market Analysis Farm Management Pasture Management

Farmers Weekly Straight Furrow (Inc Ag Trader) Rural News Country-Wide NZ Dairy Exporter The Dairyman Dairy News

****

**

Notes: 1. Base: All farms, n = 450; 2. QCW1 What magazines or publications do you most associate with each statement? 3. ** Result is statistically significant based on 95% CI

Article Type and Publication Association – All Farmers (1) (2)Article Type and Publication Association – All Farmers (1) (2)

**

CWFW SF DE DNDMRN

All Farmers

CWFW SF DE DNDMRN CWFW SF DE DNDMRN CWFW SF DE DNDMRN

10

NZX Agri |

Country-Wide is also the most strongly recognised publication for articles that inspire(3)

36%

32% 30%32%30%

26%29%

27%25%

40%

35%

38%

20% 22%

17%17%14%

12%10%

8% 9%

0%

20%

40%

60%

80%

Livestock Research Articles that inspire


**

Notes: 1. Base: All farms, n = 450; 2. QCW1 What magazines or publications do you most associate with each statement? 3. ** Result is statistically significant based on 95% CI

Article Type and Publication Association – All Farmers (1) (2)Article Type and Publication Association – All Farmers (1) (2)

All Farmers


11

NZX Agri |

NZ Dairy Exporter and NZ Farmers Weekly appear to be the two publications rated most worthwhile reading. The result is not conclusive as mean scores across all publications are within the 95% CI(3)

8% 6% 9% 11% 16% 16% 16%2% 4% 2% 4%6% 4% 2%

6% 9% 8%10% 2% 6% 7%

23%31% 37% 27%

17%

25% 26%

42%

38%37%

36%

41%

39% 43%

18%10% 6%

13%23%

9% 6%

Farmers Weekly Straight Furrow (IncAg Trader)

Rural News Country-Wide NZ Dairy Exporter The Dairyman Dairy News

9 to 10

7 to 85 to 6

3 to 4

1 to 2Don t know

Mean score 7.03 6.36 6.34 6.50 7.21 6.55 6.54

Publications Worth Reading (All Farmers)(1)(2)Publications Worth Reading (All Farmers)(1)(2)

Asked of Dairy Farmers only(2)

Notes: 1. Base: All farms, n = 450; 2. Dairy farms n = 155;3. Significance tests calculated on mean scores using a 95% CI

All Farmers

12

NZX Agri |

There is not a significant difference between time spent reading NZ Farmers Weekly and Straight Furrow. However, more farmers do spend 15 minutes or more reading NZ Farmers Weekly than they do publications other than Straight Furrow(3)

66%62%

58%55%

20% 17%14% 15%

0%

20%

40%

60%

80%

100%

Farmers Weekly Straight Furrow(Inc Ag Trader)

Country-Wide Rural News NZ Dairy Exporter The Dairyman Dairy News None

No significant difference

Publications Spent More than 15 Minutes Reading in Last Month – All Farmers (1)(2) Publications Spent More than 15 Minutes Reading in Last Month – All Farmers (1)(2)

Notes: 1. Base: All farms, n = 450; 2. Dairy farms n = 1553. Significance test based on 95% CI

Asked of Dairy Farmers only(2)

N = 296 280 259 247 88 77 65 69

All Farmers

13

NZX Agri |

Dairy Farmers

14

NZX Agri |

Dairy Farmers - Summary

Dairy Farmers

NZ Dairy Exporter leads for recognition of quality articles about;

Farm management

Pasture management

Research & development, and

For having articles that inspire

The publication NZ Farmers Weekly appears to have the highest readership amongst dairy farmers. The result however is not conclusive when compared with the proportion of dairy farmers that spend 15 minutes or more reading NZ Dairy Exporter and Straight Furrow

A higher proportion of dairy farmers spend 15 minutes or more reading NZ Farmers Weekly than do reading The Dairyman, Rural News, Country-Wide or Dairy News

NZ Dairy Exporter is highly regarded as a publication that is worth reading

15

NZX Agri |

Amongst dairy farmers, NZ Dairy Exporter is strongly recognised for quality articles about farm management, pasture management, livestock, research, and for articles that inspire(3)

47%

42%

27%

15%

42%

30%

24%

17%

35%

21% 21%

14%

27%

14%

27%

23%

42%

37%

63%

59%

30%

18%

42%

33%

22%

12%

27%

19%

0%

20%

40%

60%

80%



Notes: 1. Base: Dairy Farmers, n = 155; 2. QCW1 What magazines or publications do you most associate with each statement? 3. ** Result is statistically significant based on 95% CI

Article Type and Publication Association – Dairy Farmers Only (1) (2)Article Type and Publication Association – Dairy Farmers Only (1) (2)

****

Dairy Farmers

CWFW SF DE DNDMRN CWFW SF DE DNDMRN CWFW SF DE DNDMRN CWFW SF DE DNDMRN

16

NZX Agri |

Amongst dairy farmers, NZ Dairy Exporter is strongly recognised for quality articles about farm management, pasture management, livestock, research, and for articles that inspire(3)

27% 28%

24%26%

21%23%

21% 21% 21%

27%24% 23%

53%55%

44%43%

34%

30%

23%

17%20%

0%

20%

40%

60%

80%



Notes: 1. Base: Dairy Farmers, n = 155; 2. QCW1 What magazines or publications do you most associate with each statement? 3. ** Result is statistically significant based on 95% CI

Article Type and Publication Association – Dairy Farmers Only (1) (2)Article Type and Publication Association – Dairy Farmers Only (1) (2)

**

**

Dairy Farmers


17

NZX Agri |

Dairy farmers regard NZ Dairy Exporter highly as a publication that is worth reading. It is favoured significantly more than Country-Wide and Rural News(2)

Publications Worth Reading - Dairy Farmers Only(1)Publications Worth Reading - Dairy Farmers Only(1)

16% 16% 16%6% 6% 8% 13%

6% 4% 2%

3% 6% 2%5%

2% 6% 7%

9%10% 10%

15%17%

25% 26%26%

32%44%

38%41%

39% 43%39%

35%

32%25%

23%9% 6%

15% 10% 4% 4%

NZ Dairy Exporter The Dairyman Dairy News Farmers Weekly Straight Furrow (IncAg Trader)

Rural News Country-Wide

9 to 10

7 to 85 to 6

3 to 4

1 to 2Don't know

Mean score 7.21 6.55 6.54 6.71 6.22 6.07 5.69

Notes: 1. Base: Dairy Farms, n = 155; 2. Mean score for NZ Dairy Exporter sig higher than Country-Wide & Rural News, but not other publications; at 95% CI

Dairy Farmers

18

NZX Agri |

The proportion of dairy farmers that spend more than 15 minutes each month reading publications is about equal between NZ Farmers Weekly, Straight Furrow and NZ Dairy Exporter. However, a higher proportion spend more than 15 minutes reading NZ Farmers Weekly than do The Dairyman, Rural News, Country-Wide & Dairy News(2)

65%59% 57%

50% 49%44% 42%

14%

0%

20%

40%

60%

80%

100%

Farmers Weekly Straight Furrow(Inc Ag Trader)

NZ Dairy Exporter The Dairyman Rural News Country-Wide Dairy News None


Publications Spent More than 15 Minutes Reading in Last Month – Dairy Farmers Only (1) Publications Spent More than 15 Minutes Reading in Last Month – Dairy Farmers Only (1)

Notes: 1. Base: Dairy farms, n = 155; 2. Significance test based on 95% CI

N = 100 91 88 77 76 68 65 22

Dairy Farmers

19

NZX Agri |

Farmers Excluding Dairy

20

NZX Agri |

Excluding dairy farmers - Summary

Farmers excluding dairy

Country-Wide leads for recognition of quality articles about;

Farm management,

Pasture management and for

Articles that inspire

It is also well regarded amongst this audience for articles about research & development, and livestock

NZ Farmers Weekly is the publication that is the most strongly associated with quality articles about;

Farm news, and

Market analysis

The proportion of farmers that spend 15 minutes or more reading publications is about the same for NZ Farmers Weekly, Country-Wide, Straight Furrow and Rural News

21

NZX Agri |

Excluding dairy farmers, NZ Farmers Weekly is the most recognised publication for farm news and market analysis. Country-Wide is the most recognised publication for quality farm management articles and pasture management(3)

58% 57%

35%

25%

49%

41%

32%

25%

39%

29%32%

24%

42%

28%

52%

42%

0%

20%

40%

60%

80%


Farmers Weekly Straight Furrow (Inc Ag Trader) Rural News Country-Wide

Notes: 1. Base: Farms excluding Dairy Farms, n = 295 ;2. QCW1 What magazines or publications do you most associate with each statement? 3. ** Result is statistically significant based on 95% CI

Article Type and Publication Association – Excluding Dairy Farmers (1) (2)Article Type and Publication Association – Excluding Dairy Farmers (1) (2)

**

**

CWFW SF RN

**

**

Farmers Excluding Dairy Farmers

CWFW SF RN CWFW SF RN CWFW SF RN

22

NZX Agri |

Country-Wide also holds the lead position as being most recognised for articles that inspire

40%

34% 34%35% 35%

27%

34%31%

28%

48%

40%

46%

0%

20%

40%

60%

80%



Notes: 1. Base: Farms excluding Dairy Farms, n = 295 ;2. QCW1 What magazines or publications do you most associate with each statement? 3. ** Result is statistically significant based on 95% CI

Article Type and Publication Association – Excluding Dairy Farmers (1) (2)Article Type and Publication Association – Excluding Dairy Farmers (1) (2)

**


CWFW SF RN CWFW SF RN CWFW SF RN

23

NZX Agri |

Of all farms excluding dairy, NZ Farmers Weekly and Country-Wide appear the most worthwhile reading. Results are within the confidence limits of the study(2)

9% 6% 9% 10%2% 3% 3% 3%4% 9% 6% 6%

21%

31% 34%22%

44%

40%40%

41%

20%11% 8%

17%


9 to 10

7 to 85 to 6

3 to 4

1 to 2Don't know

Mean score 7.21 6.43 6.49 6.91

Publications Worth Reading - All Farmers Excluding Dairy (1)Publications Worth Reading - All Farmers Excluding Dairy (1)

Notes: 1. Base: Farms excluding Dairy Farms, n = 295 2. Mean scores were tested using 95% CI and no significant differences were found to exist


24

NZX Agri |

Amongst farmers excluding dairy, there is no distinguishable difference between the proportions that spend 15 minutes or more reading each of the publications(2)

66% 65% 64%58%

16%

0%

20%

40%

60%

80%

100%

Farmers Weekly Country-Wide Straight Furrow (Inc AgTrader)

Rural News None


Publications Spent More than 15 Minutes Reading in Last Month – All Farmers Excluding Dairy (1) Publications Spent More than 15 Minutes Reading in Last Month – All Farmers Excluding Dairy (1)

Notes: 1. Base: Farms excluding Dairy Farms, n = 295 2. Significance test based on 95% CI and no significant differences were found to exist

N = 196 191 189 171 47

25

NZX Agri |

A variance analysis looks at profiles across brands and determines what attributes are peaking on that brand, so regardless of the number of people who have chosen a brand, attributes can still be identified as high on that brand.

A variance analysis can be used to produce performance scores for a number of brands on a number of attributes. If a difference score of -5% is yielded, it means that brand was associated with that attribute 5% less than expected. If a difference score is +5% it means the brand was associated with that attribute 5% more than expected. This means that difference scores are a measure of how a brand is ‘performing' on that attribute.

Variance Analysis explanation Variance Analysis explanation

26

NZX Agri |

TNS New Zealand and Conversa Global merged in 2007 to form New Zealand’s largest custom research company. The New Zealand office based in Auckland is part of TNS Global, the largest customised market research organisation in the world, with offices in over 80 countries. In 2008 TNS became part of WPP, one of the world’s largest communications services groups. The group includes leading companies in advertising (e.g. JWT, Ogilvy and Mather, Y&R), media planning and buying (e.g. Mediacom), PR, branding and identity, below-the-line marketing and information, insight and consultancy. The organisation employs 110,000 people working in 2,000 offices

As a full service research-based business consultancy, TNS combines the global reach and access to leading-edge intellectual property of TNS, and the commercial, marketing, statistical and research expertise and processes of Conversa Global. We use statistics, market research, economic and financial analysis and commercial skills and experience to solve market facing problems and track market performance. Our clients include New Zealand’s largest and most successful organisations

Research for the NZX Agri rural publication readership was undertaken between 7 th July and 22nd July as part of a quarterly omnibus survey of agri-businesses in New Zealand. The omnibus survey interviewed 450 farmers

Interviews were conducted by telephone using Computer Assisted Telephone Interviewing (CATI)

Technical Technical

TNS Independent Rural Readership Survey July 2010.

Documents

Transcript of TNS Independent Rural Readership Survey July 2010.