2004 Rural Readership Survey

1
2004 Rural Readership Survey

• Prepared for Rural Publications Group
• July 2004

2
Contents

• Objectives/Approach
• Potentials/Sample Sizes
• Readership
• Depth of Reading/Attitudes
• Dairy
• General
• Fruit growers
• Demographics
• Questionnaire

3
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

4
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)

5
Potential vs Actual Sample Sizes
Potential Actual Sample Size
Farm Type
Dairy 14,000 954
Sheep, Beef 28,000 866, 384
Fruit 6,750 171
Other horticulture 4,835 54
Other 10,215 233
Region
North 26,300 1097
Central 16,500 731
South 21,000 933
Note Total NZ Farms 63,800 (excludes
plantations, idle land)
6
Readership
7
Readership Total Sample
8
Readership Dairy Farmers
9
Readership Sheep Farmers
10
Readership Beef Farmers
11
Readership Sheep/Beef
12
Readership Fruit Growers
13
Readership Northern Region
14
Readership Central Region
15
Readership Southern Region
16
Readership Gross Farm Income Up to 200,000
17
Readership Gross Farm Income 200,000 -
500,000
18
Readership Gross Farm Income 500,000
19
Readership Age Under 40 years
20
Readership Age 40-49 years
21
Readership Age 50-59 years
22
Readership Age 60 years
23
Readership Region
Read Total Northern Central Southern
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
24
Readership Farm Type
Read Total Dairy Sheep Beef Fruit Sheep/beef Other
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
25
Readership Income
Read Total Up to 200,000 200,001-500,000 Over 500,000
Rural News 94 94 95 94
Straight Furrow 94 94 94 92
Country Wide 92 91 91 92
Farmers Weekly 90 89 91 90
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
26
Readership Age
Read Total Under 40 yrs 40-49 yrs 50-59 yrs 60 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
27
Rural Readership - Farm Type Within Region
Northern Northern Northern Central Central Central Southern Southern Southern
Rural Publication Readership Total Dairy Sheep/Beef Other Dairy Sheep/Beef Other Dairy Sheep/Beef Other
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
28
Depth of Reading/Attitude
29
Dairy Publications
30
Proportion of Issues Read (by Primary Income
Source Dairy)
Base Readers of each publication
31
Times Read (by Primary Income Source Dairy)
Base Readers of each publication
32
Time Spent Reading (by Primary Income Source
Dairy)
Means 30 min 33 min 28 min 30 min 37 min 28
min 56 min 62 min 68 min
Base Readers of each publication
33
Once Read - Keep for Further Reference
Base Readers of each publication
34
Once Read - Pass On to Someone Else
Base Readers of each publication
35
Other Readers
Dairyman Dairying Today NZ Dairy Exporter
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
Base Readers of each publication
36
Overall Satisfaction by Publication (out of 7)
Base Readers of each publication
37
Overall Satisfaction by Publication
Dairyman Dairying Today NZ Dairy Exporter
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/Dont Know 2 2 2
Mean 5.4 5.3 5.7
Base Readers of each publication
38
Ease of Reading by Publication (out of 7)
Base Readers of each publication
39
Ease of Reading by Publication
Dairyman Dairying Today NZ Dairy Exporter
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
No Response/Dont Know 1 2 1
Mean 5.7 5.7 5.9
Base Readers of each publication
40
Enjoyable to Read by Publication (out of 7)
Base Readers of each publication
41
Enjoyable to Read by Publication
Dairyman Dairying Today NZ Dairy Exporter
7 Agree Strongly 25 23 33
6 27 26 28
5 24 27 20
4 12 14 9
3 6 5 3
2 2 2 2
1 Disagree Strongly 1 1 1
No Response/Dont Know 2 2 3
Mean 5.5 5.4 5.7
Base Readers of each publication
42
In-depth Coverage of Topics by Publication (out
of 7)
Base Readers of each publication
43
In-depth Coverage of Topics by Publication
Dairyman Dairying Today NZ Dairy Exporter
7 Agree Strongly 29 26 42
6 27 28 29
5 22 23 15
4 11 12 7
3 4 5 3
2 2 1 1
1 Disagree Strongly 1 1 1
No Response/Dont Know 2 3 2
Mean 5.6 5.5 5.9
Base Readers of each publication
44
Usefulness in Day to Day Operations by
Publication (out of 7)
Base Readers of each publication
45
Usefulness in Day to Day Operations by Publication
Dairyman Dairying Today NZ Dairy Exporter
7 Agree Strongly 18 17 30
6 22 20 23
5 21 23 18
4 16 16 13
3 8 10 5
2 5 5 5
1 Disagree Strongly 3 2 2
No Response/Dont Know 2 6 4
Mean 5.0 5.0 5.4
Base Readers of each publication
46
Excellence of Editorial Quality by Publication
(out of 7)
Note 2001 used Agree/Disagree scale, 2004 used
Excellent/Poor scale
Base Readers of each publication
47
Excellence of Editorial Quality by Publication
Dairyman Dairying Today NZ Dairy Exporter
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
No Response/Dont Know 16 15 14
Mean 5.3 5.3 5.6
Base Readers of each publication
48
Publications Use Most For
Dairyman Dairying Today NZ Dairy Exporter Rating of Importance
Animal Health 41 40 57 4.3
Pasture Management 29 28 42 4.2
News/issues 52 53 56 4.1
RD 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
49
Rating by Dairy Farmers
Animal Health Pasture Manage-ment Research Develop-ment News/ Issues Livestock Agri-business
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/ Dont Know 6 7 6 5 6 8
Mean 4.3 4.2 4.1 4.1 3.9 3.7
Base Dairy Farmers
50
Rating by Dairy Farmers
Market Infor-mation Farm/ Orchard Manage-ment Humour Satire Equip. Mach -inery Real Estate Tree or Vine Health
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/ Dont Know 8 9 8 7 9 22
Mean 3.7 3.6 3.2 3.1 2.7 1.8
Base Dairy Farmers
51
General Farming Publications
52
Proportion of Issues Read (Total)
Base Readers of each publication
53
Times Read (Total)
Base Readers of each publication
54
Time Spent Reading (Total)
Means 27 min 34 min 23 min 24 min 34 min 32
min 20 min 28 min 27 min 17 min
Base Readers of each publication
55
Time Spent Reading (31 minutes) by Region
Total North Central Southern
Rural News 22 21 23 20
Farmers Weekly 18 18 21 18
Country Wide 29 25 33 31
Straight Furrow 22 20 23 22
Base Readers of each publication
56
Once Read - Keep for Further Reference
Base Readers of each publication
57
Once Read - Pass On to Someone Else
Base Readers of each publication
58
Other Readers
Rural News Farmers Weekly Country-Wide Straight Furrow
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
Base Readers of each publication
59
Overall Satisfaction by Publication (out of 7)
Base Readers of each publication
60
Overall Satisfaction by Publication
Rural News Farmers Weekly Country-Wide Straight Furrow
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/Dont Know 1 1 1 1
Mean 5.3 5.4 5.5 5.2
Base Readers of each publication
61
Ease of Reading by Publication (out of 7)
Base Readers of each publication
62
Ease of Reading by Publication
Rural News Farmers Weekly Country-Wide Straight Furrow
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/Dont Know 1 1 1 1
Mean 5.7 5.8 5.8 5.5
Base Readers of each publication
63
Enjoyable to Read by Publication (out of 7)
Base Readers of each publication
64
Enjoyable to Read by Publication
Rural News Farmers Weekly Country-Wide Straight Furrow
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 Disagree Strongly 0 1 0 1
No Response/Dont Know 1 1 1 1
Mean 5.4 5.5 5.6 5.3
Base Readers of each publication
65
In-depth Coverage of Topics by Publication (out
of 7)
Base Readers of each publication
66
In-depth Coverage of Topics by Publication
Rural News Farmers Weekly Country-Wide Straight Furrow
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 Disagree Strongly 1 1 1 1
No Response/Dont Know 1 1 1 1
Mean 5.3 5.5 5.5 5.3
Base Readers of each publication
67
Usefulness in Day to Day Operations by
Publication (out of 7)
Base Readers of each publication
68
Usefulness in Day to Day Operations by Publication
Rural News Farmers Weekly Country-Wide Straight Furrow
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
1 Disagree Strongly 2 2 3 3
No Response/Dont Know 5 5 5 4
Mean 4.6 4.8 4.7 4.6
Base Readers of each publication
69
Excellence of Editorial Quality by Publication
(out of 7)
Note 2001 used Agree/Disagree scale, 2004 used
Excellent/Poor scale
Base Readers of each publication
70
Excellence of Editorial Quality by Publication
Rural News Farmers Weekly Country-Wide Straight Furrow
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
No Response/Dont Know 12 11 12 12
Mean 5.2 5.4 5.4 5.3
Base Readers of each publication
71
Publications Use Most For
Rural News Farmers Weekly Country-Wide Straight Furrow Rating of Importance
RD 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 2.3
Base Total Sample
72
Rating by All Farm Types
Research Develop- ment News/ Issues Animal Health Pasture Manage-ment Livestock Market Infor-mation
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
73
Rating by All Farm Types
Farm/ orchard mgmnt Agri- business Equipment Machinery Humour and Satire Real Estate Tree or Vine Health
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
74
Profile of those rating a 5 Very Important
More likely to be Less 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 Information Higher turnover, younger, sheep/beef, Central Older, dairy, lower turnover
Agribusiness Larger properties, higher turnover, sheep/beef Older, fruit
Equipment Machinery Fruit Females, 500 hectares, sheep
75
Rural News Used By Region
Total North Central Southern
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
76
Country Wide Usages By Region
Total North Central Southern
News/Issues 50 49 48 52
Livestock 46 37 50 54
Research Development 41 34 44 47
Farm/Orchard management 35 30 39 38
Animal health 34 26 41 40
Agribusiness 33 26 36 38
Equipment/Machinery 29 27 32 29
Pasture Management 25 18 25 33
Real Estate 18 19 19 14
Market Information 14 14 15 15
Humour and Satire 9 9 10 7
Tree or Vine Health 8 8 9 8
Base Total Sample
77
Straight Furrow Usages By Region
Total North Central Southern
News/Issues 58 57 55 60
Equipment/Machinery 49 46 52 51
Livestock 38 36 35 42
Research Development 38 34 36 43
Agribusiness 34 31 33 39
Animal health 29 24 29 34
Farm/Orchard management 27 26 24 30
Real Estate 20 21 20 17
Market Information 19 19 17 19
Pasture Management 17 14 17 21
Humour and Satire 12 12 14 10
Tree or Vine Health 7 6 7 7
Base Total Sample
78
Farmers Weekly Usages By Region
Total North Central Southern
News/Issues 59 58 59 61
Livestock 39 36 39 43
Agribusiness 38 33 39 42
Market Information 34 30 39 35
Research Development 30 26 28 36
Farm/Orchard management 24 23 24 26
Animal health 22 19 23 27
Equipment/Machinery 21 19 20 24
No response 18 21 17 15
Pasture Management 14 11 13 17
Real Estate 12 13 14 11
Humour and Satire 10 10 12 9
Tree or Vine Health 4 5 3 5
Base Total Sample
79
The Orchardist
80
Proportion of Issues Read (All Readers)
Base Readers
81
Times Read (All Readers)
Base Readers
82
Time Spent Reading
Means 42 min 50 min 57 min
Base Readers
83
Once Read - Keep for Further Reference
Base Readers
84
Once Read - Pass On to Someone Else
Base Readers
85
Other Readers
The Orchardist
Spouse 52
Other Farmer/Grower 21
Farm Employee 18
Children 8
Other 6
Total Other Readers 1.25
Base Readers
86
Overall Satisfaction by Publication (out of 7)
Base Readers
87
Overall Satisfaction by Publication
The Orchardist
7 Extremely Satisfied 27
6 35
5 16
4 12
3 4
2 2
1 Extremely Dissatisfied 1
No Response/Dont Know 4
Mean 5.6
Base Readers
88
Ease of Reading by Publication (out of 7)
Base Readers
89
Ease of Reading by Publication
The Orchardist
7 Agree Strongly 34
6 33
5 16
4 9
3 1
2 0
1 Disagree Strongly 1
No Response/Dont Know 6
Mean 5.9
Base Readers
90
Enjoyable to Read by Publication (out of 7)
Base Readers
91
Enjoyable to Read by Publication
The Orchardist
7 Agree Strongly 29
6 32
5 17
4 11
3 3
2 1
1 Disagree Strongly 1
No Response/Dont Know 6
Mean 5.7
Base Readers
92
In-depth Coverage of Topics by Publication (out
of 7)
Base Readers
93
In-depth Coverage of Topics by Publication
The Orchardist
7 Agree Strongly 39
6 30
5 13
4 6
3 2
2 3
1 Disagree Strongly 2
No Response/Dont Know 6
Mean 5.9
Base Readers
94
Usefulness in Day to Day Operations by
Publication (out of 7)
Base Readers
95
Usefulness in Day to Day Operations by Publication
The Orchardist
7 Agree Strongly 31
6 29
5 15
4 6
3 6
2 4
1 Disagree Strongly 2
No Response/Dont Know 7
Mean 5.6
Base Readers
96
Excellence of Editorial Quality by Publication
(out of 7)
Note 2001 used Agree/Disagree scale, 2004 used
Excellent/Poor scale
Base Readers
97
Excellence of Editorial Quality by Publication
The Orchardist
7 Excellent 26
6 27
5 19
4 7
3 3
2 2
1 Poor 2
No Response/Dont Know 14
Mean 5.6
Base Readers
98
Publications Use Most For
The Orchardist Ranking of Importance
Farm/Orchard management 73 4.6
Tree/Vine Health 64 4.4
RD 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
99
Publication Use Most For

Rural News Farmers Weekly Country-Wide Straight Furrow Dairy-man Dairying Today NZ Dairy Exporter The Orchardist
Industry News 59 65 54 61 54 54 59 51
New technology/RD 41 33 44 40 44 42 69 65
Machinery products 44 23 31 52 22 23 24 28
Farm/Orchard management 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
Base Readers of each publication
100
Demographics
101
Farm Type Total Sample
102
Gender Total Sample
103
Age Group Total Sample
104
Region Total Sample
105
Location Total Sample
106
Size of Property Total Sample
107
Gross Farm/Orchard Turnover Total Sample
108
Secondary Sources of Income Total Sample
109
Primary by Secondary Sources of Income
Primary Source Primary Source Primary Source Primary Source Primary Source
Secondary Source TOTAL Dairy Sheep/ beef Fruit Other
100 30 47 9 14
Dairy 2 0 2 2 4
Sheep 13 7 15 7 27
Beef 42 39 54 14 29
Cropping 7 4 10 0 7
Fruit 2 2 1 2 6
Other horticulture 2 1 1 10 4
Deer 5 1 8 1 3
Goat 1 0 2 1 0
Off farm 17 17 16 25 19
Other 9 7 9 13 11
110
Items Intend to Buy in Next 12 Months
111
Use Computer Day to Day Management of Farm/Orchard
2001
2004
112
Use of Email/Internet for Farming/ Business
Related Activities
113
Websites Visited and How Often
Nett Visited 28 21 20 43 22
Note fruitgrowers based on primary fruit,
dairymag based on primary dairy Others based on
all farm types
114
Websites Visited and How Often for those who use
internet or email daily/often
Nett Visited 40 29 29 55 30
Note Based on those who use email/internal daily
or often Also, fruitgrowers based on primary
fruit, dairymag based on primary dairy
115
Use of Email/Internet for Farming/ Business
Related Activities By Region
Total North Central Southern
Daily 21 20 22 20
Often 27 28 28 24
Seldom 27 24 26 30
Never 24 26 23 24
Base Total Sample
116
Use of Email/Internet for Farming/ Business
Related Activities By Farm Size
Total Under 10 Hectares 10-49 50-99 100-299 300-499 500
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
117
Depth of Reading/Attitudes Summary

Read 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 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
Base Readers of each publication
118
More Detailed Readership Profiles- Differences
significant at 90 level of confidence
Read More By
Read Less By

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

119
More Detailed Readership Profiles- Differences
significant at 90 level of confidence
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

120
More Detailed Readership Profiles- Differences
significant at 90 level of confidence
Dairying Today, The Dairyman and NZ Dairy
Exporter all have dairy farmer profile ie.
Read More By
Read Less By

• 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

121
More Detailed Readership Profiles- Differences
significant at 90 level of confidence
Read More By
Read Less By

• 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

122
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/inte
  rnet users
• Decrease in likelihood of machinery or other
  vehicle purchase