confidential & proprietary copyright © 2010 the nielsen company the new zealand farmers weekly...

Confidential & Proprietary • Copyright © 2010 The Nielsen Company

The New Zealand Farmers Weekly Readership Report

National Readership Survey (January – December 2009)Base: All people 10+ (3,680,000)Nielsen Media Research

18/04/23 Confidential & ProprietaryCopyright © 2010 The Nielsen Company

Confidential & Proprietary

Copyright © 2010 The Nielsen Company

• Readership• Average Issue Readership• Key Targets Reach• Frequency of Reading• Source of Copy

• Demographic Profile• Gender• Age• Occupation• Ethnicity• Area

CONTENTS:

• Rural Category Overview• Category Performance• Titles by Age and Area• Exclusivity and Duplication

• National Magazines Overview• Magazine Categories Reach• Top 10 Magazines• Main Target’s Top Titles




READERSHIP




Average Issue Readership is readership of any copy of a publication anywhere for two minutes or more, within the publication’s issue period.

This is sometimes described as the # of people who read a “typical issue” within the issue period

Average Issue Readership

On average, one issue reached:

• 194,000 people aged 10+

• That is, 5.3% of the population aged 10+





Key Targets Reach by Issue

• 68,000 people who visited a rural & farm supplies store in the last month.

• 35% of The New Zealand Farmers Weekly readers

• 58,000 people who attended an agricultural / A&P show in the last year.

• 30% The New Zealand Farmers Weekly readers

• 89,000 people who say they live in financially comfortable circumstances


• 61,000 farmer owners or managers


• 87,000 people who work in the “agriculture, forestry, fishing” industry.


• 40,000 people with over $100,000 HHI






Frequency of Reading

81% of The New Zealand Farmers Weekly readers read every issue

Question: “On average, out of every four issues published of The New Zealand Farmers Weekly, how many do you read?”





Most of The New Zealand Farmers Weekly readers get their copies delivered free at home

Source of CopyQuestion: “Thinking about the last time you read or looked into

The New Zealand Farmers Weekly, for 2 minutes or more, which of these best describes how you obtained that particular

copy?”





DEMOGRAPHICS




Gender

The New Zealand Farmers Weekly readers are 24% more likely to be males





The New Zealand Farmers Weekly readers are 44% more likely to be 40-74 years old.

Age





Ethnicity

The majority of readers are of European decent





AreaThe New Zealand Farmers Weekly readers are more likely to live

in the Central region and in the South Island.





CATEGORY OVERVIEW




Rural Magazines Category

(222,000 Readers)

(194,000 Readers)

(52,000 Readers)

(39,000 Readers)

(40,000 Readers)





Age





Occupation


The New Zealand Farmers Weekly has the highest percentage of Farm Owners/Managers readers compared to the other rural titles.




Area





The New Zealand Farmers Weekly has 67,000 exclusive readers when compared to Rural News

194,000 total readers

Exclusivity & Duplication

147,000 75,00047,000

222,000 total

readers

269,000 people read Rural News or NZ Farmers Weekly. 54% of them read both titles.

18% read NZ Farmers Weekly only, and 28% read Rural News only.





NATIONAL MAGAZINES OVERVIEW




Magazine Categories Reach





Top 10 Consumer Magazines


TITLE People (000s) Reach Y-o-Y Change Dec- Jan 08 Rank

SkyWatch 1042 28.3% +0.3% 1AA Directions 914 24.8% -4.3% 2NZ Woman's Weekly 795 21.6% -7.9% 3Woman's Day 760 20.6% -5.6% 4The TV Guide 636 17.3% -12.4% 5Australian Women's Weekly 607 16.5% -4.0% 6NZ House & Garden 536 14.6% -6.5% 7New Idea 464 12.6% 0.0% 8Reader’s Digest 420 11.4% -9.1% 9National Geographic 412 11.2% -8.0% 10




Women 20+Woman’s Day 31%

NZ Woman’s Weekly 31%AA Directions 28%

SkyWatch 28%Australian Woman’s Weekly 27%

Main Targets’ Top Titles


Teens 10-19SkyWatch 27%The TV Guide 22%NZ Girlfriend 22%Crème 20%NZ Woman’s Weekly 19%

Men 20+SkyWatch 30%

AA Directions 30%Hunting & Fishing NZ 15%

The TV Guide 14%National Geographic 13%




Survey Details• Source Data

• Nielsen Media Research National Readership Survey January – December 2009

• Survey Area

• This survey covers the whole of New Zealand including rural areas.

• Survey Dates

• The fieldwork for this survey covers the period from January – December 2009. The number of interviews was

approximately the same in each month of fieldwork.

• Survey Population

• This covers the population of New Zealand aged 10 years and over. The National Readership Survey is using

updated population estimates from Statistics New Zealand. This update means that the population used in this

latest report is 3,680,000

• Sample Size

The results presented in this report are based upon information collected from personally conducted interviews with

a representative sample of 12,000 people aged ten years and over located throughout the whole of New Zealand.

• The New Zealand Farmers Weekly’s sample size for the January – December 2009 period was 620

• When interpreting these results it is very important that the sample size is taken into consideration.

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