Download - 2004 Rural Readership Survey
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
© COLMAR BRUNTON SLIDE 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
© COLMAR BRUNTON SLIDE 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)
© COLMAR BRUNTON SLIDE 5
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
© COLMAR BRUNTON SLIDE 7
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
© COLMAR BRUNTON SLIDE 8
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
© COLMAR BRUNTON SLIDE 9
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
© COLMAR BRUNTON SLIDE 10
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
© COLMAR BRUNTON SLIDE 11
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
© COLMAR BRUNTON SLIDE 12
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
© COLMAR BRUNTON SLIDE 13
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
© COLMAR BRUNTON SLIDE 14
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
© COLMAR BRUNTON SLIDE 15
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
© COLMAR BRUNTON SLIDE 16
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
© COLMAR BRUNTON SLIDE 17
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
© COLMAR BRUNTON SLIDE 18
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
© COLMAR BRUNTON SLIDE 19
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
© COLMAR BRUNTON SLIDE 20
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
© COLMAR BRUNTON SLIDE 21
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
© COLMAR BRUNTON SLIDE 22
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
© COLMAR BRUNTON SLIDE 23
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%
© COLMAR BRUNTON SLIDE 24
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%
© COLMAR BRUNTON SLIDE 25
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%
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%
© COLMAR BRUNTON SLIDE 26
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%
© COLMAR BRUNTON SLIDE 27
Rural Readership - Farm Type Within Region
Northern Central Southern
Rural Publication Rural Publication ReadershipReadership
% % TotaTota
ll
% % DairDair
yy
% % SheeSheep/Beep/Bee
ff
% % OtherOther
% % DairyDairy
% % SheeSheep/Beep/Bee
ff
% % OtheOthe
rr
% % DairDair
yy
% % SheeSheep/Beep/Bee
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
© COLMAR BRUNTON SLIDE 30
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
© COLMAR BRUNTON SLIDE 31
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
Base: Readers of each publication
© COLMAR BRUNTON SLIDE 32
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
Base: Readers of each publication
Means
30 min
33 min
28 min
30 min
37 min
28 min
56 min
62 min
68 min
© COLMAR BRUNTON SLIDE 33
Once Read - Keep for Further Reference
16% 17%
12%11%
18% 17%
43%
49%
45%
0%
20%
40%
60%
2004 2001 1998
Dairyman Dairying Today NZ Dairy Exporter
Base: Readers of each publication
© COLMAR BRUNTON SLIDE 34
Once Read - Pass On to Someone Else
13%11% 12%13%
15%12%
16% 15% 16%
0%
20%
40%
60%
2004 2001 1998
Dairyman Dairying Today NZ Dairy Exporter
Base: Readers of each publication
© COLMAR BRUNTON SLIDE 35
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
Base: Readers of each publication
Other Readers
© COLMAR BRUNTON SLIDE 36
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
Dairyman Dairying Today NZ Dairy Exporter
2004 2001 1998
Base: Readers of each publication
© COLMAR BRUNTON SLIDE 37
DairymanDairyman Dairying Dairying TodayToday
NZ Dairy NZ Dairy ExporterExporter
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
Base: Readers of each publication
Overall Satisfaction by Publication
© COLMAR BRUNTON SLIDE 38
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
Dairyman Dairying Today NZ Dairy Exporter
2004 2001 1998
Base: Readers of each publication
© COLMAR BRUNTON SLIDE 39
DairymanDairyman Dairying Dairying TodayToday
NZ Dairy NZ Dairy ExporterExporter
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/Don’t Know 1% 2% 1%
Mean 5.7 5.7 5.9
Base: Readers of each publication
Ease of Reading by Publication
© COLMAR BRUNTON SLIDE 40
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
Dairyman Dairying Today NZ Dairy Exporter
2004 2001 1998
Base: Readers of each publication
© COLMAR BRUNTON SLIDE 41
DairymaDairymann
Dairying Dairying TodayToday
NZ Dairy NZ Dairy ExporterExporter
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/Don’t Know 2% 2% 3%
Mean 5.5 5.4 5.7
Base: Readers of each publication
Enjoyable to Read by Publication
© COLMAR BRUNTON SLIDE 42
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
Dairyman Dairying Today NZ Dairy Exporter
2004 2001 1998
Base: Readers of each publication
© COLMAR BRUNTON SLIDE 43
DairymaDairymann
Dairying Dairying TodayToday
NZ Dairy NZ Dairy ExporterExporter
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/Don’t Know 2% 3% 2%
Mean 5.6 5.5 5.9
Base: Readers of each publication
In-depth Coverage of Topics by Publication
© COLMAR BRUNTON SLIDE 44
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
Dairyman Dairying Today NZ Dairy Exporter
2004 2001 1998
Base: Readers of each publication
© COLMAR BRUNTON SLIDE 45
DairymaDairymann
Dairying Dairying TodayToday
NZ Dairy NZ Dairy ExporterExporter
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/Don’t Know 2% 6% 4%
Mean 5.0 5.0 5.4
Base: Readers of each publication
Usefulness in Day to Day Operations by Publication
© COLMAR BRUNTON SLIDE 46
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
Dairyman Dairying Today NZ Dairy Exporter
2004 2001
Base: Readers of each publicationNote: 2001 used Agree/Disagree scale, 2004 used Excellent/Poor scale
© COLMAR BRUNTON SLIDE 47
DairymanDairyman Dairying Dairying TodayToday
NZ Dairy NZ Dairy ExporterExporter
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/Don’t Know 16% 15% 14%
Mean 5.3 5.3 5.6
Base: Readers of each publication
Excellence of Editorial Quality by Publication
© COLMAR BRUNTON SLIDE 48
DairymanDairyman Dairying Dairying TodayToday
NZ Dairy NZ Dairy ExporterExporter
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
© COLMAR BRUNTON SLIDE 49
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
© COLMAR BRUNTON SLIDE 50
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
© COLMAR BRUNTON SLIDE 52
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
Base: Readers of each publication
© COLMAR BRUNTON SLIDE 53
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
1 2 3-4 5+ No response
Base: Readers of each publication
© COLMAR BRUNTON SLIDE 54
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
0-5 mins 6-15 mins 16-30 mins 31-60 mins 1 hour + No response
Base: Readers of each publication
Means
27 min
34 min
23 min
24 min
34 min
32 min
20 min
28 min
27 min
17 min
© COLMAR BRUNTON SLIDE 55
TotalTotal NorthNorth CentralCentral SoutherSouthernn
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
Time Spent Reading (31+ minutes) by Region
© COLMAR BRUNTON SLIDE 56
Once Read - Keep for Further Reference
8%
13%
10%
8%
13% 13%
7%
9%10% 10%
0%
10%
20%
30%
2004 2001 1998
Rural News Farmers Weekly Country-Wide Straight Furrow
Base: Readers of each publication
© COLMAR BRUNTON SLIDE 57
Once Read - Pass On to Someone Else
10%
12% 12%
9%10% 10%
9%
11% 11% 11%
0%
10%
20%
30%
2004 2001 1998
Rural News Farmers Weekly Country-Wide Straight Furrow
Base: Readers of each publication
© COLMAR BRUNTON SLIDE 58
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
Base: Readers of each publication
Other Readers
© COLMAR BRUNTON SLIDE 59
Overall Satisfaction by Publication (out of 7)
5.3 5.4 5.55.2
5.5 5.55.35.2
4.94.6
1
2
3
4
5
6
7
Rural News Farmers Weekly Country-Wide Straight Furrow
2004 2001 1998
Base: Readers of each publication
© COLMAR BRUNTON SLIDE 60
Rural Rural NewsNews
Farmers Farmers WeeklyWeekly
Country-Country-WideWide
Straight Straight FurrowFurrow
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
Base: Readers of each publication
Overall Satisfaction by Publication
© COLMAR BRUNTON SLIDE 61
Ease of Reading by Publication (out of 7)
Base: Readers of each publication
5.7 5.8 5.85.5
5.8 5.95.65.7
5.4
5.0
1
2
3
4
5
6
7
Rural News Farmers Weekly Country-Wide Straight Furrow
2004 2001 1998
© COLMAR BRUNTON SLIDE 62Base: Readers of each publication
Ease of Reading by Publication
Rural Rural NewsNews
Farmers Farmers WeeklyWeekly
Country-Country-WideWide
Straight Straight FurrowFurrow
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
© COLMAR BRUNTON SLIDE 63
Enjoyable to Read by Publication (out of 7)
Base: Readers of each publication
5.4 5.5 5.65.3
5.6 5.65.35.3
5.1
4.4
1
2
3
4
5
6
7
Rural News Farmers Weekly Country-Wide Straight Furrow
2004 2001 1998
© COLMAR BRUNTON SLIDE 64Base: Readers of each publication
Enjoyable to Read by Publication
Rural Rural NewsNews
Farmers Farmers WeeklyWeekly
Country-Country-WideWide
Straight Straight FurrowFurrow
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/Don’t Know
1% 1% 1% 1%
Mean 5.4 5.5 5.6 5.3
© COLMAR BRUNTON SLIDE 65
In-depth Coverage of Topics by Publication (out of 7)
Base: Readers of each publication
5.35.5 5.5
5.35.5 5.5
5.35.1
4.94.6
1
2
3
4
5
6
7
Rural News Farmers Weekly Country-Wide Straight Furrow
2004 2001 1998
© COLMAR BRUNTON SLIDE 66Base: Readers of each publication
In-depth Coverage of Topics by Publication
Rural Rural NewsNews
Farmers Farmers WeeklyWeekly
Country-Country-WideWide
Straight Straight FurrowFurrow
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/Don’t Know
1% 1% 1% 1%
Mean 5.3 5.5 5.5 5.3
© COLMAR BRUNTON SLIDE 67
Usefulness in Day to Day Operations by Publication (out of 7)
Base: Readers of each publication
4.64.8 4.7 4.6
4.9 4.94.7
4.54.2
3.9
1
2
3
4
5
6
7
Rural News Farmers Weekly Country-Wide Straight Furrow
2004 2001 1998
© COLMAR BRUNTON SLIDE 68Base: Readers of each publication
Usefulness in Day to Day Operations by Publication
Rural Rural NewsNews
Farmers Farmers WeeklyWeekly
Country-Country-WideWide
Straight Straight FurrowFurrow
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/Don’t Know
5% 5% 5% 4%
Mean 4.6 4.8 4.7 4.6
© COLMAR BRUNTON SLIDE 69
Excellence of Editorial Quality by Publication (out of 7)
Base: Readers of each publication
5.25.4 5.4 5.35.3 5.3 5.2
1
2
3
4
5
6
7
Rural News Farmers Weekly Country-Wide Straight Furrow
2004 2001
Note: 2001 used Agree/Disagree scale, 2004 used Excellent/Poor scale
© COLMAR BRUNTON SLIDE 70Base: Readers of each publication
Excellence of Editorial Quality by Publication
Rural Rural NewsNews
Farmers Farmers WeeklyWeekly
Country-Country-WideWide
Straight Straight FurrowFurrow
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/Don’t Know
12% 11% 12% 12%
Mean 5.2 5.4 5.4 5.3
© COLMAR BRUNTON SLIDE 71
Rural Rural NewsNews
FarmerFarmers s
WeeklWeeklyy
CountrCountry-Widey-Wide
Straight Straight FurrowFurrow
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
Publications Use Most For
© COLMAR BRUNTON SLIDE 72
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
© COLMAR BRUNTON SLIDE 73
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
© COLMAR BRUNTON SLIDE 74
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”
© COLMAR BRUNTON SLIDE 75
TotalTotal NorthNorth CentralCentral SoutherSouthernn
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
© COLMAR BRUNTON SLIDE 76
TotalTotal NorthNorth CentralCentral SoutherSouthernn
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
Country Wide Usages By Region
© COLMAR BRUNTON SLIDE 77
TotalTotal NorthNorth CentralCentral SoutherSouthernn
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
Straight Furrow Usages By Region
© COLMAR BRUNTON SLIDE 78
TotalTotal NorthNorth CentralCentral SoutherSouthernn
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
Farmers Weekly Usages By Region
The Orchardist
© COLMAR BRUNTON SLIDE 80
Proportion of Issues Read (All Readers)
13%
26%
57%
0%
20%
40%
60%
80%
100%
Occasional Most All
The Orchardist
Base: Readers
© COLMAR BRUNTON SLIDE 81
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
1 2 3-4 5+ No response
Base: Readers
© COLMAR BRUNTON SLIDE 82
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
0-5 mins 6-15 mins 16-30 mins 31-60 mins 1 hour + No response
Base: Readers
Means
42 min
50 min
57 min
© COLMAR BRUNTON SLIDE 83
Once Read - Keep for Further Reference
50%54% 56%
0%
20%
40%
60%
80%
2004 2001 1998
The Orchardist
Base: Readers
© COLMAR BRUNTON SLIDE 84
Once Read - Pass On to Someone Else
Base: Readers
10% 12% 14%
0%
20%
40%
60%
80%
2004 2001 1998
The Orchardist
© COLMAR BRUNTON SLIDE 85
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
© COLMAR BRUNTON SLIDE 86
Overall Satisfaction by Publication (out of 7)
5.65.4
5.6
1
2
3
4
5
6
7
The Orchardist
2004 2001 1998
Base: Readers
© COLMAR BRUNTON SLIDE 87
The The OrchardistOrchardist
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
Overall Satisfaction by Publication
© COLMAR BRUNTON SLIDE 88
Ease of Reading by Publication (out of 7)
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
Ease of Reading by Publication
The The OrchardistOrchardist
7 – Agree Strongly 34%
6 33%
5 16%
4 9%
3 1%
2 0%
1 – Disagree Strongly 1%
No Response/Don’t Know 6%
Mean 5.9
© COLMAR BRUNTON SLIDE 90
Enjoyable to Read by Publication (out of 7)
Base: Readers
5.75.5 5.5
1
2
3
4
5
6
7
The Orchardist
2004 2001 1998
© COLMAR BRUNTON SLIDE 91Base: Readers
Enjoyable to Read by Publication
The The OrchardistOrchardist
7 – Agree Strongly 29%
6 32%
5 17%
4 11%
3 3%
2 1%
1 – Disagree Strongly 1%
No Response/Don’t Know 6%
Mean 5.7
© COLMAR BRUNTON SLIDE 92
In-depth Coverage of Topics by Publication (out of 7)
Base: Readers
5.95.7 5.7
1
2
3
4
5
6
7
The Orchardist
2004 2001 1998
© COLMAR BRUNTON SLIDE 93Base: Readers
In-depth Coverage of Topics by Publication
The The OrchardistOrchardist
7 – Agree Strongly 39%
6 30%
5 13%
4 6%
3 2%
2 3%
1 – Disagree Strongly 2%
No Response/Don’t Know 6%
Mean 5.9
© COLMAR BRUNTON SLIDE 94
Usefulness in Day to Day Operations by Publication (out of 7)
Base: Readers
5.65.4 5.4
1
2
3
4
5
6
7
The Orchardist
2004 2001 1998
© COLMAR BRUNTON SLIDE 95Base: Readers
Usefulness in Day to Day Operations by Publication
The The OrchardistOrchardist
7 – Agree Strongly 31%
6 29%
5 15%
4 6%
3 6%
2 4%
1 – Disagree Strongly 2%
No Response/Don’t Know 7%
Mean 5.6
© COLMAR BRUNTON SLIDE 96
Excellence of Editorial Quality by Publication (out of 7)
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
© COLMAR BRUNTON SLIDE 97Base: Readers
Excellence of Editorial Quality by Publication
The The OrchardistOrchardist
7 – Excellent 26%
6 27%
5 19%
4 7%
3 3%
2 2%
1 – Poor 2%
No Response/Don’t Know 14%
Mean 5.6
© COLMAR BRUNTON SLIDE 98
The The OrchardistOrchardist
Ranking of Ranking of ImportanceImportance
Farm/Orchard management
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
Publications Use Most For
© COLMAR BRUNTON SLIDE 99
Publication Use Most For
Rural Rural NewsNews
FarmeFarmers rs
WeeklWeeklyy
Country-Country-WideWide
StraighStraight t
FurrowFurrow
Dairy-Dairy-manman
Dairying Dairying TodayToday
NZ Dairy NZ Dairy ExporterExporter
The The OrchardistOrchardist
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
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
%
Demographics
© COLMAR BRUNTON SLIDE 101
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
© COLMAR BRUNTON SLIDE 102
Gender – Total Sample
79%
21%
80%
21%
0% 20% 40% 60% 80% 100%
Male
Female
2004 2001
© COLMAR BRUNTON SLIDE 103
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
© COLMAR BRUNTON SLIDE 104
Region – Total Sample
42%
26%
33%
41%
26%
32%
0% 10% 20% 30% 40% 50%
North
Central
South
2004 2001
© COLMAR BRUNTON SLIDE 105
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
© COLMAR BRUNTON SLIDE 106
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
© COLMAR BRUNTON SLIDE 107
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
© COLMAR BRUNTON SLIDE 108
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
© COLMAR BRUNTON SLIDE 109
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%
© COLMAR BRUNTON SLIDE 110
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
© COLMAR BRUNTON SLIDE 111
Use Computer Day to Day Management of Farm/Orchard
Yes46%
No54%
Yes51%
No49%
2001 2004
© COLMAR BRUNTON SLIDE 112
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
© COLMAR BRUNTON SLIDE 113
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
© COLMAR BRUNTON SLIDE 114
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
© COLMAR BRUNTON SLIDE 115
TotalTotal NorthNorth CentralCentral SoutherSouthernn
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
© COLMAR BRUNTON SLIDE 116
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
© COLMAR BRUNTON SLIDE 117
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
Base: Readers of each publication
%
© COLMAR BRUNTON SLIDE 118
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:
© COLMAR BRUNTON SLIDE 119
More Detailed Readership Profiles- Differences significant at 90% level of confidence
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
Read More By: Read Less By:
© COLMAR BRUNTON SLIDE 120
More Detailed Readership Profiles- Differences significant at 90% level of confidence
• 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
Read More By: Read Less By:
Dairying Today, The Dairyman and NZ Dairy Exporter all have ‘dairy farmer’ profile ie.
© COLMAR BRUNTON SLIDE 121
More Detailed Readership Profiles- Differences significant at 90% level of confidence
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
Read More By: Read Less By:
© COLMAR BRUNTON SLIDE 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/internet users
• Decrease in likelihood of machinery or other vehicle purchase