Upload
rodger-thomas
View
216
Download
2
Tags:
Embed Size (px)
Citation preview
2007 Rural Readership Survey
Prepared for Rural Publications Group
September 2007
© COLMAR BRUNTON 2
Contents
• Objectives/Approach
• Potentials/Sample Sizes
• General Publications
• Dairy Publications
• The Orchardist (not covered today)
• Farmer Profiles
© COLMAR BRUNTON 3
Objectives
• Provide an independent and comprehensive measure of current farming publication readership:
– Reading incidence– Depth – proportion of issues/time spent/times read– Attitudes and value delivered– Article type usage/importance– Also:
• Computer/email/internet/website usage • Future purchase behaviour
© COLMAR BRUNTON 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 (international travel prize to the value of $9,000) to encourage return
• 2785 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)
• Analysing trends : Increase
Decrease
© COLMAR BRUNTON 5
Potential vs Actual Sample Sizes
Potential Actual Sample Size
Farm Type
Dairy 14,000 714
Sheep, Beef 28,000 867,506
Fruit 6,750 204
Other horticulture 4,835 64
Other 10,215 430
Region
North 26,300 1030
Central 16,500 771
South 21,000 982
Note: Total NZ Farms = 63,800 (excludes plantations, idle land)
General Publications
© COLMAR BRUNTON 7
Readership – Total Sample
94%
95%
93%
96%
94%
94%
92%
90%
96%
89%
67%
86%
83%
24%
0% 20% 40% 60% 80% 100%
Rural News
Straight Furrow
Country-Wide
Farmers Weekly
2007 2004 2001 1998
© COLMAR BRUNTON 8
Readership – Region
% Read TotalTotal NorthernNorthern CentralCentral SouthernSouthern
Rural News 94% 93% 93% 96%
Straight Furrow 95% 93% 96% 97%
Country-Wide 93% 94% 96% 95%
Farmers Weekly 96% 95% 96% 97%
© COLMAR BRUNTON 9
Readership – Farm Type
% Read Total Dairy Sheep BeefSheep/
Beef Other
Rural News 94% 91% 97% 97% 98% 91%
Straight Furrow 95% 92% 99% 98% 99% 93%
Country-Wide 93% 91% 98% 95% 99% 90%
Farmers Weekly 96% 95% 99% 98% 99% 92%
© COLMAR BRUNTON 10
Readership – Income
% Read TotalUp to
$200,000$200,001-$500,000
Over $500,000
Rural News 94% 93% 95% 94%
Straight Furrow 95% 96% 96% 93%
Country-Wide 93% 93% 95% 93%
Farmers Weekly 96% 96% 97% 97%
© COLMAR BRUNTON 11
Readership – Age
% Read TotalUnder 40
yrs 40-49 yrs 50-59 yrs 60+ yrs
Rural News 94% 94% 94% 93% 96%
Straight Furrow 95% 94% 94% 95% 96%
Country-Wide 93% 94% 94% 93% 93%
Farmers Weekly 96% 96% 97% 95% 97%
© COLMAR BRUNTON 12
Rural Readership - Farm Type Within Region
Northern Central Southern
Rural Publication Readership
% Total
% Dairy
% Sheep /
Beef
% Other
%Dairy
% Sheep/
Beef
% Other
% Dairy
% Sheep/
Beef
% Other
Rural News 94% 92% 97% 90% 85% 97% 91% 96% 98% 93%
Straight Furrow 95% 92% 98% 91% 91% 99% 95% 94% 98% 95%
Country-Wide 93% 90% 94% 87% 89% 99% 95% 93% 97% 92%
Farmers Weekly 96% 96% 97% 91% 92% 100% 91% 97% 99% 94%
© COLMAR BRUNTON 13
Proportion of Issues Read (Total)
14%
40%46%
11%
36%
53%
14%
37%
48%
14%
40%46%
0%
20%
40%
60%
80%
100%
Occasional Most All
Rural News Farmers Weekly Country-Wide Straight Furrow
Base: Readers of each publication
© COLMAR BRUNTON 14
Times Read (Total)
44%
40%
35%
45%
42%
44%
41%
38%
42%
49%
45%
41%
38%
58%
30%
32%
30%
27%
28%
29%
22%
26%
24%
30%
28%
30%
31%
24%
18%
21%
23%
16%
22%
19%
23%
24%
22%
12%
19%
20%
23%
12%
6%
6%
10%
10%
7%
6%
12%
11%
9%
6%
6%
6%
6%
4%
2%
2%
1%
2%
1%
2%
2%
2%
2%
3%
2%
2%
2%
2%
0% 20% 40% 60% 80% 100%
Rural News - 2007
2004
2001
1998
Farmers Weekly - 2007
2004
Country-Wide 2007
2004
2001
1998
Straight Furrow - 2007
2004
2001
1998
1 2 3-4 5+ No response
Base: Readers of each publication
© COLMAR BRUNTON 15
Time Spent Reading
9%
7%
6%
14%
8%
12%
9%
8%
10%
22%
10%
9%
7%
21%
36%
36%
31%
39%
35%
37%
28%
30%
30%
36%
35%
34%
33%
42%
36%
34%
36%
29%
37%
32%
31%
31%
32%
27%
36%
35%
37%
26%
15%
17%
18%
13%
16%
14%
20%
19%
19%
10%
15%
16%
17%
9%
4%
5%
9%
4%
4%
4%
11%
10%
8%
3%
3%
6%
5%
1%
1%
1%
1%
1%
1%
2%
1%
1%
1%
0% 20% 40% 60% 80% 100%
Rural News - 2007
2004
2001
1998
Farmers Weekly - 2007
2004
Country-Wide 2007
2004
2001
1998
Straight Furrow - 2007
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
25 min
27min
34 min
23 min
26 min
24 min
35 min
34 min
32 min 20 min 24 min
26 min
27 min
17 min
© COLMAR BRUNTON 16
TotalTotal NorthNorth CentralCentral SouthernSouthern
Rural News 19% 18% 18% 20%
Farmers Weekly 20% 17% 21% 21%
Country-Wide 31% 25% 36% 36%
Straight Furrow 19% 18% 19% 19%
Base: Readers of each publication
Time Spent Reading (31+ minutes) by Region
© COLMAR BRUNTON 17
Rural News
Farmers Weekly Country-Wide Straight
Furrow
Spouse 57% 61% 61% 56%
Children 13% 14% 14% 13%
Other Farmer/Grower 11% 12% 11% 11%
Farm Employee 10% 10% 11% 10%
Other 7% 7% 7% 7%
Base: Readers of each publication
Other Readers
© COLMAR BRUNTON 18
General Publication Ratings
16%
25%
31%
16%
54%
50%
43%
52%
25%
20%
20%
26%
2%
2%
3%
3%
3%
3%
3%
3%
0% 20% 40% 60% 80% 100%
Rural News
Farmers Weekly
Country-Wide
Straight Furrow
Excellent Good Average Poor Don't know/Not specified
Base: Readers of each publication
In-depth and comprehensive coverage of the topics of interest to you
© COLMAR BRUNTON 19
General Publication Ratings
7%
14%
15%
8%
42%
43%
40%
41%
39%
32%
32%
38%
5%
5%
6%
6%
7%
6%
6%
7%
0% 20% 40% 60% 80% 100%
Rural News
Farmers Weekly
Country-Wide
Straight Furrow
Excellent Good Average Poor Don't know/Not specified
Base: Readers of each publication
Useful for day to day farm operations
© COLMAR BRUNTON 20
General Publication Ratings
15%
20%
22%
15%
52%
52%
48%
54%
22%
17%
19%
21%
2%
1%
1%
2%
9%
9%
10%
9%
0% 20% 40% 60% 80% 100%
Rural News
Farmers Weekly
Country-Wide
Straight Furrow
Excellent Good Average Poor Don't know/Not specified
Base: Readers of each publication
Editorial quality
© COLMAR BRUNTON 21
General Publication Ratings
17%
27%
28%
17%
49%
47%
41%
49%
28%
21%
24%
28%
3%
2%
5%
4%
3%
3%
3%
3%
0% 20% 40% 60% 80% 100%
Rural News
Farmers Weekly
Country-Wide
Straight Furrow
Excellent Good Average Poor Don't know/Not specified
Base: Readers of each publication
Overall value to you
© COLMAR BRUNTON 22
Rural News Farmers Weekly
Country-Wide
Straight Furrow
Rating of Importance
R&D 37% 36% 42% 38% 4.0
News/Issues/Agribusiness 54% 64% 49% 56% 3.9
Livestock/Animal Health 36% 36% 45% 34% 3.9
Market Information & Analysis 35% 52% 33% 37% 3.9
Farm management 31% 34% 45% 30% 3.9
Pasture Management 14% 15% 25% 17% 3.6
Equipment & Machinery 35% 26% 26% 42% 3.0
Humour & Satire 21% 28% 13% n/a 3.0
Real Estate 13% 18% 17% 17% 2.3
Base: Total sample
Publications Use Most For
Dairy Publications
© COLMAR BRUNTON 24
Readership – Dairy Farmers
83%
84%
86%
92%
93%
92%
83%
89%
89%
77%
82%
88%
0% 20% 40% 60% 80% 100%
Dairyman
Dairying Today
NZ Dairy Exporter
2007 2004 2001 1998
© COLMAR BRUNTON 25
Readership – Region
% Read TotalTotal NorthernNorthern CentralCentral SouthernSouthern
Dairyman 83% 86% 85% 73%
Dairying Today 84% 88% 84% 73%
NZ Dairy Exporter 86% 89% 90% 76%
Primary Source of Income - Dairy
© COLMAR BRUNTON 26
Readership – Income
% Read TotalUp to
$200,000$200,001-$500,000
Over $500,000
Dairyman 83% 65% 84% 89%
Dairying Today 84% 65% 83% 92%
NZ Dairy Exporter 86% 62% 89% 95%
© COLMAR BRUNTON 27
Readership – By Age
% Read TotalUnder 40
years40-49 years
50-59 years
60+ years
Dairyman 83% 88% 82% 84% 76%
Dairying Today 84% 91% 83% 83% 78%
NZ Dairy Exporter 86% 93% 87% 88% 78%
© COLMAR BRUNTON 28
Proportion of Issues Read
13%
39%
46%
11%
41%
47%
9%
32%
58%
0%
20%
40%
60%
80%
100%
Occasional Most All
Dairyman Dairying Today NZ Dairy Exporter
Base: Readers of each publication – Dairy farmers
© COLMAR BRUNTON 29
Times Read
42%
34%
33%
34%
38%
35%
30%
34%
24%
20%
18%
20%
26%
31%
29%
28%
32%
30%
30%
25%
20%
21%
20%
15%
21%
26%
28%
26%
22%
26%
26%
26%
31%
37%
35%
28%
8%
7%
10%
10%
6%
7%
12%
13%
24%
21%
25%
37%
3%
2%
2%
2%
2%
2%
2%
2%
1%
2%
0% 20% 40% 60% 80% 100%
Dairyman - 2007
2004
2001
1998
Dairying Today - 2007
2004
2001
1998
NZ Dairy Exporter
2004
2001
1998
1 2 3-4 5+ No response
Base: Readers of each publication – Dairy farmers
© COLMAR BRUNTON 30
Time Spent Reading
10%
8%
7%
11%
9%
7%
7%
9%
4%
3%
2%
4%
34%
31%
28%
29%
34%
31%
26%
31%
18%
18%
15%
13%
35%
34%
36%
38%
36%
33%
37%
39%
28%
27%
27%
22%
15%
20%
20%
16%
17%
21%
19%
15%
29%
28%
29%
28%
5%
6%
8%
6%
4%
6%
11%
6%
20%
23%
27%
32%
2%
1%
1%
2%
1%
1%
1%
0% 20% 40% 60% 80% 100%
Dairyman - 2007
2004
2001
1998
Dairying Today - 2007
2004
2001
1998
NZ Dairy Exporter - 2007
2004
2001
1998
0-5 mins 6-15 mins 16-30 mins 31-60 mins 1 hour + No response
Base: Readers of each publication – Dairy farmers
Means
26 min
29 min
32 min
28 min
26 min
29 min
35 min
28 min
46 min
49 min
53 min
58 min
© COLMAR BRUNTON 31
The Dairyman Dairying Today NZ Dairy Exporter
Spouse 55% 58% 64%
Farm employee 13% 14% 19%
Children 10% 12% 15%
Other farmer 9% 10% 14%
Other 5% 5% 6%
Base: Readers of each publication – Dairy farmers
Other Readers
© COLMAR BRUNTON 32
Dairy Publication Ratings
19%
17%
39%
50%
53%
46%
23%
25%
10%
4%
2%
2%
4%
3%
3%
0% 20% 40% 60% 80% 100%
Dairyman
Dairying Today
NZ Dairy Exporter
Excellent Good Average Poor Don't know/Not specified
Base: Readers of each publication – Dairy farmers
In-depth and comprehensive coverage of the topics of interest to you
© COLMAR BRUNTON 33
Dairy Publication Ratings
15%
12%
28%
42%
45%
43%
34%
36%
22%
3%
2%
2%
6%
5%
5%
0% 20% 40% 60% 80% 100%
Dairyman
Dairying Today
NZ Dairy Exporter
Excellent Good Average Poor Don't know/Not specified
Base: Readers of each publication – Dairy farmers
Useful for day to day farm operations
© COLMAR BRUNTON 34
Dairy Publication Ratings
14%
12%
23%
46%
48%
51%
24%
26%
15%
4%
3%
2%
12%
11%
9%
0% 20% 40% 60% 80% 100%
Dairyman
Dairying Today
NZ Dairy Exporter
Excellent Good Average Poor Don't know/Not specified
Base: Readers of each publication – Dairy farmers
Editorial quality
© COLMAR BRUNTON 35
Dairy Publication Ratings
21%
19%
41%
47%
50%
42%
24%
27%
13%
5%
2%
2%
3%
2%
2%
0% 20% 40% 60% 80% 100%
Dairyman
Dairying Today
NZ Dairy Exporter
Excellent Good Average Poor Don't know/Not specified
Base: Readers of each publication – Dairy farmers
Overall value to you
© COLMAR BRUNTON 36
NZ Dairy Exporter – Other ratings
Excel-lent Good Average Poor
Not spec.
Ease of reading 40% 43% 12% 1% 4%
Reading enjoyment 33% 45% 16% 1% 5%
© COLMAR BRUNTON 37
Dairyman Dairying Today
NZ Dairy Exporter Rating of Importance
Farm management 44% 42% 66% 4.2
Livestock/ Animal health 38% 38% 57% 4.1
News/Issues/Agribusiness 44% 45% 53% 4.0
Research & development 38% 36% 58% 4.0
Pasture management 18% 20% 30% 3.9
Market information & analysis 29% 28% 44% 3.7
Equipment & Machinery 19% 21% 22% 3.1
Humour & Satire n/a 8% n/a 3.0
Real Estate 5% 6% 6% 2.4
Base: Total Dairy farmers
Publications Use Most For
Farmer / Orchardist Profiles
© COLMAR BRUNTON 47
Farm Type – Total Sample
30%
29%
18%
9%
3%
11%
30%
32%
15%
9%
4%
11%
29%
26%
16%
9%
5%
15%
0% 10% 20% 30% 40%
Dairy
Sheep
Beef
Fruit
Other Horticulture
Other
2007 2004 2001
© COLMAR BRUNTON 48
Gender – Total Sample
79%
21%
79%
21%
80%
21%
0% 20% 40% 60% 80% 100%
Male
Female
2007 2004 2001
© COLMAR BRUNTON 49
Age Group – Total Sample
3%
11%
28%
32%
27%
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
2007 2004 2001
© COLMAR BRUNTON 50
Region – Total Sample
42%
26%
33%
42%
26%
33%
41%
26%
32%
0% 10% 20% 30% 40% 50%
North
Central
South
2007 2004 2001
© COLMAR BRUNTON 51
Location – Total Sample
10%
4%
18%
9%
1%
6%
6%
6%
7%
5%
1%
13%
9%
4%
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
Waikato/Hauraki/King Country
Gisborne
Taranaki
Wellington/Wairarapa
West Coast
Otago
2007 2004 2001
© COLMAR BRUNTON 52
Size of Property – Total Sample
12%
14%
12%
28%
16%
18%
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
2007 2004 2001
© COLMAR BRUNTON 53
Gross Farm/Orchard Turnover– Total Sample
32%
12%
28%
25%
3%
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
2007 2004 2001
© COLMAR BRUNTON 54
Secondary Sources of Income– Total Sample
3%
14%
38%
6%
2%
2%
4%
1%
17%
12%
28%
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/None
2007 2004 2001
© COLMAR BRUNTON 55
Primary by Secondary Sources of Income
Primary SourcePrimary Source
Secondary SourceTOTALTOTAL DairyDairy Sheep/ Sheep/
beefbeef FruitFruit OtherOther
100%100% 30%30% 47%47% 9%9% 14%14%
Dairy 3% - 4% 1% 3%
Sheep 14% 7% 17% 8% 19%
Beef 38% 35% 47% 12% 30%
Cropping 6% 3% 8% 3% 5%
Fruit 2% 2% 1% 1% 4%
Other horticulture 2% 2% 2% 9% 1%
Deer 4% 1% 7% - 2%
Goat 1% - 1% 1% 2%
Off farm 17% 12% 19% 23% 17%
Other 12% 9% 12% 15% 16%
© COLMAR BRUNTON 56
Items Intend to Buy in Next 12 Months
43%
28%
21%
19%
23%
13%
8%
43%
37%
26%
22%
23%
16%
10%
44%
50%
28%
32%
0% 20% 40% 60%
Overseas Travel
Machinery/Tractors
Farm Bikes
Other Vehicles
Off farm investments
Rural Real Estate
Other Real Estate
2007 2004 2001
© COLMAR BRUNTON 57
Use Computer Day to Day Management of Farm/Orchard
Yes52%
No48%
Yes51%
No49%
2007
2004
Yes46%No
54%
2001
© COLMAR BRUNTON 58
Use of Email/Internet for Farming/ Business Related Activities
34%
40%
27%
38%
39%
26%
27%
27%
23%
23%
16%
13%
18%
15%
15%
24%
19%
27%
23%
22%
0% 20% 40% 60% 80% 100%
Total
Dairy
Sheep/Beef
Fruit
Other
Daily Once a week Less often Never
No differences by regionNo differences by region More daily for larger farms 500ha+More daily for larger farms 500ha+
© COLMAR BRUNTON 59
Nett Visited
10
9
8
9
25
8
Websites Visited and How Often
1%
1%
1%
1%
1%
3%
1%
9%
8%
7%
8%
22%
7%
84%
86%
87%
86%
68%
88%
5%
5%
6%
6%
7%
4%
0% 20% 40% 60% 80% 100%
www.ruralnews.co.nz
www.countrywide.com
www.straightfurrow.co.nz
www.farmersweekly.co.nz
www.hortnz.co.nz
www.dairymag.co.nz - All
Daily Once a week Less Never No response
Note: fruitgrowers based on primary fruit, dairymag based on primary dairyOthers based on all farm types
© COLMAR BRUNTON 60
Nett Visited
18
14
12
13
37
12
Websites Visited and How Often for those who use internet or email daily/often
1%
3%
1%
1%
2%
6%
2%
14%
13%
11%
11%
30%
10%
80%
83%
84%
83%
61%
86%
2%
3%
3%
4%
1%
2%
0% 20% 40% 60% 80% 100%
www.ruralnews.co.nz
www.countrywide.com
www.straightfurrow.co.nz
www.farmersweekly.co.nz
www.hortnz.co.nz
www.dairymag.co.nz
Daily Once a week Less often Never Not specified
Note: Based on those who use email/internal daily or oftenAlso, fruitgrowers based on primary fruit, dairymag based on primary dairy
Summary
© COLMAR BRUNTON 62
General Publications
• Increase in readership for Farmers Weekly, otherwise a steady picture for readership
• No differences by region, income, age
• Slightly lower readership for dairy/other farm types (vs sheep/beef)
• Slight drop in reading depth vs 2004 – Proportion of issues, times read, reading times– Exception is Farmers Weekly
• More reading by spouses – less by employees
• Generally positive ratings for all publications– Majority excellent/good– Less so on day-to-day usefulness– Country-Wide/Farmers Weekly have the most ‘excellents’– Increase in usage for types of articles for Farmers Weekly associated with increase in
readership• With changes in classification, some trends different to read
© COLMAR BRUNTON 63
Dairy Publications
• Drop in readership vs 2004 for all three– All regions but particularly South– Lower incomes particularly (not high)– Particularly older age groups (not under 40)
• Also some ‘intensity’ drops– Times read, time spent
• Again most ratings positive– Dairy Exporter consistently has most excellents, particularly in-depth
coverage, overall value
• Dairy Exporter also dominates on most article types
© COLMAR BRUNTON 65
Farmer Profile
• Older profile vs previous surveys– Otherwise consistent
• Lower purchase intentions – except travel/investments
• No growth in computer usage– About a third are daily internet/email users– Low website usage
• We are open to data requests – please co-ordinate into one per organisation