2010 Media Channel Study ABM Agri Council. 2010 Media Channel Study — 1 Main Objectives Continue the periodic examination of media channels that serve

2010 Media Channel Study

ABM Agri Council

2010 Media Channel Study — 2

Main Objectives

Continue the periodic examination of media channels that serve the agricultural industry and their impact on farmers and ranchers.

Understand the use of and importance of digital media in the agricultural community as well as how digital may be affecting traditional media.

Examine how the integrated media model may need to be re-evaluated based on the use of digital media.

Determine if digital media has had an effect on the OVERALL use of media among farmers and ranchers.


Method

Agri Council selected the sample from Agri Council member databases to cover a broad range of farm / ranch commodities.

Survey kits included a 4-page ID-coded survey, Agri Council cover letter, $1.00 incentive, and business reply envelope, all sent March 9, 2010, to 4,500 sample members.

A follow-up similar to the initial survey packet (but no $1.00) was sent to non-respondents March 30.

Fielding ended April 30 with 1,344 responses (30%).

Results include only the 1,219 who indicted they are owners, operators, and/or managers of farms or ranches.

Data was weighted to reflect the proportion of farms / ranches in the economic sales class of $100,000 or more in each of the four US Census regions according to the USDA Farms and Ranches, Land in Farms, and Livestock Operations 2009 Summary.


Media Channels Studied

agricultural magazines or newspapers agricultural newsletters agricultural e-newsletters farm shows agricultural dealers / retailers agricultural conferences or seminars agricultural radio shows agricultural TV programs general daily newspapers agricultural Internet sites agricultural-related social media (blogs, social networks, etc.)

agricultural manufacturer or supplier publications agricultural-related text messages mobile Internet access (iPhone, cell phone, Blackberry, etc.) for

agricultural-related purposes


Key Findings

While digital may have become dominant in other B2B markets, agricultural magazines / newspapers continue to be the most important information resource, reaching and influencing the most farmers / ranchers – even among the younger age segment.

All types of digital communications are playing important roles as information resources for American farmers and ranchers, and will play increasingly important roles in the future.

In addition to magazines / newspapers, ag dealers / retailers are also used most for informing and validating purchase decisions. It appears both channels should be considered as part of an overall media plan.


Key Findings

Continuity in marketing programs should be planned due to varying purchase cycle times.

As measured by revenue, larger operators are more actively engaged with media channels, seeking information to run their businesses and inform decision making.

The role of different media changes through the purchase cycle, emphasizing the importance of integrated communications.


Frequency of Use

How often do you usually read, view, visit, attend, or use the following types of agricultural media or information sources?

base: 1,219 owners/operators/managers of farms or ranches

79%74%

48%39% 38% 35%

96%

81% 81%

59%51% 51%

agmagazines/newspapers

generaldaily

newspapers

agnewsletters

[print]

agTV

programs

agradio

shows

agInternet

sites

at least weekly at least monthlyFarmers / ranchers frequently use various types of info sources, with print media being used most often.

TOP SOURCES


Frequency of Use – Trends


base: 1,219 owners/operators/managers of farms or ranches (2010 study)

*Harris Interactive Agricultural Media Study, April 2005 (2,717 total respondents)

Use of traditional resources has remained relatively consistent compared to 2005 – with one third of respondents now using the Internet weekly.

81% 78%

45%38%

43%

23%

79%74%

48%39% 38% 35%


generaldaily

newspapers

agnewsletters

[print]

agTV

programs

agradio

shows

agInternet

sites

2005* 2010

AT LEAST WEEKLY


Frequency of Use – By Age


base: owners/operators/managers of farms or ranches in each age range (total = 1,219)

AT LEAST WEEKLY

78%

62%

49%

28%35%

56%

81%75%

50%

39% 38% 37%

77% 78%

45% 44%40%

22%


generaldaily

newspapers

agnewsletters

[print]

agTV

programs

agradio

shows

agInternet

sites

<45 45-64 65+

Use of ag Internet sites decreases with age, while the opposite is true for general daily newspapers and ag TV. Age does not affect use of the other top resources.


Frequency of Use – By Size of Operation


AT LEAST WEEKLY

74% 71%

40% 38% 35%26%

81%74%

49%43%

49%

37%

87%78%

61%

37% 34%

46%


generaldaily

newspapers

agnewsletters

[print]

agTV

programs

agradio

shows

agInternet

sites

<$250K $250-$499K $500K+

Those at larger operations are more likely than those at smaller ones to use each of the top resources, with the exception of ag TV and radio.

base: owners/operators/managers of farms or ranches reporting each level of annual gross receipts (total = 1,219)


Top Two Sources – New Ag Products / Services

TOTAL

agricultural magazines or newspapers 81%

agricultural dealers / retailers 37%farm shows 15%

agricultural manufacturer or supplier publications 10%

agricultural TV programs 9%

agricultural newsletters 9%

agricultural Internet sites 7%

agricultural radio shows 6%

general daily newspapers 6%

agricultural e-newsletters 4%

agricultural conferences or seminars 3%

agricultural-related social media 1%

mobile Internet access for ag-related purposes 1%

agricultural-related text messages 0%

What are the top two sources from which you first learn about new agricultural products, equipment, services, or suppliers?

The introduction to new ag products and services is far more likely to come from ag magazines / newspapers than any other source.



Top Two Sources – New Ag Products / Services – by Age

<45 45-64 65+

agricultural magazines or newspapers 83% 82% 79%

agricultural dealers / retailers 41% 41% 27%farm shows 19% 15% 16%

agricultural manufacturer or supplier publications 6% 10% 11%

agricultural TV programs 4% 8% 11%

agricultural newsletters 3% 10% 9%

agricultural Internet sites 14% 8% 3%

agricultural radio shows 6% 7% 6%

general daily newspapers 2% 4% 12%

agricultural e-newsletters 7% 4% 2%

agricultural conferences or seminars 2% 3% 2%

agricultural-related social media 2% 1% 0%

mobile Internet access for ag-related purposes 1% 1% 0%

agricultural-related text messages 1% 0% 0%


The top two sources for first learning about new ag products / services remain the same regardless of age.



Top Two Sources – New Ag Products / Services – by Size of Operation

<$250K

$250-$499K

$500K+

agricultural magazines or newspapers

82% 83% 78%

agricultural dealers / retailers 30% 38% 44%farm shows 14% 13% 16%














The top two sources for first learning about new ag products / services remain the same regardless of size of operation.


Top Two Sources – New Ag-Related Websites

TOTALAG INTERNET SITE USERS

agricultural magazines or newspapers 59% 72%agricultural Internet sites 13% 20%

agricultural newsletters 13% 16%

agricultural dealers / retailers 12% 15%

agricultural TV programs 11% 12%

agricultural radio shows 7% 8%

agricultural manufacturer or supplier publications 7% 8%

agricultural e-newsletters 7% 10%

farm shows 6% 7%

general daily newspapers 5% 5%

agricultural conferences or seminars 3% 4%

agricultural-related social media 1% 2%

mobile Internet access for ag-related purposes 1% 2%

agricultural-related text messages 0% 1%

What are the top two sources from which you first learn about new agricultural–related websites?

Farmers / ranchers are far more likely to learn about ag-related websites through magazines or newspapers than any other source.

Results are even stronger for magazines / newspapers among those who indicated they have ever used ag Internet sites.

base: 1,219 owners/operators/managers of farms or ranches; 781 who indicated they have used ag Internet sites


Top Two Sources – New Ag-Related Websites – by Age

<45 45-64 65+

agricultural magazines or newspapers 70% 63% 46%agricultural Internet sites 23% 14% 7%


agricultural dealers / retailers 13% 15% 8%





farm shows 9% 7% 5%








Regardless of age, the top source for first learning about new ag websites is ag magazines / newspapers.


Top Two Sources – New Ag-Related Websites – by Size of Operation

<$250K $250-$499K

$500K+


55% 59% 64%








farm shows 7% 3% 8%







base: owners/operators/managers of farms or ranches reporting each level of annual gross receipts(total = 1,219)

The top source for first learning about new ag websites remains the same regardless of size of operation.


Actions Taken

agmags/papers

farmshows

agradio

agTV

agInternet

sites

Learned something new about or discovered a new product, service, or supplier

76% 43% 20% 22% 27%

Sought more info 64% 34% 14% 14% 40%

Saved / noted info for reference

61% 25% 9% 9% 19%

Recommended, specified, or purchased a product or service advertised

46% 24% 10% 7% 19%

Had a favorable impression of advertiser reinforced

39% 19% 11% 10% 10%

AT LEAST ONE 86% 55% 29% 31% 45%

For each agricultural information source that you usually read, view, visit, attend or use, what actions have you taken in response to advertising seen in or heard from that source in the last 12 months?

Advertising in ag magazines / newspapers prompts more action than advertising in other ag-related resources.



Actions Taken – by Age and Size of Operation

agmags/papers

farmshows

agradio

agTV

agInternet

sites

AGE

<45 88% 65% 33% 34% 63%

45-64 88% 58% 30% 32% 51%

65+ 82% 46% 26% 28% 27%

ANNUAL RECEIPTS

<$250K 86% 47% 26% 35% 38%

$250K-$499K 90% 58% 26% 32% 48%

$500K 88% 65% 31% 29% 54%

For each agricultural information source that you usually read, view, visit, attend or use, what actions have you taken in response to advertising seen in or heard from that source in the last 12 months?

TOOK AT LEAST ONE ACTIONAg magazines / newspapers remain the number one source for actions taken regardless of age and size of operation.

base: owners/operators/managers of farms or ranches in each age and gross receipts category (total = 1,219)


Opinions of Ag Media – Digital Involvement


65%

46%

I use both digital and traditionalag media to learn tips, best

practices, and to gain valuableinfo that I use to run my farm or

ranch

Accessing digital media hasbecome an essential activity to

running my farm or ranch

% who agree

The majority of farmers / ranchers use both digital AND traditional ag media, but fewer than half agree that digital media is essential.


Opinions of Ag Media – Digital Involvement – Among Ag Internet Site Users

base: 781 owners/operators/managers of farms or ranches who indicated they have used ag Internet sites

83%

63%

I use both digital and traditionalag media to learn tips, best

practices, and to gain valuableinfo that I use to run my farm or

ranch

Accessing digital media hasbecome an essential activity to

running my farm or ranch

% who agree among ag Internet site users

Digital does not replace traditional media.

When results are based only on those who said they use ag Internet sites, the proportion who use BOTH digital and traditional media increases.


Opinions of Ag Media – Digital Involvement – by Age


81%

67%

70%

49%

50%

31%

I use both digital andtraditional ag media to

learn tips, bestpractices, and to gainvaluable info that I useto run my farm or ranch

Accessing digital mediahas become an

essential activity torunning my farm or

ranch

% who agree

<45

45 - 64

65+

Younger respondents are more likely to use both digital and traditional ag media and to consider accessing digital media an essential activity.


Opinions of Ag Media – Digital Involvement– by Size of Operation

57%

38%

69%

47%

75%

57%

I use both digital andtraditional ag media to

learn tips, best practices,and to gain valuable infothat I use to run my farm

or ranch

Accessing digital mediahas become an essential

activity to running myfarm or ranch

% who agree

<$250K

$250-$499K

$500K+

base: owners/operators/managers of farms or ranches reporting each level of annual gross receipts(total = 1,219)

Those at operations with higher annual gross receipts are more likely to use both digital and traditional ag media and to consider accessing digital media an essential activity.


Opinions of Ag Media – Vs. General Media


72%

37%

in ag magazines or newspapersthan in general business media

(e.g., CNBC, Bloomberg,Business Week, Fortune)

on ag-specific websites than onmore general websites or portals

(Fortune.com, Forbes.com,Yahoo!, Google)

% who agree

“I find that I spend more time reading or thinking about the editorial content and product/service messages …” Farmers and

ranchers are likely to spend more time with both the editorial content and advertising in ag-related print media than in general business media.

The same is not true of websites.


Opinions of Ag Media – Vs. General Media – by Age


Age isn’t much of a factor in the opinions about magazines / newspapers. But ag-specific websites seem to have more appeal than general websites for younger respondents.

71%

49%

74%

40%

68%

25%

in ag magazines ornewspapers than in

general business media

on ag-specific websitesthan on more generalwebsites or portals

% who agree

<45

45-64

65+

“I find that I spend more time reading or thinking about the editorial content and product/service messages …”


Opinions of Ag Media – Vs. General Media – by Size of Operation


Similar to age, size of operation doesn’t change the importance of ag magazines / newspapers. But ag-specific websites seem to have more appeal than general websites for respondents at larger operations.

72%

31%

77%

40%

70%

43%

in ag magazines ornewspapers than in

general business media

on ag-specific websitesthan on more generalwebsites or portals

% who agree

<$250K

$250-$499K

$500K+

“I find that I spend more time reading or thinking about the editorial content and product/service messages …”


Sources Used in Decision-Making

TOP SOURCES USED (AT ANY STAGE)

agmags/paper

s

ag dealers/retailers

agsupplie

rpubs

farmshow

s

agnews-letters

agInterne

tsites

Start thinking about purchase 64% 36% 38% 38% 34% 24%

Begin researching options 36% 31% 32% 27% 24% 28%

Narrow down choices 22% 40% 33% 28% 15% 26%

Make a final decision 9% 45% 14% 11% 4% 11%

Review after purchase 6% 10% 5% 3% 2% 7%

AT ANY STAGE 88% 85% 73% 70% 61% 53%

Which of these information sources do you use at each of these points in the decision-making process for agricultural products, equipment, services, or suppliers?

Various sources are used at the different stages of the purchasing process, withag magazines / newspapers and dealers / retailers used by the most at any stage, overall.

base: 1,039 owners/operators/managers of farms or ranches involved in decision-making


Sources Used in Decision-Making – by Age and Size of Operation

Which of these information sources do you use at each of these points in the decision-making process for agricultural products, equipment, services, or suppliers?

Ag magazines / newspapers and dealers / retailers are used by the most during the decision-making process – regardless of age or size of operation.

base: owners/operators/managers of farms or ranches in each segment involved in decision-making(total = 1,039)

TOP SOURCES USED (AT ANY STAGE)

agmags/paper

s

ag dealers

/retailer

s

agsupplie

rpubs

farmshow

s

agnews-letter

s

agInterne

tsites

AGE

<45 85% 83% 69% 70% 56% 69%

45-64 90% 87% 77% 74% 64% 59%

65+ 85% 82% 66% 62% 57% 34%

ANNUAL RECEIPTS

<$250K 87% 80% 68% 63% 60% 45%

$250K-$499K 90% 88% 81% 75% 63% 58%

$500K 90% 90% 77% 79% 61% 63%

AT ANY STAGE


Top Two Sources – Validating / Informing Purchasing Decisions

TOTAL

agricultural dealers / retailers 62%


50%

farm shows 17%

agricultural Internet sites 15%

agricultural manufacturer or supplier publications 12%

agricultural newsletters 4%

agricultural conferences or seminars 4%

general daily newspapers 3%

agricultural e-newsletters 2%

agricultural radio shows 2%

agricultural TV programs 2%

agricultural-related social media 1%

mobile Internet access for ag-related purposes 1%

agricultural-related text messages 0%

Which two sources do you rely on most for validating / informing the purchasing decisions you make for agricultural products, equipment, services, or suppliers?

Ag magazines / newspapers are second only to dealers / retailers as the source relied on most for validating / informing purchasing decisions.

base: 1,039 owners/operators/managers of farms or ranches involved in decision-making


Top Two Sources – Validating / Informing Purchasing Decisions – by Age

<45 45-64 65+



49% 49% 53%

farm shows 19% 16% 17%













base: owners/operators/managers of farms or ranches involved in decision-making in each age range (total = 1,039)

The top two sources for validating / informing purchasing decisions do not change based on age categories.


Top Two Sources – Validating / Informing Purchasing Decisions – by Size of Operation

<$250K $250-$499K

$500K+


agricultural magazines or newspapers 56% 50% 46%farm shows 15% 14% 18%













base: owners/operators/managers of farms or ranches involved in decision-making and reporting each level of annual gross receipts (total = 1,039)

The top two sources for validating / informing purchasing decisions do not change based on size of operation.


Anticipated Change in Importance

less same more SAME / MORE

ag magazines or newspapers 9% 68% 17% 85%

ag dealers / retailers 5% 52% 32% 85%

ag manufacturer or supplier publications

9% 53% 25% 78%

ag newsletters 13% 61% 15% 76%

farm shows 16% 55% 18% 72%

ag Internet sites 19% 26% 38% 64%

ag conferences or seminars 21% 44% 20% 64%

ag TV programs 21% 48% 15% 63%

ag radio shows 25% 47% 12% 59%

general daily newspapers 26% 48% 10% 59%

ag e-newsletters 23% 34% 24% 58%

mobile Internet for ag-related purposes 28% 26% 25% 51%

ag-related social media 32% 33% 14% 46%

ag-related text messages 35% 30% 13% 43%

How is the importance of each of these information sources likely to change for you in the next 3 to 4 years?


Internet is likely to see growth, but ag magazines / newspapers along with dealers / retailers will continue to be important sources of information for farmers and ranchers in the future.


Anticipated Change in Importance by Age

<45 45-64 65+

ag magazines or newspapers 88% 87% 82%

ag dealers / retailers 91% 89% 74%


86% 80% 70%

ag newsletters 77% 80% 69%


ag Internet sites 83% 73% 39%

ag conferences or seminars 70% 70% 48%

ag TV programs 66% 67% 53%

ag radio shows 67% 62% 50%


ag e-newsletters 70% 65% 38%

mobile Internet for ag-related purposes 66% 57% 32%

ag-related social media 67% 52% 26%

ag-related text messages 60% 47% 26%


SAME / MOREAg magazines / newspapers along with dealers / retailers will continue to be important sources regardless of age.



Anticipated Change in Importance – by Size of Operation

<$250K

$250-499K $500K+

ag magazines or newspapers 87% 82% 87%

ag dealers / retailers 81% 85% 90%


76% 80% 82%

ag newsletters 76% 74% 80%


ag Internet sites 55% 67% 77%

ag conferences or seminars 56% 65% 75%

ag TV programs 66% 65% 60%

ag radio shows 57% 66% 57%


ag e-newsletters 49% 58% 71%

mobile Internet for ag-related purposes 40% 57% 62%

ag-related social media 39% 51% 55%

ag-related text messages 35% 48% 52%


SAME / MOREAg magazines / newspapers along with dealers / retailers will continue to be important sources regardless of size of operation.


2010 Media Channel Study

ABM Agri Council

Documents

2010 Media Channel Study ABM Agri Council. 2010 Media Channel Study — 1 Main Objectives Continue the periodic examination of media channels that serve