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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 CompanyPage 2
• 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
18/04/23 Confidential & ProprietaryCopyright © 2010 The Nielsen Company
Confidential & Proprietary
Copyright © 2010 The Nielsen Company
READERSHIP
18/04/23 Confidential & ProprietaryCopyright © 2010 The Nielsen Company
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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+
National Readership Survey (January – December 09)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 CompanyPage 5
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
• 46% of The New Zealand Farmers Weekly readers
• 61,000 farmer owners or managers
• 31% of The New Zealand Farmers Weekly readers
• 87,000 people who work in the “agriculture, forestry, fishing” industry.
• 45% of The New Zealand Farmers Weekly readers
• 40,000 people with over $100,000 HHI
• 20% of The New Zealand Farmers Weekly readers
National Readership Survey (January – December 09)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 CompanyPage 6
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?”
National Readership Survey (January – December 09)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 CompanyPage 7
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?”
National Readership Survey (January – December 09)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
DEMOGRAPHICS
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Gender
The New Zealand Farmers Weekly readers are 24% more likely to be males
National Readership Survey (January – December 09)Base: All people 10+ (3,680,000)Nielsen Media Research
18/04/23 Confidential & ProprietaryCopyright © 2010 The Nielsen Company
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The New Zealand Farmers Weekly readers are 44% more likely to be 40-74 years old.
Age
National Readership Survey (January – December 09)Base: All people 10+ (3,680,000)Nielsen Media Research
18/04/23 Confidential & ProprietaryCopyright © 2010 The Nielsen Company
Confidential & Proprietary
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Ethnicity
The majority of readers are of European decent
National Readership Survey (January – December 09)Base: All people 10+ (3,680,000)Nielsen Media Research
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AreaThe New Zealand Farmers Weekly readers are more likely to live
in the Central region and in the South Island.
National Readership Survey (January – December 09)Base: All people 10+ (3,680,000)Nielsen Media Research
18/04/23 Confidential & ProprietaryCopyright © 2010 The Nielsen Company
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CATEGORY OVERVIEW
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Rural Magazines Category
(222,000 Readers)
(194,000 Readers)
(52,000 Readers)
(39,000 Readers)
(40,000 Readers)
National Readership Survey (January – December 09)Base: All people 10+ (3,680,000)Nielsen Media Research
18/04/23 Confidential & ProprietaryCopyright © 2010 The Nielsen Company
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Age
National Readership Survey (January – December 09)Base: All people 10+ (3,680,000)Nielsen Media Research
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Occupation
National Readership Survey (January – December 09)Base: All people 10+ (3,680,000)Nielsen Media Research
The New Zealand Farmers Weekly has the highest percentage of Farm Owners/Managers readers compared to the other rural titles.
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Area
National Readership Survey (January – December 09)Base: All people 10+ (3,680,000)Nielsen Media Research
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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 Readership Survey (January – December 09)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
NATIONAL MAGAZINES OVERVIEW
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Magazine Categories Reach
National Readership Survey (January – December 09)Base: All people 10+ (3,680,000)Nielsen Media Research
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Top 10 Consumer Magazines
National Readership Survey (January – December 09)Base: All people 10+ (3,680,000)Nielsen Media Research
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
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Women 20+Woman’s Day 31%
NZ Woman’s Weekly 31%AA Directions 28%
SkyWatch 28%Australian Woman’s Weekly 27%
Page 22
Main Targets’ Top Titles
National Readership Survey (January – December 09)Base: All people 10+ (3,680,000)Nielsen Media Research
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%
18/04/23 Confidential & ProprietaryCopyright © 2010 The Nielsen Company
Confidential & Proprietary
Copyright © 2010 The Nielsen CompanyBase: All People 10+ Page 23
Confidential & Proprietary • Copyright © 2007 The Nielsen Company
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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.