rural publication readership april 2010. |2country-wide summary farming newspapers are the most...

Rural Publication ReadershipApril 2010

| 2Country-Wide

Summary

Farming newspapers are the most frequently mentioned source of farming information

Amongst all farms, Country-Wide is strongly differentiated for the quality of articles about:

Farm management

Pasture management, and

Livestock and animal health

Amongst the dairy segment, NZ Dairy Exporter is strongly differentiated for the quality of articles about:

Farm management

Pasture management

Livestock and animal health, and

Research and development

Amongst all farmers, NZ Dairy Exporter and Farmers Weekly are regarded as the most worthwhile publications to read

NZ Dairy Exporter is considered to be the most worthwhile publication to read amongst the dairy segment

| 3Country-Wide

Farmers get their information from the farming publications. Overall, 44% of farmers first mentioned farming publications as a source of farming information

Notes: (1) Base: All Respondents n = 450; (2) QCW3 Where would you say you get your farming information? First response only

44%

12% 12%8% 7%

4% 2% 2% 2% 2% 1% 1% 1% 1%

Fa

rmin

gp

ub

lica

tion

s

Ne

igh

bo

urs

,fr

ien

ds,

fam

ily &

oth

er

farm

ers

Oth

er

Co

nsu

ltan

ts(o

n-f

arm

&in

de

pe

nd

en

ta

gri

Inte

rne

t,w

eb

site

s

Fa

rmd

iscu

ssio

ng

rou

ps

Ra

dio

Bo

oks

/ L

ibra

ry

Ru

ral s

up

ply

sto

re s

taff

Co

mp

an

y fie

ldre

pre

sen

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es

Fie

ld d

ays

Un

ive

rsity

,C

row

nR

ese

arc

hO

rga

nis

atio

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/

Te

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Do

n't

kno

w

Sources of farming Information – First Mentioned(1)(2)Sources of farming Information – First Mentioned(1)(2)

| 4Country-Wide

For all information sources mentioned - farming publications are the most frequently mentioned

Notes: (1) Base: All Respondents n = 450; (2) QCW3 Where would you say you get your farming information? Question is multiple response so total will sum to greater than 100%

64%

29% 28%

22%18%

14% 13% 12% 11% 9% 9% 8%4% 2%

22%

Fa

rmin

gp

ub

lica

tion

s

Ne

igh

bo

urs

,fr

ien

ds,

fam

ily &

oth

er

farm

ers

Oth

er

Inte

rne

t,w

eb

site

s

Co

nsu

ltan

ts

Fa

rmd

iscu

ssio

ng

rou

ps

Fie

ld d

ays

Te

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n

Co

mp

an

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ldre

pre

sen

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es

Ru

ral s

up

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sto

re s

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Ra

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oks

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Un

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row

nR

ese

arc

hO

rga

nis

atio

ns

/

Fe

de

rate

dF

arm

ers

Do

n t

kno

w

Sources of farming information – All Mentioned(1)(2)Sources of farming information – All Mentioned(1)(2)

| 5Country-Wide

A variance analysis looks at profiles across brands and determines what attributes are peaking on that brand, so regardless of the number of people who have chosen a brand, attributes can still be identified as high on that brand.

A variance analysis can be used to produce performance scores for a number of brands on a number of attributes. If a difference score of -5% is yielded, it means that brand was associated with that attribute 5% less than expected. If a difference score is +5% it means the brand was associated with that attribute 5% more than expected. This means that difference scores are a measure of how a brand is ‘performing' on that attribute.

Variance Analysis explanation Variance Analysis explanation

| 6Country-Wide

-4.5

-8.4

-1.5

9.6

7

5.3

-9.2

7

5.3

Base: n=450 All farmers

-9.7

-3.8

-5.9

17.4

-1.1

-9.4

7.3

5

ALL FARMERS: Farmers Weekly is strongly recognised for news, agribusiness and market analysis and Straight Furrow and Rural News for articles about machinery. Country-Wide is strongly recognised for farm management, pasture and livestock articles

Farm management

Farm news, issues & agri-business

Market information & analysis

Pasture management

Livestock / animal health

Research & development

Equipment & machinery

Real estate

-6.6

-8

0.5

17.4

5.2

-1.6

-0.8

-6.2

-2.4

-1.2

-4.3

-1.9

-0.6

-1

1.4

10.1

Farmers Weekly

Straight Furrow

Rural NewsCountry-

WideVariance Analysis

| 7Country-Wide Base: n=450 All farmers

ALL FARMERS:NZ Dairy Exporter is the only dairy publication with a differentiated profile

Farm management



Pasture management




Real estate

Variance Analysis

-2.6

-4.2

-11.3

-6.2

7

9.6

3.4

4.3

NZ Dairy Exporter

-0.7

-2.2

0

-1.8

-1.7

2

2.2

2.1

The Dairyman

-0.2

-1.2

0

-0.2

0.1

1.1

0.3

0.1

Dairy News

| 8Country-Wide

Good Real Estate section

Good pasture management articles

Good livestock & animal health articles

Good market information and analysis

Good articles about equipment and machinery

Good farm news, issues and agri-business articles

Good research & development articles

Good farm management articles

Rural News

The Dairyman

Dairy News

NZ Dairy Exporter

Straight Furrow

Farmers Weekly

Country-Wide

Total Retention: 97%

ALL FARMERS: The three dairy publications and Country-Wide are positioned on similar attributes. Rural News and Straight Furrow are seen as similar. Farmers Weekly occupies a unique space

Perceptual Map (All Farms)(1)Perceptual Map (All Farms)(1)

Note: (1) Base: All Farmers, n= 450

| 9Country-Wide

ALL FARMERS:Country-Wide leads association on farm management, pasture management, and animal health articles, Farmers Weekly on farm news & market information and Straight Furrow on machinery

Notes: (1) Base: All farmers, n = 450; (2) QCW1 What magazines or publications do you associate with each statement?

0%

10%

20%

30%

40%

50%Good farm management articles








Farmers Weekly

Straight Furrow

Rural News

Country-Wide

NZ Dairy Exporter

The Dairyman

Dairy News

Article Type and Publication Association (All Farms)(1)(2)Article Type and Publication Association (All Farms)(1)(2)

| 10Country-Wide Base: Dairy Farmers, n=154

Dairy Farmers only:Amongst dairy farms, NZ Dairy Exporter is the publication that is most strongly differentiated and stands out for articles on farm management, R&D, livestock and pasture management. Dairy News is not well differentiated on any publication aspect. The New (cont.)

Farm management



Pasture management




Real estate

-13.3

-25.4

-16.8

16.4

23.8

14.7

-9.6

10.1

NZ Dairy Exporter

Variance Analysis

-5.7

-4.2

5.3

5.4

5.6

3

-2.5

-6.9

The Dairyman

-2

-0.6

-1.4

-0.9

0.8

0.6

1.9

1.6

Dairy News

-11.5

-5.1

-3.4

5.5

19.7

10.5

-9.9

-5.7

Farmers Weekly

| 11Country-Wide Base: Dairy Farmers, n=154

(continued from previous page) Zealand Farmers Weekly stands out for market information, news and agribusiness.

Farm management



Pasture management




Real estate

Variance Analysis

-11.3

-12.8

-3.5

4.4

25.6

7.7

-0.1

-10

Straight Furrow

-3.7

-7.2

-4.7

-2.1

4.1

11

2

0.6

Rural News

-3.4

-3.7

-2.9

-1.1

-0.8

4.1

2.4

5.5

Country Wide

| 12Country-Wide

Dairy Farmers:Dairy farmers associate Farmers Weekly with market analysis and Dairy Exporter with farm management type articles.

Notes: (1) Base: Dairy farmers, n= 154

Perceptual Map (Dairy Farms)(1)Perceptual Map (Dairy Farms)(1)









Rural NewsThe Dairyman

Dairy News

NZ Dairy Exporter

Straight Furrow

Farmers Weekly

Country-Wide


| 13Country-Wide

0%

10%

20%

30%

40%

50%

60%

70%









NZ Dairy Exporter

The Dairyman

Dairy News

Farmers Weekly

Straight Furrow

Rural News

Country-Wide

Dairy Farmers: The publication image profile is dominated by NZ Dairy Exporter.

Notes: (1) Base: Dairy Farmers n = 154; (2) QCW1 What magazines or publications do you associate with each statement?

Article and Publication Association (Dairy Farms)(1)(2)Article and Publication Association (Dairy Farms)(1)(2)

| 14Country-Wide Base: n=296 All farmers except Dairy

All Farmers excluding Dairy:Excluding dairy, The NZ Farmers Weekly is associated with market information and analysis, news and agribusiness. Country-Wide is strongly recognised for farm management type articles. These two publications clearly complement each other.

-7.1

-5

13.8

12.6

7.6

-12.8

-13.1

4.1

Country Wide

-8.3

-7.9

8.9

15.7

-7.9

-3.1

0.5

2

Farmers Weekly

-4.4

-1.7

-7.7

12

4.9

-1.1

-2.5

0.5

Straight Furrow

-3

-2

-0.4

-3

-1.1

0.6

8.7

0.2

Rural NewsVariance Analysis

Farm management



Pasture management




Real estate

| 15Country-Wide

All Farmers excluding Dairy: Excluding dairy farmers also shows Farmers Weekly and Country-Wide having the advantage of occupying distinct positions while Rural News and Straight Furrow are viewed as similar

Notes: (1) Base: All Farmers except Dairy, n= 296; (2) Excludes dairy publications

Perceptual Map (All Farms Except Dairy)(1)(2)Perceptual Map (All Farms Except Dairy)(1)(2)

Good Real Estate sectionGood pasture management articles







Rural News

Straight Furrow

Farmers Weekly

Country-Wide


| 16Country-Wide

All Farmers excluding Dairy: Of note, Country-Wide’s image profile is stronger when dairy farms are excluded, with Country-Wide leading association on farm management type articles and animal health

Notes: (1) Base: All farmers excluding Dairy Farmers n = 296; (2) QCW1 What magazines or publications do you associate with each statement?

0%

20%

40%

60%

80%









Country-Wide

Farmers Weekly

Straight Furrow

Rural News

Article Type and Publication Association (All Farms Except Dairy)(1)(2)Article Type and Publication Association (All Farms Except Dairy)(1)(2)

| 17Country-Wide

All Farmers:NZ Dairy Exporter , The NZ Farmers Weekly and Country-Wide are the three publications rated most worthwhile reading

Notes: (1) Base: All farmers, n = 450, (2) Dairy farmers n=154

10% 10% 11% 12% 8% 13%19%2% 2% 2% 4%

3%4%

3%6% 10% 8%

10%

3%

6%5%

23%28%

39% 23%

14%

29%33%

40%

40%35%

36%

47%

41%32%

19%10% 6%

16%27%

7% 8%

Farmers Weekly Straight Furrow Rural News Country-Wide NZ Dairy Exporter The Dairyman Dairy News

9 to 10

7 to 85 to 6

3 to 4

1 to 2Don t know

Mean score 7.0 6.5 6.3 6.6 7.5 6.4 6.4

Publications Worth Reading (All Farmers)(1)(2)Publications Worth Reading (All Farmers)(1)(2)

Asked of Dairy Farmers only(2)

59%

50% 41% 52%

74%

48%40%

1st 3rd 4th 2nd 1st 2nd 3rd

| 18Country-Wide

Dairy Farmers:Dairy farmers regard NZ Dairy Exporter as the publication that’s most worth reading . The NZ Farmers Weekly is in second place (ahead of the other two specialist dairy publications).

Notes: (1) Base: Dairy Farmers, n = 154

Publications Worth Reading (Dairy Farmers)(1)Publications Worth Reading (Dairy Farmers)(1)

8% 13%19%

9% 10% 11% 10%3%

4%3%

1% 5% 1% 7%3%

6%5%

8%8% 10%

19%14%

29%33%

28%31%

43%

31%47%

41%32%

37%35%

31% 26%27%

7% 8%16% 12%

4% 7%

NZ Dairy Exporter The Dairyman Dairy News Farmers Weekly Straight Furrow Rural News Country-Wide

9 to 10

7 to 85 to 6

3 to 4

1 to 2Don't know

Mean score 7.5 6.4 6.4 6.8 6.4 6.0 5.6

74%

48%40%

53% 47%35%

33%

Your best combination to reach dairy farmers

| 19Country-Wide

All Farmers (excluding dairy):All farmers excluding dairy say Farmers Weekly and Country-Wide are the most worthwhile reading .

Notes: (1) Base: Farmers excluding Dairy Farmers, n = 296

11% 10% 11% 14%2% 1% 2% 2%5% 11% 6% 5%

21%

27% 37%

18%

42%

42%37%

41%

20%9% 7%

20%

Farmers Weekly Straight Furrow Rural News Country-Wide

9 to 10

7 to 85 to 6

3 to 4

1 to 2Don't know

Mean score 7.2 6.5 6.4 7.2

Publications Worth Reading (All Farmers Except Dairy)(1)Publications Worth Reading (All Farmers Except Dairy)(1)

62%51%

44%

61%

1st 3rd 4th 2nd

| 20Country-Wide

TNS New Zealand and Conversa Global merged in 2007 to form New Zealand’s largest custom research company. The New Zealand office based in Auckland is part of TNS Global, the largest customised market research organisation in the world, with offices in over 80 countries. In 2008 TNS became part of WPP, one of the world’s largest communications services groups. The group includes leading companies in advertising (e.g. JWT, Ogilvy and Mather, Y&R), media planning and buying (e.g. Mediacom), PR, branding and identity, below-the-line marketing and information, insight and consultancy. The organisation employs 110,000 people working in 2,000 offices

As a full service research-based business consultancy, TNS Conversa combines the global reach and access to leading-edge intellectual property of TNS, and the commercial, marketing, statistical and research expertise and processes of Conversa Global. We use statistics, market research, economic and financial analysis and commercial skills and experience to solve market facing problems and track market performance. Our clients include New Zealand’s largest and most successful organisations

Research for the NZX Agri rural publication readership was undertaken between 31st March and the 13th April as part of a quarterly omnibus survey of agri-businesses in New Zealand. The omnibus survey interviewed 450 farmers

Interviews were conducted by telephone using Computer Assisted Telephone Interviewing (CATI)

Technical Technical

rural publication readership april 2010. |2country-wide summary farming newspapers are the most...

Documents

countrywide farmers

countrywide base

sources of farming information

dairy publications

mentioned farming publications

dairy segment slide

dairyman dairy news

information sources