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Independent Rural Publications Group

Presentation Prepared for. Independent Rural Publications Group. 2001 Rural Readership Survey. September 2001. Contents. Objectives/Approach Potentials/Sample Sizes Readership Depth of Reading/Attitudes Dairy Traditional Horticulture Demographics Questionnaire. Objectives.

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Independent Rural Publications Group

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  1. Presentation Prepared for Independent Rural Publications Group 2001 Rural Readership Survey September 2001

  2. Contents • Objectives/Approach • Potentials/Sample Sizes • Readership • Depth of Reading/Attitudes • Dairy • Traditional • Horticulture • Demographics • Questionnaire

  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 types of interest

  4. Approach • Self completion questionnaire with covering letter delivered to a random sample of approximately 9500 farmers across New Zealand by Kiwi Mail • Incentive (Fiji Holiday) to encourage return • 2707 questionnaires returned (28%) 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 (1996)

  5. Potential vs Actual Sample Sizes Note: Total NZ Farms = 61512 (excludes plantations, idle land)

  6. Potential vs Actual Sample Sizes Note: Total NZ Farms = 61512 (excludes plantations, idle land)

  7. Potential vs Actual Sample Sizes Note: Total NZ Farms = 61512 (excludes plantations, idle land)

  8. Readership

  9. Readership – Total Sample

  10. Readership – Dairy Farmers

  11. Readership – Sheep Farmers

  12. Readership – Beef Farmers

  13. Readership – Fruit Growers

  14. Readership – Other Horticulture Growers

  15. Readership – Northern Region

  16. Readership – Central Region

  17. Readership – Southern Region

  18. Readership – Gross Farm Income: Up to $200,000

  19. Readership – Gross Farm Income: $200,000 - $500,000

  20. Readership – Gross Farm Income: $500,000 +

  21. Readership – Age: Under 40 years

  22. Readership – Age: 40-49 years

  23. Readership – Age: 50-59 years

  24. Readership – Age: 60 years +

  25. Rural Readership - Farm Type Within Region

  26. Depth of Reading/Attitudes

  27. Dairy Publications

  28. Proportion of Issues Read (by Primary Income Source – Dairy) Base: Readers of each publication

  29. Times Read (by Primary Income Source – Dairy) Base: Readers of each publication

  30. Time Spent Reading (by Primary Income Source – Dairy) Base: Readers of each publication

  31. Once Read - Keep for Further Reference Base: Readers of each publication

  32. Once Read - Pass On to Someone Else Base: Readers of each publication

  33. Other Readers Base: Readers of each publication

  34. Overall Satisfaction by Publication (out of 7) Base: Readers of each publication

  35. Overall Satisfaction by Publication Base: Readers of each publication

  36. Ease of Reading by Publication (out of 7) Base: Readers of each publication

  37. Ease of Reading by Publication Base: Readers of each publication

  38. Enjoyable to Read by Publication (out of 7) Base: Readers of each publication

  39. Enjoyable to Read by Publication Base: Readers of each publication

  40. In-depth Coverage of Topics by Publication (out of 7) Base: Readers of each publication

  41. In-depth Coverage of Topics by Publication Base: Readers of each publication

  42. Usefulness in Day to Day Operations by Publication (out of 7) Base: Readers of each publication

  43. Usefulness in Day to Day Operations by Publication Base: Readers of each publication

  44. Excellence of Editorial Quality by Publication (out of 7) Base: Readers of each publication

  45. Excellence of Editorial Quality by Publication Base: Readers of each publication

  46. Publications Use Most For Base: All Dairy Farmers

  47. Traditional Farming Publications

  48. Proportion of Issues Read (Total) Base: Readers of each publication

  49. Times Read (Total) Base: Readers of each publication

  50. Time Spent Reading (Total) Base: Readers of each publication

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