Rural publication readership april 2010
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Rural Publication Readership April 2010. 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

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Rural Publication Readership April 2010

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Rural publication readership april 2010

Rural Publication ReadershipApril 2010


Summary

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


Rural publication readership april 2010

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

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

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


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

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

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

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%


Rural publication readership april 2010

Variance Analysis explanation

  • 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.


Rural publication readership april 2010

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

Variance Analysis

Farmers Weekly

Straight Furrow

Rural News

Country-Wide

Base: n=450 All farmers


All farmers nz dairy exporter is the only dairy publication with a differentiated profile

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

Variance Analysis

Dairy News

NZ Dairy Exporter

The Dairyman

Base: n=450 All farmers


Rural publication readership april 2010

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)

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


Rural publication readership april 2010

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

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

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


Rural publication readership april 2010

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.)

Variance Analysis

NZ Dairy Exporter

The Dairyman

Dairy News

Farmers Weekly

Base: Dairy Farmers, n=154


Rural publication readership april 2010

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

Variance Analysis

Straight Furrow

Rural News

Country Wide

Base: Dairy Farmers, n=154


Rural publication readership april 2010

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

Perceptual Map (Dairy Farms)(1)

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


Dairy farmers t he publication image profile is dominated by nz dairy exporter

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

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

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


Rural publication readership april 2010

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.

Country Wide

Farmers Weekly

Straight Furrow

Rural News

Variance Analysis

Base: n=296 All farmers except Dairy


Rural publication readership april 2010

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

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

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


Rural publication readership april 2010

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

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

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


Rural publication readership april 2010

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

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

1st

3rd

2nd

4th

1st

2nd

3rd

40%

48%

50%

41%

52%

59%

74%

Mean score7.06.56.36.67.56.46.4

Asked of Dairy Farmers only(2)

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


Rural publication readership april 2010

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).

Publications Worth Reading (Dairy Farmers)(1)

Your best combination to reach dairy farmers

33%

35%

40%

48%

53%

47%

74%

Mean score7.56.46.46.86.46.05.6

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


Rural publication readership april 2010

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

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

1st

3rd

2nd

4th

44%

51%

62%

61%

Mean score 7.2 6.5 6.4 7.2

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


Rural publication readership april 2010

Technical

  • 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)


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