html5-img
1 / 122

2004 Rural Readership Survey

2004 Rural Readership Survey. Prepared for Rural Publications Group July 2004. Contents. Objectives/Approach Potentials/Sample Sizes Readership Depth of Reading/Attitudes Dairy General Fruit growers Demographics Questionnaire. Objectives.

kylee-bennett
Download Presentation

2004 Rural Readership Survey

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. 2004 Rural Readership Survey Prepared for Rural Publications Group July 2004

  2. Contents • Objectives/Approach • Potentials/Sample Sizes • Readership • Depth of Reading/Attitudes • Dairy • General • Fruit growers • 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 type usage/importance • Computer/email/internet/website usage

  4. Approach • Self completion questionnaire with covering letter delivered to a random sample of approximately 11,000 farmers across New Zealand by Letterbox Channel • Incentive (Trip for two to Bledisloe Cup, Sydney) to encourage return • 2772 questionnaires returned (25%) 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 (2002)

  5. Potential vs Actual Sample Sizes Note: Total NZ Farms = 63,800 (excludes plantations, idle land)

  6. Readership

  7. Readership – Total Sample

  8. Readership – Dairy Farmers

  9. Readership – Sheep Farmers

  10. Readership – Beef Farmers

  11. Readership – Sheep/Beef

  12. Readership – Fruit Growers

  13. Readership – Northern Region

  14. Readership – Central Region

  15. Readership – Southern Region

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

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

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

  19. Readership – Age: Under 40 years

  20. Readership – Age: 40-49 years

  21. Readership – Age: 50-59 years

  22. Readership – Age: 60 years +

  23. Readership – Region

  24. Readership – Farm Type

  25. Readership – Income

  26. Readership – Age

  27. Rural Readership - Farm Type Within Region

  28. Depth of Reading/Attitude

  29. Dairy Publications

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

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

  32. Time Spent Reading (by Primary Income Source – Dairy) Means 30 min 33 min 28 min 30 min 37 min 28 min 56 min 62 min 68 min Base: Readers of each publication

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

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

  35. Other Readers Base: Readers of each publication

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

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

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

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

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

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

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

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

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

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

  46. Excellence of Editorial Quality by Publication (out of 7) Note: 2001 used Agree/Disagree scale, 2004 used Excellent/Poor scale Base: Readers of each publication

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

  48. Publications Use Most For Base: All Dairy Farmers

  49. Rating by Dairy Farmers Base: Dairy Farmers

  50. Rating by Dairy Farmers Base: Dairy Farmers

More Related