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2014
Nielsen Rural Survey 2014
RURAL PUBLISHER READERSHIP REPORT
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ABOUT THE SURVEY
The Rural Readership Survey was launched on the 11th July 2014 10,000 survey booklets were sent out to Beef, Sheep, Dairy, Livestock, Crop and Horticulture Farms. The sample achieved was 1648 completed surveys. The data is then weighted to Statistics New Zealand 2012 – Farm Size by Farm Type and represents 46,551 farms nationwide (excluding Floriculture, Vegetable Growing, Grape Growing and Forestry). The standard deviation for the Rural Survey is +/-2.2% Results in the Rural Survey represent one reader or consumer per farm.
The purpose of the Survey is to capture readership and media insights across a unique group that were indistinguishable in larger national readership survey
METHODOLOGY
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CONTENTS
• Survey Details
• About Farms in the Rural Survey
• Readership by Category
National Farming Titles
• Demographics
• Farm Type
• Readership Metrics
Dairy Farming Titles
• Demographics
• Farm Type
• Readership Metrics
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SURVEY DETAILS
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COUNTING FARMS
The Nielsen Rural Survey targeted Beef Farming, Sheep Farming, Dairy Farming, Other Livestock Farming, Horticulture and Cropping
Therefore the total number of farms represented in the Nielsen
Rural Survey is 46,551 nationally
It excludes Nursery Production, Turf Growing, Floriculture, Vegetable Growing, Grape Growing and Forestry
Please note that the Rural Survey captures one reader per farm
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FARM TYPE Crossover of animals and crop; Farms run more than one type
Source: Nielsen 2014 Rural Survey
46,551 Farms; Sample: 1,648
Beef Sheep Dairy Other
Livestock
Cropping/ Arable
Horticul-ture
Farms 24,618 17,231 15,482 8,855 3,756 7,305
Beef 53% - 66% 31% 61% 51% 24%
Sheep 37% 46% - 23% 50% 54% 21%
Dairy 33% 20% 21% - 16% 49% 5%
Other Livestock 19% 22% 26% 9% - 26% 7%
Cropping/ Arable 8% 8% 12% 12% 11% - 8%
Horticulture 16% 7% 9% 2% 5% 16% -
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Source: Nielsen 2014 Rural Survey
46,551 Farms; Sample: 1,648
Farm Type Stock or Crop
Potential Sample
Beef 24,618 929
Sheep 17,231 819
Dairy 15,482 518
Other Livestock 8,855 261
Cropping/Arable 3,756 267
Horticulture 7,305 158
Region
Northern 20,303 605
Central 9,911 390
Southern 14,865 602
Region excludes Not Specified (sample 51)
POPULATION BY FARM TYPE AND AREA
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ABOUT FARMS IN THE RURAL SURVEY
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FARMERS – AGE, GENDER & HOUSEHOLD SIZE
69%
31%
Gender
Male Female
2%
3%
5%
5%
9%
10%
13%
14%
13%
12%
8%
8%
Under 25 Years
25 - 29 years
30 - 34 years
35 - 39 years
40 - 44 years
45 - 49 years
50 - 54 years
55 - 59 years
60 - 64 years
65 - 69 years
70 - 74 years
75+ years
Age
Source: Nielsen 2014 Rural Survey 46,551 Farms; Sample: 1,648
7%
52%
14% 14% 9%
One Two Three Four Five ormore
Number of People in Household
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Source: Nielsen 2014 Rural Survey
46,551 Farms; Sample: 1,648
FARM AREA AND OCCUPATION
44%
21%
32%
3%
Area
Northern Central Southern Not specified
69%
7%
5%
5%
1%
17%
Farm Owner
Farm Manager
Sharemilker/Contract Milker
Farm Worker/Contractor
Farm Retail /Supplies/Business Support
Other
Occupation
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FARM TYPE BY NUMBER OF ANIMALS
59%
16%
63%
19%
25%
11%
10%
31%
9%
6%
19% 6%
8% 10%
Beef Dairy OtherLivestock
Don’t Know
1,000+
500 - 999
250 - 499
100 - 249
1-9932%
25%
27%
14%
Sheep
Don’t Know
4,000+
1,000 - 3,999
100 - 999
1-99
Source: Nielsen 2014 Rural Survey 46,551 Farms; Sample: 1,648
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FARM TYPE BY FARM SIZE
9% 8% 2%
12%
19%
11%
9%
20%
4%
4%
14%
3% 19%
23%
47%
14%
8% 12%
6% 6%
6% 8% 4% 3%
2% 3% 1% 2%
Beef Sheep Dairy Other LivestockHectares of Land
Over 2,000 hectares
800 - 1999 hectares
400 - 799 hectares
100 - 399 hectares
60 - 99 hectares
10 - 59 hectares
Under 9 hectares
Source: Nielsen 2014 Rural Survey 46,551 Farms; Sample: 1,648
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FARM TYPE BY HECTARES OF CROP
11%
51%
10%
20%
13%
9%
28%
8% 36%
4%
Cropping/ Arable Horticulture
Don’t Know
60 + hectares
20 - 59 hectares
10 - 19 hectares
5 - 9 hectares
Under 5 hectares
Source: Nielsen 2014 Rural Survey 46,551 Farms; Sample: 1,648
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READERSHIP
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Source: Nielsen 2014 Rural Survey
46,551 Farms; Sample: 1,648
1 68% 68%
56%
28%
7% 15%
51%
16% 18% 10%
19% 10% 8% 4%
11%
Regional Farming Titles
Dairy Farming Titles
National Farming Titles
RURAL TITLE – READERSHIP BY CATEGORY
These refer to readership within the issue period L7D = in the last 7 days; L14D = last 14 days; LM = last month; L60D = last 60 days
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READERSHIP BY FARM TYPE Proportion of readers by farm type (H%)
Source: Nielsen 2014 Rural Survey
46,551 Farms; Sample: 1,648
Beef Sheep Dairy Other
Livestock Cropping/
Arable Horticulture
Rural News L14D 55% 42% 34% 17% 9% 13%
Farmers Weekly L7D 57% 42% 35% 17% 10% 13%
NZ Farmer L7D 57% 43% 33% 17% 9% 13%
Country Wide LM 58% 48% 34% 20% 11% 12%
Young Country L60D* 47% 47% 50% 24% 13% 8%
Farm Trader LM* 53% 41% 39% 17% 18% 16%
AgTrader LM 56% 42% 34% 17% 10% 15%
Dairy News L14D 34% 13% 81% 8% 7% 3%
Dairyman LM 31% 13% 84% 9% 7% 4%
NZ Dairy Exporter LM* 30% 15% 85% 11% 10% 3%
Coast & Country LM 47% 22% 36% 19% 6% 27%
Waikato Times Farmer LM 49% 18% 53% 14% 6% 3%
Central Districts Farmer LM 65% 56% 32% 18% 8% 5%
Central South Island Farmer LM 49% 62% 34% 23% 16% 15%
Otago Southland Farmer L14D 44% 73% 29% 20% 10% 3%
Nat
ion
al F
arm
ing
Dai
ry
Reg
ion
al
* Subscription publication
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NATIONAL FARMING TITLES
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Source: Nielsen 2014 Rural Survey
46,551 Farms; Sample: 1,648
1 68% 68%
56%
28%
7% 15%
51%
16% 18% 10%
19% 10% 8% 4%
11%
Regional Farming Titles
Dairy Farming Titles
National Farming Titles
RURAL TITLE – READERSHIP BY CATEGORY
These refer to readership within the issue period L7D = in the last 7 days; L14D = last 14 days; LM = last month; L60D = last 60 days
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NATIONAL FARMING TITLES READERSHIP BY DEMOGRAPHIC
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73% 74% 76% 75%
54%
74% 74%
7% 7% 7% 7%
15%
8% 8% 5% 5% 3% 2%
8%
4% 5% 5% 5% 5% 4%
11%
8% 6%
14% 14% 13% 15% 17% 11% 13%
Rural NewsL14D
FarmersWeekly L7D
NZ FarmerL7D
CountryWide LM
YoungCountry
L60D
Farm TraderLM
AgTrader LM
Other
FarmWorker/Contractor
Sharemilker/Contract Milker
Farm Manager
Farm Owner
READERSHIP BY OCCUPATION NATIONAL FARMING TITLES
Source: Nielsen 2014 Rural Survey 46,551 Farms; Sample: 1,648
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43% 42% 43% 38%
30% 43% 42%
22% 23% 21% 21%
24%
18% 23%
33% 32% 32% 39% 42%
38% 34%
3% 3% 3% 3% 3% 2%
Rural NewsL14D
FarmersWeekly L7D
NZ FarmerL7D
CountryWide LM
YoungCountry
L60D
Farm TraderLM
AgTrader LM
Not Specified
Southern
Central
Northern
READERSHIP BY AREA NATIONAL FARMING TITLES
Source: Nielsen 2014 Rural Survey 46,551 Farms; Sample: 1,648
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33% 33% 35% 30% 24%
36% 33%
17% 17% 16% 16%
14%
16% 19%
14% 14% 14% 16%
11%
9% 15%
7% 8% 8% 10%
10%
8% 7%
9% 8% 9% 9%
12%
13% 9% 9% 8% 7% 9%
15%
8% 7% 5% 5% 5% 5% 8%
4% 4% 6% 6% 6% 6% 7% 5% 6%
Rural NewsL14D
FarmersWeekly L7D
NZ FarmerL7D
CountryWide LM
YoungCountry
L60D
Farm TraderLM
AgTrader LM
Not specified
$2 Million +
$1-2 Million
$750K - $1 Million
$500K - $750K
$250K - $500K
$100K - $250K
Under $100K
READERSHIP BY FARM ANNUAL TURNOVER YE MARCH 2014
NATIONAL FARMING TITLES
Source: Nielsen 2014 Rural Survey 46,551 Farms; Sample: 1,648
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60% 61% 59%
65% 69%
58% 61%
28% 28% 29% 28% 28% 33%
27%
15% 14% 14% 13%
19% 17% 14%
Rural NewsL14D
FarmersWeekly L7D
NZ Farmer L7D Country WideLM
Young CountryL60D
Farm TraderLM
AgTrader LM
Full Time Staff Part Time Staff Paid Contractors
READERSHIP BY EMPLOYEES NATIONAL FARMING TITLES
Source: Nielsen 2014 Rural Survey 46,551 Farms; Sample: 1,648
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39%
34%
25%
16%
15%
10%
6%
5%
40%
35%
25%
16%
15%
10%
6%
5%
39%
33%
25%
15%
15%
10%
5%
5%
Infrastructure Under $200K
Farm Machinery and Equipment
Vehicles
Banking and Finance
Insurance
Real Estate
Recruitment Services
Infrastructure Over $200K
Rural News L14D
Farmers Weekly L7D
NZ Farmer L7D
READERSHIP - INTEND TO PURCHASE NEXT 12M NATIONAL FARMING TITLES
Source: Nielsen 2014 Rural Survey 46,551 Farms; Sample: 1,648
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37%
37%
28%
18%
16%
13%
7%
5%
41%
41%
26%
23%
21%
13%
11%
10%
Infrastructure Under $200K
Farm Machinery and Equipment
Vehicles
Banking and Finance
Insurance
Real Estate
Recruitment Services
Infrastructure Over $200K
Country Wide LM
Young Country L60D
READERSHIP - INTEND TO PURCHASE NEXT 12M NATIONAL FARMING TITLES
Source: Nielsen 2014 Rural Survey 46,551 Farms; Sample: 1,648
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44%
45%
35%
19%
20%
17%
8%
6%
41%
38%
26%
17%
17%
10%
6%
4%
Infrastructure Under $200K
Farm Machinery and Equipment
Vehicles
Banking and Finance
Insurance
Real Estate
Recruitment Services
Infrastructure Over $200K
Farm Trader LM
AgTrader LM
READERSHIP - INTEND TO PURCHASE NEXT 12M NATIONAL FARMING TITLES
Source: Nielsen 2014 Rural Survey 46,551 Farms; Sample: 1,648
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NATIONAL FARMING TITLES READERSHIP BY FARM TYPE
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READERSHIP BY HEAD OF STOCK – BEEF
53% 52% 53% 52% 43%
63% 57%
21% 22% 22% 21%
23%
16% 18%
12% 12% 12% 12% 14%
8% 12%
7% 8% 8% 9% 13% 5% 7%
5% 4% 4% 5% 4% 6% 4%
Rural NewsL14D
FarmersWeekly L7D
NZ Farmer L7D Country WideLM
Young CountryL60D
Farm Trader LM AgTrader LM
Don't Know
1,000 +
500 - 999
250 - 499
100 - 249
1-99
Source: Nielsen 2014 Rural Survey 46,551 Farms; Sample: 1,648 Base: Beef Farmers
NATIONAL FARMING TITLES
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READERSHIP BY HEAD OF STOCK - SHEEP
26% 25% 25% 21% 16%
26% 28%
27% 28% 27% 25%
26%
32% 27%
30% 30% 31% 33% 38%
30% 29%
15% 15% 15% 19% 19% 10% 14%
Rural NewsL14D
FarmersWeekly L7D
NZ Farmer L7D Country WideLM
Young CountryL60D
Farm Trader LM AgTrader LM
Don’t Know
4,000+
1,000-3,999
100 - 999
1-99
Source: Nielsen 2014 Rural Survey 46,551 Farms; Sample: 1,648 Base: Sheep Farmers
NATIONAL FARMING TITLES
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READERSHIP BY HEAD OF STOCK - DAIRY
15% 16% 18% 16%
4%
18% 14%
26% 27% 29%
27%
24%
26% 26%
31% 30% 27% 33%
30%
26% 35%
19% 17% 17% 20%
35% 16%
17%
9% 9% 9% 4% 6%
13% 8%
Rural NewsL14D
FarmersWeekly L7D
NZ Farmer L7D Country WideLM
Young CountryL60D
Farm Trader LM AgTrader LM
Don't Know
1,000 +
500 - 999
250 - 499
100 - 249
1-99
Source: Nielsen 2014 Rural Survey 46,551 Farms; Sample: 1,648 Base: Dairy Farmers
NATIONAL FARMING TITLES
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READERSHIP BY HEAD OF STOCK – OTHER LIVESTOCK
55% 55% 54%
41% 48%
54% 55%
13% 14% 15%
23%
25% 22%
16%
10% 10% 11% 15%
17% 8% 12%
9% 9% 8% 14%
6% 10%
8%
11% 11% 11% 8% 4% 5%
8%
Rural NewsL14D
FarmersWeekly L7D
NZ Farmer L7D Country WideLM
Young CountryL60D
Farm Trader LM AgTrader LM
Don't Know
1,000 +
500 - 999
250 - 499
100 - 249
1-99
Source: Nielsen 2014 Rural Survey 46,551 Farms; Sample: 1,648 Base: Other Livestock Farmers
NATIONAL FARMING TITLES
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READERSHIP BY HECTARES - CROP / ARABLE
11% 9% 10% 10% 9% 7%
12% 10% 12% 12%
8%
3% 7%
13% 12%
13% 14%
6% 2%
14%
27% 29%
28% 32%
56%
32%
29%
8% 7%
9% 9% 3%
8%
7%
28% 31% 27% 22% 27%
44%
33%
Rural NewsL14D
FarmersWeekly L7D
NZ Farmer L7D Country WideLM
Young CountryL60D
Farm TraderLM
AgTrader LM
Don't Know
Over 100 hectares
60 - 99 hectares
20 - 59 hectares
10 - 19 hectares
5 - 9 hectares
Under 5 hectares
Source: Nielsen 2014 Rural Survey 46,551 Farms; Sample: 1,648 Base: Cropping / Arable Farmers
NATIONAL FARMING TITLES
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33
Co
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33
READERSHIP BY HECTARES - HORTICULTURE
49% 48% 48% 47% 56% 51%
47%
19% 19% 21% 15%
19% 21%
10% 10% 10% 17%
5% 12%
7% 8% 8% 14%
9%
7% 8% 1% 1%
2% 4% 4% 4%
11%
13% 4% 24%
Rural NewsL14D
FarmersWeekly L7D
NZ Farmer L7D Country WideLM
Young CountryL60D
Farm TraderLM
AgTrader LM
Don't Know
Over 100 hectares
60 - 99 hectares
20 - 59 hectares
10 - 19 hectares
5 - 9 hectares
Under 5 hectares
Source: Nielsen 2014 Rural Survey 46,551 Farms; Sample: 1,648 Base: Horticulture Farmers
NATIONAL FARMING TITLES
Co
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20
12
Th
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mp
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34
NATIONAL FARMING TITLES READERSHIP METRICS
Co
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12
Th
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35
READERSHIP BY FREQUENCY
68% 75% 68% 57%
39% 34%
56%
12% 9%
9%
11%
5% 6%
6%
9% 8% 10%
10%
9% 14%
14%
7% 6% 6%
10%
10% 19%
13%
3% 2% 6% 13%
37% 28%
10%
Rural NewsL14D
FarmersWeekly L7D
NZ Farmer L7D Country WideLM
Young CountryL60D
Farm TraderLM
AgTrader LM
Four Three Two One Less than one
“Out of every four issues how many do you read”
Source: Nielsen 2014 Rural Survey 46,551 Farms; Sample: 1,648
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36
SOURCE OF COPY
Delivered free to my home, 92%
Read at work, 4%
Other / Not Spec, 4%
Rural News L14D
Delivered free to my home, 93%
Read at work, 5%
Other / Not Spec, 2%
Farmers Weekly L7D
Delivered free to my
home, 91%
Read at work, 5%
Other / Not Spec,
4%
NZ Farmer L7D
Source: Nielsen 2014 Rural Survey 46,551 Farms; Sample: 1,648
NATIONAL FARMING TITLES
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20
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37
I/someone in my household
subscribers, 17%
It was delivered free to my home,
69%
I read it at my place of work,
3%
It belonged to a friend/
neighbour, 3%
Other/ Not Spec, 8%
Country Wide LM
I/someone in my
household subscribes,
28%
I or another in my
household bought it, 8%
It was delivered free to my home, 39%
It belonged to a
friend/neighbour, 8%
I read it at my place of
work, 5%
I read it free while out / about, 4%
Other / Not Spec, 8%
Young Country L60D
SOURCE OF COPY
Source: Nielsen 2014 Rural Survey 46,551 Farms; Sample: 1,648
NATIONAL FARMING TITLES
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12
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38
I/someone in my
household subscribes,
13%
I or another in my
household bought it,
22%
It was delivered free to my home, 45%
It belonged to a
friend/neighbour, 5%
Read at work, 4%
Other / Not Spec, 11%
Farm Trader LM
SOURCE OF COPY
It was delivered free to my home,
93%
I read it at my place of work,
3%
Other/ Not Spec, 4%
Ag Trader LM
Source: Nielsen 2014 Rural Survey 46,551 Farms; Sample: 1,648
NATIONAL FARMING TITLES
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20
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39
Average Time Spent Reading by Title 36min 41min 37min 46min 42min 55min 44min
READERSHIP BY TIME SPENT READING
8% 6% 7% 7% 11% 6% 9%
28% 20%
24% 22% 22%
20% 26%
35%
40% 41%
36% 33%
31%
35%
25% 29%
24% 26% 25%
29%
22%
4% 5% 4% 9% 9% 13% 9%
Rural NewsL14D
FarmersWeekly L7D
NZ Farmer L7D Country WideLM
Young CountryL60D
Farm TraderLM
AgTrader LM
2 Hours +
31 Min-2Hrs
16- 30 Minutes
6- 15 Minutes
5 Mins Or Less
Source: Nielsen 2014 Rural Survey 46,551 Farms; Sample: 1,648
NATIONAL FARMING TITLES
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20
12
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40
38% 36% 43% 42% 39%
31% 35%
33% 32% 29%
23% 18%
20%
25%
11% 12% 10%
13%
12%
12%
12%
8% 10% 9% 8%
14%
12%
10%
8% 8% 7% 13% 16%
20%
16%
Rural NewsL14D
FarmersWeekly L7D
NZ Farmer L7D Country WideLM
Young CountryL60D
Farm TraderLM
AgTrader LM
Not Specified
5+ times
4 times
3 times
2 times
1 time
READERSHIP BY NUMBER OF PICK-UPS
Source: Nielsen 2014 Rural Survey 46,551 Farms; Sample: 1,648
NATIONAL FARMING TITLES
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20
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41
READERSHIP BY HOW OFTEN KEEP SECTIONS OR ARTICLES
1% 2% 2% 7% 13%
7% 3% 6% 9% 6% 10%
10% 14%
10%
61% 61%
58% 48% 39% 47%
48%
31% 27% 33% 33% 37% 28% 38%
Rural NewsL14D
FarmersWeekly L7D
NZ Farmer L7D Country WideLM
Young CountryL60D
Farm TraderLM
AgTrader LM
Not specified
Never
Occasionally
Regularly
Always
Source: Nielsen 2014 Rural Survey 46,551 Farms; Sample: 1,648
NATIONAL FARMING TITLES
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20
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42
HOW MANY OTHERS IN THE HOUSEHOLD READ?
Source: Nielsen 2014 Rural Survey 46,551 Farms; Sample: 1,648
Rural News Farmers Weekly
NZ Farmer Country
Wide Young
Country Farm
Trader Ag Trader
One 43% 43% 43% 43% 41% 31% 33%
Two 16% 17% 16% 15% 18% 13% 12%
Three + 4% 4% 4% 5% 15% 26% 5%
NATIONAL FARMING TITLES
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43
READERSHIP BY TOPICS ALWAYS/USUALLY READ
77%
70%
66%
65%
63%
60%
57%
55%
55%
52%
51%
48%
48%
46%
41%
36%
34%
31%
25%
Regional Farming News
National Farming News
Farm Innovation & Practice
Livestock Information
Animal Health
Livestock Management
Pasture Management
People/Community
Farm Management
Opinion (Letters)
Product Review
Farm Machinery & Equipment Review
Events/Field days
International Farming News
Export Analysis
Dairy News
Agribusiness Sector News
Market/Share/Financial Information
Arable Management
Rural News L14D
Source: Nielsen 2014 Rural Survey 46,551 Farms; Sample: 1,648
Co
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20
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44
READERSHIP BY TOPICS ALWAYS/USUALLY READ
81%
77%
71%
71%
60%
59%
58%
53%
52%
49%
47%
42%
38%
37%
36%
21%
Regional Farming News
National Farming News
Farm Innovation & Practice
Livestock Information
People/Community
Opinion (Letters)
Enviroment
Product Review
Events/Field days
International Farming News
Export Analysis
Real Estate
Dairy News
Agribusiness Sector News
Market/Share/Financial Information
Recruitment/Jobs
Farmers Weekly L7D
Source: Nielsen 2014 Rural Survey 46,551 Farms; Sample: 1,648
Co
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20
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45
READERSHIP BY TOPICS ALWAYS/USUALLY READ
80%
74%
70%
69%
60%
59%
51%
50%
48%
44%
38%
33%
Regional Farming News
National Farming News
Farm Innovation & Practice
Livestock Information
Pasture Management
Farm Management
Events/Field days
Farm Machinery & Equipment Review
International Farming News
Real Estate
Agribusiness Sector News
Market/Share/Financial Information
NZ Farmer L7D
Source: Nielsen 2014 Rural Survey 46,551 Farms; Sample: 1,648
Co
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20
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46
READERSHIP BY TOPICS ALWAYS/USUALLY READ
78%
72%
67%
67%
66%
66%
62%
61%
60%
60%
57%
56%
56%
51%
51%
49%
46%
35%
33%
32%
30%
Regional Farming News
National Farming News
Livestock Information
Farm Innovation & Practice
Livestock Management
Animal Health
People/Community
Pasture Managment
Farm Management
Real Estate
Enviroment
Product Review
Opinion (Letters)
Events/Field days
Farm Machinery & Equipment Review
International Farming News
Export Analysis
Agribusiness Sector News
Dairy News
Market/Share/Financial Information
Arable Managment
Country Wide LM
Source: Nielsen 2014 Rural Survey 46,551 Farms; Sample: 1,648
Co
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20
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Co
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47
READERSHIP BY TOPICS ALWAYS/USUALLY READ
75%
72%
69%
66%
65%
59%
58%
55%
51%
45%
Livestock Information
People/Community
Farm Innovation & Practice
Farm Management
Opinion (Letters)
Events/Field days
Enviroment
Farm Machinery & Equipment Review
Product Review
Recruitment/Jobs
Young Country L60D
Source: Nielsen 2014 Rural Survey 46,551 Farms; Sample: 1,648
Co
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20
12
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48
READERSHIP BY TOPICS ALWAYS/USUALLY READ
79%
67%
63%
62%
61%
58%
55%
54%
53%
51%
46%
44%
42%
41%
26%
New and used/ classified
Farm Machinery Private Advertising
Ute Test
Farm Bike/ ATV tests
Tractor Test
Animal Handling Articles
Machinery Specification Buyers Guide
Contractors/ Farmers Profiles
Parts and Services
Pasture Care Articles
Diggers and Drainage Articles
Feed out Equipment
Hay Equipment
Cultivation/ seeding equipment
Farm Trader Website Information
Farm Trader LM
Source: Nielsen 2014 Rural Survey 46,551 Farms; Sample: 1,648
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49
DAIRY FARMING TITLES
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Co
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50
Co
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Th
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pro
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50
Source: Nielsen 2014 Rural Survey
46,551 Farms; Sample: 1,648
1 68% 68%
56%
28%
7% 15%
51%
16% 18% 10%
19% 10% 8% 4%
11%
Regional Farming Titles
Dairy Farming Titles
National Farming Titles
RURAL TITLE – READERSHIP BY CATEGORY
These refer to readership within the issue period L7D = in the last 7 days; L14D = last 14 days; LM = last month; L60D = last 60 days
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51
DAIRY FARMING TITLES READERSHIP BY DEMOGRAPHICS
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20
12
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Co
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52
READERSHIP BY OCCUPATION
63% 65% 65%
9% 8% 7%
16% 18% 17%
7% 6% 6% 9% 7% 10%
Dairy News L14D Dairyman LM NZ DairyExporter LM
Other
Farm Worker/Contractor
Sharemilker/Contract Milker
Farm Manager
Farm Owner
DAIRY FARMING TITLES
Source: Nielsen 2014 Rural Survey 46,551 Farms; Sample: 1,648
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20
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53
READERSHIP BY AREA
55% 54% 51%
27% 26% 23%
18% 17% 24%
Dairy NewsL14D
Dairyman LM NZ DairyExporter LM
Not Specified
Southern
Central
Northern
DAIRY FARMING TITLES
Source: Nielsen 2014 Rural Survey 46,551 Farms; Sample: 1,648
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20
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54
14% 14% 11%
11% 10% 7%
12% 13% 14%
15% 13% 18%
14% 14% 9%
16% 17% 20%
10% 10% 13%
9% 9% 8%
Dairy News L14D Dairyman LM NZ Dairy ExporterLM
Not specified
$2 Million +
$1-2 Million
$750K - $1 Million
$500K - $750K
$250K - $500K
$100K - $250K
Under $100K
READERSHIP BY FARM ANNUAL TURNOVER YE MARCH 2014 DAIRY FARMING TITLES
Source: Nielsen 2014 Rural Survey 46,551 Farms; Sample: 1,648
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55
81% 80% 81%
35% 34% 32%
14% 13% 14%
Dairy News L14D Dairyman LM NZ Dairy ExporterLM
Full Time Staff Part Time Staff Paid Contractors
READERSHIP BY EMPLOYEES DAIRY FARMING TITLES
Source: Nielsen 2014 Rural Survey 46,551 Farms; Sample: 1,648
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56
38%
32%
20%
20%
15%
12%
12%
9%
35%
35%
24%
21%
14%
11%
10%
9%
36%
37%
20%
21%
13%
12%
13%
12%
Infrastructure Under $200K
Farm Machinery and Equipment
Vehicles
Banking and Finance
Insurance
Real Estate
Recruitment Services
Infrastructure Over $200K
Dairy News L14D
Dairyman LM
NZ Dairy Exporter LM
READERSHIP - INTEND TO PURCHASE NEXT 12M DAIRY FARMING TITLES
Source: Nielsen 2014 Rural Survey 46,551 Farms; Sample: 1,648
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57
DAIRY FARMING TITLES READERSHIP BY FARM TYPE
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20
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58
READERSHIP BY HEAD OF STOCK – DAIRY
8% 10% 4%
24% 22% 23%
40% 36% 36%
20% 22% 26%
8% 9% 11%
Dairy News L14D Dairyman LM NZ DairyExporter LM
1000+
500 - 999
250 - 499
100 - 249
1-99
Base: Dairy Farmers
DAIRY FARMING TITLES
Source: Nielsen 2014 Rural Survey 46,551 Farms; Sample: 1,648
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59
DAIRY FARMING TITLES READERSHIP METRICS
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60
59% 56% 52%
10% 9%
7%
13% 14%
11%
9% 11%
11%
9% 11% 19%
Dairy News L12M Dairyman L12M NZ Dairy ExporterL12M
Less than one
One
Two
Three
Four
READERSHIP BY FREQUENCY
“Out of every four issues how many do you read”
DAIRY FARMING TITLES
Source: Nielsen 2014 Rural Survey 46,551 Farms; Sample: 1,648
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61
Delivered free to my
home, 91%
Read at work, 4%
Other / Not Spec,
5%
Dairyman LM
SOURCE OF COPY DAIRY PUBLICATIONS
Delivered free to my home, 94%
Read at work, 3%
Other/Not Spec, 3%
Dairy News L14D
I / Someone in my HH is a Subscriber,
51%
Delivered free to my home,
44%
It belonged to a friend/
neighbour, 6%
I read it at my place of work,
6%
Other / Not Spec, 9%
NZ Dairy Exporter LM
Source: Nielsen 2014 Rural Survey 46,551 Farms; Sample: 1,648
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62
READERSHIP BY TIME SPENT READING
Average Time Spent Reading by Title
36 min 42 min 65 min
7% 8% 2%
24% 26%
16%
41% 33%
33%
24% 26%
31%
4% 8% 18%
Dairy News L14D Dairyman LM NZ Dairy ExporterLM
2 Hours Or More
31 Minutes - 1 Hour 59Minutes
16- 30 Minutes
6- 15 Minutes
5 Mins Or Less
DAIRY FARMING TITLES
Source: Nielsen 2014 Rural Survey 46,551 Farms; Sample: 1,648
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63
READERSHIP BY NUMBER OF PICK-UPS
36% 39% 32%
37% 27%
16%
10% 13%
15%
9% 9%
11%
7% 10% 25%
Dairy News L14D Dairyman LM NZ Dairy ExporterLM
Not specified
5+ times
4 times
3 times
2 times
1 time
DAIRY FARMING TITLES
Source: Nielsen 2014 Rural Survey 46,551 Farms; Sample: 1,648
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20
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64
READERSHIP BY SECTIONS KEPT
2% 2% 6% 6% 7%
18%
51% 52%
46%
40% 37% 28%
Dairy News L14D Dairyman LM NZ DairyExporter LM
Not specified
Never
Occasionally
Regularly
Always
DAIRY FARMING TITLES
Source: Nielsen 2014 Rural Survey 46,551 Farms; Sample: 1,648
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65
READERSHIP – HOW MANY IN HH ALSO READ?
Dairy News L14D Dairyman LM NZ Dairy Exporter
LM
One 44% 45% 43%
Two 21% 18% 23%
Three + 12% 14% 9%
DAIRY FARMING TITLES
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66
READERSHIP BY TOPICS ALWAYS/USUALLY READ
79%
79%
74%
69%
67%
66%
65%
65%
62%
56%
55%
52%
49%
49%
48%
45%
34%
30%
Dairy News
Regional Farming News
National Farming News
Animal Health
Farm Innovation & Practice
Pasture Management
Livestock Management
Farm Management
Livestock Information
International Farming News
People/Community
Product Review
Opinion (Letters)
Agribusiness Sector News
Events/Field days
Farm Machinery & Equipment Review
Export Analysis
Market/Share/Financial Information
Dairy News L14D
Source: Nielsen 2014 Rural Survey 46,551 Farms; Sample: 1,648
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67
READERSHIP BY TOPICS ALWAYS/USUALLY READ
83%
72%
67%
64%
57%
55%
54%
49%
40%
35%
Dairy News
Farm Innovation & Practice
Farm Management
Livestock Information
International Farming News
Product Review
Farm Machinery & Equipment Review
Events/Field days
Agribusiness Sector News
Real Estate
Dairyman LM
Source: Nielsen 2014 Rural Survey 46,551 Farms; Sample: 1,648
Co
pyr
igh
t ©
20
12
Th
e N
iels
en
Co
mp
any.
Co
nfi
de
nti
al a
nd
pro
pri
eta
ry.
68
READERSHIP BY TOPICS ALWAYS/USUALLY READ
88%
87%
78%
75%
71%
70%
69%
69%
69%
68%
65%
62%
59%
58%
54%
50%
49%
43%
38%
36%
34%
Dairy News
Regional Farming News
National Farming News
Animal Health
Farm Innovation & Practice
Pasture Managment
Farm Management
Real Estate
Livestock Management
Livestock Information
Enviroment
People/Community
International Farming News
Product Review
Opinion (Letters)
Events/Field days
Farm Machinery & Equipment Review
Agribusiness Sector News
Market/Share/Financial Information
Export Analysis
Arable Managment
NZ Dairy Exporter LM
Source: Nielsen 2014 Rural Survey 46,551 Farms; Sample: 1,648
Co
pyr
igh
t ©
20
12
Th
e N
iels
en
Co
mp
any.
Co
nfi
de
nti
al a
nd
pro
pri
eta
ry.
69
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