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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.

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2004 Rural Readership Survey

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  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

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