Nielsen 2012 PDF

Nielsen 2012
Rural Readership Report
Nielsen Media Rural Survey 2012

Base: Beef, Sheep, Dairy, Livestock, Corp & Horticulture Farms Rural Readership Report
46,554 Sample: 2,128 Copyright © 2012 The Nielsen Company. Confidential and proprietary.
About The Nielsen Rural Survey
In association with key rural publishers, Nielsen is delighted to present the

2012 Rural Readership Survey.
The survey employed a mixed methodology of mail and online. The random
sample was drawn from a Rural Database against occupations in the rural
sector.
The total number of farms represented in the survey is 46,554

Nationally with a sample achieved of 2,128 respondents
Please note that this information is subject to an embargo - the figures must not be released into the
public domain until midday on Friday 28th September, 2012.

Contents
• Understanding the Rural Survey
• About Farms in the Rural Survey
• Readership by Category
 National & Regional Farming Titles
• Demographics
• Farm Type
• Readership Metrics
 Dairy Farming Titles
• Demographics
• Farm Type
• Readership Metrics
 Daily Newspapers
• Survey Details
3

Understanding the Rural Survey

Counting Farms
Statistics New Zealand 2011 has rural properties at
58,041
The Nielsen Rural Survey targeted Beef

Farming, Sheep Farming, Dairy Farming,
Other Livestock Farming, Horticulture and
Cropping
It excludes Nursery Production, Turf Growing,
Floriculture, Vegetable Growing, Grape Growing and
Forestry
Therefore the total number of farms represented in the

Nielsen Rural Survey is 46,554 nationally
Please note that the Rural Survey captures one reader per farm and does
not capture readers outside of the rural sample
5

Publications Measured
Regional Farming
National Farming Titles National Dairy Titles
Titles*
Free Circulating
Subscriber
* These are also distributed

within their parent publications

Farm Type
• Many farms run more than one type of stock. Below is a grid showing
the crossover of animals and crop by farms
Other Cropping/ Horticult
Beef Sheep Dairy
Livestock Arable ure
Totals 26,364 18,074 15,365 9,833 3,756 7,382
Beef 57% 77% 34% 67% 50% 31%
Sheep 39% 53% 26% 56% 49% 20%
Dairy 33% 20% 22% 17% 57% 2%
Other Livestock 21% 25% 31% 11% 30% 7%
Cropping/ Arable 8% 7% 10% 14% 11% 3%
Horticulture 16% 9% 8% 1% 6% 5%

Sample & Population
Farm Type Potential Sample
Stock or Crop
Beef 26,364 1266
Sheep 18,074 1055
Dairy 15,365 834
Other Livestock 9,833 317
Cropping/Arable 3,756 319
Horticulture 7,382 144
Region
Northern 20,688 812
Central 11,475 582
Southern 13,083 673
Region excludes 1,308 Not Specified (sample 61)

Thinking about the next 12 months do you think
the business climate will get better, worse or stay
the same?
5% 5% 5% 5% 5% 6%
23% 25% 26% 26% 27% 19%
Don't Know/ Not

43% Specified
59% 56% 52% 54% 51%
Get Worse
32% Stay the Same

13% 13% 17% 15% 18%
Get Better

About Farms in the Rural Survey
10

Farmers – Age & Gender
Gender
Age
30% 34%
28%
70% 22%
15%
1%
Male Female
15-24 25-39 40-54 55-64 65+
years years years years years
11

Farmers – Area & Occupation
Occupation
71%
Area
28%
44%
8% 11%
5% 3% 6%
25%
Northern Central Southern
12

Farmers – Household Composition
Number of People in
Household
51%
Living Situation
50%
15% 14% 39%
8% 11%
One Two Three Four Five or

more 8%
2%
Living on Living with Households Living with
Own Partner (no with Kids Housemates
kids) / Other
13

Farm Type by Number of Animals
6% 7% 7% 3% 6,000+
6% 5%
11% 8% 4,000 - 5,999
16% 23%
20% 16% 2,000 - 3,999
10%
1,000 - 1,999
9% 28%
7% 500 - 999
11%
65% 250 - 499
60% 22%
100 - 249
34%
18% 1-99
Number of Animals
Beef Sheep Dairy Other Livestock
14

Farm Type by Farm Size
4% 7% Over 4,000 hectares

9% 12% 10% 9%
11% 800 - 3,999 hectares
14% 11%
15% 24% 400 - 799 hectares
13%
19%
200 - 399 hectares
16% 9%
15% 80 - 199 hectares
11% 36%
23%
8% 40 - 79 hectares
21%
14% 10 - 39 hectares
14%
28% Under 9 hectares
17% 15% 6%
5% Hectares of Land
Beef Sheep Dairy Other Livestock
15

Farm Type by Hectares of Crop
4%
8% 60 + hectares
30%
13%
20 - 59 hectares
19%
28%
10 - 19 hectares
21% 5 - 9 hectares
57%
9%
Under 5 hectares
11%
Cropping/ Arable Horticulture
16

Readership

Base: Beef, Sheep, Dairy, Livestock, Corp & Horticulture Farms
Readership as a Percent of Total Farms 46,554
National Farming
Titles
68% National Dairy
67%
63% Titles Regional Farming
Titles
42%
33%
16% 19%
13% 10% 10% 9%
Rural Farmers Straight Country Farm Dairy Dairyman NZ Dairy Waikato Central Otago
News Weekly Furrow Wide LM Trader LM News LM Exporter Times Districts Southland
L14D L7D L7D L14D LM Farmer Farmer Farmer
LM LM L14D
18

Readership by Issue Period
Weekly
Titles
Fortnightly
Titles
68% 67% Monthly Titles
63%
42%
33%
16% 19%
9% 13% 10% 10%
Farmers Straight Rural Dairy Otago Country Farm Dairyman NZ Dairy Waikato Central
Weekly Furrow News News Southland Wide LM Trader LM LM Exporter Times Districts
L7D L7D L14D L14D Farmer LM Farmer Farmer
L14D LM LM
19

National and Regional Farming Titles
Dairy Titles see Page 56

National & Regional Farming Titles
Readership by Demographics
21

Readership by Occupation
9% 7% 9% 9% 7% 13% 8% 7%
5% 5% 6% 4% 5% 5% 8%
5% 4% 4% 4% 3% 2%
4% 4%
9% 9% 9% 8% 9% 8% 10% 12%
9%
74% 74% 73% 76% 76% 75% 74%

66%
Rural News Farmers Straight Country Farm Waikato Central Otago

L14D Weekly Furrow Wide LM Trader LM Times Districts Sthland
L7D L7D Farmer LM Farmer LM Farmer
L14D
Farm Owner Farm Manager
Sharemilker Farm Retail/ Business
Farm Worker/ Contractor Leased/ Trustee/ Lifestyle/ Other 22

Readership by Area
1% 1%
29% 29% 29% 27% 28%
24% 26% 26% 28% 27%

97% 93% 96%
45% 43% 43% 43% 44%
4%
Rural Farmers Straight Country Farm Waikato Central Otago
News Weekly Furrow Wide LM Trader LM Times Districts Southland
L14D L7D L7D Farmer Farmer Farmer
LM LM L14D
Northern Central Southern Not Specified
23

Readership by On-Farm Income
YE March 2012
8% 8% 8% 7% 9% 10% 5% 11%
4% 5% 5% 5% 5%
5% 5% 7%
10% 10% 10% 11% 9% 11%
12%
13%
12% 12% 11% 12% 10% 15%
14%
15% 15% 16% 15%
15% 15% 15%
17%
16%
18% 18% 19% 17% 17% 16%
13%
16%
33% 31% 33% 33% 34% 29% 32%

22%

L14D Weekly L7D Furrow L7D Wide LM Trader LM Times Districts Southland
Farmer LM Farmer LM Farmer
Under $50k $50k-$100k $100k-$250k L14D
$250k-$500k $500k-$1m Over $1m
Prefer not to Say/Not Specified
24

Readership by Type of Employees
Not specified
Contractors
Four +
Paid
83% 83% 84% 82% 81% 85% 89% 80% Three
Two
One
4% 4% 4% 4% 4% 4% 4% 4%
7% 7% 6% 7% 7% 7% 3% 4%
Not specified
Employees
Part Time
57% 58% 58% 59% 59% 59% 54% 56% Four +
Three
10% 10% 10% 10% 10% 12% 9% Two

10%
28% 28% 28% 26% 27% 29% 32% 30% One
20% Not specified

23% 22% 23% 23% 24% 22% 21%
Employees
Full Time
7% 7% 7% 7% 8% 7% 6% 13% Four +
18% 18% 18% 17% 17% 23% 17% 17% Three
Two
47% 47% 46% 47% 44% 41% 47% 45%
One
Rural News Farmers Straight Country Wide Farm Trader Waikato Central Otago
L14D Weekly L7D Furrow L7D LM LM Times Farmer Districts Southland
LM Farmer LM Farmer L14D
25

Readership - Intend to Purchase Next 12M
42%
Infrastructure Under $200k 42%
41%
36%
Farm Machinery & Equipment 37%
36%
28%
Vehicles 27%
26%
23%
Banking & Finance 24%
24%
24%
Insurance 23%
24%
12%
Real Estate 12%
12%
9%
Recruitment Services 9%
9%
5%
Infrastructure Over $200k 5%
5%
Straight Furrow L7D Farmers Weekly L7D Rural News L14D 26

46%
41%
30%
Vehicles 28%
26%
26%
Insurance 24%
12%
Real Estate 12%
11%
6%
Farm Trader LM Country Wide LM 27

45%
44%
47%
32%
33%
Vehicles 29%
29%
28%
Insurance 22%
24%
24%
20%
12%
Real Estate 10%
12%
8%
10%
8%
3%
Otago Southland Farmer L14D Central Districts Farmer LM Waikato Times Farmer LM 28

Readership by Farm Type
29

Readership by Farm Type – All Titles
Waikato Central Otago
Rural Farmers Straight
Country Farm Times Districts Southland
News Weekly Furrow
Wide LM Trader LM Farmer Farmer Farmer
14D L7D L7D
LM LM L14D
Beef 62% 62% 61% 60% 59% 46% 71% 58%
Sheep 43% 46% 43% 43% 39% 26% 57% 71%
Dairy 35% 35% 34% 34% 39% 60% 32% 28%

Other
21% 22% 21% 22% 19% 23% 22% 25%
Livestock
Cropping/
9% 9% 9% 9% 12% 9% 12% 10%
Arable
Horticulture 12% 11% 13% 13% 11% 5% 9% 3%
30

Readership by Head of Stock - Beef
3% 3% 3% 3% 4% 3% 4% 3%
6% 7% 6% 7% 7% 5% 7%
11%
12% 12% 12% 11% 12% 12%
13%
17%
14%
23% 23% 22% 21%
23% 30%
19%
1,000+
500 - 999
250 - 499
66% 100 - 249
55% 53% 55% 56% 57%
50% 48% 1-99

LM LM L14D
31
Base: Beef Farmers Population 26,364 Sample 1,257

Readership by Head of Stock - Sheep
2%
14% 15% 14% 15% 16% 19%
24%
35%
28% 30% 29% 27% 25%
33%
37%
21% 4,000+
29% 28% 28% 26% 1,000-3,999
28%
26% 100 - 999
22% 1-99
43%
28% 27% 28% 29% 31%
21%
15%

LM LM L14D
32
Base: Sheep Farmers Population 18,074 Sample 1,055

Readership by Head of Stock - Dairy
8% 8% 8% 5% 4%
9% 10%
19% 17% 23%
21% 20% 21% 20% 21%
31%
34% 32%
29% 29% 28% 28% 28% 1,000+
500 - 999
21% 250 - 499
21% 20% 21%
22% 21% 23% 25% 100 - 249
1-99
14%
23% 27%
20% 21% 22% 18% 17%
10%
LM LM L14D
33
Base: Dairy Farmers Population 15,365 Sample 834

Readership by Head of Stock - Other Livestock
9% 8% 8% 8% 5% 5%
10%
6% 6% 7% 7% 19%
7% 7%
9% 7%
7% 8% 8%
14% 22%
9% 13%
18% 19% 17% 25%
19% 17% 12%
1,000+
21% 500 - 999
250 - 499
62% 66%
59% 59% 55% 56% 100 - 249
53%
1-99
36%

LM LM L14D
34
Base: Other Livestock Farmers Population 9,833 Sample 317

Readership by Hectares - Crop / Arable
6%
27% 30% 32% 35% 32% 34%

28% 41%
28%
30% 27%
31% 29% 33% 60 + hectares
35%
20 - 59 hectares
40%
10 - 19 hectares
25%
21% 20% Under 9 hectares
20% 21% 17%
31%
21% 20% 20% 15%
17% 15% 17%
4%
News Weekly Furrow Wide LM Trader Times Districts Southland
L14D L7D L7D LM Farmer Farmer Farmer
LM LM L14D
35
Base: Cropping /Arable Farmers Population 3,756 Sample 319

Readership by Hectares - Horticulture
6% 8% 6% 6% 3%
8% 15%
9% 8% 10%
10% 7% 30%
39%
17% 14% 17% 16% 19%
16%
17% 15% 16% 19%
42%
65% 70% 67%
51% 52% 52% 50% 60 + hectares
20 - 59 hectares
20% 10 - 19 hectares
5-9 hectares
News Weekly Furrow Wide LM Trader LM Times Districts Southland Under 5 hectares
LM LM L14D
36
Base: Horticulture Farmers Population 7,382 Sample 144

Readership Metrics
37

Readership by Frequency
6% 4% 5% 4% 7% 2% 4% 4%
7% 9% 8% 8% 5%
10% 9%
9% 13% 11% 8% 8%
12% 12%
12% 9%
10% 15% 11%
10%
80% 82%
71% 75% 68% 71%
66%
54%

L12M Weekly LM Furrow LM Wide L12M Trader Times Districts Southland
L12M Farmer Farmer Farmer
L12M L12M L12M
Four Three Two One Less than one
“Out of every four issues how many do you read” 38

Source of Copy
Rural News L14D Straight Furrow L7D Farmers Weekly L7D
Other, 2%
Other, 2% Other,
2%
It was
It was It was
delivered
delivered delivered
free to
free to my free to my
my
home, home, 98%
home,
98%
98%
Other: I read at my place of work, it belonged to a friend/neighbour, I read while out, & other
39

Source of Copy
It belonged I/someone Received I/someone
to a Other, 3% in my inside paid in my
friend/neigh household It belonged publication, household
bour, 2% subscribers to a 1% subscriber
, 22% friend/neig s, 13%
I read it at hbour, 3% Other,
my place of 7%
work, 2%
I bought a
copy, 11%
Country Wide LM
Farm Trader LM
It was It was
delivered delivered
free to my free to my
home, 71% home, 65%
Definition of ‘Other’ – Read at place of work, read it while I was out,

obtained free by someone in the household, other & not specified 40

Source of Copy
Waikato Times Farmer LM Otago Sthlnd Farmer L14D Central Districts Farmer LM
It
belonged
to a Other, 3% Other, 2%
friend/
neighbour Other, 6%
, 4%
It was
delivered
free to my
Received home, It was
inside 46% delivered It was
paid free to my delivered
publicatio home, free to my
n, 43% 97% home, 98%
Definition of ‘Other’: Received inside paid publication, I read it at my

place of work, it belonged to a friend/neighbour, I read it while I was out
and about & Not Specified
41

Source of Copy – Detail
Rural Farmers Straight
Country Farm Times Districts Sthlnd
News Weekly Furrow
Wide LM Trader LM Farmer Farmer Farmer
L14D L7D L7D
LM LM L14D
I am a subscriber/someone in my
household is a subscriber
20.2% 12.1%
I bought a copy from a dairy, Either obtained within the
0.7% 11.1%
supermarket or other outlet Not applicable free circulating titles corresponding daily newspaper or
Another member of the delivered free
household bought it for my/their 0.9% 1.1%
use
It was delivered free to my home 98.0% 98.4% 98.2% 71.1% 64.7% 46.3% 97.1% 97.6%
Received inside paid publication
n/a 1.3% 43.4% 0.3%
which I bought/subscribe to
I read it at my place of work 0.4% 0.6% 0.6% 1.8% 1.1% 1.1%
It belonged to a friend/neighbour 0.7% 0.2% 0.6% 1.8% 2.8% 4.1% 0.7% 0.2%
I read it for free while I was out
and about
0.2% 0.1% 1.3% 1.4% 0.3% 1.6% 0.8%
It was obtained free by another
0.2% 0.7% 0.7% 0.6% 0.6%
member of this household
Other 0.1% 0.1% 2.5% 1.5%
Not specified 0.6% 0.5% 0.6% 1.4% 1.3% 3.7%
42

Readership by Time Spent Reading
Average Time Spent Reading by Title
38min 46min 39min 52min 45min 28min 30min 34min
3% 7% 5% 8% 2% 5% 3%
11%
15% 15% 21%
27% 26%
31% 24%
27%
31%
44%
41%
37% 37% 34%
37% 33%
40%
25% 25% 33% 28%
26% 21%
19%
7% 6% 8% 7% 9% 6% 9% 8%
L14D Weekly Furrow L7D Wide LM Trader LM Times Districts Southland
L7D Farmer LM Farmer LM Farmer
L14D 43
5 Mins Or Less 6- 15 Minutes 16- 30 Minutes 31 Min-2Hrs 2 Hours +

Readership by Number of Pick-ups
8% 8% 5%
11% 9% 9%
17% 16% 8%
9% 8% 8%
11% 11% 7%
13% 14% 10% 9% 10%
15% 13%
13% 25%
13%
32% 28% 33%
28%
30% 25% 26%
54%
37% 41% 37% 38%
32% 33% 35%

L14D
1 time 2 times 3 times 4 times 5+ times Not Specified

44

Readership by Length of Time a Reader
12% 12% 7% 10% 7%
11% 16% More
25% 15% than 20
12% 18% years
21% 18% 17%
23%
22% 22% 27% 25%
27%
29% 32%
34%
27%
39%
41% 37%
36%
32% 33%
22% 25%
16% 12%
6% 4% 7% 9%
3% 2%
L14D
Up to One Year One - 5 years 6 -10 years 11- 20 Years More than 20 Years Not specified
45

Readership by Sections Kept
27% 30% 28%

32% 32% 37% 43% 36%
60% 51%
59% 60% 61%
50% 52%
50%
12% 16% 11%

8% 10% 6% 8% 9%
L14D
Always/Regularly Occasionally Never Not specified
46

Readership - Who Else Reads in the Household

Rural Farmers Straight Farm
Country Times Districts Southlnd
News Weekly Furrow Trader
Wide LM Farmer Farmer Farmer
L14D L7D L7D LM
LM LM L14D
Wife/Partner 62% 65% 62% 63% 39% 73% 55% 70%
Children/Parents 13% 15% 14% 14% 20% 11% 10% 18%
Business
Partner/Employees
10% 10% 10% 10% 14% 7% 18% 11%
None/Not Specified 26% 24% 27% 25% 39% 20% 32% 20%
47

Readership by Topics Always/Usually Read
Rural News L14D
81%
74% 74%
70%
64% 62% 59%
52% 51% 53%
37% 35%
48

Farmers Weekly L7D
78%
65%
55% 57% 54% 51%
33% 37%
26%
49

Straight Furrow L7D

84%
76% 73% 71%
64% 60%
50% 51% 51% 52%
47%
35%
50

Country Wide LM
73%
62% 63% 64%
61%
56% 56% 56% 53%
51% 49%
32% 34%
51

Farm Trader LM
71%
61%
54% 52% 56% 56%
49% 47%
37% 39% 40%
33% 30% 32%
17%
52

84% Waikato Times Farmer LM
68%
63%
58% 59%
54%
46% 47% 45%
41% 38%
29% 28% 26%
53

85% Central Districts Farmer LM
68% 70%
67%
62% 59% 58%
56% 57%
42% 44%
31% 29% 28%
54

Otago Southland Farmer L14D
93%
80%
75% 72% 73%
71%
67%
59%
54% 52%
35%
30% 29%
23%
55

National Dairy Titles
For General Farming Titles see Page 20

Readership as a Percent of Total Farms 46,554
National Farming
Titles
National Dairy
68% 67% Titles Regional Farming
64%
Titles
42%
33%
16% 19%
13% 10% 10% 9%
Rural Farmers Straight Country Farm Dairy Dairyman NZ Dairy Waikato Central Otago
News Weekly Furrow Wide LM Trader LM News LM Exporter Times Districts Southland
L14D L7D L7D L14D LM Farmer Farmer Farmer
LM LM L14D
57

Dairy Farming Titles
Readership by Demographics
58

Readership by Occupation
Dairy Publications
6% 6% 6% Leased/ Trustee/
6% 6% 5% Lifestyle/ Other
3% 3% 5%
16% 15% Farm Worker/ Contractor
16%
11% 11% 9% Farm Retail/ Business
Sharemilker
62% 62% 64% Farm Manager
Farm Owner
Dairy News Dairyman LM NZ Dairy

L14D Exporter LM
59

Readership by Area
Dairy Publications
18% 18% 23%
23% 23%
23%
Not Specified
Southern
Central
57% 55% 51% Northern

L14D Exporter LM
60

Readership by On-Farm Income
Dairy Publications YE March 2012
8% 9% 8%
Prefer not to say
10% 10% 13%
Over $1m
18% 16%
19% $500k-$1m
15% 16% $250k-$500k
14%
19% 17% $100k-$250k

19%
$50k-$100k
15% 14%
10%
Under $50k
14% 16% 14%

L14D Exporter LM
61

Readership by Number of Employees
Dairy Publications
None/Not specified
Contractors
Four +
Paid
86% 85% 86% Three
Two
4% One
5% 7% 4%
6% 6%
None/Not specified
Employees
Part Time
55% 53% 48% Four +
Three
12% 14% 16% Two
29% 28% 31% One
15% 18% 19% None/Not specified

12% 14%
Employees
19% Four +
Full Time
11% 12%
26% 13% Three
27% 23% Two
36% 30% 26% One
Dairy News L14D Dairyman LM NZ Dairy Exporter

LM
62

Dairy Publications
45%
44%
44%
39%
33%
28%
29%
Vehicles 27%
26%
25%
Insurance 23%
22%
16%
12%
11%
Real Estate 12%
11%
11%
9%
NZ Dairy Exporter LM Dairyman LM Dairy News L14D 63

64

Dairy Publications
Dairy News Dairyman NZ Dairy

L14D LM Exporter LM
Beef 36% 35% 30%

Sheep 13% 11% 13%
Dairy 77% 77% 79%
Other Livestock 10% 10% 12%
Cropping/ Arable 8% 10% 10%
Horticulture 4% 3% 3%
65

Readership by Head of Stock – Dairy
Dairy Publications
8% 8% 10%
23% 24%
31%
39% 37%
1000+
37% 500 - 999
250 - 499
21% 22% 100 - 249
17% 1-99
9% 10% 5%
L14D Exporter LM
66
Base: Dairy Farmers Population 15,365 Sample 834

Readership Metrics
67

Readership by Frequency
Dairy Publications
2% 3% 6%
6% 7%
8%
12% 12% 9%
16% 14% 11%
Less than one
One
Two
63% 64% 66% Three
Four
Dairy News Dairyman NZ Dairy

L12M L12M Exporter L12M
“Out of every four issues how many do you read” 68

Source of Copy
Dairy Publications
Obtained free
by another I read it for
member of free while I
Dairy News L14D Dairyman LM this was out
Not specified,
2%
household, and about,
1% 1%
Other, 3% Other, I read it at my
place of work,
5% 5%
It belonged to
a friend/
neighbour, 5%
It was Delivered Free I / Someone in

to my my HH is a
delivered Subscriber,
Home/Other,
It was free to 34% 51%
delivered my
free to my home,
home, 97% 95%
NZ Dairy Exporter LM
Definition of ‘Other’: I read at my
place of work, it belonged to a
friend/neighbour, I read while out,
other
69

Readership by Time Spent Reading
Dairy Publications
Average Time Spent Reading by Title
34 min 44 min 66 min
4% 8%
15% 2 Hours Or More
20%
23%
31 Minutes - 1 Hour
34% 59 Minutes
41%
16- 30 Minutes
43%
31% 6- 15 Minutes
29%
20%
15% 5 Mins Or Less
6% 7% 4%
L14D Exporter LM 70

Readership by Number of Pick-ups
Dairy Publications
9% 10%
4% 21% Not specified
10%
13%
12% 10% 5+ times
27% 18% 4 times

29%
3 times
22%
2 times
45%
38%
26% 1 time
Dairy News L14D Dairyman LM NZ Dairy Exporter

LM
71

Readership by Length of Time a Reader
Dairy Publications
6% 6% Not specified
11% 14% 22%
More than 20
Years
30% 22%
30% 11- 20 Years
20% 6 -10 years
41% 39% One - 5 years

27%
Up to One Year
11% 9% 7%
L14D Exporter LM
72

Readership by Sections Kept
Dairy Publications
27% Not specified

45% 42%
Never
48%
44% Occasionally
45%
23% Always/ Regularly

7% 13%

L14D Exporter LM
73

Readership - Who Else Reads in the Household
Dairy Publications
Dairy News NZ Dairy

Dairyman LM
L14D Exporter LM
Wife/Partner 56% 62% 64%
Children/Parents 15% 12% 13%
Business Partner /
12% 12% 19%
Employees
None/Not Specified 30% 26% 21%
74

Dairy Publications
Dairy News L14D

83%
77%
71% 71% 68% 71%
58%
54% 52%
48%
32% 35%
75

Dairy Publications
Dairyman LM
84%
77% 74%
70% 72%
63%
54%
49% 46%
37%
13%
76

Dairy Publications
NZ Dairy Exporter LM
80% 77% 77%
71% 71%
60% 59%
51%
44% 46%
39% 42% 42%
30%
77

Daily Newspapers
Includes Daily Newspapers monitored on the

Rural Survey
78

Daily Newspapers by Area
2%
5%
37%
74%
94% 95% 90% 95% 96% 99%
31%
29%
16%
4% 1% 1%
The Waikato The Manawatu Taranaki The Press The The Timaru Cume
Times Dominion Standard Daily News Southland Herald Fairfax
Post Times Dailies
Northern Central Southern Not Specified

79

Daily Newspapers by Occupation
7% 9% 8% 12%
14% 14% 13%
19% 8%
3% 5% 7% 11% 14% 6%
2% 4% 3%
4% 4% 3% 3% 1%
4% 2%
8% 1% 3% 6% 4% 6%
7% 5%
7% 8% 15% 13% 10% 8%
9%
71% 76%
68% 69% 69% 72% 70%
57%
The Waikato The Manawatu Taranaki The Press The The Timaru Cume Fairfax
Times Dominion Standard Daily News Southland Herald Dailies
Post Times
Farm Owner Farm Manager Sharemilker
Farm Business Farm Worker or Contractor Leased or Trustee/Lifestyle/Other
80

Daily Newspapers by On-Farm Income
YE March 2012
11% 7% 6% 10% 6% 10% 10%
4% 8% 15%
5% 10% 4% 6%
9% 8%
10% 13% 10% 9% 10%
12% 13%
11% 8%
8% 9%
11% 14% 12%
11% 10% 11% 13%
15%
16% 14%
16% 18% 16% 9%
21%
19% 16%
15% 16%
18%
13%
42% 41%
29% 35% 31% 32%
22% 19%
The Waikato The Manawatu Taranaki The Press The The Timaru Cume Fairfax
Times Dominion Standard Daily News Southland Herald Dailies
Post Times
Under $50k $50k-$100k $100k-$250k
$250k-$500k $500k-$1m Over $1m
Prefer not to Say/Not Specified
81

Survey Details
Rural Survey Methodology
• The survey employed a mixed methodology. Respondents had the option to
complete the survey by either mail or online. A random sample was drawn from a
Rural Database against occupations Beef Farming, Sheep Farming, Dairy
Farming, Other Livestock Farming, Horticulture and Cropping. The survey was
sent to homes where the main occupation was identified as being within these
sectors, based on NZ Post address lists.
Fieldwork & Sample

• The Nielsen Rural Survey was in field from the 18th June 2012 - 10th August
2012 (8 weeks). The sample achieved was 2,128
Weighting
• The Nielsen Rural Survey is weighted to Statistics NZ 2011 ANZSIC Farm Size by
Farm Type. ANZSIC Codes included in weighting A0132-A0133 (ex A0159) - Beef
Cattle Farming, Sheep Farming, Dairy Cattle Farming, Sheep-Beef Cattle
Farming, Grain-Sheep or Grain-Beef Cattle Farming, Other Livestock Farming,
Horticulture and Cropping.
82


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Nielsen 2012

Rural Readership Report

Nielsen Media Rural Survey 2012

In association with key rural publishers, Nielsen is delighted to present the

The total number of farms represented in the survey is 46,554

Nielsen Media Rural Survey 2012

Nielsen Media Rural Survey 2012

Nielsen Media Rural Survey 2012

The Nielsen Rural Survey targeted Beef

Therefore the total number of farms represented in the

Nielsen Media Rural Survey 2012

* These are also distributed

Nielsen Media Rural Survey 2012

Sheep 39% 53% 26% 56% 49% 20%

Dairy 33% 20% 22% 17% 57% 2%

Other Livestock 21% 25% 31% 11% 30% 7%

Cropping/ Arable 8% 7% 10% 14% 11% 3%

Nielsen Media Rural Survey 2012

Nielsen Media Rural Survey 2012

Don't Know/ Not

32% Stay the Same

Nielsen Media Rural Survey 2012

Nielsen Media Rural Survey 2012

Nielsen Media Rural Survey 2012

Northern Central Southern

Nielsen Media Rural Survey 2012

One Two Three Four Five or

Nielsen Media Rural Survey 2012

Nielsen Media Rural Survey 2012

4% 7% Over 4,000 hectares

Nielsen Media Rural Survey 2012

Cropping/ Arable Horticulture

Nielsen Media Rural Survey 2012

Nielsen Media Rural Survey 2012

Nielsen Media Rural Survey 2012

Nielsen Media Rural Survey 2012

Dairy Titles see Page 56

Nielsen Media Rural Survey 2012

Nielsen Media Rural Survey 2012

74% 74% 73% 76% 76% 75% 74%

Rural News Farmers Straight Country Farm Waikato Central Otago

Nielsen Media Rural Survey 2012

24% 26% 26% 28% 27%

45% 43% 43% 43% 44%

Nielsen Media Rural Survey 2012

33% 31% 33% 33% 34% 29% 32%

Rural News Farmers Straight Country Farm Waikato Central Otago

Nielsen Media Rural Survey 2012

83% 83% 84% 82% 81% 85% 89% 80% Three

57% 58% 58% 59% 59% 59% 54% 56% Four +

10% 10% 10% 10% 10% 12% 9% Two

20% Not specified

Nielsen Media Rural Survey 2012

Straight Furrow L7D Farmers Weekly L7D Rural News L14D 26

Nielsen Media Rural Survey 2012

Farm Trader LM Country Wide LM 27

Nielsen Media Rural Survey 2012

Nielsen Media Rural Survey 2012

Nielsen Media Rural Survey 2012

Beef 62% 62% 61% 60% 59% 46% 71% 58%

Sheep 43% 46% 43% 43% 39% 26% 57% 71%

Dairy 35% 35% 34% 34% 39% 60% 32% 28%

Nielsen Media Rural Survey 2012