Video | Agriculture | Confidence | Economy | Energy | Employment | Finance | Media | Property | RBNZ | Science | SOEs | Tax | Technology | Telecoms | Tourism | Transport | Search


Fairfax Media connects with 88.8% of farming community

28 September 2012

Fairfax Media connects with 88.8% of New Zealand’s farming community

Newly released research from Nielsen into the farming community’s media habits shows Fairfax Media reaches 88.8%[1] of the farming community, confirming Fairfax’s integrated stable as the ‘go-to’ source of news and information for a cornerstone of New Zealand’s economy.

The survey looked at rural land owners, farm managers and sharemilkers, as well as rural retailers and business services associated with farming.

The results show the farming community is a voracious consumer of news, with readers relying on both specialist farming publications and their local daily Fairfax newspaper for non-rural news. In addition, farmers are highly connected, with 77.5% connected to broadband internet and 63.7% using the internet at least daily.

Key points:
• 88.8% of New Zealand farmers read a Fairfax publication during a typical issue period*
• Straight Furrow reaches 66.5% of Kiwi farmers
• The Dairyman is New Zealand’s largest dairying publication (reaching 45.1% of dairy farms in a typical issue)
• Regional farming titles are essential reads:
o Waikato Times Farmer – 52.3% in Waikato Region
o Central Districts Farmer – 57.3% in Manawatu-Wanganui / Wellington
o Otago-Southland Farmer – 72.4% in Otago
• Fairfax daily newspapers are key for local non-rural news:
o Waikato Region
Waikato Times: 65.4%
o Manawatu – Wanganui / Wellington Region
Dominion Post: 45.3%
Manawatu Standard: 27.2%
o Taranaki Region
Taranaki Daily News: 93.7%
o Canterbury Region
The Press: 68.5%
Timaru Herald: 23.3%
o Southland Region
Southland Times: 91.7%

Fairfax Media’s rural portfolio includes the weekly Straight Furrow and monthly publications AgTrader, The Dairyman, The Lifestyle Farmer, websites and and the Central Districts Field Days, in addition to the rural pages in Fairfax Media daily newspapers and regional farming titles Waikato Times Farmer, Central Districts Farmer, Otago-Southland Farmer, South Island Farmer and Hawkes Bay Farming Scene.

A national rural editor is currently being recruited to oversee and lead Fairfax Media’s rural content strategy, ensuring we continue to deliver relevant and timely content to New Zealand’s diverse rural sector.

Source: Nielsen 2012 Rural Survey *in a typical issue period/last seven days for daily newspapers


About Fairfax Media
Fairfax Media is an innovative, integrated multi-media business with strong brands across multiple platforms including newspapers, magazines and digital.

Fairfax Media has two national, nine daily and more than 60 community newspapers, 25+ magazines, and market leading website

Click here to see the company’s full portfolio of media brands.

© Scoop Media

Business Headlines | Sci-Tech Headlines


Fuels Rushing In: Govt "Ready To Act" On Petrol Market Report

The Government will now take the Commerce Commission’s recommendations to Cabinet...
• A more transparent wholesale pricing regime • Greater contractual freedoms and fairer terms • Introducing an enforceable industry code of conduct • Improve transparency of premium grade fuel pricing... More>>


Reserve Bank Capital Review Decision: Increased Bank Capital Requirements

Governor Adrian Orr said the decisions to increase capital requirements are about making the banking system safer for all New Zealanders, and will ensure bank owners have a meaningful stake in their businesses. More>>


Aerospace: Christchurch Plan To Be NZ's Testbed

Christchurch aims to be at the centre of New Zealand’s burgeoning aerospace sector by 2025, according to the city’s aerospace strategic plan. More>>


EPA: Spill Sees Abatement Notice Served For Tamarind Taranaki

The notice was issued after a “sheen” on the sea surface was reported to regulators on Thursday 21 November, approximately 400 metres from the FPSO Umuroa. A survey commissioned by Tamarind has subsequently detected damage to the flowline connecting the Umuroa to the Tui 2H well. More>>

Taskforce Report: Changes Recommended For Winter Grazing

A Taskforce has made 11 recommendations to improve animal welfare in intensive winter grazing farm systems, the Minister of Agriculture Damien O’Connor confirmed today. More>>