by clicking the arrows at the side of the page, or by using the toolbar.
by clicking anywhere on the page.
by dragging the page around when zoomed in.
by clicking anywhere on the page when zoomed in.
web sites or send emails by clicking on hyperlinks.
Email this page to a friend
Search this issue
Index - jump to page or section
Archive - view past issues
Agrimarketing : July August 2012
STUDY REPORTS MEDIA USAGE A by Jack Semler, President, Readex Research merican Business Media’s Agri Council conducted an update of their 2010 Media Channel Study in the first quarter of this year. The purpose was to examine how farmers and ranchers are making use of the many communication channels which serve their operations. In addition, since this is an ongoing tracking study, to observe any changes that may be having an impact on how marketers use these channels in their communications plan. The survey’s methodology was done in the same fashion as in 2010, a mailed survey with 1,062 active owners/operators/managers of farms and ranches participating. Results based on all respondents are subject to a maximum sample error of 3%. A key measure that will be tracked through time is “weekly usage” of various media channels. In this year’s survey, a total of 15 different channels were included and there was very little change in the top five as we looked at 2012 over 2010. As Table 1 indicates, printed ag magazines and newspapers were again the most used resource on a weekly basis. However, while ag web sites were in the sixth position two years ago, web sites now occupy the number five spot. Most experts expect that this channel will continue to see growth in weekly usage for the foreseeable future. On the digital side, besides the increasing usage in ag web sites, there was also increasing weekly usage of ag-related e-newsletters, moving from 27% to 30%. Ag-related text and SMS messaging migrated from 10% to 17%. Overall, when considering all digital channels measured, 52% of the respondents indicated using at least of one form of digital at least weekly. While understanding the usage of media channels is an ongoing, important aspect of this project, so is the effort to understand how farmers and ranchers learn about new products and services coming into the market (see Table 2). In the 2010 study, ag magazines and newspapers along with dealers/ Table 2 — Question: What are the top two sources from which you first learn about new agricultural products, equipment, services or suppliers? certainty, a mix of both traditional and digital channels are at the top of the list. When we look at the data based on those who said a channel will be “more Table 3 — Question: How is the importance of each of these information sources likely to change for you in the next three to four years? important” or “much more important,” the top five are shown in Table 3. As we think about big picture, mportant main ideas from this year’s project, several thoughts ome to mind. First, while digital ommunications are important, raditional channels such as ag magazines-newspapers and dealers/retailers are very much key players in the communication’s process. Second, based on deeper level nalysis of results, younger operators are more likely to be ccessing digital channels than older counterparts, but not at the Table 1 — Question: How often do you usually read, view, visit, attend or use the following types of agricultural media or information source? retailers were the top resources, but researchers were not sure exactly what would be the case this year. After examining the data, there actually was no change in the top three: ag magazines and newspapers, dealers/retailers and farm shows. As part of this survey, researchers attempt to take a glimpse of the future, asking how the use of the various channels may change over the next three to four years. While no one can predict our future with absolute 28 Agri Marketing s July/August 2012 expense of tradition channels, particularly magazines and newspapers. Finally, a well-designed mix of channels, leading to a well-formed integrated media buy, seems to be called for in this market as no one channel dominates the others. The entire report was recently presented via webinar. You may view the webinar by accessing the American Business Media web site, www.american businesmedia.comand navigating to the Agri Council home page. AM
AgCareers Canada 2012