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2011 Preference Study
Missouri Farmer Today
Missouri Farmer Today 2011 Preference Study — 2
Purpose
• Findings are based on Missouri Farmer Today’s 2011 Preference Survey.
• Survey conducted entirely by mail. • Sample represents named records in Farm Market iD’s
database of farmers in Missouri with 100+ acres of corn and/or 100+ acres of soybeans.
• Six publications were of interest for this study:– Farm Journal– Midwest Ag Journal– Missouri Farmer Today– Missouri Ruralist– Successful Farming– Today’s Farmer
Missouri Farmer Today 2011 Preference Study — 3
Method
Sample of 800 was selected in systematic fashion by Farm Market ID and Readex Research from Farm Market ID’s database of farmers in Missouri with 100+ acres of corn and/or 100+ acres of soybeans. The sample for the survey represented approximately 6,800 named individuals at the time of sample selection.
Data was collected via mail survey from February 3 to March 7, 2011.
The survey was closed for tabulation with 356 usable responses—a 45% response rate. To ensure representation of the population of interest, those classified in the following counties were excluded from tabulation: Barton, Jasper, Newton, McDonald, Cedar, Dade, Lawrence, Hickory, Polk, Greene, Stone, Jefferson, St. Francois, Perry, Cape Girardeau, Bollinger, Scott, Mississippi, New Madrid, Pemiscot, Dunklin, Stoddard, Butler and Ripley. This resulted in 298 usable responses. Most results are based on the 288 who indicated they have read or looked through at least one of the six studied publications.
As with any research, the results should be interpreted with the potential of non-response bias in mind.
Margin of error based on 288 usable responses is ±5.6 percentage points at the 95% confidence level.
Missouri Farmer Today 2011 Preference Study — 4
Publications Read/Looked Through
Q1.Which of the following publications have you read or looked through in the past 6 months?
14%
65%
78%
85%
85%
86%
0% 20% 40% 60% 80% 100%
Midwest Ag Journal
Today's Farmer
Missouri Farmer Today
Missouri Ruralist
Successful Farming
Farm Journal
base: 298 respondents (multiple answers)
Missouri Farmer Today 2011 Preference Study — 5
Number of Last 4 Issues Read/Looked Through: At Least 3 of 4 Summary
Q2.How many of the last 4 issues of each publication have you read or looked through?
11%
57%
67%
69%
70%
71%
0% 20% 40% 60% 80%
Midwest Ag Journal
Today's Farmer
Missouri Farmer Today
Farm Journal
Successful Farming
Missouri Ruralist
base: 288 publication readers (multiple answers)
Missouri Farmer Today 2011 Preference Study — 6
Thoroughness of Readership: About ½ or More Summary
Q3.About how thoroughly do you read a typical issue of each publication?
10%
59%
67%
69%
71%
72%
0% 20% 40% 60% 80%
Midwest Ag Journal
Today's Farmer
Missouri Farmer Today
Successful Farming
Missouri Ruralist
Farm Journal
base: 288 publication readers (multiple answers)
Missouri Farmer Today 2011 Preference Study — 7
Pass-Along Readership: At Least One Summary
Q4.For each publication that you personally receive addressed to you, how many other people (besides you) usually read or look through your copy?
7%
41%
47%
48%
49%
54%
0% 10% 20% 30% 40% 50% 60%
Midwest Ag Journal
Today's Farmer
Missouri Farmer Today
Successful Farming
Farm Journal
Missouri Ruralist
base: 288 publication readers (multiple answers)
Missouri Farmer Today 2011 Preference Study — 8
Usefulness of Publications to Farming Operation:
Top 2 Box SummaryQ5.How useful are each of the following publications to
your farming operation?
6%
25%
30%
35%
36%
37%
0% 10% 20% 30% 40% 50%
Midwest Ag Journal
Today's Farmer
Missouri Ruralist
Farm Journal
Missouri Farmer Today
Successful Farming
base: 288 publication readers (multiple answers)rated 4 or 5 on a 5-point scale: 5 = very useful; 1 = not at all useful
Missouri Farmer Today 2011 Preference Study — 9
Enjoyment of Reading Publications: Top 2 Box Summary
Q6.How much do you like reading each of the following publications?
8%
39%
56%
56%
56%
56%
0% 20% 40% 60% 80%
Midwest Ag Journal
Today's Farmer
Successful Farming
Missouri Ruralist
Farm Journal
Missouri Farmer Today
base: 288 publication readers (multiple answers)rated 4 or 5 on a 5-point scale: 5 = like very much; 1 = do not like at all
Missouri Farmer Today 2011 Preference Study — 10
Publication Description
Q7a. Which one publication is best described by each of the following statements?-- Best Job of Covering News and Agricultural Topics
2%
12%
18%
31%
33%
35%
0% 10% 20% 30% 40% 50%
Midwest Ag Journal
Today's Farmer
Missouri Ruralist
Farm Journal
Missouri Farmer Today
Successful Farming
base: 288 publication readers (multiple answers)
Missouri Farmer Today 2011 Preference Study — 11
Publication Description
Q7b. Which one publication is best described by each of the following statements?-- Provides Timely Information
3%
10%
17%
31%
32%
38%
0% 10% 20% 30% 40% 50%
Midwest Ag Journal
Today's Farmer
Missouri Ruralist
Successful Farming
Farm Journal
Missouri Farmer Today
base: 288 publication readers (multiple answers)
Missouri Farmer Today 2011 Preference Study — 12
Publication Description
Q7c. Which one publication is best described by each of the following statements?-- Influences Agricultural Purchasing Decisions
2%
3%
10%
13%
18%
20%
0% 10% 20% 30% 40%
Midwest Ag Journal
Today's Farmer
Missouri Ruralist
Missouri Farmer Today
Successful Farming
Farm Journal
base: 288 publication readers (multiple answers)
Missouri Farmer Today 2011 Preference Study — 13
Publication Description
Q7d. Which one publication is best described by each of the following statements?-- Most Credible Source of Agricultural Information
3%
9%
19%
26%
31%
32%
0% 10% 20% 30% 40% 50%
Midwest Ag Journal
Today's Farmer
Missouri Ruralist
Missouri Farmer Today
Farm Journal
Successful Farming
base: 288 publication readers (multiple answers)
Missouri Farmer Today 2011 Preference Study — 14
no answer3%
none of these1%
Midwest Ag Journal2%
Today's Farmer8%Missouri Ruralist
13%
Farm Journal15%
Successful Farming22%
Missouri Farmer Today33%
answered multiple4%
Publication Most Likely to Read First
Q8.If all of the following publications were to arrive on the same day, which one would you most likely read first?
base: 288 publication readers
Missouri Farmer Today 2011 Preference Study — 15
Websites Visited Regularly
Q9. Which of the following websites do you visit regularly, that is, at least once a month?
35%
2%
3%
9%
17%
23%
0% 10% 20% 30% 40% 50%
at least one
MissouriRuralist.com
MissouriFarmerToday.com
Agriculture.com
AgWeb.com
Fastline.com
base: 288 publication readers (multiple answers)
Missouri Farmer Today 2011 Preference Study — 16
Reasons for Reading Electronic Newsletters/Commercial Emails
Q10. For what agriculture-related reasons do you read electronic newsletters or commercial emails?
54%
2%
7%
11%
22%
26%
31%
45%
0% 20% 40% 60% 80% 100%
at least one
other
to obtain yield results
for agronomic information
for agricultrual news
for equipment information/sales
for weather forecasts
to obtain market quotes/marketing information
base: 288 publication readers (multiple answers)