2011 Preference Study Iowa Farmer Today. Iowa Farmer Today 2011 Preference Study — 1 Purpose...

2011 Preference Study

Iowa Farmer Today

Iowa Farmer Today 2011 Preference Study — 2

Purpose

• Findings are based on Iowa Farmer Today’s 2011 Preference Survey.

• Survey conducted entirely by mail. • Sample represents named records in Farm Market ID’s

database of farmers in Iowa with 250+ acres of corn and/or 250+ acres of soybeans.

• Six publications were of interest for this study:– Farm Journal– Iowa Farm Bureau Spokesman– Iowa Farmer Today– Successful Farming– TractorHouse– Wallaces Farmer


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 Iowa with 250+ acres of corn and/or 250+ acres of soybeans. The sample for the survey represented approximately 10,000 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 413 usable responses—a 52% response rate. Most results are based on the 407 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 407 usable responses is ±4.8 percentage points at the 95% confidence level.


Publications Read/Looked Through

Q1.Which of the following publications have you read or looked through in the past 6 months?

57%

73%

87%

88%

90%

93%

0% 20% 40% 60% 80% 100%

TractorHouse

Iowa Farm BureauSpokesman

Wallaces Farmer

Iowa Farmer Today

Farm Journal

Successful Farming

base: 413 respondents (multiple answers)


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?

34%

59%

68%

71%

71%

75%

0% 20% 40% 60% 80%

TractorHouse


Wallaces Farmer

Farm Journal

Successful Farming

Iowa Farmer Today

base: 407 publication readers (multiple answers)


Thoroughness of Readership: About ½ or More Summary

Q3.About how thoroughly do you read a typical issue of each publication?

43%

51%

67%

70%

72%

72%

0% 20% 40% 60% 80%

TractorHouse


Wallaces Farmer

Farm Journal

Successful Farming

Iowa Farmer Today



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?

23%

36%

38%

39%

40%

47%

0% 10% 20% 30% 40% 50%

TractorHouse


Farm Journal

Wallaces Farmer

Successful Farming

Iowa Farmer Today



Usefulness of Publications to Farming Operation:

Top 2 Box SummaryQ5.How useful are each of the following publications to

your farming operation?

27%

34%

39%

42%

43%

51%

0% 20% 40% 60%

TractorHouse


Wallaces Farmer

Successful Farming

Farm Journal

Iowa Farmer Today

base: 407 publication readers (multiple answers)rated 4 or 5 on a 5-point scale: 5 = very useful; 1 = not at all useful


Enjoyment of Reading Publications: Top 2 Box Summary

Q6.How much do you like reading each of the following publications?

35%

42%

49%

53%

53%

62%

0% 20% 40% 60% 80%

TractorHouse


Wallaces Farmer

Farm Journal

Successful Farming

Iowa Farmer Today

base: 407 publication readers (multiple answers)rated 4 or 5 on a 5-point scale: 5 = like very much; 1 = do not like at all


Publication Description

Q7a. Which one publication is best described by each of the following statements?-- Best Job of Covering News and Agricultural Topics

4%

14%

16%

19%

24%

49%

0% 20% 40% 60%

TractorHouse


Wallaces Farmer

Farm Journal

Successful Farming

Iowa Farmer Today




Q7b. Which one publication is best described by each of the following statements?-- Provides Timely Information

3%

16%

17%

17%

20%

53%

0% 20% 40% 60%

TractorHouse

Wallaces Farmer


Farm Journal

Successful Farming

Iowa Farmer Today




Q7c. Which one publication is best described by each of the following statements?-- Influences Agricultural Purchasing Decisions

8%

8%

10%

15%

20%

25%

0% 10% 20% 30% 40%

Wallaces Farmer


Farm Journal

Successful Farming

TractorHouse

Iowa Farmer Today




Q7d. Which one publication is best described by each of the following statements?-- Most Credible Source of Agricultural Information

3%

16%

18%

19%

20%

40%

0% 10% 20% 30% 40% 50%

TractorHouse


Wallaces Farmer

Farm Journal

Successful Farming

Iowa Farmer Today



none of these1%

Wallaces Farmer5%

TractorHouse10%

Farm Journal10%

Successful Farming15%

Iowa Farm Bureau Spokesman

15%

Iowa Farmer Today42%

answered multiple2%

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: 407 publication readers


Websites Visited Regularly

Q9. Which of the following websites do you visit regularly, that is, at least once a month?

44%

0%

5%

7%

10%

15%

32%

0% 10% 20% 30% 40% 50%

at least one

Wallacesfarmer.com

IowaFarmerToday.com

Agriculture.com

Fastline.com

AgWeb.com

TractorHouse.com



Reasons for Reading Electronic Newsletters/Commercial Emails

Q10. For what agriculture-related reasons do you read electronic newsletters or commercial emails?

63%

1%

9%

18%

22%

31%

37%

54%

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


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