2015 Reader Survey Reader Survey 2015. 2015 Reader Survey Purpose The findings cited in this report are based on a survey sponsored by the Livestock Advertising

2015 Reader Survey

Reader Survey

2015

2015 Reader Survey

Purpose

The findings cited in this report are based on a survey sponsored by the Livestock Advertising Network on behalf of ten of its publications:

Alabama Cattleman The Louisiana Cattleman The Carolina Cattle Connection Cattle Business in Mississippi The Florida Cattleman Ohio Cattleman Georgia Cattleman Tennessee Cattle Business Cow Country News The Virginia Cattleman

The purpose of this research project was to provide the editors and advertisers with a current, credible profile of its audience.

This summary highlights the methodology and results of the Kentucky Cattlemen’s Association segment—Cow Country News.

2015 Reader Survey

Method

¨ The survey sample of 400 represented 7,546 domestic, named Kentucky Cattlemen’s Association members who receive Cow Country News at the time of sample selection.

¨ The mail survey fielded from May 14 to June 25, 2015.

¨ The survey was closed with 229 usable responses (57% response rate).

¨ Margin of error based on 229 usable responses is ±6.4 percentage points at the 95% confidence level.

2015 Reader Survey

About Readex Research

¨ Nationally recognized independent research company located in Stillwater, Minnesota.

¨ Roots are in survey research for the magazine publishing industry, but specialization in conducting high-quality survey research (by mail and/or the Internet) has served diverse clients from many other markets.

¨ Since its founding in 1947, Readex has completed thousands of surveys for hundreds of different clients.

¨ The response was tabulated and this report was prepared by Readex in accordance with accepted research standards and practices.

2015 Reader Survey

The average (mean) subscriber has been a Kentucky Cattlemen’s Association member for 12.0 years; the typical (median) reported tenure is slightly lower at 10 years.

3%

20%

24%21% 21%

10%

less than 1 1 - 4 5 - 9 10 - 14 15 - 24 25 or more

mean: 12.0median: 10

base: all 229 respondents

For how many years have you been a member of the Kentucky Cattlemen’s Association?

2015 Reader Survey

The typical subscriber has read or looked through all 4 of the last 4 issues of Cow Country News.


How many of the last 4 issues of Cow Country Newshave you read or looked through?

2% 2% 3% 5%9%

78%

haven't yetreceived 4

issues

none 1 of 4 2 of 4 3 of 4 4 of 4

mean: 3.6median: 4

AT LEAST 3 OF THE LAST 4 ISSUES:

87%

2015 Reader Survey

Virtually all subscribers (97%) at least skim a typical issue of Cow Country News, including 75% who read/look through about half or more.


How thoroughly do you read or look through a typical issue of Cow Country News?

2%

12% 10%

25% 23%27%

do notread/lookthrough

skim only readabout

1/4

readabout

1/2

readabout

3/4

read all oralmost all

AT LEAST SKIM: 97%

READ ABOUT 1/2 OR MORE: 75%

2015 Reader Survey

Nearly two-thirds of subscribers (63%) usually share their copy of Cow Country News with other readers; the average pass-along rate is 1.0 others, greatly extending the publications’ reach.

How many other people (besides you) usuallyread or look through your copy of Cow Country News?


36%42%

13%

5%2% 1%

none 1 2 3 4 5 or more

mean: 1.0median: 1

PASS-ALONG TO OTHERS: 63%

2015 Reader Survey

About four in five subscribers (78%) referred back to an issue of Cow Country News in the last 12 months; the average subscriber made 2.8 referrals in that timeframe.

About how many times in the last 12 months have you referred back to an issue of Cow Country News (for any reason)?


21%

12%

24% 27%

10%5%

none 1 2 3 - 4 5 - 9 10 ormore

mean: 2.8median: 2

REFERRED BACK TO ISSUES: 78%

2015 Reader Survey

86% of subscribers took action in the last 12 months as a result of reading Cow Country News.

In the last 12 months, what actions have you taken as a result of reading Cow Country News?

base: all 229 respondents (multiple answers)

69%

36%

31%

31%

30%

24%

19%

12%

3%

86%

discussed article/item with others

saved article/item for future reference

visited advertiser’s website

passed article/item along to others

used/modified an idea

purchased/ordered a product or service

contacted advertiser for additionalinformation

recommended a product/service

other

TOOK ACTION

31% visited an advertiser’s website and 24% purchased/ordered a product or

service.

2015 Reader Survey

A majority of subscribers (58%) think advertising in Cow Country News makes a company/product/service more credible.

Does advertising in Cow Country News make a company/product/service more credible, less credible, or does it have no effect on its credibility?


more credible58%

less credible0%

no effect on credibility

38%

2015 Reader Survey

A majority of subscribers agreed with each of five positive statements about Cow Country News.

What is your level of agreement with each of the following statements about Cow Country News?


is a reliable source 91%

is easy to read 90%

is visually appealing 82%

is relevant to me and my work 82%

has information I can't usually find elsewhere 66%

*agree= rating +1 or +2 on a 5-point scale where +2=strongly agree and -2=strongly disagree

AGREE* SUMMARY

2015 Reader Survey

While Cow Country News shares their audience with other publications, they still tend to be strongly preferred over each of nine competitors asked about.

base: all 229 respondents (multiple answers for publications read regularly)

Which of these other publications do you read regularly? If you could read only one of the following publications, which one would you choose?

54%

13%

6%

4%

3%

3%

3%

2%

1%

1%

Cow Country News

Progressive Farmer

Farm Journal

Beef

Successful Farming

Drovers

Farm World

Working Ranch

Breed Publication

Cattle Today

READ REGULARLY PREFERRED PUBLICATION

No other listed publication was

selected by more than 13%.

73%

28%

26%

22%

14%

13%

11%

10%

8%

87%

Progressive Farmer

Farm Journal

Beef

Successful Farming

Cattle Today

Drovers

Farm World

Working Ranch

Breed Publication

AT LEAST ONE

2015 Reader Survey

Two in five subscribers (42%) visit the Kentucky Cattlemen’s Association website; 15% do so at least monthly.

About how often do you visit the Kentucky Cattlemen’s Association website at www.KYcattle.org?


0%

2%

1%

6%

6%

27%

57%

daily

a few times a week

weekly

a few times a month

monthly

less than once a month

never

WEBSITE VISITORS: 42%

2015 Reader Survey

Upcoming event information and beef market reports are among the most common reasons to visit the Kentucky Cattlemen’s Association website, among those who visit.

40%

39%

30%

28%

24%

18%

17%

16%

6%

for upcoming event information

for beef market reports

for KCA membership info

for KCA association news

for agricultural links

for beef recipes

for breed association links

for product/service information

other

For what reasons do you visit the Kentucky Cattlemen’s Association’s website at www.KYcattle.org?

base: 94 website visitors (multiple answers)

Kentucky Cattlemen’s Association news and information also draws traffic to the website.

2015 Reader Survey

About one in six subscribers (16%) receive news via email from the Kentucky Cattlemen’s Association; 9% follow the Association on Facebook.

Do you receive news via email from the Kentucky Cattlemen’s Association?Do you follow the Kentucky Cattlemen’s Association on Facebook?


16%

9%

receive news via email

follow on Facebook

2015 Reader Survey

A majority of subscribers (94%) work at cattle/farm operations, hereafter referred to as “farmer subscribers.”

How many acres of land are managed by your cattle/farm operation?


do not6%

work at a cattle/farm operation

94%

2015 Reader Survey

The typical farmer subscriber indicated their cattle/farm operation manages 203 acres of land.

24%

38%

21%

10%

6%

0%

fewerthan 100

100 - 249 250 - 499 500 - 999 1,000 - 4,999 5,000or more

mean: 442*median: 203

How many acres of land are managed by your cattle/farm operation?

base: 216 respondents who work at cattle/farm operations

*Due to the significant proportion of respondents answering in the bottom category, the sample statistic may overstate the true population mean.

2015 Reader Survey

Half of farmer subscribers (49%) are at cattle/farm operations that do not employ any full- or part-time employees. The typical farmer subscriber reported one employee.

How many people are employed at your cattle/farm operation (including both full- and part-time)?


49%

33%

13%

3%

none 1 - 2 3 - 4 5 or more

mean: 1.2median: 1

2015 Reader Survey

Virtually all farmer subscribers (98%) reported their cattle/farm operations own or manage cattle, most commonly cows/calves.

What types of cattle are owned or managed at your cattle/farm operation?

base: 216 respondents who work at cattle/farm operations (multiple answers)

84%

27%

17%

14%

2%

2%

98%

cow/calf

commercial

purebred

stocker

dairy

other

OWN OR MANAGECATTLE

2015 Reader Survey

The typical farmer subscriber whose cattle/farm operation owns/manages cattle indicated their operation currently owns or manages about 67 head of cattle.

18%

22%

13%15%

19%

10%

1 - 24 25 - 49 50 - 74 75 - 99 100 - 199 200or more

mean: 118median: 67

About how many head of cattle does your cattle/farm operation currently own or manage?

base: 212 respondents whose cattle/farm operations own/manage cattle

2015 Reader Survey

The typical farmer subscriber whose cattle/farm operation owns/manages cattle reported the total estimated value of all cattle owned by their operation is $85,800; the average is much higher at $182,000, due to some high reports.

Approximately what is the total estimated value of all cattle owned by you or your cattle/farm operation?

base: 212 respondents whose cattle/farm operations own/manage cattle

12%

19%21%

17%

8% 7% 7%

less than$25,000

$25,000 -$49,999

$50,000 -$99,999

$100,000 -$199,999

$200,000 -$299,999

$300,000 -$399,999

$400,000or more

mean: $182,000median: $85,800

2015 Reader Survey

One-fourth of farmer subscribers (26%) indicated their cattle/farm operations currently own or manage horses.

1%

3%

5%

17%

26%

10 or more

5 - 9

3 - 4

1 - 2

OWN OR MANAGEHORSES

mean: 1.0median: 0

About how many horses does your cattle/farm operation currently own or manage?


2015 Reader Survey

22% of farmer subscribers indicated their cattle/farm operations own or manage at least one type of livestock other than cattle and/or horses.

What other types of livestock are owned or managed by your cattle/farm operation?


15%

4%

2%

2%

2%

1%

3%

22%

chickens

goats

ducks

pigs/hogs

sheep

deer

other

OWN OR MANAGEAT LEAST ONE

2015 Reader Survey

Two in five farmer subscribers (41%) indicated their cattle/farm operations currently insure at least some of their livestock.

Are any of your cattle/farm operation’s livestock currently insured?


yes41% no

51%

no answer8%

2015 Reader Survey

Seven in ten farmer subscribers (69%) indicated their cattle/farm operations grow crops.

What crops does your cattle/farm operation grow?


does not grow crops27%

operation grows crops69%

no answer3%

2015 Reader Survey

Alfalfa, grass silage/haylage, and corn are among the most commonly grown crops among farmer subscribers whose cattle/farm operations grow crops.

45%

43%

39%

23%

11%

11%

7%

3%

2%

0%

0%

0%

16%

alfalfa

grass silage/haylage

corn

soybeans

wheat

tobacco

vegetables/fruits/nuts

sorghum

specialty crops

cotton

sunflowers

canola

other

What crops does your cattle/farm operation grow?

base: 150 respondents whose cattle/farm operations grow crops (multiple answers)

2015 Reader Survey

A majority of farmer subscribers (73%) indicated their cattle/farm operations mainly harvest (versus purchase) the roughage they use.

73%

9%

14%

1%

harvest

purchase

both equally

neither

Does your cattle/farm operation mainly harvest or purchase the roughage it uses?


2015 Reader Survey

Minerals, fencing materials, animal health products, and/or ear tags are among the items farmer subscribers and/or their cattle/farm operations are most likely to purchase in the next 12 months.

minerals 82% field tools 20%

fencing materials 80% tractor 17%

animal health products 79% working facilities 17%

ear tags 74% water tanks 14%

seed 61% hunting gear 11%

herbicides 56% record keeping tools 10%

fencing equipment 54% truck 9%

work boots 52% ATV/golf cart 8%

farm implements 39% show products 7%

outdoor wear 31% livestock trailer 6%

power tools 26% trailer 6%

semen for breeding 24% hoop barn 6%

breeding material 22% milk equipment 1%

field machinery 22% AT LEAST ONE OF THESE 97%

Which of the following are you or is your cattle/farm operation likely to purchase in the next 12 months?


2015 Reader Survey

Farmer subscribers indicated their cattle/farm operations are most likely to use chartered banks and/or ag lending institutions for their capital and/or operating loans.

25%

18%

4%

1%

1%

42%

22%

17%

2%

2%

2%

39%

chartered bank

ag lending institution

government institution

credit union

other financial service

USE AT LEAST ONE OFTHESE INSTITUTIONS

capital loans

operating loans

Which of the following financial institutions does your cattle/farm operation currently use for each type of loan?


2015 Reader Survey

The typical farmer subscriber reported their cattle/farm operation’s gross revenue in 2014 was $48,500.

Approximately what was your cattle/farm operation’s gross revenue in 2014?


13%

25%

19%21%

12%9%

no answer* less than$25,000

$25,000 -$49,999

$50,000 -$99,999

$100,000 -$249,999

$250,000or more

mean: **median: $48,500

*Excluded from the mean and median calculations.

**Due to the high proportion of respondents answering in the bottom category, the sample mean and standard error cannot be meaningfully calculated.

2015 Reader Survey

Five in six farmer subscribers (84%) are owners of their cattle/farm operations. Another 13% are partners.

84%

13%

2%

0%

owner

partner

manager

employee

What best describes your job function at your cattle/farm operation?


2015 Reader Survey

75% of farmer subscribers who are owners/partners at their cattle/farm operations are planning to take at least one of five listed actions in the next five years, most commonly increasing herd size.

If you are the owner or partner at your cattle/farm operation, which of the following are you planning in the next five years?

base: 209 owners/partners at cattle/farm operations (multiple answers)

50%

31%

20%

11%

1%

75%

increase herd size

increase acreage

retain ownership ofland, but retire from

active work

transfer ownership tofamily member(s)

sell farm on the openmarket

PLAN TO DO ATLEAST ONE OF

THESE

2015 Reader Survey

Nine in ten farmer subscribers (93%) are involved in their cattle/farm operations’ purchases. 68% approve/authorize purchases.

What best describes your usual involvement in your cattle/farm operation’s purchases?


68%

19%

4%

2%

93%

approve/authorizepurchases

select/specifyproducts/services

recommendpurchases

involved in other way

INVOLVED INPURCHASING

2015 Reader Survey

About half of farmer subscribers (55%) have a secondary job in addition to their work on cattle/farm operations.

yes, full-time43%

yes, part-time

12%

no44%

no answer1%

Do you have a secondary job in addition to your work on a cattle/farm operation?


2015 Reader Survey

Farmer subscribers who have secondary jobs in addition to work on cattle/farm operations work in a variety of industries.

29%

19%

11%

8%

5%

3%

1%

19%

professional/business

skilled trade

retail/service

general labor/construction

healthcare/medical

education

hospitality/food/beverage

other

In what industry is your secondary job?

base: 119 respondents who have a secondary job in addition towork on cattle/farm operations

2015 Reader Survey

The typical farmer subscriber who has a secondary job reported earning 25% of their total income from work on the cattle/farm operation.

Approximately what percentage of your total income is earned from your work on the cattle/farm operation?

base: 119 respondents who have a secondary job in addition towork on cattle/farm operations

5%

49%

27%

14%

5%

no answer* 1% - 24% 25% - 49% 50% - 74% 75% or more

mean: 30.4%median: 25%


2015 Reader Survey

Three-fourths of subscribers (76%) are involved in at least one of seven listed activities, most commonly hunting, gardening, and/or fishing.

In which of the following activities are you involved?


45%

45%

42%

17%

17%

9%

6%

76%

hunting

gardening

fishing

camping

animal shows/racing

hiking

water sports

AT LEAST ONE OFTHESE ACTIVITIES

2015 Reader Survey

About half of subscribers (48%) access/use social media, most commonly Facebook and/or YouTube.

What social media websites do you access/use?


37%

22%

9%

7%

7%

6%

6%

48%

Facebook

YouTube

Twitter

LinkedIn

Pinterest

Instagram

other

ACCESS/USESOCIAL MEDIA

2015 Reader Survey

The typical subscriber is a 62-year-old male.

male90% female

7%

no answer3%

41%

25%

18%

7%

5%

3%

65 or over

55 - 64

45 - 54

35 - 44

25 - 34

under 25

mean: *median: 62

What is your age? Are you male or female?


AGE GENDER

*Due to the high proportion of respondents answering in the top category, the sample mean and standard error cannot be meaningfully calculated.

2015 Reader Survey

36% of subscribers have earned a college degree or higher.

14%

2%

20%

19%

9%

28%

6%

post-graduate degree(s)

post-graduate work

college graduate

some college

post high schoolvocational/technical training

high school graduate/GED

some high school

What is the highest level of education you have completed?


2015 Reader Survey

The typical subscriber reported their household’s total income before taxes in 2014 was $96,000; the average was higher at $113,000, due to some high reports.

14% 13%15%

17%

21%

9% 10%

no answer* under$50,000

$50,000 -$74,999

$75,000 -$99,999

$100,000 -$149,999

$150,000 -$199,999

$200,000or more

mean: $113,000median: $96,000


Approximately what was your household’s total income before taxes in 2014?


Documents

2015 Reader Survey Reader Survey 2015. 2015 Reader Survey Purpose The findings cited in this report are based on a survey sponsored by the Livestock Advertising