Agricultural Media Study Prepared for:

Agricultural Media StudyAgricultural Media Study

Prepared for:Prepared for:

By: By:

Harris Interactive Inc.Harris Interactive Inc.

August 2, 2005August 2, 2005

2

Study Objectives

American Business Media’s (ABM) Agricultural Council (Agri-Council) commissioned Harris Interactive to build upon earlier research exploring types of agricultural media farmers and ranchers use, and how they use them.

ABM and Agri-Council are interested in how different types of media influence farmers and ranchers when researching products and services or making purchases.

Specifically, the research explored:

Trends in time spent with various agricultural media sources

Sources of information that farmers or ranchers rely upon when researching or purchasing products or services

How they use different sources of information

An evaluation of different media and

The specific role of the Internet as a source of information.

3

Overview of Methodology

Interviews were conducted between November 2004 and February 2005.

The following protocol was implemented in order to gain the highest cooperation rates:

Respondents received an alert postcard to inform them of the coming survey package.

Respondents received the first full survey mailing, including a cover letter, the survey, a business reply envelope and a $1 bill as an honorarium.

Respondents then received a second survey mailing including a cover letter, a survey and a business reply envelope but no honorarium.

4

Overview of Methodology

Overall, out of a total of 7,000 surveys mailed, we received 2,717 responses, yielding a response rate of 39%

The sample consisted of 7,000 unduplicated names that were selected at random from the databases of 13 Agri-Council member organizations. The full range of crops and livestock were represented. Each company provided a list in a specific geographic region (to properly cover all states).

The results were weighted to represent all farmers and ranchers in the US according to targets derived from the 2002 US Census of Agriculture.

5

Executive Summary and Executive Summary and RecommendationsRecommendations

6

Executive Summary

Farmers and ranchers use many sources of agricultural media and information and most are used with a high degree of frequency.

Ag magazines and newspapers are read by nearly all farmers and ranchers on a monthly basis and by most on a weekly basis. Many also get information from ag newsletters, ag radio and ag TV on a weekly or monthly basis.

Ag media is as important as ever. Most farmers and ranchers are using the same amount or more agricultural media than they did 3 or 4 years ago and expect to spend similar amounts of time in the next 3 to 4 years.

The Internet stands out as a source whose usage is on the rise – significant minorities of respondents indicate greater usage than several years ago and even more say they will increase their usage in the next 3 to 4 years.

Most respondents rely on ag media to help them make purchase decisions and the youngest among them indicate the greatest reliance.

7

Executive Summary (Cont’d)

Media sources serve different purposes at different points along the purchase process.

Broad based sources such as magazines, TV, radio and newsletters are most commonly used at the beginning of the purchase process when farmers and ranchers are starting to think about a purchase or beginning to research their options.

Sources such as farm shows, conferences or seminars and the Internet, which all provide some opportunity for interaction or exchange of information are more commonly used throughout the entire process with significant minorities using these sources to help narrow down their choices.

An evaluation of the various information sources examined in the survey reveals that ag magazines or newspapers, ag newsletters, and ag dealers/retailers are among the most highly regarded sources while telemarketers are the least highly regarded source of information.

The Internet is growing in importance as a source of information used by farmers and ranchers as majorities are online or plan to be in the future.

The Internet is currently used to check on markets and the weather, and research new products and services.

In the next 3 to 4 years, respondents expect to spend more time using the Internet to keep up with key information that helps them to run their business.

8

Recommendations

Advertisers need a comprehensive communications program covering all types of media.

Messages should be crafted based on when various media are used. For example, more general information in more general sources such as magazines or newspapers and more detailed, specific product information from dealers, supplier publications, farm shows, and the Internet.

The Internet, if not already, should be integrated into the overall strategy.

Fewer resources can be devoted to telemarketing as it is not very highly regarded among farmers and ranchers.

Provide accurate, timely, objective information that they can rely upon which is valued by farmers and ranchers.

Messages can be tailored to the youngest farmers and ranchers and those with higher revenues as they have distinct usage patterns. The Internet needs to be a key part of this strategy.

9

Detailed FindingsDetailed Findings

10

Overall Trends in Time Spent With Overall Trends in Time Spent With Agricultural Media or Information SourcesAgricultural Media or Information Sources

11

Q1: How often do you usually read, view, visit, attend or use the following types of agricultural media or information sources?Base: All respondents (n=2717)

Agricultural magazines and newspapers are read by nearly all farmers and ranchers at least once a month. General daily papers, ag newsletters and ag radio and TV shows are also used by majorities of farmers and ranchers on a monthly basis.

Frequency of Using Various Kinds of Agricultural Media%At Least Once a Week (Net) /At Least Once a Month (Net)

At Least Once a Week

(Net)

At Least Once a

Month (Net)

% %

Agricultural magazines or newspapers 81 97

General daily newspapers 78 87

Agricultural newsletters 45 85

Agricultural radio shows 43 56

Agricultural TV programs 38 59

Agricultural Internet sites 22 38

Agricultural manufacturer or supplier publications 24 67

Agricultural dealers/retailers 17 58

Farm shows 4 10

Agricultural conferences or seminars 1 9

12


Over half of farmers and ranchers read general daily newspapers everyday.

At Least once a

Day

2-3 Times a

WeekOnce a Week

2-3 Times a Month

Once a Month

Less Than Once a Month Never

General daily newspapers % 53 11 14 5 4 6 7

Agricultural magazines or newspapers % 25 36 20 9 6 2 1

Agricultural radio shows % 19 13 11 8 5 20 24

Agricultural Internet sites % 8 8 7 7 9 18 45

Agricultural TV programs % 8 12 18 9 12 22 19

Agricultural newsletters % 3 14 28 16 24 10 5

Agricultural manufacturer or supplier publications % 2 7 15 16 28 25 8

Agricultural dealers/retailers % 2 4 11 18 22 35 7

Farm shows % 1 1 2 1 4 68 22

Agricultural conferences or seminars % * * 1 1 7 60 31

Frequency of Using Various Kinds of Agricultural Media

13


Farmers and ranchers younger than 40 are reading both agricultural magazines and newspapers and using the Internet at higher rates than their older counterparts.

Frequency of Using Various Kinds of Agricultural Media%At Least Once a Week (Net) By Age Group

Age

Total 20-29 30-39 40-49 50-59 60 or More

% % % % % %

Agricultural magazines or newspapers 81 73 90 83 83 80

General daily newspapers 78 53 64 72 82 83

Agricultural newsletters 45 38 54 43 47 43

Agricultural radio shows 43 43 39 41 48 41

Agricultural TV programs 38 27 26 28 35 45

Agricultural Internet sites 22 30 43 24 28 15

Agricultural manufacturer or supplier publications 24 6 34 21 26 23

Agricultural dealers/retailers 17 20 22 18 15 16

Farm shows 4 1 1 4 2 7

Agricultural conferences or seminars 1 * 1 1 * 2

14Q2: Considering all these agricultural media or information sources, how many total hours do you usually spend using them each week?Base: All respondents (n=2717)

Farmers and ranchers are using all sources of agricultural media 6.2 hours, on average, per week. One in four are heavy users, using media 10 or more hours per week.

Total Weekly Hours Using All Agricultural Media

5%

13%16%

9%

31%26%

0 1 2 3 4-9 10+

MEAN = 6.2MEDIAN = 4.3

Light Users (Net)34%

Medium Users40%

Heavy Users26%

15Q3: How has the number of agricultural magazines or newspapers you read or look at changed in the last 3-4 years? Do you read . . .?Base: All respondents (n=2717)

Compared to 3 to 4 years ago, over half of farmers and ranchers are reading about the same number of agricultural magazines and newspapers. Three in ten are reading more and few (16%) are reading less.

Change in Number of Agricultural Magazines or Newspapers Read

7%

23%

54%

10%

6%

Many more/moremagazines or newspapers

More magazines ornewspapers

About the same

Fewer magazines ornewspapers

Far fewer magazines ornewspapers

Many More/More Magazines or

Newspapers (Net)

30%

Fewer/Far Fewer Magazines or

Newspapers (Net)

16%

16Q4: Considering just the agricultural magazines or newspapers you receive and the number of times you look at them – how many hours do you usually spend reading/looking at them each week?Base: All respondents (n=2717)

The average farmer or rancher spends 4 hours per week reading ag magazines or newspapers.

Total Hours Reading Ag Magazines or Newspapers Each Week

5%

23% 22%

29%

22%

0 1 2 3-5 6 or more

MEAN = 4.1MEDIAN = 2.6

Light Users (Net)27%

Medium Users51%

Heavy Users22%

17

Trends in Time With Various Trends in Time With Various Types of Agricultural Media or Types of Agricultural Media or

Information SourcesInformation Sources

18

Q6: Thinking of 3 to 4 years from now, how do you think the time you spend with the following types of agricultural media or information sources will change?Base: All respondents (n=2717)

The Internet stands out as the media source that will see an increase in usage.

Change in Time Spent With Agricultural Media

Compared to 3 – 4 Years Ago Much More/More (Net)

Will Change in the Next 3 – 4 Years

Much More/More (Net)

Ag Magazines or newspapers % 31 21

Ag internet sites % 30 37

General daily newspapers % 24 18

Ag TV programs % 21 17

Ag radio shows % 17 13

Ag newsletters % 16 16

Ag manufacturer or supplier publications % 14 14

Ag dealers/retailers % 13 12

Ag conferences or seminars % 9 14

Farm shows % 7 12

19

Q5: Compared to 3 or 4 years ago, how has the amount of time you spend with the following types of agricultural media or information sources changed?Base: All respondents (n=2717)

Many farmers and ranchers are using most information sources the same amount of time as 3 or 4 years ago. Three in ten are using ag magazines and the Internet more.

Net (More/Much

More)

Much More Time

More Time

Same Time

Net (Less/Much

Less)Less Time

Much Less Time









Agricultural conferences or seminars % 9 * 8 43 49 23 26

Farm shows % 7 * 7 48 46 23 23

Time Spent with Agricultural Media Compared to 3 or 4 Years Ago

20

Q5: Compared to 3 or 4 years ago, how has the amount of time you spend with the following types of agricultural media or information sources changed?Base: All respondents (n=2717)

Younger farmers and ranchers (20-39) are spending more time with magazines and newspapers, as well as Internet sites than those aged 40 or more.

Age

Total 20-29 30-39 40-49 50-59 60 or More

% % % % % %









Agricultural conferences or seminars 9 43 15 9 11 6

Farm shows 7 14 5 11 6 7

Time Spent with Agricultural Media Compared to 3 or 4 Years Ago By Age

% More/ Much More

21


Farmers and ranchers anticipate that they will be spending more time on agricultural Internet sites in the next 3 to 4 years.

Net (More/Much

More)

Much More Time

More Time

Same Time

Less Time

Much Less Time

Net (Less/Much

Less)







Agricultural conferences or seminars % 14 1 13 47 20 18 38


Farm shows % 12 1 11 55 17 15 33


How Time Spent With Agricultural Media Will Change in Next 3 to 4 Years

22


Farmers and ranchers of all ages plan to spend more time with ag internet sites over the next 3 to 4 years, with more than half of those aged 20-39 indicating they will spend more time in the next 3 to 4 years.

Age

Total 20-29 30-39 40-49 50-59 60 or more

% % % % % %









Farm shows 12 36 12 17 11 9


Time Spent With Agricultural Media in Next 3 to 4 Years By Age

% More/ Much More

23

Purchase Process, Information Purchase Process, Information Resources and TimingResources and Timing

24Q7: How much do you rely on agricultural media or information sources to make purchasing decisions about your farm or ranch?Base: All respondents (n=2717)

Two-thirds (67%) of farmers and ranchers depend on agricultural media a great deal or somewhat when making purchasing decisions.

Degree of Reliance on Agricultural Media When Making Purchasing Decisions

15%

52%

26%

6%

A great deal

Somewhat

Not very much

Not at all

A Great Deal/ Somewhat (Net)

67%

Not at All/Not Very Much (Net)33%

25Q9: What are the top two sources through which you first learn about new agricultural products, equipment and suppliers?Base: All respondents (n=2717)

Agricultural magazines or newspapers is the top source of information farmers and ranchers use to learn about new agricultural products.

Total

Base: 2717

%

Agricultural magazines or newspapers (either ads or news/articles) 72

Agricultural supplier/dealer sales reps 37

Farm shows 25

Agricultural manufacturer or supplier publications 22

Direct mail announcements/brochures from suppliers 11

Agricultural TV programs 8

Agricultural radio programs 6

Agricultural reference publications (directories, buyer’s guides_ 5

Agricultural Internet sites (not affiliated with agricultural publications) 4

Web sites from agricultural publications (with product news/databases) 3

Agricultural supplier/dealer Web sites 3

Broad-based search engines (Google, Yahoo!, etc.) 3

Radio programs (not agricultural-specific) 2

TV programs (not agricultural-specific) 2

Other 7

Top Two Media Sources To First Learn About New Agricultural Products

26

Q8: Which agricultural media or information sources do you use at each of these points in the decision-making process?Base: All respondents (n=2717)

Broad-based media, such as ag radio and TV and general newspapers are more commonly used at the beginning of the purchase process, but more specific sources such as ag seminars, farm shows, and ag dealers are used throughout the purchase process.

Start Thinking

About Purchase

Begin Researching

Options

Narrow Down

Choices

Make a Final

Decision

Review After

Purchase

Agricultural radio shows % 56 21 14 3 7

General daily newspapers % 54 23 15 3 5

Agricultural TV programs % 52 24 16 3 6

Agricultural magazines or newspapers % 49 31 15 1 3

Agricultural newsletters % 42 31 19 3 6

Agricultural conferences or seminars % 39 27 23 3 7

Farm shows % 38 25 28 5 4

Agricultural dealers/retailers % 20 21 35 21 3

Agricultural manufacturer or supplier publications % 26 28 32 10 4

Agricultural Internet sites % 30 26 29 6 9

Agricultural Media Used in Decision-Making Process

27

Q10: When it comes researching and purchasing new products and services, how has the amount of time you’ve spent using agricultural media or information sources changed?Base: All respondents (n=2717)

Ranchers and farmers are spending more time with ag magazines and Internet sites when researching and purchasing new products.

Much More/More

(Net)

Much More Time

More Time

Same Time Less Time

Much Less Time

Much Less/Less

(Net)


Agricultural Internet sites (not affiliated with agricultural magazines)

% 26 7 19 39 12 23 35


Web sites from agricultural magazines % 25 5 20 43 12 20 32

Supplier web sites % 25 6 19 42 11 21 32


Farm shows % 15 3 13 56 15 13 28





Agricultural conferences or seminars % 10 1 9 50 23 17 40

Change in Time Spent With Agricultural Media When Researching and Purchasing New Products

28Q10: When it comes researching and purchasing new products and services, how has the amount of time you’ve spent using agricultural media or information sources changed?Base: All respondents (n=2717)

Half of farmers and ranchers aged 20-39 are spending more time with ag magazines or Internet sites when researching and purchasing new products.

Age

Total 20-29 30-39 40-49 50-59 60 or more

% % % % % %


Agricultural Internet sites (not affiliated with agricultural magazines)

26 53 50 36 32 11


Web sites from agricultural magazines 25 44 36 34 28 15

Supplier web sites 25 52 43 33 30 14


Farm shows 15 37 18 20 13 13






Time Spent With Agricultural Media When Researching and Purchasing New Products By Age

% Much More/ More

29Q16: Considering all the agricultural media and information sources in Q11 through Q15, which two would you consider yourself most loyal to?Base: All respondents (n=2717)

Nearly two-thirds of farmers and ranchers are most loyal to agricultural newspapers and magazines. More than one-quarter are loyal to dealers and retailers.

Total

Base: 2717

%

Agricultural magazines/newspapers 62

Agricultural dealers/retailers 28

Agricultural newsletters 16

Farm shows 13

Agricultural Internet sites 10

Agricultural radio 10

Agricultural manufacturer or supplier publications 8

Agricultural conferences/seminars 6

Agricultural TV programs 6

General daily newspapers 4

Direct mail 1

Other 11

Not sure/None/Decline to answer 15

Top Two Sources Most Loyal to

30

Q11/Q12/Q13/Q14/Q15: Please indicate how credible, timely, knowledgeable, respected, objective, you think each of the following types of agricultural media or information sources are:Base: All respondents (n=2717)

Ag magazines/newspapers and dealers/retailers are rated among the best on every criteria examined in the survey. Telemarketing is consistently rated as the worst.

Best Source (4, 5) % Criteria Worst Source (1,2)%

Agricultural magazines or newspapers 64 Respect Telemarketing 79

Agricultural newsletters 62 Knowledgeable Telemarketing 75

Agricultural dealers/retailers 57 Credibility Telemarketing 80

Agricultural dealers/retailers 55 Timeliness Telemarketing 68

Agricultural magazines or newspapers 50 Objectivity Telemarketing 75

Best and Worst on Each Criteria

31

Q11: Please indicate how credible you think each of the following types of agricultural media or information sources are:Base: All respondents (n=2717)

Ag dealers/retailers and magazines/newspapers are considered the most credible sources of information, while telemarketing is considered the least credible source.

Very CredibleNet (4/5)

Not at all CredibleNet (1/2)

% %



Farm shows 56 13



Telemarketing 7 80

Credibility of Agricultural Media

32

Q12: Please indicate how timely you think each of the following types of agricultural media or information sources are:Base: All respondents (n=2717)

Dealers and retailers, magazines and newspapers are considered to be the most timely sources of ag information. Telemarketing is the least timely source.

Very Timely Net

(4/5)

Not At All Timely Net

(1/2)

% %





Telemarketing 13 68

Timeliness of Agricultural Media

33

Q13: Please indicate how knowledgeable about agriculture markets you think each of the following types of agricultural media or information sources are:Base: All respondents (n=2717)

Dealers/retailers, newsletters and magazines are rated highly when it comes to being knowledgeable about agricultural markets.

Very Knowledgeable

Net (4/5)

Not At All Knowledgeable

Net (1/2)

% %




Farm shows 60 12



Telemarketing 10 75

Degree of Knowledge in Agriculture Markets

34Q14: Please indicate how respected within the agriculture community you think each of the following types of agricultural media or information sources are:Base: All respondents (n=2717)

Agricultural magazines or newspapers and farm shows are viewed as among the most respected sources of information in ag markets. Telemarketing is the least respected source.

Very Respected

Net (4/5)

Not At All Respected

Net (1/2)

% %

Agriculture magazines or newspapers 64 8

Farm shows 63 9



Telemarketing 9 79

Degree of Respect in Agriculture Markets

35Q15: Please indicate how objective within the agriculture community you think each of the following types of agricultural media or information sources are:Base: All respondents (n=2717)

Half of ranchers and farmers consider agricultural newspapers and magazines to be very objective and three-quarters think telemarketing is not objective.

Very Objective Net (4/5)

Not at All Objective Net (1/2)

% %


Direct mail 19 50

Telemarketing 10 75

Degree of Objectiveness in Agriculture Markets

36Q21: Please indicate how widely viewed or visited within the agriculture community you think each of the following types of agricultural Web sites are:Base: All respondents currently online or plan to be online (n=1749)

University, as well as manufacturer, websites are the most widely viewed in the agricultural community.

Net (4/5)

Very Widely Viewed

5

4 3 2

Not at All Widely Viewed

1

Net (1/2)

Manufacturer/Supplier Web sites % 41 12 29 40 16 3 20

University Web sites % 41 12 30 33 19 7 26

Agricultural publication Web sites % 39 11 27 40 17 4 21

Government Web sites % 36 10 26 35 23 6 29

Association Web sites % 27 7 20 43 25 5 30

Agricultural Web Sites

37

Use of the InternetUse of the Internet

38Q17: Do you go online for any purposes related to farming or ranching?Base: All respondents (n=2717)Q25: How many years have you been online? If less than one year, enter “1”.Base: All respondents currently online (n=1357)

The majority of farmers and ranchers who are online have been online for an average of 5 years.

04%

1-557%

6 or more39%

Years of Being Online

Mean= 5.4Median= 4.9

Go Online for Purposes of Farming and Ranching

No, and don't plan to 39%

No, but plan to 14%

Yes, 48%

Yes/No, but plan to be (Net)

62%

39

Q17: Do you go online for any purposes related to farming or ranching?Base: All respondents (n=2717)

Farmers and ranchers in the 20-39 age group are the largest group of internet users out of all age groups.

Age

Total 20-29 30-39 40-49 50-5960 or more

% % % % % %

Yes 48 75 71 63 62 29

No, but plan to 14 4 10 13 13 15

No, and don’t plan to 39 21 20 24 25 56

Use of Internet By Age

40

Q17: Do you go online for any purposes related to farming or ranching?Base: All respondents (n=2717)

As total revenue increases, so does the likelihood that a farmer or rancher is currently online.

Total Revenue

Total

Less than

$100K$100k-$249K

$250K-$749K

$750Kor More

% % % % %

Yes 48 41 50 59 70

No, but plan to 14 13 18 12 13

No, and don’t plan to 39 47 32 29 17

Use of Internet By Total Revenue

41Q18: Please indicate which of the following activities you use or would use the Internet for as they relate to farming or ranching.Base: Respondents online or plan to be online (n=1749)

Checking the weather as well as researching products or services are the two top ways farmers and ranchers use the Internet.

85%

81%

72%

62%

55%

42%

25%

12%

10%

Research products orservices

Check the weather

Check on the markets

Read about news andissues related to farming

and ranching

Learn about advancementsin technology

Purchase new products orservices

Communicate withsuppliers

Learn/join/participate inassociations ororganizations

Join discussions with otherfarmers or ranchers

Activities You Would Use or Used The Internet For

42

Younger farmers and ranchers (20-39) are among the most likely to be participating in many of these online activities.

Age

Total 20-29 30-39 40-49 50-59 60 or more

% % % % % %

Check the weather 81 86 91 84 79 80

Check on the markets 72 87 78 75 68 69

Research products or services 85 98 94 86 84 82

Purchase new products or services 42 67 40 42 42 37

Read about news and issues related to farming or ranching 62 70 73 62 65 52

Learn about advancements in technology 55 63 59 57 53 54

Communicate with suppliers 25 20 21 25 26 25

Learn/ join/ participate in associations or organizations 12 24 7 14 12 10

Join discussions with other farmers or ranchers 10 25 12 9 7 10

Activities You Would Use the Internet for By Age

Q18: Please indicate which of the following activities you use or would use the Internet for as they relate to farming or ranching.Base: Respondents online or plan to be online (n=1749)

43

Q19: If online three or more years ago: Compared to 3 or 4 years ago, please indicate how the time you spend online doing the following activities has changed? Q20: Thinking of 3 to 4 years from now, how do you think the time you spend doing the following activities online with change?Base: All respondents currently online or plan to be online (n=1749)

Farmers and ranchers spend more time checking the weather and markets than 3 or 4 years ago, and will continue to do so in the coming 3 or 4 years.

Time Spent Online Compared to 3-4 Years Ago and How They will Change in the Next 3 – 4 Years

Compared to 3 – 4 Years Ago Much More/More (Net)

Will Change in the Next 3 – 4 Years

Much More/More (Net)

Researching products or services % 65 64

Checking the weather % 64 54

Learning about advancements in technology % 55 62

Checking on the markets % 54 59

Reading about news and issues related to farming or ranching % 54 56

Purchasing new products or services % 41 48

Communicating with suppliers % 20 36

Learning/joining/participating in associations or organizations % 15 24

Joining discussions with other farmers or ranchers % 11 21

44

Q19: Compared to 3 or 4 years ago, please indicate how the time you spend online doing the following activities has changed?Base: All respondents currently online or plan to be online (n=1749)

Farmers and ranchers are spending more time checking the weather and markets as well as researching new products online, compared to three or four years ago.

Much More/More

(Net)

Much More Time

More Time

Same Time Less Time Much Less

Time

Much Less/Less

(Net)

Researching products or services % 65 18 47 27 6 2 8

Checking the weather % 64 25 39 30 2 4 6

Learning about advancements in technology % 55 9 45 36 8 2 10

Checking on the markets % 54 21 33 36 4 5 9

Reading about news and issues related to farming or ranching % 54 13 41 34 8 3 12

Purchasing new products or services % 41 8 33 44 10 5 15

Communicating with suppliers % 20 4 17 51 13 16 28

Learning/joining/participating in associations or organizations % 15 4 11 49 17 19 36

Joining discussions with other farmers or ranchers % 11 4 7 47 17 24 42

Time Spent Online Compared to 3-4 Years Ago

45

Q20: Thinking of 3 to 4 years from now, how do you think the time you spend doing the following activities online with change?Base: All respondents currently online or plan to be online (n=1749)

Thinking ahead 3 to 4 years, farmers and ranchers plan to spend more time researching new products and learning about advancements in technology online.

Much More/ More (Net)

Much More Time

More Time

Same Time

Less Time

Much Less Time

Much Less/Less

(Net)

Researching products or services % 64 13 50 30 4 2 6

Learning about advancements in technology % 62 12 50 33 3 2 5

Checking on the markets % 59 17 42 34 4 3 8

Reading about news and issues related to farming or ranching % 56 11 45 38 4 2 7

Checking the weather % 54 17 37 41 3 2 5

Purchasing new products or services % 48 9 39 41 7 4 11

Communicating with suppliers % 36 6 29 47 10 7 17

Learning/joining/participating in associations or organizations % 24 4 20 53 14 9 23

Joining discussions with other farmers or ranchers % 21 4 17 53 13 12 26

How Activities Online Will Change in Next 3-4 Years

46

Younger farmers and ranchers, under 40, expect to spend more time researching products, learning about advancements, checking on the markets, purchasing new products and reading about news online.

More Time Spent with Activities Online By Age In the Next 3 or 4 Years

Age

Total 20-29 30-39 40-49 50-59 60 or more

% % % % % %

Research products or services 64 85 74 67 63 58

Learn about advancements in technology 62 62 72 67 60 59

Check on the markets 59 62 67 64 55 57

Read about news and issues related to farming or ranching 56 72 65 56 56 50

Check the weather 54 60 63 57 49 55

Purchase new products or services 48 60 60 50 45 47

Communicate with suppliers 36 31 42 43 34 31

Learn/ join/ participate in associations or organizations 24 33 42 24 21 20

Join discussions with other farmers or ranchers 21 43 36 23 16 19


47

Those with higher revenues plan are more likely to participate in various online activities as compared to those with lower revenues.

More Time Spent with Activities Online By Total Revenue In the Next 3 or 4 Years

Total Revenue

Total

Less than

$100K$100K-$249K

$250K-$749K

$750Kor More

% % % % %

Research products or services 64 61 58 73 80

Learn about advancements in technology 62 58 62 71 70

Check on the markets 59 54 63 64 64

Read about news and issues related to farming or ranching 56 52 55 57 67

Check the weather 54 49 54 56 69

Purchase new products or services 48 48 47 50 67

Communicate with suppliers 36 34 37 32 52

Learn/ join/ participate in associations or organizations 24 24 23 24 39

Join discussions with other farmers or ranchers 21 22 18 23 34


48

Conclusions

Farmers and ranchers rely on a variety of business-to-business media as part of their decision-making process. Therefore, an integrated program of B2B media is the best way to reach and motivate farmers and ranchers.

Ag magazines and newspapers continue to play an important role in providing farmers and ranchers the critical information they need.

Specifically, ag magazines and newspapers are among the most reliable sources of information used.

The use of the Internet has grown and will continue to grow as a source of information farmers and ranchers rely upon.

Farmers and ranchers need and want accurate, timely and objective information that will help them run their businesses.

49

Recommendations

Advertisers need a comprehensive and integrated communications program including all types of business-to-business media.

Messages should be crafted based on when various media are used. For example, more general information in more general sources such as magazines or newspapers and more detailed, specific product information from dealers, supplier publications, farm shows and the Internet.

The Internet, if not already, should be integrated into the overall strategy.

Fewer resources can be devoted to telemarketing as it is not very highly regarded among farmers and ranchers.

Provide accurate, timely, objective information which is valued and relied on by farmers and ranchers.

Messages can be tailored to the youngest farmers and ranchers and those with higher revenues as they have distinct usage patterns. The Internet needs to be a key part of this strategy.

Documents

Agricultural Media Study Prepared for: