28 September 2012
Fairfax Media connects with 88.8% of New Zealand’s farming community
Newly released research from Nielsen into the farming community’s media habits shows Fairfax Media reaches 88.8% of
the farming community, confirming Fairfax’s integrated stable as the ‘go-to’ source of news and information for a
cornerstone of New Zealand’s economy.
The survey looked at rural land owners, farm managers and sharemilkers, as well as rural retailers and business services
associated with farming.
The results show the farming community is a voracious consumer of news, with readers relying on both specialist farming
publications and their local daily Fairfax newspaper for non-rural news. In addition, farmers are highly connected, with
77.5% connected to broadband internet and 63.7% using the internet at least daily.
• 88.8% of New Zealand farmers read a Fairfax publication during a typical issue period*
• Straight Furrow reaches 66.5% of Kiwi farmers
• The Dairyman is New Zealand’s largest dairying publication (reaching 45.1% of dairy farms in a typical issue)
• Regional farming titles are essential reads:
o Waikato Times Farmer – 52.3% in Waikato Region
o Central Districts Farmer – 57.3% in Manawatu-Wanganui / Wellington
o Otago-Southland Farmer – 72.4% in Otago
• Fairfax daily newspapers are key for local non-rural news:
o Waikato Region
Waikato Times: 65.4%
o Manawatu – Wanganui / Wellington Region
Dominion Post: 45.3%
Manawatu Standard: 27.2%
o Taranaki Region
Taranaki Daily News: 93.7%
o Canterbury Region
The Press: 68.5%
Timaru Herald: 23.3%
o Southland Region
Southland Times: 91.7%
Fairfax Media’s rural portfolio includes the weekly Straight Furrow and monthly publications AgTrader, The Dairyman, The
Lifestyle Farmer, websites AgTrader.co.nz and straightfurrow.co.nz and the Central Districts Field Days, in addition to
the rural pages in Fairfax Media daily newspapers and regional farming titles Waikato Times Farmer, Central Districts
Farmer, Otago-Southland Farmer, South Island Farmer and Hawkes Bay Farming Scene.
A national rural editor is currently being recruited to oversee and lead Fairfax Media’s rural content strategy,
ensuring we continue to deliver relevant and timely content to New Zealand’s diverse rural sector.
Source: Nielsen 2012 Rural Survey *in a typical issue period/last seven days for daily newspapers
About Fairfax Media
Fairfax Media is an innovative, integrated multi-media business with strong brands across multiple platforms including
newspapers, magazines and digital.
Fairfax Media has two national, nine daily and more than 60 community newspapers, 25+ magazines, and market leading
to see the company’s full portfolio of media brands.