There’s a new research report out from the Association of Business Information & Media Companies, Agri Media Council. The biennial report details how readers engage with agricultural media.
The survey finds that loyalty to and use of print media remains strong among farmers and ranchers, and that growth in digital media is not coming at the expense of print. Key takeaways include:
- About 80 percent of those polled report reading ag magazines or newspapers at least weekly, and that rises to 97 percent on a monthly basis.
- Although digital use is growing, it is growing at a slower rate than in other verticals. Amojng digital users, 83 percent also read print media at least weekly.
- Digital use of ag media resources among readers age 45+ is steady, but use is growing among younger readers, especially for mobile apps (up 13%), mobile websites (up 12%), enewsletters (up 8%) and social media (up 8%).
- When ranchers and farmers are making purchasing decisions, 65 percent turn to their dealers and retailers, and 50 percent use ag magazines and newspapers. The next highest consulted is ag websites at 18 percent.
The “Media Channel Study,” produced by Readex Research, tracks engagement with traditional and digital media channels, as well as generating insights as to how an integrated media strategy can help marketers and publishers connect with ag professionals. ABM’s Agri Media Council has teamed up with NAMA to produce a webinar that will feature the new results. For more information, and to register, click here.
The NAMA webinar is tomorrow, March 19.