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COUNTRY LIFE IN BC • DECEMBER 2018 Print remains top media choice for producers


New survey compares information consumption habits in Canada, US When it comes to buying decisions, farm newspapers are an important channel in helping US producers initially become aware of options, as well as in the research stage. The medium diminishes in popularity when the farm begins to narrow sources and make buying decisions. In Canada, farmers continue to rely on this source as they narrow their choices. Mobile access to the


by MYRNA STARK LEADER


WINNIPEG – How farmers in the US and Canada use and consume media is similar, but a new study reveals that Canadian producers have better Internet access that lets them source news digitally. This is valuable knowledge for producers and also for associations, businesses and government wanting to better connect with BC’s far- flung producers. The agri-media committee


of Connectiv, a division of the Software & Information Industry Association based in Washington, DC, develops and conducts the media channel survey every two


years. This year, for the first time, it asked producers in both the US and Canada about their media use, frequency and channel choices. Between 2010 and 2018, responses from US producers increased from just over 1,000 to just under 4,000. In Canada, the study was distributed to qualified Canadian farmers from the database of Glacier Farm Media, the agriculture division of Glacier Media Inc. that owns Western Producer, Manitoba Co-operator and Country Guide. Over 371 responses were received, with 250 self-declared as farm owners, operators or managers. Since responses from


producers in the US and Canada weren’t merged, the results allow a comparison of habits north and south of the border, says Glacier Farm Media vice-president Shaun Jessome, vice-president of Glacier Farm Media. “My life has been spent understanding and connecting with smaller communities, whether they are farm communities, small urban communities or small


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cities,” says Jessome, who has spent 29 years working with community newspapers. Jessome pushed for


Canada’s inclusion in the survey, which found that print media remains the format of choice for farmers in both countries. More than two- thirds (68%) of US farmers chose magazines and newspapers as their primary source of farm information each week, more than double any other format. Readership of ag publications increased among producers accessing information digitally through either desktop, laptop or mobile technology, and was the highest among daily digital users. In Canada, 66% of


respondents said they read farm magazines or newspapers weekly, but 79% also read newsletters weekly. When asked about monthly media habits, 87% of Canadian and 92% of US respondents read agriculture magazines and newspapers at least monthly. US producers and ranchers


say they learn about new ag services/supplies and equipment first from agriculture newspapers and second from agriculture dealers and retailers. In Canada, farm magazines


and newspapers are the top channel for learning about what’s new but agriculture newsletters and websites, accessed via desktop and mobile or directly emailed, were also popular channels. Information direct from retailers and dealers was number six, with farm shows placing higher in the rankings.


Internet is growing on both sides of the border. The top three uses for phones are texting, email and visiting agriculture websites. However, 18% of US respondents say they don’t have access to the Internet by any means, whereas in Canada, that is significantly lower. More than half (56%) of Canadians said they access media on their mobile device daily or at least weekly. “While it’s no surprise that


younger farmers were more active on the Internet, the Canadian results showed a much higher use, even amongst older farmers,” says Jesomme. Facebook and YouTube


were the most popular social media sites in US. Communicating with friends and family, staying on top of breaking news as well as ongoing news and entertainment were among the reasons.


In Canada, more than 80%


of respondents access social media sites. Facebook and YouTube were also the most used, however, chat forums, discussion boards and Twitter also proved popular. YouTube was also more popular than Facebook, which isn’t a surprise since the use of video content is growing. The most frequently viewed content is agriculture-related information or education and breaking news. Farmers are also using videos to help them fix things. “Canadian farmers see video as a fast way to get the info they want,” says Jesomme.


Jesomme says like


agriculture itself, how farmers and ranchers access information is dynamic. “They use a wide range of traditional, in person and digital channels to get the info they need to help run and manage their operations. While the use of digital and mobile channels has been increasing over time,


traditional media continues to be heavily used by operators, specifically ag magazines and newspapers top the list of sources,” he explains, concluding that no one channel will deliver all information to all farmers. “If we are going to reach readers, we need to use multiple media platforms.”


Canadians read more Canadians spend an average of 3.5 hours per week


with agriculture-related media and info sources compared to 2.7 hours by their US counterparts. 76% of Canadian farmers would attend webinars for


market analysis or continuing education compared to 44% of US respondents On both sides of the border, the higher an operation’s income is, the more media channels producers use. Myrna Stark Leader


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