2015
Reader Survey
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 Carolina Cattle Connection
The Florida Cattleman
Georgia Cattleman
Cow Country News
The Louisiana Cattleman
Cattle Business in Mississippi
Ohio Cattleman
Tennessee Cattle Business
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.
mean: 12.0
median: 10
24%
21%
20%
21%
10%
3%
less than 1
1-4
5-9
10 - 14
15 - 24
25 or more
For how many years have you been a member of the
Kentucky Cattlemen’s Association?
base: all 229 respondents
2015 Reader Survey
The typical subscriber has read or looked through all 4 of the
last 4 issues of Cow Country News.
AT LEAST 3 OF THE
LAST 4 ISSUES:
87%
78%
mean: 3.6
median: 4
2%
2%
3%
5%
haven't yet
received 4
issues
none
1 of 4
2 of 4
9%
3 of 4
4 of 4
How many of the last 4 issues of Cow Country News
have you read or looked through?
base: all 229 respondents
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.
AT LEAST SKIM: 97%
READ ABOUT 1/2 OR MORE: 75%
12%
10%
skim only
read
about
1/4
25%
23%
read
about
1/2
read
about
3/4
27%
2%
do not
read/look
through
How thoroughly do you read or look through
a typical issue of Cow Country News?
base: all 229 respondents
2015 Reader Survey
read all or
almost all
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.
mean: 1.0
median: 1
PASS-ALONG TO OTHERS: 63%
42%
36%
13%
5%
none
1
2
3
2%
1%
4
5 or more
How many other people (besides you) usually
read or look through your copy of Cow Country News?
base: all 229 respondents
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.
mean: 2.8
median: 2
REFERRED BACK TO ISSUES: 78%
24%
21%
27%
12%
none
1
10%
2
3-4
5-9
5%
10 or
more
About how many times in the last 12 months have you
referred back to an issue of Cow Country News (for any reason)?
base: all 229 respondents
2015 Reader Survey
86% of subscribers took action in the last 12 months as a
result of reading Cow Country News.
discussed article/item with others
69%
saved article/item for future reference
36%
visited advertiser’s website
31%
passed article/item along to others
31%
used/modified an idea
30%
purchased/ordered a product or service
24%
contacted advertiser for additional
information
recommended a product/service
other
TOOK ACTION
31% visited an
advertiser’s website
and 24% purchased/
ordered a product or
service.
19%
12%
3%
86%
In the last 12 months, what actions have you taken
as a result of reading Cow Country News?
base: all 229 respondents (multiple answers)
2015 Reader Survey
A majority of subscribers (58%) think advertising in Cow
Country News makes a company/product/service more
credible.
less credible
0%
more credible
58%
no effect on
credibility
38%
Does advertising in Cow Country News make a company/product/service more
credible, less credible, or does it have no effect on its credibility?
base: all 229 respondents
2015 Reader Survey
A majority of subscribers agreed with each of five positive
statements about Cow Country News.
AGREE* SUMMARY
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
What is your level of agreement with each of the following
statements about Cow Country News?
base: all 229 respondents
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.
READ REGULARLY
Progressive Farmer
PREFERRED PUBLICATION
73%
Cow Country News
54%
Farm Journal
28%
Progressive Farmer
Beef
26%
Farm Journal
6%
Beef
4%
Successful Farming
22%
13%
Cattle Today
14%
Successful Farming
3%
Drovers
13%
Drovers
3%
Farm World
11%
Farm World
3%
Working Ranch
10%
Working Ranch
2%
Breed Publication
1%
Cattle Today
1%
Breed Publication
AT LEAST ONE
8%
87%
No other listed
publication was
selected by more
than 13%.
Which of these other publications do you read regularly? If you could read
only one of the following publications, which one would you choose?
base: all 229 respondents (multiple answers for publications read regularly)
2015 Reader Survey
Two in five subscribers (42%) visit the Kentucky Cattlemen’s
Association website; 15% do so at least monthly.
daily
0%
a few times a week
2%
weekly
1%
WEBSITE VISITORS:
a few times a month
6%
monthly
6%
less than once a month
never
42%
27%
57%
About how often do you visit the Kentucky Cattlemen’s Association
website at www.KYcattle.org?
base: all 229 respondents
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.
for upcoming event information
40%
for beef market reports
39%
for KCA membership info
30%
for KCA association news
28%
for agricultural links
24%
for beef recipes
18%
for breed association links
17%
for product/service information
16%
other
Kentucky Cattlemen’s
Association news and
information also draws
traffic to the website.
6%
For what reasons do you visit the Kentucky Cattlemen’s Association’s
website at www.KYcattle.org?
base: 94 website visitors (multiple answers)
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.
receive news via email
follow on Facebook
16%
9%
Do you receive news via email from the Kentucky Cattlemen’s Association?
Do you follow the Kentucky Cattlemen’s Association on Facebook?
base: all 229 respondents
2015 Reader Survey
A majority of subscribers (94%) work at cattle/farm operations,
hereafter referred to as “farmer subscribers.”
work at a
cattle/farm
operation
94%
do not
6%
How many acres of land are managed by your cattle/farm operation?
base: all 229 respondents
2015 Reader Survey
The typical farmer subscriber indicated their cattle/farm
operation manages 203 acres of land.
38%
mean: 442*
median: 203
24%
21%
10%
6%
0%
fewer
than 100
100 - 249
250 - 499
500 - 999
1,000 - 4,999
5,000
or more
*Due to the significant proportion of respondents answering in the bottom category,
the sample statistic may overstate the true population mean.
How many acres of land are managed by your cattle/farm operation?
base: 216 respondents who work at cattle/farm operations
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.
mean: 1.2
median: 1
49%
33%
13%
3%
none
1-2
3-4
5 or more
How many people are employed at your cattle/farm operation
(including both full- and part-time)?
base: 216 respondents who work at cattle/farm operations
2015 Reader Survey
Virtually all farmer subscribers (98%) reported their
cattle/farm operations own or manage cattle, most
commonly cows/calves.
cow/calf
84%
commercial
27%
purebred
17%
stocker
14%
dairy
2%
other
2%
OWN OR MANAGE
CATTLE
98%
What types of cattle are owned or managed at your cattle/farm operation?
base: 216 respondents who work at cattle/farm operations (multiple answers)
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.
mean: 118
median: 67
22%
19%
18%
13%
15%
10%
1 - 24
25 - 49
50 - 74
75 - 99
100 - 199
200
or more
About how many head of cattle does your cattle/farm operation
currently own or manage?
2015 Reader Survey
base: 212 respondents whose cattle/farm operations own/manage cattle
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.
mean: $182,000
median: $85,800
19%
21%
17%
12%
8%
less than
$25,000
$25,000 $49,999
7%
7%
$50,000 - $100,000 - $200,000 - $300,000 - $400,000
$99,999 $199,999 $299,999 $399,999
or more
Approximately what is the total estimated value of all cattle owned by
you or your cattle/farm operation?
2015 Reader Survey
base: 212 respondents whose cattle/farm operations own/manage cattle
One-fourth of farmer subscribers (26%) indicated their
cattle/farm operations currently own or manage horses.
10 or more
5-9
3-4
1-2
OWN OR MANAGE
HORSES
mean: 1.0
median: 0
1%
3%
5%
17%
26%
About how many horses does your cattle/farm operation
currently own or manage?
base: 216 respondents who work at cattle/farm operations
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.
chickens
15%
goats
4%
ducks
2%
pigs/hogs
2%
sheep
2%
deer
other
OWN OR MANAGE
AT LEAST ONE
1%
3%
22%
What other types of livestock are owned or managed by
your cattle/farm operation?
base: 216 respondents who work at cattle/farm operations (multiple answers)
2015 Reader Survey
Two in five farmer subscribers (41%) indicated their
cattle/farm operations currently insure at least some of their
livestock.
yes
41%
no
51%
no answer
8%
Are any of your cattle/farm operation’s livestock currently insured?
base: 216 respondents who work at cattle/farm operations
2015 Reader Survey
Seven in ten farmer subscribers (69%) indicated their
cattle/farm operations grow crops.
operation grows
crops
69%
does not grow
crops
27%
no answer
3%
What crops does your cattle/farm operation grow?
base: 216 respondents who work at cattle/farm operations
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.
alfalfa
45%
grass silage/haylage
43%
corn
39%
soybeans
23%
wheat
11%
tobacco
11%
vegetables/fruits/nuts
sorghum
specialty crops
7%
3%
2%
cotton
0%
sunflowers
0%
canola
0%
other
16%
What crops does your cattle/farm operation grow?
2015 Reader Survey
base: 150 respondents whose cattle/farm operations grow crops
(multiple answers)
A majority of farmer subscribers (73%) indicated their
cattle/farm operations mainly harvest (versus purchase) the
roughage they use.
harvest
73%
purchase
9%
both equally
neither
14%
1%
Does your cattle/farm operation mainly harvest or purchase
the roughage it uses?
base: 216 respondents who work at cattle/farm operations
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?
base: 216 respondents who work at cattle/farm operations (multiple answers)
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%
chartered bank
22%
18%
ag lending institution
government institution
credit union
other financial service
USE AT LEAST ONE OF
THESE INSTITUTIONS
capital loans
operating loans
17%
4%
2%
1%
2%
1%
2%
42%
39%
Which of the following financial institutions does your cattle/farm
operation currently use for each type of loan?
base: 216 respondents who work at cattle/farm operations (multiple answers)
2015 Reader Survey
The typical farmer subscriber reported their cattle/farm
operation’s gross revenue in 2014 was $48,500.
mean: **
median: $48,500
25%
19%
21%
13%
12%
9%
no answer*
less than
$25,000
$25,000 $49,999
$50,000 $99,999
$100,000 $249,999
$250,000
or more
*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.
Approximately what was your cattle/farm operation’s gross revenue in 2014?
base: 216 respondents who work at cattle/farm operations
2015 Reader Survey
Five in six farmer subscribers (84%) are owners of their
cattle/farm operations. Another 13% are partners.
owner
84%
partner
manager
employee
13%
2%
0%
What best describes your job function at your cattle/farm operation?
base: 216 respondents who work at cattle/farm operations
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.
increase herd size
50%
increase acreage
31%
retain ownership of
land, but retire from
active work
20%
transfer ownership to
family member(s)
sell farm on the open
market
PLAN TO DO AT
LEAST ONE OF
THESE
11%
1%
75%
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)
2015 Reader Survey
Nine in ten farmer subscribers (93%) are involved in their
cattle/farm operations’ purchases. 68% approve/authorize
purchases.
approve/authorize
purchases
68%
select/specify
products/services
recommend
purchases
involved in other way
19%
4%
2%
INVOLVED IN
PURCHASING
93%
What best describes your usual involvement in your cattle/farm
operation’s purchases?
base: 216 respondents who work at cattle/farm operations
2015 Reader Survey
About half of farmer subscribers (55%) have a secondary job
in addition to their work on cattle/farm operations.
yes, full-time
43%
yes,
part-time
12%
no
44%
no answer
1%
Do you have a secondary job in addition to your work
on a cattle/farm operation?
base: 216 respondents who work at cattle/farm operations
2015 Reader Survey
Farmer subscribers who have secondary jobs in addition to
work on cattle/farm operations work in a variety of industries.
professional/business
29%
skilled trade
19%
retail/service
11%
general labor/construction
8%
healthcare/medical
education
hospitality/food/beverage
other
5%
3%
1%
19%
In what industry is your secondary job?
2015 Reader Survey
base: 119 respondents who have a secondary job in addition to
work on cattle/farm operations
The typical farmer subscriber who has a secondary job
reported earning 25% of their total income from work on
the cattle/farm operation.
mean: 30.4%
median: 25%
49%
27%
14%
5%
5%
no answer*
1% - 24%
25% - 49%
50% - 74%
75% or more
*Excluded from the mean and median calculations.
Approximately what percentage of your total income is earned from
your work on the cattle/farm operation?
2015 Reader Survey
base: 119 respondents who have a secondary job in addition to
work on cattle/farm operations
Three-fourths of subscribers (76%) are involved in at least one
of seven listed activities, most commonly hunting, gardening,
and/or fishing.
hunting
45%
gardening
45%
fishing
42%
camping
17%
animal shows/racing
17%
hiking
water sports
9%
6%
AT LEAST ONE OF
THESE ACTIVITIES
76%
In which of the following activities are you involved?
2015 Reader Survey
base: all 229 respondents (multiple answers)
About half of subscribers (48%) access/use social media,
most commonly Facebook and/or YouTube.
Facebook
37%
YouTube
Twitter
22%
9%
LinkedIn
7%
Pinterest
7%
Instagram
6%
other
6%
ACCESS/USE
SOCIAL MEDIA
48%
What social media websites do you access/use?
2015 Reader Survey
base: all 229 respondents (multiple answers)
The typical subscriber is a 62-year-old male.
GENDER
AGE
65 or over
41%
55 - 64
25%
45 - 54
35 - 44
25 - 34
under 25
male
90%
18%
7%
mean: *
median: 62
5%
3%
*Due to the high proportion of respondents answering in the top category,
the sample mean and standard error cannot be meaningfully calculated.
What is your age? Are you male or female?
2015 Reader Survey
base: all 229 respondents
female
7%
no answer
3%
36% of subscribers have earned a college degree or higher.
post-graduate degree(s)
post-graduate work
14%
2%
college graduate
20%
some college
post high school
vocational/technical training
19%
9%
high school graduate/GED
some high school
28%
6%
What is the highest level of education you have completed?
2015 Reader Survey
base: all 229 respondents
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.
mean: $113,000
median: $96,000
21%
14%
13%
15%
17%
9%
no answer*
under
$50,000
10%
$50,000 - $75,000 - $100,000 - $150,000 - $200,000
$74,999
$99,999 $149,999 $199,999 or more
*Excluded from the mean and median calculations.
Approximately what was your household’s total income before taxes in 2014?
2015 Reader Survey
base: all 229 respondents