Kaliber Reserach - Quantitative Review of Feedback Magazine

Summary

The primary focus of this research was to provide MLA with: baseline data on how Feedback influences business decisions; reader thoughts on the refreshed design and other enhancements to the magazine; and recommendations on how Feedback can be enhanced and further influence the business decisions of its readers.
A telephone survey of 302 MLA members who receive Feedback was undertaken in October 2012. The sample was designed to be representative of the state structure of the MLA Member database.
Key findings included:
Readers have a very positive opinion of the magazine with 75% rating it as either good (65%) or excellent (10%). Furthermore, the majority of readers (63%) consider the publication either relevant (58%) or highly relevant (5%).
Overall, the new design of Feedback has been well received and supported by the vast majority of readers. The current amount of text, photos and graphics were also well supported by most readers as was the balance of stories across on farm, marketing and other articles (81% rating the balance "just right").
Feedback's modus operandi was found to be indirect via the stimulation of ideas (41%) and encouraging producers to seek further information on particular topics or practices (20%) rather than the direct application of learnings to the property (10%) or the direct alteration of farm business plans (5%).
There was little reader pushback on the consolidation of Prograzier and Frontier into Feedback. Ninety percent (90%) of readers thought that having one magazine is better than having three separate publications.