Australian Community Media (ACM) has published the findings of its Quantitative Agricultural Readership Survey (QARS), providing a comprehensive snapshot of the modern farmer and farming family, their attitudes, behaviours, purchase decisions, and media habits.

The survey, the only one of its kind in Australia, found that farmers hold an average equity of 92% in their farm businesses, with a gross average income of $537,000 per annum. Women are involved in every aspect of decision-making in the farm business, and on average, farmers own or manage 2.1 properties.

The findings were presented at a series of intimate dinner events hosted by ACM's agricultural industry unit ACM Agri for clients and partners across the country. ACM Agri's suite of websites, newspapers, and events includes brands such as The Land, Queensland Country Life, Farm Weekly, Stock & Land, Ag Trader and more. The network has a monthly multi-platform audience of 1.3 million, with digital subscribers having grown threefold from June 2022 to July 2024.

The research found that ACM Agri network is touched by 78% of farmers and is their number one media source, while only 23% of farmers' television viewing time is on free-to-air TV. Agricultural industry news is the most trusted media by farmers, while social media is the least trusted. Younger farmers have the highest distrust of social media than any other age group.

"Australia’s farming industry is a critical driver of our economy with Ag production forecast to rise to $86 billion [according to Roy Morgan]. It’s a fundamental part of our cultural fabric, however, there remains a lack of understanding of farmers, their attitudes and behaviour and media consumption habits. Our QARS research study lifts the lid on our farmers’ lives and the importance of agricultural media to their businesses," said ACM Managing Director, Tony Kendall.

"Farmers are at the centre of everything ACM Agri does and as Australia’s largest provider of agricultural news, we play the most influential role in keeping farmers connected through our content, digital solutions, events, marketplaces and tech solutions," Kendall said.

ACM recently announced three senior appointments in its Agri division, including Scott McCullough as commercial director.

"We have incredible opportunities for advertisers to bring them closer to the farming audience including our enhanced data capabilities that will allow clients to match and target their data with our engaged audience and The Australian Agricultural Awards in partnership with the National Farmers Federation that will celebrate the best of the best in this country. The next six months are pivotal and we look forward to bringing brands on the journey," Kendall said.