How useful is Ziraat Times’ content? Here we publish 2024 Readership Survey Results

18 August 2024

Srinagar, Aug 18: What do Ziraat Times‘ readers think about its content? Is it fit for its purpose? Is it of any value in this hyper digital communication era? To what degree it meets the expectations of its audiences among farming communities, business and industry, trade and commerce, business start-ups and multiple other interest groups? We also sought to learn how can it improve to be more purposeful and effective.

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We initiated a readership survey, first-of-its-kind in J&K, in June, 2024, among our readers, to seek their feedback on some of these questions.

A total of 1106 respondents responded to the survey, which was shared through 12 Whatsapp groups and various social media accounts, reaching a cumulative 1.21 lakh direct readers of the newspaper. This number does not include the indirect number of readers and other audiences that the survey has reached.

Out of the total respondents, 93.7% were males while only 6.3% were female.

Here we summarise the main findings of the survey:

How frequently do readers read the newspaper?

A vast majority of the readers – 77.3% say they read it daily, while 16.7% readers said they read it ‘sometimes’. 4% of readers read it on a weekly basis, while 2% said ‘rarely’.

What do readers access Ziraat Times content for?

While 27.3 % readers access Ziraat Times for ‘latest news’, 15.2 % access it for business and industry news. 9.1% access Ziraat Times for horticulture related information, 4% read it for agriculture related news. 39.4% of the readers have said they access the newspaper for all the mentioned sectors.

What is the most useful content you find on Ziraat Times?

A majority of 61.5% said content that is related to agriculture and horticulture-related is the most useful to them. 20% find business and industry related content most useful, while ‘business opportunities’ related news comes on third spot, followed by national-level business news and ‘important political developments’.

Who are our readers?

21.9% of Ziraat Times readers are various government sector employees, 9.4% come from Agriculture Department, 10.9% come from Horticulture Department, while 18.8% readers come from various business communities. 15.5% of readers are farmers while 7.8% of readers belong to the tourism sector.

How would you rate Ziraat Times‘ content in terms of its objectivity?

While 58.5% per cent said they see it as objective, 38.5% said it was ‘just fine’. 3% readers believe the content is biased.

To what extent Ziraat Times meets its readers’ expectations

While 66.7% of readers have said that it fully meets their expectations, 31.8% have said that their expectations are ‘only partly’ met. 1.5% of readers have said the content does not meet their expectation ‘at all’.

What would readers like Ziraat Times to improve on?

The feedback from Ziraat Times readers reveals several areas for improvement, with a strong emphasis on enhancing outreach, content relevance, and farmer engagement.

Outreach and accessibility: A significant number of respondents suggested expanding the reach of Ziraat Times. There is a call for better access, such as ensuring the publication is available early in the morning for readers’ convenience and extending coverage to more remote areas. Some readers also requested receiving digital copies via email and improved communication, as some messages had gone unanswered.Content precision and diversity: Readers expressed a desire for more precise, objective content and emphasized the importance of including current affairs, local business news, and market updates. There is also a push for content diversification, including more editorial pieces from subject matter experts and guest write-ups on relevant topics.

Additionally, the feedback highlighted the need for regular updates on government schemes related to agriculture and horticulture, along with practical advice on innovative farming practices and fungicide usage.

Educational and developmental focus: Many respondents want Ziraat Times to focus more on education, particularly in guiding farmers on startups and improving their earnings. There is a strong interest in seminars organized in collaboration with the Agriculture Production Department and more content on high-yielding crop varieties, sustainable agricultural practices, and the environmental impact of farming.

Innovative approaches and on-ground reporting: Readers miss the on-ground reporting that was more common in the early days of Ziraat Times and suggested incorporating podcasts or short video news segments to highlight region-specific issues.

The inclusion of solution-based narratives and coverage of the negative impacts of government land policies were also recommended.

What would you like Ziraat Times to focus more on

*Gender composition of the survey respondents*

The feedback from Ziraat Times readers reveals a strong interest in a diverse range of topics, with a significant emphasis on agriculture, horticulture, and the environment. Out of 1,106 responses, many readers expressed the need for more accurate, reliable information, particularly regarding agriculture and horticulture. They suggested conducting weekly expert interviews and featuring expert opinions across various fields to enhance content quality and relevance.

A recurring theme is the focus on the problems faced by the farming community, particularly at the grassroots level. Readers also emphasized the importance of addressing social issues, ecological imbalances, and their impacts on Kashmir, highlighting the interconnectedness between agriculture and environmental health.

Innovation and employment generation are also key areas of interest.

There is a call for content that provides practical solutions for employment, especially for new graduates in agriculture. Additionally, readers suggested more coverage of young entrepreneurs in the agriculture sector and their contributions to the economy.

Environmental and ecological issues were frequently mentioned, with calls for more content on these topics, including the impacts of tourism and ways to promote sustainable practices. There’s also interest in broader societal issues, including education, health, and youth empowerment.

What would you like Ziraat Times to avoid?

The feedback from 1,106 Ziraat Times readers indicates strong approval of the content, with 57% praising it as informative and without any need for major changes. However, areas for improvement were also identified. The most significant concerns include delays in responding to farmer queries, highlighted by 15% of respondents, and dissatisfaction with the inclusion of political news, noted by 12.5%.

A small percentage (7%) urged the removal of inexperienced individuals providing advice to farmers, while 2.5% criticized the presence of “paid news”. (Editor: To put the record straight, Ziraat Times does not receive any payments for any news content)

Additionally, 2% felt that the publication favored certain organizations and overlooked key stakeholders, while another 2% pointed out the exclusion of women and young entrepreneurs’ success stories.

Video documentaries of inexperienced farmers were a minor concern, mentioned by 1% of respondents.