Average Issue Readership also known as A.I.R estimates the coverage of a publication in the market. It’s different from circulation figures, as it reflects the proportion of people who have actually ‘read’ or ‘looked at’ a copy of a title within it’s publishing period. For example weekly, or monthly.
AIR varies by farm size with Farmers Weekly’s AIR highest score seen amongst the larger farms.
Looking at trends by enterprise type, Farmers Weekly remains strong in the arable market whereas the gap is slightly closer in the livestock sectors. And this pattern is seen again when we look at larger farms by enterprise type.
And looking at trends by region, Farmers Weekly leads in all regions with particular strength in the Eastern and South East areas of the country, but also in the North. Around half (53%) of AIR Farmers Guardian readers are also AIR of Farmers Weekly.