Newspaper Content Analysis Monthly Update January 2010 Prepared by: Michael Devanney, economist, NSDA

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1 Newspaper Content Analysis Monthly Update January 21 Prepared by: Michael Devanney, economist, NSDA The approach of the Atlantic Canadian seal hunt resulted in high media exposure for the animal welfare, industry spotlight and globalization/trade themes in January. The continued debate for and against shutting down the seal hunt and the European trade ban were the focus of a large number of articles. Exposure Score Agri-food theme exposure- January 21 Industry Spotlight, 23.3 Animal Welfare, 21.4 Healthy Eating, 14.2 Articles on the lobster, beef and general agriculture industries also contributed to the exposure score for the industry spotlight theme. There were five articles with healthy eating as a major theme in January. Included in these was a profile of Lean Machine Healthy Vending Service Ltd which is a Nova Scotia company that gives an additional market for local food products Business, 12.8 Globalizatio n/trade, 12.1 Local Food, 11.3 only themes w ith exposure score > 1 are listed, see endnotes for exposure score methodology The agri-food business theme had the fourth highest exposure score. The takeover of Cadbury by Kraft Foods was the main topic. The international commodity auction for Brazilian coffee, concerns among Wisconsin ginseng exporters over mislabeling in China, and the Atlantic Seafood Trade Show contributed to the exposure of the globalization/trade theme along with the ban on seal exports from Canada to the EU.

2 Local food rounded out the agri-food themes with an exposure score above 1. Articles on farmers markets led the way with some Halifax Farmers Market vendors planning to stay behind at the Brewery Market rather than move to the new Seaport Market. Provincial funding for the Wolfville Farmers Market was also highlighted. Agri-food themes with an exposure score higher than 1 are displayed in the chart above. The top five agriculture and fisheries themes are listed separately below. AGRICULTURE THEME SLANT ii TOP ISSUE Local food Positive Farmers markets Industry spotlight Positive Agriculture industry in general Globalization/trade Healthy eating Biosolids Neutral positive negative Brazilian coffee auction / mislabeling of Wisconsin ginseng in China Healthy food in vending machines / Caveman diet Province will not ban biosolids use on farm land FISHERIES THEME SLANT ii TOP ISSUE Animal welfare Negative Atlantic Canada seal hunt Industry spotlight Positive Lobster and sealing industries Globalization/trade positive Atlantic Seafood Trade Show Policy (trade) Neutral Japan fights tuna export ban Aquaculture positive Research into using camelina as feed source

3 Halifax and Kings counties had the most geography-specific coverage in January with three articles based in each county. Colchester, Pictou and Guysborough counties each had two articles.

4 In total there were 78 agri-food articles in January, 34 of which were related to primary agriculture and 29 to fisheries. The 78 articles is the lowest in two years. Compared to the previous four months, there were fewer front page articles (3 compared to 6). Articles were shorter in length (1,958 characters in January vs 2,1) and had fewer images (.4/article vs.58). The seal hunt and agri-food processing industries received the most sector-specific coverage in January. For complete information and methodology on agri-food coverage please contact Agri-food articles and exposure score Articles Exposure 45 4 # articles, letters, editorials, images # articles, columns, letters, cartoons, editorials, features May7 June7 July7 Aug7 SEpt7 Oct7 Nov7 Dec7 Jan8 Feb8 Mar8 Apr8 May8 June8 Note: exposure score calculated as of May Agri-food articles, monthy comparison May June July August September October November December July8 Aug8 Sept8 Oct8 Nov8 Dec8 Jan9 Feb9 Mar9 Apr9 May9 Jun9 July9 Aug9 Sept9 Oct9 Nov9 Dec9 Jan1 January February March April Exposure score

5 Industry spotlight articles by month #articles, columns, letters, editorials, pictures May7 primary theme secondary theme July7 September7 November7 January8 March8 May8 July8 September8 November8 January9 March9 May9 July9 September9 November9 January1 #articles, columns, letters, editorials, pictures Animal welfare articles by month May7 July7 September7 November7 January8 March8 May8 July8 September8 November8 January9 March9 primary theme secondary theme May9 July9 September9 November9 January1

6 #articles, columns, letters, editorials, pictures Healthy eating articles by month May7 July7 September7 November7 January8 March8 May8 July8 September8 November8 January9 March9 primary theme secondary theme May9 July9 September9 November9 January1 *note: secondary theme data collected as of May 28. Average slant of agri-food articles <NEGATIVE< >POSTIVE> May7 July7 SEpt7 Nov7 Jan8 Mar8 May8 July8 Sept8 Nov8 Jan9 Mar9 May9 July9 Sept9 Nov9 Jan1

7 List of agri-food topics, by exposure score and number of articles- January 21 RANK TOPIC # OF ARTICLES Primary Secondar y EXPOSURE SCORE PREV MONTH RANK CHANGE 1 Industry spotlight Animal welfare (+22) 3 Healthy eating (+25) 4 Business (-4) 5 Globalization/trade (+1) 6 Local food (-3) Notes: Only agri-food topics with exposure scores greater than 7.5 are listed