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Identifying Appropriate Communication Means for Reaching Nonindustrial Private Forest Landowners

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Providing appropriate and timely forestry information and education to nonindustrial private forest (nonindustrial private forestland (NIPF)) landowners is vital for encouraging sound forest management on their lands. Since NIPF landowners are a heterogeneous group who value their forests for varying reasons, outreach efforts targeted to them should consider this diversity. This study uses a market segmentation approach to separate Michigan's NIPF owners into meaningful subgroups based on their ownership reasons. Four landowner segments were identified in the northeastern Michigan study region. The use of communication materials and their preference for the future is then analyzed for each landowner subgroup. Given that outreach and extension services have limited resources, audience segmentation and tailoring outreach materials and methods specific to target audience could be an effective approach for reaching landowners.

Keywords: communication strategy; k-means clustering; nonindustrial private forest landowners

Document Type: Research Article


Publication date: January 1, 2013

More about this publication?
  • The Journal of Forestry is the most widely circulated scholarly forestry journal in the world. In print since 1902, the Journal has received several national awards for excellence. The mission of the Journal of Forestry is to advance the profession of forestry by keeping forest management professionals informed about significant developments and ideas in the many facets of forestry: economics, education and communication, entomology and pathology, fire, forest ecology, geospatial technologies, history, international forestry, measurements, policy, recreation, silviculture, social sciences, soils and hydrology, urban and community forestry, utilization and engineering, and wildlife management. The Journal is published bimonthly: January, March, May, July, September, and November.
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