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Agrimarketing : April 2015
FOCUS ON: AGRICULTURAL AND RURAL BROADCASTING UPDATES FROM NAFB A by Mindy Oberly, National Association of Farm Broadcasting (NAFB) gricultural broadcast connects farmers and ranchers to the world They continue to count on farm radio to keep them informed of current agriculture news and commodity markets. Research conducted by Ipsos Research for NAFB during the 2014 harvest confirms 84% of the respondents find their local farm broadcaster and farm news information important in their daily operation decisions. And, additional research conducted at Commodity Classicwe found 71% of farmers listen to the radio three or more times per week. “There is a strong connection to the everyday tasks farmers and ranchers perform to the daily programming of farm broadcasters,” says Tom Brand, NAFB Executive Director. “Our member stations and networks develop programming based on audience needs in their listening area. That is the power of radio and farm broadcasting.” Radio programming content and time of day drive radio listening habits throughout the day and year. Research shows farm radio listening habits strong throughout the U.S. starting in the morning through the afternoon and until the close of markets. Daily radio listening habits are similar throughout the year and similar from coast to coast. Research also observed programming content is a key factor to the listening decision. Farm broadcasters continue to develop and produce meaningful content Farmers and ranchers reasons for listening to a local broadcaster. Producers rely on their farm broadcaster for local, current news and events. that resonates with local listeners. Producers surveyed this winter ranked ag news as their primary reason for listening and following their farm broadcaster, followed by commodity markets. RADIO AND SOCIAL MEDIA Farm broadcasting continues to evolve as social media, and smartphone usage continues to climb in the farm community. Social media has become a permanent fabric of farmers and ranchers daily lives, and another key media outlet for farm broadcasters. Broadcasts extend beyond the traditional morning markets, noon shows and afternoon market and news recaps. NAFB members are utilizing additional media resources to reach their audience with local, current, and relevant information for how the producer chooses to consume the media. Many have dedicated weekly newsletters providing insights into ag news and policy, and active Facebook and Twitter accounts driving listeners back to the radio. “We get a big amount of information from the radio,” says Ken McCauley, a corn producer from White Cloud, KS. “We also watch Twitter and Facebook throughout the day, and when you see a tweet from the farm 54 Agri Marketing s April 2015