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Agrimarketing : March 2009
® MUSINGS While preparing this month’s “5-10-20 YearsAgo” col- umn I ran across former AgriMarketing columnist Clancy Strock’s amusing, and pointed, observations of the agri-marketing profession (see below). In the spirit of Clancy,who passed away a year ago, I thought I’d take a stab at what he would be saying today: •Where’s the front cover? Nearly every ag publication this winter is wrapped by a false front cover with an advertising message. •Why is the soybean industry squabbling so? Especially when there is a referendum to keep the check-off program bearing down on it. And…some people are on both the USB and ASA boards.Maybe their vote should only be counted as half. Lynn Henderson Publisher •Why are food prices still high? Ayear ago a local bakery posted a sign stating they were forced to raise the price of a bagel 25% due to Ethanol and its “grab” on the food supply.Knowing that wasn’t true, I boycotted the place, not that anybody noticed. Now that corn prices have dropped in half, I stopped by the bakery to see what they were up to now.The sign is gone, but their bagel price is even higher.My boycott continues. • Going Green?When I first heard the phrase, I thought it was a snappy new marketing campaign from John Deere.My initial thinking was wrong, of course. However,many of the machinery companies are now engineering their equipment to be powered by sustainable biofuels, so, in retrospect I was just a little ahead of my time. So, we can all now be going not only green, but also red, yellow, blue, orange, etc. • Did you see John Phipps’ hilarious column in the mid-February issue of Farm Journal? He tells of his run-in with now-impeached Governor of Illinois Blagojevich. The Gov was interested in what he could do for farm- ers. Phipps wrote,“To tell the truth, Governor, I’d just like it if you left us alone. (Knowing what we know now, I should have asked, ‘Whaddaya got?’).” To read it, go to www.FarmJournal.com. •Demand on the way? Nearly every newproduct is claiming a 10%to 15%yield increase. Given a staggeringworld economy let’s do everything possible to sup- port those organizations’whose goal is to increasedemand for ag products. In the next issue of AgriMarketing: An in-depth look atMonsanto’s new Genuity brand.And the presentation of the annual Best ofNAMA winners! AM THIS MONTH IN AgriMarketing Five Years Ago (2004) • The U.S. Patent Office rulesMonsanto was the first company to invent the Bt gene, ending an eight year dispute withMycogen Seed. • IMC Global, Inc., and Cargill’s Crop Nutrition create TheMosaic Co. Ten Years Ago (1999) • IMC Global, Inc., sells its retail units to Royster-Clark (now part of Crop Production Services). •Monsanto licenses its glyphosate technology to Nufarm, Dow AgroSciences andMicro Flo. • The ag industry agrees to plant 20% conventional corn hybrids (refuge) in fields with Bt insect resistant hybrids. • Stephanie Liska joins Beck Ag Com. She had been with ABG. Twenty Years Ago (1989) •Mycogen Corp. and Shell form a partnership to develop and market biopesticide products. • The latest tool for agri-marketers: adding an 800 number in their ads. • American Cyanamid (now BASF) receives a patent for its IMI line. • Clancy Strock wrote: “How many copywriters would have the guts to read their ad copy out loud to a real farmer?” AM 4 AgriMarketing s March 2009 is published by: Henderson Communications L.L.C. 1422 Elbridge Payne Road, #250 Chesterfield,MO 63017 Phone: 636/728-1428 FAX: 636/777-4178 E-mail: email@example.com Publisher/Editorial Director ____________________________________________ Lynn Henderson (LynnH@AgriMarketing.com) ph: 636/728-1428, ext. 2001 Managing Editor ____________________________________________ Audrey Evans (AudreyE@AgriMarketing.com) ph: 636/728-1428, ext. 2003 EDITORIAL ____________________________________________ NAMA Liaison Editor Jenny Pickett (firstname.lastname@example.org) AMEditorial Advisory Board: Mike Borel, The Context Network TimBrackman, National Corn GrowernAssn Erika Brandt, AgCareers.com Jim Farrell, Farmers National Company Russ Green, CLAAS Jerry Harrington, Pioneer Hi-Bred Laura Henke, Charleston|Orwig Tommy Jones, John Deere Crop Insurance LauraMayfield,McCormick Company PatMorrow,BASF Steve Rhea, Rhea & Kaiser Brad Schu, Land O’Lakes/PurinaMills Angie Skochdopole, AdFarm BobWilhelm, AdFarm CIRCULATION _________________________________________________ Send subscription inquiries and address changes to: P.O. Box 16123 St. Louis,MO 63105 PRODUCTION _________________________________________________ Design/Layout Audrey Evans Design for NAMA News Jennifer Pickett ADVERTISING SALES ____________________________________________ Advertising Sales and Customer ServiceManager Judith Knoll (JudyK@AgriMarketing.com) ph: 636/728-1428, ext. 2002 AgriMarketing is sent to qualified executives employed by corporate agribusinesses and their communication agencies, farm media, trade associations and others providing services to North American agriculture. Daily news and updates about the Agricultural Industry can be obtained by going to: www.AgriMarketing.com. For a free subscription to AgriMarketingWeekly e-newsletter, go to www.AgriMarketing.com.