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Agrimarketing : April 2009
FOCUS ON: AG/RURAL BROADCASTING UPDATE NAFB: INDUSTRY’SVOICEAND LEADERSHIP by Jennifer Saylor,NAFB M arking its 65th anniversary year in 2009, theNational Association of Farm Broadcasting (NAFB) has been run- ning “full” since the calendar page turned. Thatmomentumcarried over fromthe late 2008 introduction of the “Wave Study,” the comprehensive nationalmedia-use research that revalidated the daily importance of radio to large-scale agricultural producers. NAFB opened the year by participating for the first time as an exhibitor in the enormous Shooting, Hunting, andOutdoor Trade Show (SHOT), an annual pilgrimage for tens of thousands of hunters and outdoor enthusiasts held last January in Orlando, FL. NAFB introduced itself by orga- nizing and videoing “rural life radio” interviewswithmore than 50 personalities and exhibitors, includ- ing brand category leaders in all- terrain vehicles, navigation systems, and guns.Marketing consultant Mike Parry coordinated the team effort, dressing outNAFB represen- tatives in vivid neon-green hunting vests that could be seen across the miles of exhibitor floor space. NewBanner-Up Plus display graphics have refreshedNAFB’s trade showface and presence in 2009. The visuals highlightNAFB’s collective purpose of “informingand inspiring THREE MEMBER COUNCILS While broadcaster personalities are amongNAFB’smost recognizedmem- bers, there ismuchmore to theAssociation: • The Allied Industry Council includesmembers of agribusiness and agri- marketing companies, communications agencies, commodity groups, advocacy organizations, research vendors, government agencies, and broadcast suppliers. • TheManagement&Sales Council ismade up of businessmembers— owners,managers, sales representatives, and others—of the stations and networks represented otherwise in the Broadcast Council ofmembership. ContactMember ServiceManager Jennifer Saylor at 816/431-4032 or firstname.lastname@example.org information aboutmember benefits or to joinNAFB. AM 62 Agri Marketing s April 2009 NAFB broadcasters and othermembers gather for a “family portrait” in Dallas during lastmonth’s Commodity Classic. agriculture and ruralAmerica.”Also communicated is the credo: “Webring voice to our audiences, leadership to ourmarkets.”Member broadcasters JanetAdkison, Tricia Braid Terry, and TomSteever are featured atwork in a composite graphic. On the agriculture front,NAFB again has exhibited in the prominent NCBA/Cattle Industry Convention andCommodity Classic shows— both events also broadly covered by ourmember broadcasters and attended and “worked” bymanymore of ourAllied Industry Council and Management&Sales Councilmem- bers. Scores of valued industry rela- tionships are renewed or initiated at these two industry gatherings. MORE EVENTS AND SPEECHES Association officers have been in demand.Among invited appearances, President-electGreg Akagi addressed a general session of theNCBAgather- ing in Phoenix,AZ,while earlier in January President PamJahnke offered an update to thousands of del- egates attending the 2009 American FarmBureau Federation Conven- tion in SanAntonio, TX. Coming inApril, Parrywill lead a “What’sHot inMedia Research” session at theNational Agri-Market- ing Association (NAMA) confer- ence, sharing insights about the “National ProducerMedia-Use Wave Study.” LateApril brings the annual WashingtonWatch visit, a 48-hour “interviewfest” that engages leading farmpolicy and advocacy groups, the high chain of command at USDA, and leading Senate and House legislatorswho spend a morningmeeting one by onewith NAFB broadcasters on CapitolHill. With the change in administration andmany newappointees, this is an especially significant year for WashingtonWatch.National Vice President LindsayHill andmember Ken Rahjes are co-chairing the event. TheNAFB Foundation Board of Directorswill gather in St. Louis in June,whileNAFB leadershipwill meet inAugust inMadison,WI. The foundation again this year ismaking available three scholarships, totaling $13,000, to deserving studentswho are pursuing studies in agricultural communications. Set your planner now! The year will culminatewithNAFB’s Annual Convention,November 11-13 in Kansas City. AM
May 2009 Supplement