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Agrimarketing : April 2009
FOCUS ON: AG/RURAL BROADCASTING UPDATE AGDAY,U.S.FARMREPORTONRFD-TV by the AgriMarketing Editors I twas a blockbusterwhen itwas announced lastmonth: Farm JournalMedia’s “AgDay” and “U.S. FarmReport” TV programs would be broadcast on the RFD-TV channel. Because of deadline pressures when the announcementwasmade, wewere only able to report the facts about it in theMarch issue of AgriMarketingmagazine.However, the industry has been asking for more information about arrange- ments, sowe are providing further details about it. ABOUT THE PROGRAMS “AgDay,” the daily television news program, hosted by Scott Kinrade, launchedweekdays beginning March 2with back-to-back airings at 5:00 a.m. and 5:30 a.m. EST on the RFD-TV channel. The programwill soonmove to a later and permanent morning slot. Beginning theweekend ofMarch 7-8, “U.S. FarmReport” began airing on Saturdaymornings at 10:00 a.m. (EST) and again Sundays at 4:00 p.m.On the air since 1976 and hosted by Illinois farmer and columnist John Phipps, “U.S. FarmReport” keeps a pulse on agriculture and agribusiness. Both programswill continue to be broadcast onmore than 130 TV stations coast-to-coast, and all editions are availabale online at www.adgady.comand www.usfarmreport.com. “Today’stelevisionworld is increasingly aboutmaking great pro- gramming available in asmany places as possible,” saysBrian Conrady, Vice President andGeneralManager of FarmJournalTelevision. “This new relationshipwithRFD-TV completes ourDBS coverage and adds cable to our broadcast syndication andWeb outlets.” THE STRATEGY “Our primary objectivewas simple,” Conrady reports, “tomake it easier than ever for loyal viewers towatch ‘AgDay’ and ‘U.S. FarmReport.’When you combineRFD-TVwith our exist- 66 Agri Marketing s April 2009 ing national network and our online carriage, viewers nowhave three great ways towatch the programs.” No doubt,what’s good for view- ers is good for advertisers. “They will nowhave even greater access to a target rich audience that hasmade the programs appointment televi- sion,” Conrady continues. “RFD-TV is a perfect fit for our programs, and our programs are a perfect fit for RFD-TV.” ‘Successful Farming’sMachinery Show’; ‘Louisiana Ag’; ‘Georgia FarmMonitor’; ‘FarmBureau Today’; ‘Cattlemen to Cattlemen’; ‘The Cattle Show’; ‘Superior Livestock’; and ‘RFD-TV’sMonday Night Live.’” WHAT’S CHANGED? “AgDay” and “U.S. FarmReport” remain the same,Conrady says. “Both have been on the air formore than a AgDay broadcaster Al Pell (R) interviews Gregg Hunt of Fox Investments. RFD-TV’sHead ofAg SalesMike Hansen says, “Our goal has always been to provide our viewerswith the best in rural programming. The growth of the number and quality of programs in all of our genres, agri- culture, Rural Lifestyle, equine and entertainment, gives our audience an unequalled selection. “No other network or television channel scratches the servicewhen it comes to serving ruralAmerica; our Nielsen numbers showwe are on the right trackwith over 11millionweekly adult viewers and ever increasing cable distribution.” RFD-TV’s ag programming cov- ersmore aspects of agriculture than ever before. “CommodityWrap,” hosted byMarkOppold, RFD-TV’s FarmNews Director recently debuted to excellent reactions from viewers, he reports. Hansen says, “Other top pro- grams on the channel’s agriculture schedule include: ‘ThisWeek in Agribusiness’withOrion Samuel- son andMax Armstrong; ‘Ag PHD‘; quarter century—the longest continu- ally running agricultural TVprograms —andwill continuewith the formulas that have served themwell, including up-to-the-minute news,weather and market information alongwith a focus on the people and places thatmake ruralAmerica such an inviting place to live and explore. “That said,we aremaking sure word of this launch is reaching all corners of farmcountry,” Conrady reports. “An extensive promotion campaign is nowunderway utilizing all FarmJournalMedia properties, including print,Weband newsletter. THE FEEDBACK “Anytime youmake it easier for viewers towatch your programs, the feedback is extremely positive— and that’s exactlywhatwe’ve seen so far,” Conrady concludes. “On the daywe launched, a viewer named James sent an e-mail that simply said, ‘Welcome to RFD-TV! I amplumproud to see ya’ll on there.’ “We couldn’t agreemore.” AM
May 2009 Supplement