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Agrimarketing : April 2009
requirement, a capability no other regional network can provide. In addition to producing the radio programs, producers and lis- teners can go to www.dayweather.com for a variety of links toweather information, forecasts andweather instrumentation. DayWeather also provides customizedweather fore- casts to agricultural businesses. Despite increasing competition fromnewmedia (Internet, satellite radio, etc.), and a smaller advertising base, I remain optimistic about the future of radio. Radio remains an extremely efficient vehicle to deliver importantweather and agricultural information to producers across all age ranges and demographics. RecentAMR surveys and Arbitron data continue to showthat radio enjoys a strong and growing listening base and has even gained a younger audience. I think recent economic times may even give radio a boost. Radio is a free source for information and entertainment,which is not always the case in regards to newmedia. TomCassidy Ag RadioNetwork, Inc. Barneveld,NY firstname.lastname@example.org TheAg RadioNetwork is a daily source of agricultural news,markets and information for theNortheast. Our farmer listenersmanage their operations around highly pop- ulated areas. Our nonfarmlisteners live near farmers.Wehavemore nonfarmlisteners. These facts are top ofmind aswe deliver the news. People that live in the countrywant to knowwhat is going onwith their neighbors. Quite often,we are the only contact they havewith the agworld even though they live in themiddle of it!Wehave several programs every day aimed at both groups of people. Wehave tailored some of our programs to our nonfarmlisteners lately.Wewere afraid of the push- backwewould get fromour farmlis- teners and to our surprise, itwas the nonfarmpeople that said, “Tellus more about farming!” They recog- nize farmers as experts in living in the country andwant us to share those secrets. (LtoR)JeffStewart, marketing specialist; Linda Brekke, farmeditor; and Lynn Ketelsen, farm director Minnesota’s Best Ag Radio, now has the Best Ag Web site!! www.Linderfarmnetwork.com April 2009 s Agri Marketing 71 ® NAMA There is a strong future in ag broadcasting because it covers somany areas of our lives. There are a tremendous amount of new technologies opening up every day that we can take advantage of as well. As journalistswe have a respon- Cassidy sibility to get correct information to our listeners as quickly as possible and that is something thatwe can do with somanymediums.Howwe get the information to themis not important. Farmers alwayswant to know what I know. Oftentimes Iwill be asked to be a guest speaker and when they tellmewhat theywant me to talk about, I could suggest an expert. But they knowI’ve talked to five or six experts andwill tell it to themlike Iwould at the coffee shop or down at the coop. That relation- ship iswhat is so important. Themodern farmer ismore like their neighbor than their ancestor. Their partner probably has a full time job in town that earns health benefits and they expect to get away for a couple ofweeks vacation, as well. That neverwould have hap- pened a generation ago. Farmers want to build partnershipswith the people that supply themwith their needs. If agribusinesses can help farmers tell their story,theywould be a bigger part of the community. If an animal health or crop protection product talked about howsafe their product waswhen advertising on general media, everyonewouldwin. AM
May 2009 Supplement