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Agrimarketing : May 2009
03 Table of Contents:03 Table of Contents 5/13/09 10:52 AM Page 3 MAY 2009 VOLUME 47 NUMBER 4 WHOLENUMBER 505 17PURDUE UNIVERSITY: A CUTTING CRISES 18THE SCOOP ON RECRUITING: A MANAGER’S ROLE 19NATIONAL NAMA NEWS 27 UNIVERSITY OF ILLINOIS’ DR. JAMES EVANS 24THINKING OUTSIDE THE BOX: AG’S FUTURE IS IN THE HANDS OF KIDS 27AG COMMUNICATIONS ENDOWED CHAIR 28CAMA UPDATE: ONTARIO NEWS agency update 292ND GENERATION AT BADER RUTTER & ASSOCIATES 34MARKETERS REPORT ON WHAT THEY EXPECT FROM THEIR AGENCIES 36UPDATES FROM AGENCY LEADERS 43LARGEST COMMUNICATION AGENCIES 52THE COMING DIGITAL REVOLUTION 54OPEN ROAD’S JON ANDERSON: 2009 NAMA AGRI-MARKETER OF THE YEAR 59CAST A VOICE FOR AGRICULTURE focus on: market research 54 OPEN ROAD’S JON ANDERSON About the cover: Osborn & Barr Communications provided the cover for this issue of Agri Marketing magazine. The design reflects the growing need for all agricultural and rural American interests—no matter the commodity, priority or expertise—to unite in one voice and benefit the industry as a whole. It’s time to stand up for agriculture! For more information about the St. Louis-based agency, go to: www.osborn-barr.com is proudly associated with: 61DATA COLLECTION 62KEY RESEARCH QUESTIONS ANSWERED 66VIEW FROM THE TOP: ASSOCIATION OF EQUIPMENT MANUFACTURER’S CHARLIE O’BRIEN DEPARTMENTS 4 FOR OPENERS 6 FYI NEWS & NOTES 8 AT CLOSING 10 MARKETING NEWS 12 MEDIA NEWS 14 AGENCY NEWS 16 ASSOCIATION NEWS 65 CALENDAR AGRIMARKETING (ISSN No. 0002-1180), the magazine serves agribusiness management, marketing, sales and communications executives, their ad/pr agencies, ag trade associations and the ag media. Published monthly except combined issues Jan/Feb, July/August, Nov/Dec and semimonthly in Dec (annualMarketing Services Guide) by Henderson Communications LLC, 1422 Elbridge Payne Road, #250, Chesterfield,MO 63017. Phone: 636/728-1428; Fax 636/777-4178; www.AgriMarketing.com. t Subscriptions: U.S., Canada andMexico: 1-year: $45, 2-year: $76; All other countries: 1-year: $72, 2-year: $122 (all funds are U.S.). Allow 60 days for entry of new and renewal subscriptions. For change of address notice, please include label ofmost recent issue or go to www.AgriMarketing.com and update the address. t Copyright 2009 by Henderson Communications LLC. All rights reserved. AGRI MARKETING is a registered trademark and the property of Henderson Communications LLC.No part of this periodicalmay be reproduced or transmitted in any formor by anymeans, electronic ormechanical, including photocopying, recording or by any information storage and retrieval system without permission in writing from the publisher. t Contributors: No responsibility is assumed for unsolicited materials. t To locate topics and obtain past articles: go to www.AgriMarketing.com and access the “Archived Issues” link. t Periodical postage paid at St. Louis,MO, and additional mailing offices. POSTMASTER: Please send change of address to AGRIMARKETING, P.O. Box 16123, St. Louis,MO 63105. Send Canadian post returns to: AGRI MARKETING, P.O. Box 25542, London, ON N6C 6B2. Printed in U.S.A. t Canada Post International PublicationsMail Product (Canadian Distribution) Sales Agreement No. 40025490. PRINTEDWITH SOY INK May 2009 s Agri Marketing 3
May 2009 Supplement