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Agrimarketing : September 2009
46 Agri Marketing September 2009 Meredith Corporation --- for a wide variety of interesting and timely information. And they can receive Living the Country Life Twitter feeds and Facebook updates that direct readers to more information. More importantly for marketers, these new Living the Country Life social media options, combined with our existing strong traditional media portfolio, offer even more ways to provide information and connect on a more frequent and personal level with rural customers and prospects. NATIONAL COUNTRY MARKET PUBLICATIONS by Greg Wilson Executive Director firstname.lastname@example.org The most important thing we've brought to the ongoing conversa- tions about the Rural Lifestyle, or Ruralpolitan consumers is a better ability to define just who they are. National Country Market (NCM) Publica- tion's 8.5 million combined circulation (from 24 rural electric co-op publications in 31 states) ranges from coast-to-coast and border-to-border, and represents about one-third of all rural house- holds in the country. We regularly employ Mediamark Research & Intelligence (MRI) to survey our readers and help create a portrait of the ruralpolitan. As might be suspected, in certain areas this group mirrors national norms, but in others the statistics are miles apart. For instance: (see chart below). While Ruralpolitans have about the same income as the general population, they spend more of it on their home and property. They own more land and purchase more equip- ment to maintain and improve it, and as such they are the ultimate outdoor equipment and home improvement consumer. They are more likely to have pets and more of them. Fewer have internet access, but those that do are more likely to order something. Research like this helps us develop editorial packages that appeal to our readers. It also allows marketers to better understand who they are addressing. And why. RFD-TV by Mike Hansen Sales email@example.com For RFD-TV, the Rural Lifestyle market is very much alive and well. Serving more than 40 million house- holds via Dish, DirecTV and an ever growing list of cable companies, RFD-TV is making a strong connec- tion with folks in rural America. This connection has been fueled, in part, by delivering quality programming that has struck a cord with farmers, ranchers and large acreage home owners. RFD-TV viewers reflect the landscape of the Rural Lifestyle market. It's a market that is rich in com- merce. Whether they are buying large ticket items like tractors and pickup trucks, to recre- ational vehicles and boats, to farm inputs and tack or supplies for their homes and hobbies. RFD-TV viewers represent a significant market for any company interested in grow- ing their business. From the beginning, RFD-TV has focused on four major genres for programming: Agricultural, Rural Lifestyle, Equine and Traditional Country Music and Entertain- ment. It has always been somewhat chal- lenging to strike the right balance in shows for all areas, as each viewer desires to see more of "their" type of programming. Whether a viewer wants to see more tractor shows, more equine shows, or more entertainment, they all agree that RFD-TV is a network that delivers on its promise to air quality family-oriented programming. RFD-TV has always been inter- ested in helping bridge the gap between urban and Rural Lifestyles ... and to be a voice for modern agri- culture. One of the more recent examples of this can be seen in the network's involvement with the Tournament of Roses Parade. In 2009, RFD-TV sponsored a float in the Rose Parade that paid tribute to the American farmer and rancher. RFD-TV employed Lorianne Crook and Charlie Chase to host the network's broadcast of the Tournament of Roses Parade. Crook and Chase were assisted by former rodeo queen Pam Minick with her "on the street" equestrian commentary. This annual tradition will continue in 2010, as RFD-TV's float will salute the FFA. The float will be complete with FFA members from all 50 states marching alongside in Pasadena, CA. RFD-TV viewers are loyal and responsive, and they like to be kept abreast of what's airing on the network. RFD-TV The Magazine fills this need by providing viewers with a two-month program schedule com- plete with weekly highlights and an array of Rural Lifestyle editorial. With nearly 160,000 subscribers and growing, RFD-TV The Magazine's success reveals yet another example of how RFD-TV (the brand) is connecting with the Rural Lifestyle market. MEDIA UPDATES/continued from page 45 Wilson Hansen NCM U.S. Index Household Income $67,600 $67,200 101 Own Home 94% 71% 132 Own a Pet 71% 43% 167 Average Number of Pets 4.2 2.6 162 Average Acres Owned 20 0.8 2500 Have a Garden 60% 37% 163 Have Internet Access 76% 82% 93 Ordered via Internet 55% 33% 168 Bought Home Improvement Products 83% 34% 247 Own an ATV 22% 6% 391 Own a Riding Lawn Mower 65% 11% 593 Own a Garden Tractor 27% 4% 625 Added a Deck/Patio w/in 1 year 15% 2% 612
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