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Agrimarketing : October 2009
NAFB BROADCASTERS’ UPDATES Editor’s note: We invited several prominent broadcasters to provide an update on their activities. MIKE ADAMS AgriTalk St. Louis, MO email@example.com AgriTalk is a syndicated program carried on approximately 68 radio stations heard in 20 states and streamed live on the internet Monday through Friday from 10:06 a.m . to 11:00 a.m . (CST). Whether in our St. Louis studio or from over 100 remote broadcasts each year, we provide a conversation with newsmakers for our audience of producers and rural consumers. Increasingly that conversation centers on educating consumers about our food production system and trying to counter the often inaccurate and negative coverage in the mainstream media. Issues such as animal welfare, food safety, pro- duction practices and climate change are very hot topics right now. Recent interviews with Wayne Pacelle, President/CEO of the Humane Society of the U.S. and Time magazine Writer Bryan Walsh have given our audience an insight on those with opposing views and the opportunity to respond. When I invited our listeners to submit questions for me to include in my conversation with Pacelle, I received responses from all over the country from concerned livestock producers, veterinarians, hunters and pet owners. His answers, or in some cases, lack of answers, to those questions created quite a bit of discussion. The response was even greater to our interview with Walsh follow- ing his recent cover story for Time magazine on food production. Many felt his story was very one sided and were shocked to hear him admit it was Time’s policy to allow writers to give their opinion rather than provide a balanced approach to their stories. Our goal is to educate our listeners on the issues impacting them and to provide them a with a public platform to speak out and be heard on those issues. Through phone calls, e-mails and now social media like Twitter, I hear daily from people all over the country about topics that are important to them and that they want discussed on AgriTalk. There never seems to be shortage of things to discuss, from production to social issues, so we are now in the process of adding a sec- ond hour called AgriTalk OnLine 11:05 a.m . to 12:00 p.m . (CST) which will be available on the internet at our web site: www.agritalk.com. We are currently providing the second hour during selected special events with plans to make it part of our regular schedule sometime next year. MICHELLE ROOK WNAX Radio Yankton, SD firstname.lastname@example.org Despite the recession, farm radio has experienced another successful year and has been more stable than most sectors of the media business. Agriculture in the Midwest has been more buffered from the economic downturn than other sectors of the U.S. economy and that has been apparent in our business. During the ugliest months for the general media outlets our farm advertising helped keep our station in the black. As a farm broadcaster I am continually being pushed by new technology. We are in an era of 360- media where we have to be able to write for all forms of media. We’re also more engaged in our own web sites and more forms of social media such as blogging. Our farm programming includes tick by tick markets and analysis at the bottom and top of everyhourfrom 6 a.m. to 6 p.m. Our markets are heavy on analysis since farmers can get futures prices from a variety of sources. We have to provide what farmers can’t get anywhere else which is the reason why the markets are trad- ing the way they are. I include live interviews with market experts three times a day to provide additional analysis. Due to the global nature of the markets and the outside money coming into the commodities I also incorporate outside markets like the financial indices, energies and the dollar index into my broadcasts. These factors all have a big influence on commodity prices. AG/RURAL BROADCASTING UPDATE 40 Agri Marketing I October 2009 Adams Rook 40 NAFB Broadcaster Update:33 NAFB Success Story 10/1/09 4:37 PM Page 40
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