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Agrimarketing : October 2009
HIT THE HEART OF THE CATTLE BELT by the Agri Marketing Editors The Cattle Belt Network (CBN) introduces a new concept to agri-marketers for buying ag radio to reach the cattle market — that of an “unwired” group network aimed at the heart of the U.S . cattle market. Unprecedented in ag radio, but more common in the consumer radio market, the CBN offers agri-mar- keters and their agencies a first step in economically reaching a signifi- cant portion of the cattle market in ag radio. Kyle Bauer, KFRM radio, Clay Center, KS, is one of the founding members of CBN says, “The key to our success is the alliance of some of the nation’s top ag networks and sta- tions, all who are members of the National Association of Farm Broadcasting (NAFB), who are located in the core U.S . cattle market. “The intent of the CBN is to make a strong core broadcast buy for the cattle industry that covers a large geography and strong cattle numbers.” In approaching this project Bauer enlisted the help of Rick Coyle from the Northern Ag Network, Billings, MT. They dis- cussed the idea with several agri- marketers and agencies within the cattle industry to judge the demand for such a network. “The response was very positive,” Bauer reports. “We realized there were many groups around the cattle industry that had an interest in buying a large portion of the beef market with one buy at an affordable rate.” PARTICIPANTS So who is the CBN? “It consists of Northern Ag Net- work in Montana and Wyoming; Rural Radio Network in Nebraska anchored by KRVN, Lexington, NE; Kansas Agricultural Network in Kansas plus KSIR, Ft. Morgan, CO; KGNC, Amarillo, TX; Oklahoma AgriNet Network; KFRM, Clay Center, KS and WNAX, Yankton, SD,” explains Ted Haller at Teddy Media, St. Louis, MO, who pro- vides the group with technical information. “This group offers some of the finest coverage available for the U.S . cattle market. From a numbers perspective, the CBN covers more than 35 million cattle, more than 11 million beef cows and more than 24 million stocker cattle. “From the cattle producer side,” Haller continues, “collectively the CBN has historically delivered an estimated average quarter hour listening level of 12% of the producers with a 43% share of the listening. Meaning that at any given fifteen minute time during the day, at least 12% of the cattle producers in the coverage area are tuning into a CBN group station or network. “Additionally in the course of a week, over 50% of the producers will listen to a CBN Group affiliate or sta- tion within this geography,” he says. “These are exceptional numbers for a coverage area that large, which was the idea from the beginning, to create a starting point for a base cattle radio buy that would give the advertiser significant coverage from a single call.” COSTS Coverage is very important but what about cost? “This is the second major element of the CBN — strength in numbers,” Bauer says. “If you buy the CBN, there is a significant discount compared to if you were to purchase each of these fine radio stations and networks separately. “This has never been done up till now within the ag marketplace between stations and networks that are not commonly owned,” he reports. “As we talked it seemed so logical to us that radio should be receiving a stronger share of the budget in the cattle industry than we were getting. When we started analyzing the reasons, it came out that making a national radio buy for the cattle industry was very labor intensive, and can be confusing with all the competitive points of view.” FREQUENCY He says that cost was an issue but with the CBN, agri-marketers real- ized they could afford broadcast and the frequency which drives results. Haller concludes, “While there are many strong individual cattle radio options available, the CBN contains four of the top seven cattle covering stations and networks in the U.S . according to the Ag Media Research (AMR) ratings against all surveyed cattle producers from 2008 to 2009. Reaction thus far has been very positive among agri-marketers. While more information is avail- able from any of the CBN members, for a media kit contact, Kyle Bauer (firstname.lastname@example.org) or Ted Haller (email@example.com). Or, go to: www.cattlebeltnetwork.com AM AG/RURAL BROADCASTING UPDATE 44 Agri Marketing I October 2009 The new “unwired” radio network streches over nine states, representing 37% of the nation’s beef cattle herd. 44 NAFB Cattlebelt Network:33 NAFB Success Story 10/1/09 4:41 PM Page 44
Best of CAMA 2009
Marketing Services Guide 2010