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Agrimarketing : October 2007
ing Farm Report and some com- ments on daily news issues," says Ohio Ag Net's Dale Minyo. "He liked it so well we decided that our listeners would also find it useful. This prompted us to start making this update available to our audience. The response has been great." Like many NAFB members, they have discovered that their subscriber list for their electronic messages spans the gamut. Many of the readers are outside their traditional radio signal. "We have everyone from adver- tising agencies, high school teachers, and politicians who read our daily update," Minyo reports. "This is in addition to our traditional agricul- ture audience. We like the fact that we can reach someone in downtown Columbus, OH, that might not get one of our affiliates' radio signals. The more we can educate and inform people in our region about issues affecting rural America the better it is for our entire industry." BLOGS Blogging on ag news content has also become a regular practice for many NAFB members. One of the leaders in this effort is the Brownfield network. They often create blog content from multiple sources within their organi- zation, from sales representatives to on-air broadcasters. "When we decided to begin blogging we could have went in 1,000 different directions," says the network's Cyndi Young. "After a lot of internal discussion it became clear that we had a lot of additional con- tent and inside information from many of our news stories that wasn't getting used on air. It is not uncom- mon for us to have a 20-minute inter- view with a newsmaker when we cover a story. "Often only about 60 seconds of this content makes it on the radio. We realized that there was a lot more rele- vant content that could be 'repur- posed' and used on our Web site and blog." Young will be the first to say that a blog is a "hungry beast to feed." Once the process is started it requires a lot of attention and material to keep it fresh and interesting to listeners. "The blog allows us to give our audience some additional detailed content to a story that is more personal," she says. "We recently covered an event for the Illinois Soybean Association. After reporting all the hard news from the event on our radio network, we added some additional content on the blog about the fact that in 1968 the October 2007 AgriMarketing i-29 (more on page i-30) Minyo Young Missouri's #1 Station, according to AMR Janet Adkison • Mike Jewell • Miles Carter 0 10 20 30 40 50 AgriTalk KFEQ KDRO KTTN KRES KMMO Brownfield KMZU Listen live at www.KMZU.com 660/542-0404 102 North Mason • Carrollton, MO 64633 • www.KMZU.com For more information contact: Miles Carter (milesc@KMZU.com) 2006 Ag Media Research AQHS 5A-7P Caldwell, Carroll, Chariton, Cooper, Daviess, Grundy, Howard, Johnson, Lafayette, Linn, Livingston Macon, Pettis, Randolph, Ray, Saline, and Sullivan Counties.
November December 2006
November December 2007