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Agrimarketing : October 2007
had coffee and donuts and worked with local affiliates to promote the event," says FJEM GM Brian Conrady. "Sometimes, we had as many as 500 farmers show up at five o'clock in the morning to see a TV show being produced." Those shows are continuing and can now be seen at several national conventions each year, including the Commodity Classic Early Riser Ses- sion and the recently completed "John Deere Pro Farmer Midwest Crop Tour." Both events boast stand- ing-room only crowds. AgDay grew steadily through the late 1980s and early '90s --- but two key events took place that solidi- fied its future, according to Pence. First, in 1989, Al Pell joined as host synonymous with moving produc- tion of the show to its current home at the NBC affiliate in South Bend, IN, which provided a significantly improved infrastructure for both production and distribution. And second, AgDay acquired the assets of the competing program "Morning Ag Report" which provided additional affiliates and audience. ADVERTISERS At first, agri-marketers' support for the program was slow. "The concept of a syndicated TV program was still very new --- both in terms of its national coverage, and in a lot of cases making TV part of their media mix. Many clients didn't have TV commercials," Pence says. "So we introduced the concept of long for- mat commercials, 'a product mes- sage from the sponsor,' taped on site at major farm shows. Today, we know them as infomercials. "As a result of this success, we provided our camera crews to shoot, and produce many versions of these cost effective 'educational messages,' usually running a minute long." Today, well beyond infomercials, the show is an integral part of many companies' communications activi- ties. Since its acquisition by Farm Journal in 1998, the TV show has been integrated as part of nearly 70 campaigns in which advertisers take advantage of Farm Journal's multi- ple media channels including its magazines, database, the AgWeb.com portal and other assets. THE FUTURE "The Internet allows the audience to get AgDay and U.S. Farm Report when and how they want it," says Pence. "It allows us to take our TV shows to a whole new level. "We have been streaming AgDay on the Web since the mid '90s. As broadband becomes more accessible in rural areas, our on-line audience continues to grow. He says there are additional interactive opportunities that, when tied to a database, opens up even more possibilities to a creative marketer. A quarter of a century may seem like a long time to some. But for AgDay, it appears to be only the beginning of a much longer run. AM October 2007 AgriMarketing i-39 Agricultural Multi Media for the Deep Southeast 87 Years of unparalleled service www.CitrusIndustry.net Since 1992, the world's premiere grower seminar and trade show August 20 21, 2008 ~~~ www.CitrusExpo.net Daily headlines, archives & more www.AgNetOnline.com Represented Nationally by: J.L. Farmakis, Inc. (203) 834 8832 or firstname.lastname@example.org Robin Loftin, (352) 671 1909 or Robin@SoutheastAgNet.com 65 radio stations in Alabama, Florida & Georgia www.SoutheastAgNet.com The AgDay TV staff: (sitting, L to R) Mike Hoffman, Al Pell, Scott Kinrade, John Phipps, Cindi Clawson; (standing, L to R) Wes Mills, Eric Crowley, Brian Conrady, Linda Barnett, Tony Behr, Bob Ford, Mike Byers, Don Green, Luane Graber, Brent Thorn, Stephanie Bewley, Jeff Pence. Missing is Josh Turney.
November December 2006
November December 2007