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Agrimarketing : April 2012
April 2012 I Agri Marketing 61 bond and a trust with “Their Farm Broadcaster.” Many times when a listener finally does meet the farm broadcaster, they feel like they finally met an old friend. It can be strange, because the listener tends to know many things about the farm broadcaster, and the farm broadcaster has never met the listener. One reason farm broadcasters tend to be popular meeting speakers is because of the personal relationship and broad, long term exposure to issues in the ag business on which farmers have come to rely. We all learned in “Advertising 101” that you must have Reach, Frequency and Message. When I talk with local advertisers about their plan, we start with Message. If you said, “For every person that comes in today, I will give them a nickel.” You probably wouldn’t create a traffic jam. But offer $500, and you will need the police directing traffic. Every media rep sells Reach. We all talk about our area, or readers or views or listeners, so most local advertisers are used to “buying” Reach. But the final portion is Frequency. Almost no one sells frequency because it is difficult to buy in most mediums except radio, but the final portion of a good plan is Frequency. That’s where radio can really shine. When you combine radio in the media mix for that “Frequency that Drives Results” radio can be that final piece in the puzzle that drives the consumer all the way to the purchase. After all, we don’t want to drive people part of the way to the purchase, but right down to the minute they walk into that retailer. by Chase Adams NAFB West Region VP KBHB Radio Sturgis, SD It has been a great spring here on the High Plains.The weather has been perfect, one of the mildest winters we have had in a long time. Calving has been going along smooth with those calves dropping on bare ground and warm weather. Other than the fire danger, everything is looking up for spring here in KBHB Country. KBHB, the Big 81, is a 25,000 watt AM station at 810 owned by Schurz Communications, Inc. covering five states: South Dakota, Wyoming, Montana, Nebraska and North Dakota. Our coverage is what you might expect, cow/calf. We cater to programming that cuts straight to that; news, weather and markets with a little conservative ranch commentary. We have been seeing a good year so far. The markets have been excellent and while there was a tendency the past couple months for our producers toward conservation, it seems these markets are more than a passing trend. We are seeing more commerce in all segments of our industry, and I foresee a healthy period of growth on the horizon. As we at KBHB look toward growth, it seems evident much of that growth will be in our suite of digital prod- ucts, expanding beyond the signal. This January’s Black Hills Stock Show in Rapid City, SD, was a great example. With our ever-present broadcast booth and constant broadcasts from the show we reached producers both behind and before their radios. The message we heard from our vendors and con- sumers was one of optimism about the future of the industry and the potential. I expect that optimism to continue as I travel this summer to county fairs, rodeos and bronc matches. Adams Bauer (more on page 62) 58 Brdcast NAFB Comments_32 Feature Story 4/9/12 2:21 PM Page 61