by clicking the arrows at the side of the page, or by using the toolbar.
by clicking anywhere on the page.
by dragging the page around when zoomed in.
by clicking anywhere on the page when zoomed in.
web sites or send emails by clicking on hyperlinks.
Email this page to a friend
Search this issue
Index - jump to page or section
Archive - view past issues
Agrimarketing : July August 2012
24 Agri Marketing July/August 2012 Editor's note: The 2012 Agricultural Media Summit (AMS) held this year in Albuquerque, NM, is hosted by the American Business Media Agri-Council, American Agricultural Editors' Association and the Livestock Publication Council. Here is an update each of the organizations' activities. AMERICAN BUSINESS MEDIA (ABM) AGRI-COUNCIL by Tom Taylor, Chair Publisher/CEO, High Plains Journal The American Business Media (ABM) Agri Council recently released its "2012 Ag Media Channel Study" conducted by Readex Research, and the results continue to confirm that, while digital media may have become dominant in other B2B markets, agricultural magazines/ newspapers continue to be the most important information resource influencing today's farmers and ranchers. What's of particular interest here is that the impact print media has as an information source in our industry is true even among the younger age segment, now and in the future. What's more, the top source for first learning about new ag products and services continues to be ag magazines or newspapers . This isn't to say digital communication forms aren't playing an important role as information sources for American farmers and ranchers. They certainly are, and will continue to increase in importance. Ag print, though, continues to lead. There continues to be a very strong attachment by farmers and ranchers to print. This research, presented as a webinar to over 200 attendees in June, was commissioned as part of the Agri Council's ongoing efforts to increase the value that our member companies deliver to their marketing partners. In particular, this study was part of a regular trend analysis of media channels serving the ag industry and their impact on farmers and ranchers. In addition to its ongoing research initiatives, the Agri Council continues to enhance its recognition in the marketplace via e-newsletters, more relevant advertising and increased visibility at industry conferences and trade shows. Our partnership with the AMS is a prime example of our commitment to providing exceptional value to our members. These efforts highlight the power of not only print, but also the unique and integrated communications programs our members offer. The Agri Council is very pleased to work beside AAEA and the LPC to bring you this, the 14th anniversary of the Ag Media Summit. The industry's leading professional development event of the year welcomes you to Albuquerque! AMERICAN AGRICULTURAL EDITORS' ASSOCIATION by Greg Horstmeier, President, AAEA Board of Directors Editor-In-Chief DTN/The Progressive Farmer Staying relevant to current members, while looking ahead at what future members need from a professional organization, are critical tasks if AAEA is to reach and beat its goal of having 500 members by our 100th anniversary in 2020. That relevancy is something we take seriously, and it shows in some of the projects we've moved forward. To be relevant, you first need to know who it is you're trying to serve. So we started the past year with a thorough membership survey, the first in some five years. We asked questions about the details of what AAEA members do in their daily work; what kinds of tasks they are taking on; what communications venues they're working in and how much of their effort involves areas such as writing, video, audio and social media. We also asked about the kinds of titles members are working under and the pay scale for those titles. What we found both backed up common beliefs about members, but also offered a few surprises. More than 50% of members who responded to the survey have more than 20 years experience in ag communications, with 29.9% --- the largest single group --- working for their current employer between one and five years. Fifty- seven percent are female, and the most common job title, making up 36.7% of respondents, was "editor." But despite a great rise in the interest and conversation about social media, online video and other "alternative" venues, no respondents reported job titles specific to those areas such as "online editor" or "blogger." In fact, 81.8% spent an hour or less per day on social media activities that were directly related to their job. We did not ask about time spent on social media NOT related to their job ... some employers might be curious to know that, however! Some 30% of respondents identified themselves as freelancers, with the largest part of that group having a mix of work both from media publications and from agencies and/or companies. We responded to some of this new knowledge right away, moving forward with creating a new media contest to help all our beginning bloggers/tweeters/facebookers. AAEA contests have always been about professional improvement, about providing feedback from neutral judges and recognizing superior achievement to continue to raise the bar of communication efforts. Another mark of relevancy is making sure leadership reflects membership. AAEA added its first voting affiliate (communications UPDATES FROM AG COMM LEADERS (more on page 26) Taylor Horstmeier
AgCareers Canada 2012