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Agrimarketing : September 2012
30 Agri Marketing September 2012 Farmers and ranchers have many choices regarding their preferred media source for getting farm information. Over and over again, research shows radio is the top choice of farmers and ranchers for that information. The important word here is choice. In a recent national survey conducted in the second quarter of 2012 through the National Association of Farm Broadcasting (NAFB), 75.7% of all surveyed listen to the radio for farm information and 62.5% of those are tuning in more than once a day. The numbers are certainly higher in the Corn Belt states at 85.4% listening to the radio for farm information and 70.9% of those are tuning in more than once a day. This shows that farmers and ranchers are making an intentional choice to tune in to farm broadcast outlets for farm information. They are stopping what they are doing to choose to listen to or watch their farm broadcaster reports. When it is time for farm news, weather or markets, they are tuning in for the critical items that impact their businesses that they know are timely, accurate and trustworthy. In today's world of many media choices, farm broadcasting is still the first choice of farmers and ranchers on a daily basis. The 2012 Media Usage Study is an abbreviated continuation of the extensive, nationwide study that was conducted in 2011. NAFB will release the complete data set from this study following a final check of the numbers, including some insights into trends and comparisons to previous studies. MAKING IT EASY Farm broadcast is the Right Choice for reaching the Right Audience at the Right Time with the Right Message to impact product sales. To help agri-marketers select the right stations and networks for placing advertising, NAFB is developing a new, online tool that will be available free of charge to media buyers and planners. This interactive tool will streamline the agricultural and rural broadcast advertising process by providing a user-friendly interface, including key elements of station/network coverage areas, listenership data and USDA census data. There will be two ways to pull information for putting together an advertising plan. 1. Select your geography using the map by clicking on the counties you would like to reach. 2. Turn on "heat maps" for the targeted commodity products; then select your geography by clicking on the counties. Either option will dynamically update the information of stations/ networks that have coverage in the selected geography. You will be able to click on a station or network to get individual information, such as the farm broadcasters, sales person contact information, daily farm programming schedules and the listenership data. Stations and networks will be able to customize their pages with video and audio clips, rate card information, special event information and sponsorship opportunities. This new tool will be launched at the 69th NAFB Convention in Kansas City, MO, on Nov. 8, during a session following the Trade Talk event. If you would like to schedule an appointment to get a sneak peak of the new tool or to get the latest NAFB 2012 Media Usage data once it is available, contact Becki Rhoades, Director of Marketing, at 816/431-4032 or firstname.lastname@example.org. AM FARMERS/RANCHERS CHOOSE RADIO by Becki Rhoades, NAFB Director of Marketing & Communications AG/RURAL BROADCASTING UPDATE Get Your News on the Go! Type in www.AgriMarketingMobile.com on your wireless device
AgCareers USA 2012