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Agrimarketing : September 2012
WHAT'S NEW IN BROADCASTING/continued from page 39 40 Agri Marketing September 2012 our very popular web site and social media spaces. Besides radio, print and social media, TFB Media has a very prolific video department that produces many video products for national distribution and various Texas stations and web sites. One of the largest ongoing stories is the devastating 2011 drought that has extended to some degree into 2012. Crops will be able to recover in short order but some pastures and forested areas may suffer for a long time. Some parts of the state are recovering faster than others due to timely rains this year. Besides the obvious agricultural problems the lack of rainfall and excessive heat has caused several major metropolitan areas to be very concerned now about drinking water supplies. The good news is that this winter 's forecast for Texas is for colder than normal temperatures and above average rainfall through next April. WTDY/Q106 by Pam Jahnke, Broadcaster Madison, WI www.wisconsinfarmreport.com So, let me ask you, when was the last time you bought a hundredweight of milk? Exactly! Unless you're in the dairy processing industry, you probably have never purchased a hundred- weight of milk and neither has today's consumer. So as a farm broadcaster in an urban market I think about what my neighbor next door would understand in my reports. In production agriculture, we seem to enjoy using jargon and terminology that keeps the outside consumer wondering what we're talking about. Like we're the "cool kids" that know something special ---andwedo! But today, farm broadcasters and all of agriculture need the consumer to understand our day-to-day challenges more than ever before; and our language and jargon can really get in the way. I was never thrilled with mathematics in school, but today I'm working math problems throughout a broadcast day. Every time I get ready for a market report, or something that involves that beloved jargon, I slow down and figure out what language everyone could understand. If it's converting a hundredweight of milk to gallons for easier understanding, then that's what I do. How about the livestock report? Most consumers buy meat one package at a time not in hundred pound lots. I'm also quick to mention to my TV and radio audiences that the prices I'm giving are for the entire animal; not just the steaks they are thinking of buying. It may not be the industry standard, but ultimately everyone has a better understanding of where prices stand, including the actual growers themselves! Remember, most consumers are buying milk one gallon at a time at the store. My audience says they appreciate having a little bit better idea of where their price stands at the farm gate compared to that retail price tag. Plus, imagine the dialog that you could ignite between those farmers and their non-farm neighbors with one change in a broadcast! Now they have the chance to speak from the same reference points. I love to people-watch in the grocery store. Just stand and take it in. Those are our customers (both broadcasting and farmers). I watch people's traffic patterns with their cart. How long do they spend in what areas? What are they looking at on the shelves? Do they look confused? If they've got a question that I can answer, not only do I gain a listener or viewer, I may have helped clear up some misunderstanding about the industry I love. AM Jahnke Lancaster
AgCareers USA 2012