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Agrimarketing : October 2012
Media | Overview organization. Whereas circulation of five leading farm magazines declined during those 10 years, the advertising cost- per-thousand readers doubled due to increased advertising rates. In the early 1980s, competition from new information technologies and the personal computer posed new questions that prompted farm publishers to broaden their delivery platforms. By the mid-1990s Agri Marketing was reporting how "more ag publishers go online." Increasingly, agricultural publishers transformed themselves to agricultural media firms, providing information from multiple platforms and through multi-media approaches to delivering information. Various firms developed radio and television programming services; produced farm shows, farmer seminars and other events; published custom magazines; provided custom research; offered integrated marketing services; and otherwise broadened their range of services. With the arrival of computers and new information technologies, they developed and marketed databases, built web sites; published e-newsletters and explored other new revenue sources related to their core interests, strengths and capabilities. Blogs, podcasts, videos, web sites and other information tools increasingly became partners to the traditional print services they provide. Dwindling coverage of agriculture by newspapers. Relatively few articles in Agri Marketing during the past 50 years focused on coverage of agriculture by general newspapers. Farm pages, sections and staffing in the dailies dwindled as market information and timely news increasingly became available to readers more quickly and completely from other sources. "The farm beat has been plowed under," said Terence L. Day in a 1973 article in Agri Marketing. "There is a void in modern news (more on page 94) Looking back at ag media. Published issues and articles, radio and television tapes, recorders, cameras and mobile media such as these helped agricultural media serve the information needs of farmers during 50 years of dynamic change. These featured farm magazines include Volume 1 Number 1 issues in the John Harvey Collection.
November December 2012