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Agrimarketing : October 2012
94 Agri Marketing October 2012 Media | Overview | continued from page 93 reportage, a gap which could lead to a major crisis in America. Never in the world's history have so many been dependent upon so few or so ignorant of their situation as Americans today." Adaptability in agricultural broadcasting. At times nearly given up for dead, agricultural radio and television have remained valuable for listeners, viewers and marketers through remarkable adaptability. Across the half century, Agri Marketing reported on new narrowcasting efforts that delivered specific information to specific audiences. It covered the formation of agricultural programming networks, consolidations in ownership and refinements in content delivered. Farm radio continued to find audiences through programming delivered increasingly by networks serving non-metropolitan stations. Farm radio broadcasters adapted their formats from sponsored program blocks to quicker-footed programming that could maximize timely information to audiences and permit advertisers to use flights of spot commercials during peak seasons. Their efforts to adapt took another turn as new online and mobile media prompted questions about where farm broadcasting fits in relation to interactive, on-demand media. They increased their online and mobile presence teamed with their broadcast presence. For years, marketers considered farm television relatively costly for reaching selective audiences. However, they began to use it extensively during the 1980s. Agri Marketing covered that trend, including debate during the mid-1990s about the value and risks of advertising farm chemicals on television. During the 50 years, a growing share of agricultural (more on page 96) Finding information quickly This review drew upon nearly 400 Agri Marketing articles about agricultural media during the past 50 years. And I identified them in less than five seconds, using the web-based search system of the Agricultural Communications Documentation Center based at the University of Illinois. Reviewing the articles took time, of course, but all were readily available in the university library. An international resource and service, ACDC contains more 37,000 documents involving communications aspects of agriculture in 170 countries. Every document in the collection contains two elements --- communications and agriculture. So it is a unique resource for all who are interested in skills, issues, developments and perspectives that involve agricultural journalism and communications. Online open access helps users identify documents of interest, from any location. Center staff members are available to help users conduct searches and gain access to information of interest. You can visit the ACDC web site and conduct searches at http://library.illinois. edu/funkaces/acdc. For personal service, get in touch with Prof. Joyce Wright, ACDC coordinator, at firstname.lastname@example.org.
November December 2012