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Agrimarketing : January February 2013
18 Agri Marketing January/February 2013 AGRICULTURAL MEDIA UPDATE THE LATEST IN AG-ORIENTED TV Editor's note: We invited leading firms providing agriculturally-oriented TV to provide updates on their media. FARM JOURNAL BROADCASTING by Brian Conrady, VP/Gen'l Mgr In this day and age when television programs come and go, Farm Journal Broadcasting is proud to produce three programs with staying power. AgDay has been providing a daily 30-minute dose of news, weather, markets and country living every weekday morning since its launch in 1982. Hosted by Clinton Griffiths, AgDay has a loyal daily audience numbering more than 200,000. Launched in 1975, U.S. Farm Report is a weekly 60-minute news program hosted by Illinois farmer John Phipps. Fifty-two original episodes are produced annually and viewed by nearly half a million people. The first half of the program is all about the business of agriculture, including popular marketing round- table segments featuring the nation's best-known analysts, advisers and traders. The second half of the program focuses on the people, places and issues unique to rural America. Now in its third season, Corn College TV is the newest addition to the Farm Journal Broadcasting lineup. Launched in 2010 as an extension of Farm Journal's popular Corn College event series, the program is a weekly agronomic tutorial with a singular goal in mind: to help growers increase yields in their fields. Corn College TV has an average weekly audience numbering 60,000 with unparalleled access to Farm Journal Agronomists Ken Ferrie and Missy Bauer. A three-pronged distribution system is used to grow and sustain a loyal audience for all three programs. Each has an affiliate network made up of local television stations throughout farm country, delivery on satellite and cable outlets is provided by RFD-TV, and every episode of all three programs is available 24/7 online at www.agweb.com, the corporate web portal for Farm Journal Media. For marketers, our television properties offer unmatched reach and frequency. Research, both internal and external, has consistently shown the programs are all favorites of the farm and ranch audience. In addition, Farm Journal Broadcasting offers an array of production services that allow clients to deliver custom messages tailored for this specific and valuable demographic. RURAL MEDIA GROUP by Sarah Chase, Dir of Public Relations There's an old adage that reminds us all that if you want to drink the water then you have to dig the well. No one knows this better than Patrick Gottsch, Founder and Chairman of Rural Media Group (RMG), "We've been digging for 13 years. It's time to turn on the tap." In 2012, the company added more than 15-million more viewing households with the acquisition of FamilyNet, which also included hundreds of new programs for its programming library. With the total distribution for the RMG networks, including RFD-TV, RURAL TV and FamilyNet, now exceeding over 61-million homes, clearly, there has been a lot of digging going on. With the addition of a satellite truck for live events coverage, plus daily news broadcasts on "Market Day Report" and the "Rural Evening News," RMG has greatly increased its own visibility, not to mention that of the agricultural and rural world. In October, RMG made the largest unrestricted donation ever to the National FFA Organization, totaling $1 million. In December, RMG made a surprise corporate announcement. Randy Bernard, the tireless professional who successfully managed the multi-million dollar growth of the Professional Bull Riders (PBR) and IndyCar Racing, would be RMG's Chief Executive Officer, responsible for leading the media company into the future. Bernard joins Michael LaBroad, Chief Marketing Officer, another crucial hire with a professional marketing background that includes executive roles at the Nat'l Hockey League, Bass Pro Shops and Anheuser Busch and Steve Campione, who assumes the additional duties of Chief Operating Officer on top of his Chief Financial Officer role. When asked to explain RMG's positioning for 2013 and his vision for the company, Bernard stated: "The agricultural industry in America has never been as important as it will be in this cen- tury. Food security and agriculture are now, like never before in history, major geo-political issues. There is no better ambassador for American agriculture than RFD-TV. It's very important that mainstream America understands and trusts the rural and agricultural community. RMG has always placed a sincere emphasis on growing its international presence and now RMG content and news can be seen around the world, thanks to new channels and programming affiliates that have been brought on board in Western/Eastern Europe, Latin America, South East Asia and New Zealand/Australia. Currently, RMG is working with its new affiliates in order to create a series of international news- segments focused on Asia, Europe and Latin America. RMG's strong support and advocacy for international agricultural and rural channels has helped expand or create new markets for RMG's programming, which has also helped Conrady (more on page 20) Bernard
Marketing Services Guide 2013