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Agrimarketing : June 2008
FARM/RURAL BROADCASTING UPDATE NAFB “WAVE STUDY” TO OFFER VALUED NEW PRODUCER RESEARCH by the AgriMarketing Editors T en years ago, the National Association of Farm Broadcast- ing (NAFB) sponsored a then- milestone piece of research that used interview “waves” to explore agri- media usage among producers con- tacted at different times of the pro- duction year. Specifically, the study contacted three unique samples of farmers and ranchers, each during the planting, harvest, and “off season” periods. That research afforded a range of key insights into the preference for and consumption of farm broadcast- ing, compared to other agri-media information sources. Obviously, with the Internet and digital communica- tion technologies prevalent today, the agri-media landscape is a vastly different place. Association leaders early this year received support from the NAFB Board of Directors for a substantial investment in new research to be con- ducted by Ag Media Research, Sioux Falls, SD, to explore how 2,400 large- scale crop and livestock producers prefer and use agri-media. The nation- ally representative study includes tele- phone interviews now completed dur- ing February and April, and yet scheduled for September. COVERS WIDE RANGE OF MEDIA “The questionnaire was carefully con- structed and covers a range of media information channels, with an emphasis on questions related to broadcast and Internet usage,” says Kyle Bauer , KFRM Radio, Clay Center, KS, and Chair of NAFB’s Mar- keting & Promotion Advisory Board. “It has particular concentration on what Class 1A-scale producers rely on day in and day out for information that matters to their agribusiness decisions and management.” Class 1A is a term that has come to identify commercial farm or ranch enterprises with $100,000 or more of annual crop and/or livestock sales. The research results, some of which will offer comparability to data from a decade earlier, will offer valuable perspective and insights about: • Comparatively valued agri-media sources for daily agribusiness information • Types of information valued specifically for its delivery by a farm broadcaster • Percentages of overall Internet usage time devoted to different business purposes • Consumption of specific farm or rural television programs on local, cable, or via satellite • Familiarity with Web sites valued for agribusiness information, and • How radio-delivered content may be inducing producer-listeners to use or reference other media. Some of the key information sought will be un-aided. In other words, participating producers are being asked — without the aid of a list of potential choices — to provide specific Web sites, television programs, and other prefer- ences. Also, it will be possible to break out results by age, comparing pro- ducers age 50 and over to those under age 50. TIMING IS RIGHT “The timing is right to introduce a new generation of ‘wave study,’” Bauer explains. “Marketers and agency professionals, among others, are very interested in how the Web and cell phones and other communi- cation devices are factoring into pro- ducer media use, particularly on a daily basis, for valued agribusiness information. Of course, they always value new research that updates the ‘footprint’ of farm and rural broad- casting. “We believe farm radio and tele- vision programming — and those familiar broadcasters who voice those programs — remains of vital interest and value to commercial farmers and ranchers across the country. Whether some of that arrives streamed on the Web or via satellite, that may vary by preference or by what transmission is available in a given area.” The bottom line, Bauer says, is that the NAFB research initiative will offer a comprehensive overview of large producer agri-media use and preference, as well as select windows of media usage during the planting and harvest seasons. Plans are to share the complete results of the 2008 National Producer Media-Use Wave Study in Novem- ber during the NAFB Annual Con- vention, in Kansas City. AM 22 AgriMarketing ¦ June 2008 Kyle Bauer 1. AgriMarketing News 2. Weather 3. FarmProgress Friday Mobile sponsored by Powered by iNet Solutions Group Get Your News on the Go! Type in www.AgriMarketingMobile.com on your wireless device
July August 2008
Canadian Agribusiness Employer Guide 08