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Agrimarketing : June 2008
FARM/RURAL BROADCASTING UPDATE BRINGING “LOCAL” TO MARKETING by the AgriMarketing Editors M ike Parry , a veteran of local radio in Minnesota and Iowa markets, is bringing his moti- vational and business development passions to the National Association of Farm Broadcasting (NAFB) as the Association’s Marketing Consultant and Field Representative. A native of Albert Lea, MN, and a resident of Waseca in downstate Minnesota, Parry counts himself among the rural lifestyle set with his 12 acres of homestead. His first offi- cial exposure to NAFB was attending the November 2007 Annual Conven- tion , though for years he has been involved with stations affiliated with member farm networks. His contract work, which began January 1, already has included partic- ipation in state broadcaster association events in Wisconsin and Michigan, as well as the huge Shooting, Hunting, and Outdoor Trade (SHOT) show in Las Vegas, the Cattle Industry Con- vention, Commodity Classic, and the National Agri-Marketing Association (NAMA) Conference . He also is visit- ing NAFB broadcast and allied indus- try members during his travels, and is actively recruiting new members. Parry’s work in the field supports the NAFB member marketplace for agricultural and rural broadcasting, sharing strategic research, insights, and resources. His deep background and experience in radio sales training, as well as in operations and station management, positions him very well for bringing value to the NAFB com- munity in service to agriculture. FULL CIRCLE “It’s like coming full circle,” he observes. “Growing up on a dairy farm, leaving for the ‘big city,’ and now being back with those who help feed the world. It is truly an honor.” NAFB Executive Director Bill O’Neill says, “Mike absorbs new information in a hurry and converts that into seeing possibilities and opportunities, as he circulates in person and by phone. His back- ground with local-market radio fits per- fectly with our member networks and stations. And his enthusiasm for building business in the agricultural and rural lifestyle markets is enhancing our member communication and services.” NEW STUDY ON THE WAY In coming months, Parry will be sharing the results of NAFB’s com- prehensive 2008 National Producer Media-Use Wave Study, among members of the Association’s Allied Industry and Management & Sales Councils, as well as the Broadcast Council. That communication will include Webinars, as well as per- sonal presentations. “Information is powerful, and I’m so excited about the commitment that the NAFB Board has made in the commissioning of the 2008 Ag Media Usage Survey,” Parry says. “Already we’ve seen exciting data that will surely help our members grow.” Within the month of June, he will have conducted three regional semi- nars for business personnel from NAFB member stations and net- works. In August, he will attend the annual meeting of the Texas Associa- tion of Broadcasters. He is keeping Association mem- bers aware of his ideas and work with marketing and promotion activ- ity updates in the monthly eChats member newsletter, as well as via occasional “Parryscope” reports to business members. He can be con- tacted at firstname.lastname@example.org or at 507/833-1883. AM 32 AgriMarketing ¦ June 2008 Mike Parry NEW LINDER NETWORK WEB SITE Linder Network announces the launch of www.linderfarmnetwork.com. The new Web site is a result of 12 months of research to identify what Minnesota farmers are looking for on the Internet. “What our listeners have told us is the Internet is a tool for infor- mation, and farmers want opinions, in-depth information and a chance to extend what we do on the air,” says Linder’s Lynn Ketelsen . He reports the new Web site fea- tures what may be the largest group of marketing, pol- icy and weather experts available on the Web. According to Ketelsen, “we feature so many top experts on the air, we see this as an obvious extension of radio broadcasts.” In its first 30 days the site had 758,140 hits, 22,901 visitor sessions with the average stay over seven minutes. AM
July August 2008
Canadian Agribusiness Employer Guide 08