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Agrimarketing : September 2008
interest in weather and news. The rural lifestylers listen for weather forecasts (78%), business and finan- cial reports (32.5%), news affecting production agriculture (25.7%), and ag market reports (21.9%). NAFB members have a unique tool in our medium of radio. We are everywhere in rural America and we follow the typical rural lifestyler throughout their day. Whether they are commuting in the car (55.7% com- mute an average of 28 minutes one- way per day), doing chores around their home and land (94.6% of them own their land), or enjoying leisure activities on the weekend, we are with them delivering the information and entertainment they require. HAS THE MORTGAGE CRISES IMPACTED THEM? by Eric Brown Rural Lifestyle Market LLC e-mail: email@example.com The national mortgage problems have not had a major impact on the rural life stylers because they were not speculating in the “hot” real estate markets. While they tend to have higher incomes and most own the land they live on, everyone will feel some impact in the future from the credit crunch. There will be wider credit spreads at the bank, costlier fees, and tougher credit scoring for Brown everyone in the year ahead. Banks will want more documenta- tion of income and assets and bigger down payments if someone wants to buy their dream home in the country or anywhere else for that matter. The increase in energy costs has not hit this group as hard as tradi- tional farmers. In this regard, the rural lifestylers are similar to higher income urban people. Radio will continue to reach the rural lifestyler while they drive to work and back, so brands can court this market. The 51 million over 18+ are fre- quent radio listeners. The data sug- gests that 35% are listening to the legacy radio stations that are mem- bers of our group. About 50% have satellite, 37% cable and 17% antenna. More than 70% have Internet access. WHAT MAKES THEM SPECIAL? by Rosemary Schimeck Farm Progress firstname.lastname@example.org Rural population shifts over the past decade have created a new class of rural-living consumers and with it marketers’ desires to serve products to the valuable segments of this audience. Rural Life, published six times annually by Farm Progress (more on page 40) Missouri’s #1 Station, according to AMR Janet Adkison • Mike Jewell • Miles Carter 10 20 30 40 50 0 2006 Ag Media Research AQHS 5A-7P Caldwell, Carroll, Chariton, Cooper, Daviess, Grundy, Howard, Johnson, Lafayette, Linn, Livingston Macon, Pettis, Randolph, Ray, Saline, and Sullivan Counties. Listen live at www.KMZU.com 660/542-0404 102 North Mason • Carrollton, MO 64633 • www.KMZU.com For more information contact: Miles Carter (milesc@KMZU.com) September 2008 ¦ AgriMarketing 39 KMZU Brownfield KMMO KRES KTTN KDRO KFEQ AgriTalk
CAMA 2008 Canada