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Agrimarketing : October 2008
2008 NAFB CONVENTION NAFB BROADCASTERS’ UPDATES Editor’s note:Weinvited several prominent broadcasters to provide an update on their activities. KEN RAHJES KRVN/Rural Radio Network Lexington, NE firstname.lastname@example.org The Rural Radio Network has been delivering commodity and livestock market reports and agriculture news 12 times each weekday since 2003. The Rural Radio Network consists of member stations of the Nebraska Rural Radio Association: KRVN AM/FM, Lexington; KNEBAM/FM, Scottsbluff; and KTICAM/FM West Point. With four current voting mem- bers in the National Association of Farm Broadcast- ing and many staff members with farm and ranch back- grounds, we understand and believe in what we do, not sim- ply reading copy and selling spots. While KRVN serves as the flag- ship of the network, each individual location does local programming that is important to their audience. When you provide coverage for an area as large as our signals provide, you use that to an advantage, but we also realize that we cover a number of commodities and livestock interests. Here are some examples: Rahjes • KRVN broadcasts an additional 20 programs each day, including reports from Nebraska and Kansas. • KNEB does daily features with a focus on livestock and the Panhandle. • KTIC features local experts daily and information for Iowa and South Dakota. We are proud to show our com- mitment to renewable fuels by fea- turing flex-fuel and soy biodiesel pickups as we cover meetings and events throughout the Midwest and across the country. i-28 AgriMarketing ¦ October 2008 Almost four years ago, realizing that another generational change is happening in agricultural, some minor enhancements to program- ming were needed and a bigger involvement with the news media. On the broadcast side, one of the success stories has been the net- work’s Mid Day News Magazine. The program keeps the focus clearly on agriculture with timely market updates, agriculture news and local weather information, but also added elements like sports and good place- ment of regional news. The program also has two interview positions that are filled with a newsmaker of the day or feature a new product. Our goal is to lead the conversation on what people are talking about on a daily basis. We believe this formula will bring not only the next generation of ag producers along with the rural lifestyle as listeners to the Rural Radio Network. Research has always told us the two most important things to our audience is weather and markets. But getting accurate and timely information is becoming a top prior- ity too. Through the Web sites of www.krvn.com, www.kticradio.com and www.kneb.com, we have doubled our visits in the last year and we provide a number of information categories and industry links. JANET ADKISON KMZU “The Farm” Carrollton, MO email@example.com I recently celebrated my second anniversary with KMZUwith an 11 day trip to the Missouri State Fair. That may not be the luxury vacation we all would like to receive for a bonus, but to be honest, it’s a pretty good time! We have wrapped up another busy summer in the Show-Me state with many county fairs and festivals. Our State Fair broadcast is a tradi- tion for KMZU, and it’s not some- thing we take lightly. The Farm Department stays in campers on the grounds and basically treats the fair as a studio on location, broadcasting all market reports and farm news from Sedalia, MO. In addition to our regular programming, we also do seven daily reports with fair exhibitors and entertainers. Often, people say I must dread that event each year. I can under- stand why some would think that, but the state fair is a great summary of what farm radio is all about. Not only are we on location in an agricultural set- ting, we also visit with our lis- teners as they stop by “just to say hello,” or “to put a face with Adkison that voice,” or to ask “where’s the guy you interviewed this morning.” That interaction not only makes the fair a great experience, but makes farm radio the experience that it is. As a farm broadcaster, I’m often questioned why our 100,000 watt station, which not only covers a good chunk of Missouri but also reaches into the Kansas City metro area, would want to carry so much farm programming. The answer is simple “we are in it for the right rea- son,” according to KMZU General Manager, Miles Carter. For more than two decades farm information is what our listeners need, and that’s the information we supply. The evolution of agriculture is also what led us to add four new programs last year aimed at the pro- gressive farmer and rural lifestyler. Those programs include: The Goat Show, Horse Chat, The Green Spot — a lawn and garden program, and The Outdoor Angle – for the outdoor enthusiasts. These programs have been a great resource to reach listen- ers who are not as familiar with agri- culture or local radio. We all know that farm program- ming is a rare breed these days. Over the years national advertising dollars that used to go to local radio has dropped significantly as those dol- (more on page 30)
November December 2008