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Agrimarketing : October 2008
13 years and three months establish- ing agricultural programming on KHOWand KLZ with Colorado, southern Wyoming and western Nebraska coverage. After a four-year stint on IMN, I joined 50,000 watt KOA. They con- sented to my networking in Idaho and Montana while doing the morn- ing and noontime broadcast on KOA, where we remained for nearly nine years. They fired me at 4:04 a.m. Monday, May 4, 1985, while return- ing to Denver from Sioux Falls, SD, from a regional NAFB meeting where I represented our organization as President. I immedi- ately started piecing together Slack radio stations to carry my morning and noon programs. Needless to say I haven’t looked back. My motto is “Onward and Upward.” Generally speaking, the agricul- ture economy is fairly healthy here in the West, especially with wheat and corn growers. Sugar beets and potato prices along with dry edible bean prices have been stronger. Livestock prices have been less favorable at the expense of corn going into ethanol, even though some cattle feeders are using dis- tiller’s grain in the ration mix. Some areas, especially eastern Colorado and southwest Kansas were hit by drought. Thanks to recent rains the pasture land has recovered some. As for advertisers, we include many in, or adjacent to, our seven daily broadcasts. And we do include limited sponsor interviews that have informal content. We remind clients and agencies when they asked for “value added,” especially after we have agreed on a price, that “value is already included,” what with our nearly 50 years of broadcasting to the West. We have seen many changes in broadcasting agriculture program- ming over the past five years. Shorter segments, more sound bites, less travel to get the story and news first hand. Thanks to our trusty bird, we travel our territory to attend and cover agricultural functions. We went to the Web two years ago to uplink our programs, after 20 years of satellite. Yes, more farmers and ranchers are the Internet, but we hear many say, “we like to hear you on our local station.” And for that we are most thankful. TONY PURCELL KRLD/Texas State Network Dallas, TX 75204 email@example.com The Texas State Network was the very first, and is one of the largest state networks now operating in the U.S. Founded by the Roosevelt fam- ily in 1938, TSN has grown from the original two dozen stations (many are still affiliates) to more than 130 stations across the Lone Star State. TSN Agri-Business News is the dominant farm broadcast operation in Texas, garnering nearly a 50-share in the last two AMRsurveys. We have been fortunate enough to win numerous NAFB news and market cast awards as well as three Oscars in Agriculture. As Ag Director, my daily chal- lenge is to provide the best, most complete news and market reports for the farmers and ranchers in Texas. Journalistic integrity and quality programming are the keys to success. I believe the 250 watt day timer in the Panhandle ought to have the same quality reporting as our 50,000 watt flagship sta- tion in Dallas. To that end, the only differ- ence between TSN Agri- Purcell Business News and TSN News is the subject matter. I broadcast 34 reports a day, five days a week. From the award winning Lone Star Farm and Ranch report to our “quickie” mar- ket updates, the format, style and journalistic principles are identical. Texas agriculture is unique, which makes the traditional news services and sources of little value. The challenge is developing news sources and content to meet the needs of our audience. Corn is a good example. In 2007, Texas produced 296 million bushels of corn. But, consumption was three times that amount. Very little Texas corn is marketed. It is either under contract when planted or is used to feed the grower’s own livestock. Virtu- ally none of it goes to ethanol produc- tion. I provide this information to give perspective on our approach to reporting corn industry news and markets. While high corn prices are assets in the Midwest, they are mostly liabilities to our audience. To serve our audience, we focus on the major sectors of Texas agricul- ture. Cattle and cotton, followed closely by petroleum and natural gas production. AM is now available online! To view, go towww.AgriMarketingDigital.com. To receive an e-mail alert when each issue is available, e-mail your request to be added to the list to: info@AgriMarketing.com. October 2008 ¦ AgriMarketing i-33
November December 2008