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Agrimarketing : October 2008
age very cost effectively. This has been a key to our success. Radio has, and always will, be important although we no longer identify our product as simply “radio.” We identify ourselves with being in the information dissemina- tion business. We focus on giving clients access to the information they want and let- ting their customers decide how they want to receive it. Through conversa- tions with clients and agencies, we work to come up with a complete plan that is going to help the client succeed. Our focus will always be on finding out what we need to do to make a client successful and finding out how they define the term success. We specialize in putting together marketing plans that complement our traditional radio coverage. There are clients out there with money to spend; these clients entrust us with their budget and we must deliver results. Ag journalism is our core — it’s who we are — it’s what we’re good at and that’s why at Brownfield we employ nine NAFB broadcasters and four analysts and meteorologists with offices across the Corn Belt. We have two reporters who focus specif- ically on markets and market analy- sis. This allows us to have a staff that covers world, national and regional news while having a broadcaster in each state that has time to really focus on local issues. In addition to our radio product, our news team maintains the popu- lar www.BrownfieldAgNews.com Web site which features all the bells and whistles from RSS feeds to podcasts, videos, Twitter and more. The Brownfield team also pro- duces a daily e-newsletter delivered free to subscribers. If our product isn’t great we wouldn’t be able to keep affiliates. If we don’t keep our affiliates we don’t have a network. That is why we are so heavily invested in agri- cultural broadcast journalists. We have invested in our product while others have tried to cut back on the number of broadcasters employed or have given added responsibili- ties to their current broadcasters so they can’t cover ag news effectively. October 2008 ¦ AgriMarketing i-37 Learfield InterAction, another division of our company, specializes in using new media tools to enhance our clients’ sales, marketing and PR efforts. We use Brownfield’s journal- ism skills to engage smaller, more targeted audiences. We also have a full service research division. We do everything from Web site development, blogging, client enter- tainment events to coordination of complicated multimedia sales cam- paigns. Our goal is to help our clients build relationships with their current and prospective customers. Yes, these are exciting times and I’m sure all of us are anticipating a lot of changes in the next five years. Hold on tight as it may be one wild ride. (more on page 38)
November December 2008