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Overview

Overview. Farming today is a highly specialized business. Today's farmers must be administrators, businessmen, stockmen, marketers, accountants and much more. This means that today’s farmers need more information in less time. 40% of ag workers spend over 40 hours a week on the job

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Overview

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  1. Overview • Farming today is a highly specialized business. Today's farmers must be administrators, businessmen, stockmen, marketers, accountants and much more. • This means that today’s farmers need more information in less time. • 40% of ag workers spend over 40 hours a week on the job • 20% put in over 60 working hours.* • This creates special challenges for marketers to reach the 3.3 million consumers employed in the agricultural industry.* • Marketing plans must include a complex array of personal interaction, media and promotional components to adequately penetrate the market and achieve brand awareness.* Statistical Abstract of US: 2001

  2. Who do NAFB stations talk to? • Farmers: Lifestyle to Large Operator • Farm Size Class 1- $40,000 (gross income) Class 1A - $100,000 Class 1A+ - $250,000+

  3. Why Radio? • Among all media choices, Radio is one of the most effective in serving the agricultural community. • Why? As a consumer group, farmers and ranchers are more likely to be heavy users of radio than any other traditional medium. It is the only medium that shows above average indices for heavy usage.* Heavy Usage (Quintile 1 or 2)IndexRadio 113Television 77Magazines 73Newspaper 72

  4. Why Radio? • One of the reasons for farmers heavy use of radio is their mobile lifestyle -- whether at work, on the road, or in the fields. For instance, over half (58%) of all farm workers drive over 100 miles each week, and 31% drive over 250 miles.* • Radio is one of the only media that can go to work with busy farmers, in the truck, on the combine, or in the shop. *MRI, Doublebase2002 **2002 Ag Media Research (AMR) study of nearly 19,000 farmers/producers in 31 states.

  5. Farmers Listen • 93% listen every week • 5.9 days per week • 3.2 hours per day • 17.8 hours per week (AMR 2002) (AMR Media Use Study 1999)

  6. What About Tomorrow? Where will Farmers and Ranchers get their news, markets and product information?

  7. Magazines vs InternetSource Today for In depth information • Farm Fest • NCBA • Commodity Classic 83% Magazines 16% Internet

  8. Magazines vs InternetSource for in-depth information in 5 years • Farm Fest • NCBA • Commodity Classic 35% Magazines 62% Internet

  9. What About Radio? • “In five years will you listen to the radio for farm information more, the same or less?” (Intercept Survey)

  10. Farm Radio In Five YearsSame or more = 91%

  11. AMR Study 18,729 Interviews1,423 Counties Time Spent listening to Farm Radio in five years: Same or More = 80% More Same Less • Class 1 Farmers 10.26 67.89 16.95 • Class 1 A Farmers 9.80 70.43 15.80

  12. Future Information SourcesAnticipation in 5 years

  13. Farm Broadcasters are Internet Compatible • Most Farm Broadcasters have websites • Many expand news coverage on their website • Many link associations and advertisers

  14. Internet in Rural America? Limited availability and speed High Speed still considered Expensive

  15. How to get the most from farm radio advertising • Frequency-Frequency-Frequency • Drive farmers to your website • Utilize good creative • Work locally with farm broadcaster

  16. New Audiences • How can you reach “lifestyle” farmers? • RADIO IS EVERYWHERE • Farmer’s Market • Tractor Restoration • Organic Gardening • Equine • Tradio

  17. NAFB Farm Broadcasters are the “Front Line” Our members serve farmers and ranchers every day.

  18. Thank You

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