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Farm Radio is a Very Important Medium to Get The Information They Need

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Farm Radio is a Very Important Medium to Get The Information They Need

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  1. The NAFB commissioned Ag Media Research (AMR) to conduct a qualitative research project in 2005 to confirm trends in media use by farmers and ranchers, number of households, individuals and decision makers on each operation and the importance of receiving necessary information from Farm Broadcasters. • Surveys were conducted in twelve Midwestern states of only Class 1+ farmers. • This research was conducted through funding by members of NAFB. This research is provided to assist agri-business and manufacturers who provide strong support for Farm Broadcasting.

  2. Farmers Say the Station They Listen to Provides the Agriculture News, Markets and Weather Information They Want

  3. Farm Radio is a Very Important Medium to Get The Information They Need

  4. Structural Shifts Have Created Multiple Households in Farming Operations Mean 1.7 households per farm Mean 2.2 households per farm

  5. The Study Reveals That as Younger Farm Families Join Their Family Farms, the Number of Persons Increases Significantly

  6. How Many Persons are Involved in Making Decisions on Each Farm or Ranch Mean 2.8 decision makers per farm Mean 2.1 decision makers per farm

  7. The Majority Listen to One or Two Stations During the Day Mean 2.1 Stations Mean 2.6 Stations

  8. Access to “High Speed” Internet Connection?

  9. Additional Points • 2/3 of the survey identified that they get specific information from a Farm Broadcaster • 67.7% of that group could name the Broadcaster • Audio usage from the internet scored very low – only 20% of respondents said they use This research was made possible by the generous support of NAFB members and their supporting industries Farm Broadcasting is committed to being the consistent, credible and most immediate source for information to America’s farmers and ranchers

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