The National Association of Farm Broadcasting is coming out with a new ad to position its members as a great media vehicle to reach what they call the “New Rural.” Having participated in and moderated a few panel discussions on the topic of hobby farming or part time farming or whatever you want to call it I can understand the desire to become a medium of choice for these types of “producers.” The term New Rural seems to be missing a word to me though. New Rural what? Maybe this is on purpose since it’s very hard to classify people who have day jobs and like to work outdoors on some property. NAFB does offer a definition though, “Made up of large property owners and part-time producers who derive some income from production, as well as “hobby farmers” who just enjoy the rural lifestyle . . .”

The New Rural people I’ve met in the panels I’ve been on or watched are heavy users of all media, especially internet. One of the reasons is that for those who have “regular” jobs they are online with their work. For example, a grape grower in the Kansas City area that was a part of a panel at last year’s NAMA Boot Camp said he spends a lot of time online and that it was the main source of his information for growing grapes. Another panel participant there was a hog farmer who has installed wireless internet access that covers his property so he can be connected anywhere, including the barn, on his PDA. They certainly listen to the radio and watch their tv too.