Here’s an interesting story. When have you heard of an advertising agency creating content? Actually, it’s something we’re starting to see more of and even in the agrimarketing world. This time it’s Osborn & Barr, producers of a live show to air on RFD-TV Monday evening at 8pm, EST. It’s called “Prospering In Rural America,” the theme of the recent USDA Agricultural Outlook Forum.

To find out why Osborn & Barr decided to use this mechanism I interviewed Mike Turley. Mike is a very shy type so if you listen to our interview, please let him know how good he sounds. I think he’s got potential. How ’bout a Mike Turley podcast?

Mike talks about how the agency sees a need to service companies and organizations that want to reach rural Americans, a growing demographic and way larger than the approximately 2 million farmers in the country. I asked him about the use of new media tools to reach these people although they are using a “traditional” medium – broadcast – with the production of this television program. Mike definitely sees a growing importance of the use of new media options and says that a portion of the program will focus on broadband internet access in the countryside.

You can listen to my interview with Mike here: Mike Turley Interview (5:20 MP3 File)

Sixty five million people live, work and play in rural America and their landscape is quickly changing. On Monday, March 6 at 8 p.m. EST, rural citizens, for the first time on television, will be able to take an inside look at the real issues facing their communities and find out what’s being done as RFD-TV debuts a special report, “Prospering in Rural America: An Inside Look at the Progress of Today’s Rural Communities.”

This 60-minute live report is a first-hand look at the progress being made and the opportunities available in today’s rural communities. It will provide an economic update, recognize key challenges, showcase what’s working, and identify where rural America is headed.