NAFB Obtaining Waves of Farmer Media Use Info

Chuck Zimmerman

National Association of Farm BroadcastingAccording to Executive Director, Bill O’Neill, the National Association of Farm Broadcasting is conducting waves of farmer media use surveys this year. It’s their NAFB 2008 National Producer Media-Use Study. He says they’re focusing on larger producers and ranchers (Class 1A, $100,000+ in sales/gross farm income).

I’ll be attending next week’s NAFB Washington Watch program courtesy of the organization to cover it here on AgWired.

He’s got these notes from the first wave (the others will be conducted in April and September):

While Web-based information use among producers has grown thanks to increased access to high-speed Internet connections, radio is holding place as the primary and most-used source of daily agribusiness information. The study’s initial results also reveal that agriculture’s listening patterns have changed little in 10 years, as all Class 1A producers are listening to radio 5.57 days per week — and those who listen specifically to agricultural programming are listening 6.42 days per week.

A new generation of younger producers (below age 50) is indicating more reliance on radio for specific information, and they are spending more time listening. A strong percentage of high-speed Internet users listening to farm radio are tuning to a specific broadcaster. Online, fragmentation is highly evident among producers attempting, without the aid of a reference list, to pinpoint their “most valuable Web site” for agricultural information. Read More

Media, NAFB, Research

Farm Progress Companies Gets Frequent

Chuck Zimmerman

Rural LifeBusiness must be good for Farm Progress Companies. They’re increasing the frequency of two of their publications.

Rural Life increases from its current quarterly publishing schedule to a bimonthly frequency beginning with its July/August issue. Rural Life, launched in 2006, is the industry’s only magazine targeting affluent multiple-acre rural homeowner-consumers. The magazine enjoys wide acceptance by its readers.

Farm FuturesFarm Futures expands to 10 issues annually with the addition of a special December bonus issue; formerly a combined November/December issue was published. Farm Futures provides business and management information to more than 204,000 large-scale, high-income U.S. farm operators. Since its reintroduction in 2004, it has garnered solid reader momentum. An impressive 84% of its readers report the magazine provides them with useful information they cannot find in other farm publications.

Uncategorized

Get Spicy, Hot with Latin Cuisine

Laura McNamara

Cinco de Mayo is coming up and the National Pork Board wants to help you spice things up for the Latin holiday…

A recent survey of more than 1,000 chefs across the country reveals: Latin American cuisine is one of the “hottest” ethnic cuisines in 2008. Cinco de Mayo, a holiday that historically celebrates the defeat of the French army by the Mexicans at the Battle of Puebla in 1862, has fast become one of America’s most popular occasions for general celebration and entertaining.

The National Pork Board has teamed up with entertaining experts and co-authors of Latin Chic: Entertaining with Style and Sass, Carolina Buia and Isabel Gonzalez, to offer tips for Cinco de Mayo cooking and entertaining.

“Requiring little preparation, pork is the ideal menu choice for Latin cuisine because the wide arrays of cuts are versatile enough to pair with nearly every flavor,” said Buia. “For example, pork chops or tenderloins can be paired with pre-made fruit or vegetable-based salsas and spice rubs with Caribbean and Latin themes.” Pork’s role in New World cuisine dates back to 1539, when Spanish explorer Hernando de Soto landed in Tampa Bay, Fla. with America’s first 13 pigs, beginning a flavorful tradition that we continue to enjoy today.Read More

Advertising, Ag Groups, Food, Pork

Ken Anderson VP of PR at Ayres Kahler

Chuck Zimmerman

Ken AndersonMany of you AgWired readers probably congratulated Ken Anderson last week at the NAMA Convention for his new position with Ayres Kahler as VP/Director of Public Relations. I saw him the first night I was in KC and learned the news. Feel free to send him your congrats when you get a chance.

In his new position, Anderson is responsible for interpreting clients’ strategic marketing plans through PR and publicity efforts. This includes building and strengthening media relationships in broadcast, print and on-line venues in order to deliver appropriate messages for the agency’s clients.

Anderson will also serve as an account director for several of the Ayres Kahler’s key clients and contribute to the agency’s new business task force.

Anderson has nearly 30 years of communications and marketing experience in Nebraska, including positions with Lexington radio station KRVN and Lincoln-based seed company NC+ Hybrids. Most recently, he was an account executive with a Hastings advertising firm.

Agencies

Podcasting’s Solid Growth

Chuck Zimmerman

Speaking of podcasting, an article out today on eMarketer speaks to the value of the niche audiences created by topical podcasts.

According to long-tail theory, these targeted audiences should be especially valuable to advertisers and marketers. Although the audiences are small, each listener or viewer is very interested in the subject, and the audiences should therefore carry commensurately higher ad pricing.

In fact, eMarketer predicts that US podcast ad spending will grow to $435 million by 2012 from $165 million in 2007.

The article quotes information from recent studies by Podtrac, a service we use, and TNS Global, that shows why having your ad or message in a podcast is well worth the investment. This seems to be so difficult for traditional marketing folks to “get.” In order to do so you really have to understand the Long Tail and why small audiences of highly motivated consumers (could be farmers) is so valuable. The bold highlights are mine.

The companies studied podcast advertising from February 2006 to March 2008 across multiple product categories and ad types. Unaided awareness for podcast ads was 68%, compared with 21% for streaming video and 10% for television.

“The data suggest audiences are paying close attention to show content and the embedded ads within them which greatly increased ad effectiveness in the studies,” said Doug Keith, president of Future Research Consulting. “The high unaided ad recall figures are no doubt the results of a less cluttered environment.”

“The studies showed a 73% increase in likelihood to use or buy an advertised product,” said Velvet Beard, vice president at Podtrac. “The studies showed that 69% of audience members have a more favorable view of in-show advertisers.”

“Podcasting is, by its nature, a niche medium, and this is not likely to change,” said Paul Verna, senior analyst at eMarketer. “But podcasting delivers a level of end-user engagement that is rare in today’s multi-format world.”

Uncategorized

USDA FSIS Begins Podcasting

Chuck Zimmerman

USDAPodcasting is becoming more mainstream all the time. Now USDA’s FSIS is using this great new media communications tool.

The U.S. Department of Agriculture’s (USDA) Food Safety and Inspection Service (FSIS) today launched a series of educational podcasts tailored to address food safety and education issues for consumers and other stakeholders.

As a part of the Agency’s ongoing outreach efforts to small and very small establishments, FSIS will initially focus on providing small and very small plant owners, operators and employees with important information through the use of podcasts.

Subscribers will receive the latest additions through an RSS feed, or Web feed collector, with news and information about Agency work to ensure public health protection through food safety. FSIS podcasts will be short, factual audio and video files featuring scientists, policy experts and other specialists.

To listen to individual podcasts or sign up for a free subscription, visit http://www.fsis.usda.gov. For assistance or details concerning FSIS podcasts, please send an e-mail to podcast@fsis.usda.gov.

Podcasts, USDA

Willie Vogt Wins iPod touch From ZimmComm

Chuck Zimmerman

Willie VogtI haven’t forgotten that we had a drawing at our NAMA booth. A winner was drawn (fair and randomly). I did not do the drawing. We had daughter Chelsea handle those duties.

So, in case you haven’t figured it out yet, Willie Vogt, Farm Progress Companies, wins a brand new, personalized iPod touch. You know he wants and needs one.

I want to thank everyone who entered at the booth and online. We appreciate it and I wish I could buy you all one. Hey, hire the agriblogging farm podcasters of ZimmComm New Media enough and who knows what could happen.

Willie, congratulations and fyi, it’s the only photo I had of you from the convention. I cropped it tight btw.

Uncategorized

Alltech Symposium Wrapup

Chuck Zimmerman

Dr. Pearse LyonsThe 2008 Alltech International Animal Health & Nutrition Symposium is over and Alltech President, Dr. Pearse Lyons, provided the final remarks.

He summed up the key concepts that were focused on at the Symposium like the greenest generation, re-defining the industry, new technologies, new business practices, having fun and being socially responsible, supporting young people and re-defining education. Then he left a take away message which was “To have a dream, to conspire with them, to let them make that dream come true.”

The show this morning was great and you can find more from it on the Alltech Symposium Blog. Here are links to some key posts there:

Superbranding – The KFC Story
Erase Apathy
Emission Farming

Reginald Smith, Jr.To add punch to the dream concept we had one final chance to hear from opera superstar Reginald Smith, Jr. from Decatur, GA.

You can hear Dr. Lyons’ concluding remarks and Reginald’s song here: alltech-symposium-08-lyons-close.mp3

What a blogging extravaganza this week has been. Besides all the posts on the Symposium you’ve seen here I think I posted 40 times on the Alltech Symposium Blog. I took almost 700 photos, of which over 260 made it into my photo album, did 16 YouTube video clips and I lost count of audio files that were posted (interviews/speakers).

I want to thank Dr. Pearse Lyons and all the Alltech staff for allowing me to be their Symposium blogger. I’ve learned a lot more about this company and their culture and I hope you have as well.

Alltech, Audio

Conversations With Alltech Symposium Speakers

Chuck Zimmerman

Here at the Alltech Symposium I did a series of video interviews with educational session speakers in addition to participants. They have all been posted to Alltech’s YouTube account.

Here’s an example of one of them with Charlie Elrod, Ithaca, NY.

Alltech, Video

Type-A Cranberries

Laura McNamara

Cranberries pack a lot of punch. No, not juice, well, not just juice anyway. The Cranberry Marketing Committee reminds consumers how cranberries are packed with vitamins and antioxidants.

Do you know anyone who’s a Type-A personality? A multi-tasking, go-getter? Well, if fruit could take personality tests, the cranberry would turn out to be Type-A. There’s a lot of good stuff in these little red gems. But the antioxidants deserve some special attention.

Cranberries have a wide array of antioxidants, but one kind that is unique to cranberries is proanthocyanidins. This type of flavonoid antioxidant keeps certain bacteria from adhering to the walls of your bladder, helping you maintain a healthy urinary tract.

In addition to proanthocyanidins, they also contain another type of flavonoid antioxidant – anthocyanins. While more research is needed on the effects of antioxidants on health, preliminary studies suggest flavonoid antioxidants may work by helping to maintain healthy cells, tissues and arteries, which means helping you maintain a healthy heart.

Advertising, Ag Groups, Food