RAB Research Archive

Radio Works for Agriculture now available on demand!



On July 20, RAB hosted Radio Works for Agriculture. Spencer Chase, managing editor for Agri-Pulse and 2022 board president, National Association of Farm Broadcasting, shared an overview of the agriculture and farm industry, including the current state of farm broadcasting as well as what matters most to farmers and the vendors that serve them. Broadcasters who were on hand to share their success stories included Luci Englum, district manager, Cromwell Group, Inc. Decatur and Mattoon markets, Liz Matzke, agricultural brand strategist, Mid-West Family Madison/Mid-West Farm Report and Jeff Nalley, farm director, Cromwell AG Radio Network. Radio works for agriculture because it is about developing a relationship with the community — It's a partnership. This presentation is now available on demand. Here are some of the takeaways from the presentation: The agricultural industry is volatile. However, if producers manage their business prudently, they will be successful. Radio can be the voice for agriculture. Stations that have invested in farm broadcasting have seen dividends. Investing in programming that informs farmers will be beneficial and they will follow the station. The impact of agriculture/farming to the local community is big. One cow in Wisconsin generates $36K of economic impact per year for the community. Think outside of the box when prospecting this category. Consider businesses outside of the traditional brick-and-mortar, like financial, government, insurance, etc.

Source: RAB



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