Here's what's inside: President's Column Regional Reports Management Council History Soundbite Executive Director's Report Marketing and Convention Director's Report Memo to Members Events and Activities Showcase Your Accomplishments Test Your Knowledge President's Column The NAMA meeting was just held in Phoenix. And as in D.C., we crammed a lot of work into a short period of time. The strategic planning committee, chaired by Michelle Rook, discussed what NAFB might look like in 2010. Or for that matter, what it might look like in 2006. Discussion centered on the urgency of promoting and marketing NAFB. With a copy of previous strategic planning ideas in hand, we took a blank piece of paper and started asking questions, such as, What are the goals? What is our mission? Where do we need to change? Where do we need to stay the same? As we did this, most of the items, if not all were on the previous list. We just need to prioritize and put a sense of urgency with it. What we did in the strategic planning coincided with what was discussed in the Marketing and Promotions meeting chaired by Denny Waddle. Scrolling down in this eChats, you will see comments from Denny. With the many parallels in the two committees, and with limited time, it is a great deal easier to go over the information and prioritize. So I have appointed a task force to do exactly that. Discuss what needs to be done, prioritize it, and place a sense of urgency to...and I'm stealing a line from Larry the Cable Guy here...'Git r done!' Denny Waddle will chair this task force. The members will represent ad agencies, rep firms, the marketing committee and the strategic planning committee and NAFB staff. This culminates from a comment made at the strategic planning meeting that people used to go 'wow' when you told them you were a NAFB station or a NAFB broadcaster. NAFB needs to rebrand or retool to get the 'wow' back in NAFB. It's much like Washington Watch or the NAMA meeting. A lot to do in a short time. But I am confident we will 'Git r done.' Emery Kleven Regional Reports East Region First off, I want to offer words of congratulations and thanks. Congratulations to Susan Littlefield (Farm Director for KZEN/Farm and Ranch Market Network in Columbus, Nebraska) and her husband on their new addition to the family. It seems the little guy couldn't wait until the appointed day of arrival, but then the apple never falls far from the tree does it? It is good to hear that Susan and her new child are home and doing well. My thanks goes out to one of my East Region Directors, Karen Tremble (Michigan Farm Radio Network, Lansing, Michigan) for representing our region at Washington Watch. Unfortunately, I had station and personal concerns come up and Karen has jumped in and "grabbed the bull by the horns." Thanks again Karen. As for the rest of you folks, I look forward to seeing you soon at such upcoming events as Pork Expo. There are lots of issues facing our membership, not the least of which are membership requirement concerns. Your board of directors can use your input on the 75% rule and dues structure. Feel free to contact any of us and offer your opinions and suggestions: Officers President-Elect: Michelle Rook Vice-President: Pam Fretwell Management Council Reps: Rick Coyle Allied Industry Representative: Regional Vice Presidents South - Greg Akagi West - Randy Koenen As I'm writing this, I'm watching a
beautiful, soaking rain come down outside of my studio window.
This rain is very timely. I haven't heard any of our western
Illinois farmers complaining about not being able to get back
into the fields. And, I have heard the usual reports of one
particular farm family, here in my home county, who had all of
their corn and beans in before April 20th. The family
has a reputation for always being the first to finish planting
around here. I guess they don't listen to my soil temperature
reports. Until next time... South Region
It's a very busy time for everyone. I know a few Farm Broadcasters have kept up to date on the Wheat Quality Council's wheat tour of Kansas. As long as Mother Nature is kind, they should see some pretty good wheat across the state. I'm often asked if I am a Farm Broadcaster and it is interesting to hear some of the responses I get when I tell people that I am just that, a Farm Broadcaster. I'm sure many of you are asked that specific question as well. Exposure is so important for all of us. Whether you're on the air at 5:00 am or wrapping up the day at 3:00 pm, you are a farm broadcaster and you need to market yourself. How do you create exposure for yourself and your station and/or network? That is a good question to ask and if you don't have a good answer then maybe you should consider creating a greater amount of exposure for yourself and the information you provide to farmers. I guess we all need to remember that there's always someone who doesn't know what we do for a living. After I explain to potential listeners what I do as a Farm Broadcaster I feel like they have a new perspective about my profession and agriculture. So, keep working hard on spreading the message! We're just about six months away from our convention, in Kansas City. If you have a desire to be more involved in NAFB then becoming a regional vice-president is for you. Please start thinking about running for national office and feel free to give me a call at (785) 228-7222 or e-mail me at greg.akagi@morris.com. We would like to welcome more friends into the NAFB membership. Don Schultz of Clear Channel Radio Ag Networks joins us as a Management Council member and Fred Stemme of the National Corn Growers Association is welcomed as an Allied Industry member. By the way...can any of you can do this?
Oh...to be able to sleep that well! Greg Akagi West Region
Greetings from the West Region. I had a chance to take part in a branding near Chadron, Nebraska a couple of weeks ago. I guess some would question my sanity when I take vacation and head west to take part in a branding (kind of like going to a farm show on your day off) but, it's another aspect of agriculture that I didn't grow up with and one I really enjoy. I guess once a farm kid, always a farm kid. I returned home tired, sunburned, sore and ready to go back to do it all over again. Planting season is in full swing. We've had some nice rains here in eastern Nebraska and it looks like some of the dryer areas of the region got some much needed rain as well. Let's pray that the precipitation continues to come in a timely manner this summer and let us not forget to remind our producer-listeners to think "safety first" during this planting season. Your NAFB board of directors is hard at work on membership issues and yes, we will need to revisit the 75% rule. I know we've had trouble in the past trying to make changes to that requirement, but I feel its time to make that rule more reflective of today's requirements and demands that we farm broadcasters face at our stations. Economics is dictating that we wear more hats at our stations and I am open to any ideas or proposals. I'd like to offer a special welcome to the new members in the West Region. John Russell of Midwest Family Broadcasting in Madison, Wisconsin is a new Management Council member and Ken Anderson of David and Associates in Lincoln, Nebraska is a new Allied Industry Council member. After being out of the farm broadcast business for a year, Tom Riter re-joins WNAX in Yankton, South Dakota as a Broadcast Council member. And finally, Lee Kline from Des Moines, Iowa has become a new Emeritus member. On a final note, congratulations goes out of Susan (Farm Director for KZEN/Farm and Ranch Market Network in Columbus, Nebraska) and Mike Littlefield on the arrival of Paul William Littlefield, born on April 12th. Randy Koenen
Once again, if you are a member of the BROADCAST COUNCIL, PLEASE BE SURE YOUR MANAGERS SEE AND READ THIS COLUMN. It seems one of the biggest challenges we have among NAFB member managers is communication and getting the facts out over the rhetoric. After some discussion with a handful of managers who want to see NAFB do more QUALITATIVE research, you know, the kind to help all of us better position farm broadcasting in the agri-marketing process, I thought I'd dedicate a column to that subject. Before presenting tidbits from some of the research already done and distributed, I would like to note a few observations. Blame it on apathy, not reading the mail, not paying attention, or maybe even not knowing any better, but it seems a lot of managers don't realize thousands of dollars have been spent on research projects offering some pretty strong results in favor of farm broadcast. Some of it has been around for a while and some of it is brand new. Like any research, however, it is only good if it is interpreted and adapted to sales materials, and used in the sale process. At the NAMA conference in Phoenix in April, NAFB unveiled the latest in this type of research, both in print and electronic formats. The question I have for NAFB Managers is, have you seen it yet? And if not, WHY? More than one manager bent my ear in recent months about the need for NAFB to do more of this kind of research, but when pushed for details it appears they speak without knowing research like this is already available. Or that more is planned in the months ahead as NAFB staff continues to focus budgets and needs. We should also recognize farm broadcasting is one of the only ag media segments presently involved in this type of serious research to help position for the future. Having said that, consider these tidbits from the most recent NAFB research project that not only shows the strengths of our media to farmers and ranchers, but also breaks down farmer age groups and households per farm among other interesting data. 2005 AMR Qualitative Research: 1. 90.5% of farmers under age 40 say that the radio station they listen to provides the agriculture news, markets and weather information they want. 2. When rating the importance of receiving agriculture related news and market information via radio, farmers on average gave the medium an 8 (on a scale of 1-10). 55% gave radio a 9-10 rating. (This figure represents farm operators' strong desire to use radio as their source for timely, accurate ag news). 3. Farm radio reaches multiple households on each farm and ranch. The average farm has 1.8 households; however for farm operators under age 40 there are 2.2 households per farm and 33% having 3 households per farm. (The radio audience is far greater than the assumption of one decision maker per farm AND radio reaches all households and the average of 2.2 "decision makers" per farm). 4. On average farmers listen to 2.2 stations each day and 2/3 say that they receive their daily information from a specific farm broadcaster and 67% of that group could NAME their farm broadcaster. (This is a valuable relationship). There is a vast amount of other information included in this research study that may be utilized by our industry. The complete 2005 AMR Qualitative Research and all other recent research can be utilized by downloading from the Research Section of www.nafb.com. Gary Cooper Rick Coyle History Soundbite By Dix Harper It was the annual banquet at the close of the second annual convention of our Association. It was preceded by a rather lengthy cocktail hour in the Lower Tower, sponsored of course. And, some members took full advantage of the libations. Voices got louder and inhibitions were relaxed by the time everyone adjourned to the Upper Tower where dinner was served. Now the Stevens Hotel was famous for the hard rolls they served at banquets. There were big baskets of this specialty on each table plus one on each butter plate. These rolls were delicious if you had good teeth but tended to scatter crumbs of crust over the eater and the surrounding table. The honorable Clifford Hope, congressman from Kansas, and chairman of the House Committee on Agriculture, was the honored guest. NARFD president Herb Plambeck, WHO, Des Moines, introduced Congressman Hope for his remarks. Those remarks went on for several minutes when suddenly Sam Schneider, KVOO, Tulsa, leaned back in his chair, yelled "Shut up you old windbag!" and let fly with one of the hard rolls. Whether or not it hit the congressman is a matter of speculation. Herb Plambeck was so embarrassed. He apologized profusely telling Hope to pay no attention because the man obviously had too much to drink. At this point other tables were throwing rolls at Schneider. And Sam and the congressman both started laughing. It seems that the two had known each other along time...not in college at Oklahoma A&M where Sam earned both his B.S. and M.S. degrees, however. Hope went to Washburn College in Kansas. But, they new each other well enough to have cooked up the whole stunt during the cocktail hour. Now if past-presidents Mal Hansen and Layne Beaty, who were at that convention, want to argue with what I was told by Worcester, Plambeck and Schneider, I welcome their versions of the "Chicago Roll Throwing Incident." Dix Harper From the Desk of the Executive Director
Spring is here and the corn is planted at the Millard Family Farms. All of the farm's 365 acres were planted in three days, April 8, 9 and 10. As I've mentioned several times in marketing presentations, planting time is a "sprint." Harvest time is a "marathon!" Here at the NAFB office it seems that we've been in a sprint since January and following Washington Watch, we'll begin the marathon of making marketing calls and planning the NAFB Annual Convention. As you open up this issue of NAFB eChats many will be engaged in NAFB's "Washington Watch." We are excited about this year's agenda and the terrific response we have received. A record number of NAFB members are attending this year's Washington, D.C. event. Gary Enright has worked very hard to refine the agenda, secure willing sponsors and increase the number of organizations that will be participants in our Issues Forum. I'm sure that you will see a great deal of information about Washington Watch in the June issue of eChats. Here at the NAFB office we have been bringing quite a number of projects to completion. The NAFB Directory has been completed and distributed to all members as well as many of our Allied Industry Associates. The www.nafb.com web site continues to evolve with modifications and improvements to make this informational source increasingly valuable to all who need a variety of information about NAFB and our membership. The marketing section of the web site is nearly complete and is a terrific central source of marketing information about all our members. The 2005 AMR Qualitative Research has been developed into a Power Point presentation and will be added to the growing list of research available for everyone to utilize as solid documentation of the values of farm broadcasting. A brochure has been produced from the 2004 Rural Lifestyles Research and was introduced and distributed at the recent NAMA meeting in Phoenix. We express our sincere appreciation to Skip Davis for his continued dedication and the completion of the 2005 edition of the NAFB New Members Handbook. It's great to have this introduction booklet available and perhaps even some of our "seasoned" members would like to read his compilation of NAFB facts. Thanks Skip, great job! We've missed Peter Shinn being in our office for the last 6 weeks (sure is quiet), but our sincere congratulations go to Peter. He has graduated from the Academy of Military Science and is now officially a lieutenant in the United States Air Force! I'm sure that Peter had a terrific experience and is pleased to have culminated this achievement in the pursuit of his goals in the service of our country. Stacia Cudd has been working hard to keep the audio files filled on NFBS and know that she has appreciated all the assistance from so many loyal NAFB member broadcasters. The new web host for NFBS Live, iNet Solutions Group, Inc. is putting the final programming together to initiate that service in test mode this month and make the shift to committed service beginning June 1st. I'm sure that Peter will provide details as the process proceeds. The NAFB computer hardware is undergoing some improvements with a new network server, etc. That new hardware is expected to significantly improve our technical reliability and service. The June issue of Agri-Marketing Magazine will focus on farm broadcasting and I know that the staff at Agri-Marketing are already hard at work to give farm broadcasting a positive profile as we continue to be an integral part of the agricultural communications industry. Gene Millard Marketing and Convention Director's Report
"The Sales Department is not the whole radio station, but the whole radio station is the Sales Department". Whoever made that statement was right on target, especially when it comes to farm radio. It is the responsibility of the sales department to provide the financial support that will allow the station's programming to truly serve the best interests of its audience. This is the main reason the NAFB Marketing Department exists. We are here to assist individual radio station and farm network sales departments in meeting their responsibilities. We now have two new pieces of equipment for your sales toolbox. The NAFB has just completed a four-color brochure summarizing the "Rural Lifestyle" research. While centered on a targeted 29-county area of Iowa, this study is, we believe, truly indicative of the rural lifestyle environment and is a reflection of the listening habits and purchasing practices of that target audience. The second utensil in the tool box is the newly completed 12-state study which was completed just a month ago. This Ag Media Research study was conducted on only Class 1+ farms. In this particular research, data was collected in six areas:
All of these questions are being asked by advertising agencies and companies who want to know more about the audience's farm broadcasting serves. The results of this survey will surprise many. This research shows that there are multiple households on the majority of farms and that many people of varying ages and of both genders are involved in the decision-making process. The farm audience and American agriculture are far more complex than previously thought. Now we have the data to support that there is a large audience out there with diversified needs, which is being served by farm broadcasters and networks. The NAFB is not your radio station's sales department. But we are one of the important weapons in your arsenal, along with your farm director or network. Each contributes to building audiences and enhancing radio station sales. Advertisers are seeking to validate their decisions on methods of reaching people who purchase their products and services. Without a doubt, this research will help all of us assuage any doubts they might have regarding the effectiveness of farm broadcasting. The NAFB is endeavoring to put this research into the hands of all advertisers, agencies and other decision-makers and into the hands of radio stations and network sales departments. If you haven't received your copies, have questions about the contents, or need additional materials, please contact me at the NAFB headquarters: (816) 431-4032 or gary@nafb.com. Gary Enright A Sincere "Thanks" for NAFB Support I want to deeply and sincerely thank each member of NAFB, our NFBS news partners, and NAFB staff for allowing me to serve our country over the prior six weeks. America remains at war, and in the Global War on Terror, National Guard and Reserve members have been asked to shoulder more of the war-fighting than ever before. As one example, Reserve and National Guard units have been tasked to fulfill well over half of all air refueling missions since 9/11. Some have said this current conflict is one that requires little or no sacrifice on the part of most Americans. But I maintain, because the greatly increased role of the Reserve component in the Global War on Terror, every American that works with a Guard member or Reservist is directly contributing to the war effort in a real and very meaningful way. Peter Shinn Mark Your Calendar Washington Watch is upon us, which means the next big NAFB event is the Annual Convention. The 2005 NAFB Annual Convention will be held in Kansas City, Missouri at the Westin Crown Center, November 9, 10, and 11. So, mark your calendar and make plans to attend. Data From New Listener Study is Available at nafb.com 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. For more information go on-line to www.nafb.com or contact Gary Enright, NAFB Marketing and Convention Director, at 816-431-4032 or gary@nafb.com. NFU's Laura Johnston Gets Married Congratulations goes out to Laura Johnston on her recent marriage to Clint Munchuk. The wedding ceremony was held April 9, 2005 in Oklahoma City, Oklahoma. For the past four years, Laura has served as the Director of Communications for the National Farmers Union. She has helped many Farm Broadcasters cover numerous National Farmers Union issues and activities. Laura and her husband will reside in Ottawa, Canada. Congratulations once again and best of luck in your future endeavors! Littlefield Family Welcomes a New Baby Congratulations to Susan Littlefield (Farm Director for KZEN/Farm and Ranch Market Network in Columbus, Nebraska) and her family on the birth of their new baby. Paul William arrived by emergency C-section at 1:02 a.m., Tuesday, April 12th. Both mother and baby are doing great. Baby Paul weighed in at 7 pounds and 7 ounces and measures 20 ½ inches long. Congratulations to the Littlefields! Baby Boy #2 arrives at the Mills' household Justin Mills (Northern Ag Network in Billings, Montana) announced the birth of his second child. At 7:10 pm on Wednesday, April 27th, Chase Decker Mills was born. Chase weighed 7 pounds, 5 ounces and was 19 1/4 inches long. Both mom and Chase are doing very well. Chase's brother, Ethan, was pretty pleased to see a "baby" and wanted to pet him when he saw Chase. Both the new baby and mom are doing well. Congratulations to Justin and his family! We are looking for NAFB members who have been recognized for their hard work. If you or one of your colleagues has been honored with an award, let it be known! Write to the editors of eChats and let us know of your accomplishments. We will add the announcement to the next edition of eChats so all of your peers will have the opportunity to congratulate you. Send your information and pictures to Karen Tremble at ktremble@mfrn.com or Janelle Brose at jbrose@mfrn.com. Here is a fine example of the great work of our fellow farm broadcasters. Farm Broadcaster Joins Valley World Tour
Cyndi Young-Puyear, Farm Director for Brownfield, was recently part of a 20-member group traveling around the world, through the Southern Hemisphere, with Valley Irrigation. Young-Puyear was one of two journalists chosen to document the trip, which was the result of Valley's World Tour Contest held to mark the company's founding of the mechanized irrigation industry 50 years ago. The traveling group included Young-Puyear and a representative of Farm Progress publications, also winning couples from Georgia, Texas, Washington and Wisconsin and couples representing Valley dealerships where the winning pivots were purchased. Also along were Kim Lang, representing Valmont Irrigation, and travel consultant Charlie Arnot. The tour began February 12th and ran through February 26th. Valley's World Tour covered four countries in seventeen days and twenty weary, but happy travelers returned home safe. It was the trip of a lifetime. Congratulations to Cyndi on being awarded this opportunity to participate in Valley's World Tour! Name the three largest general farm organizations still in existence in the United States. Please send your responses to jbrose@mfrn.com. If you answer the question correctly your name will be entered into a drawing that will be held at the 2005 NAFB annual meeting in November. The correct answer will be announced in the June edition of eChats. Good luck! April's trivia question and answer: Q: Who was the President of the United States when the U.S. Department of Agriculture was founded? A: Abraham Lincoln
National Association of Farm Broadcasters | P.O. Box 500 |
Platte City, MO 64079
Administered by Povenmire AgriMarketing
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As
this edition of eChats arrives at a computer near you, 33 farm
broadcasters are in Washington D.C. for the 2005 Washington
Watch. The full agenda includes our visit to USDA and
conversations with many of the top officials including Secretary
Johanns. Interior Secretary Gale Norton will address
the group on Tuesday, as will Congressman Bob Goodlatte,
Chair of the House Ag committee and Senator Saxby Chambliss,
Chair of the Senate Ag committee. A mini-trade talk and a visit
to the Canadian Embassy will be squeezed in as will a dinner at
the new headquarters of the American Meat Institute. We will
also have a board of directors meeting and our business session
for broadcast council members. It's 5 days of work all rolled up
to 2 1/2 days. Sleep is at a premium at this event.
I
attended my first NARFD convention in 1947 so I was not witness
to one of the legends of our Association. The incident happened
in 1946 at the old Stevens Hotel, as it was called before
becoming the Conrad Hilton. There may be a certain amount of
myth in the story. However, over the years, I have been told
about it from the viewpoint of three of the participants. You
younger members may not have heard before about the "roll
throwing incident." The following will enlighten you. 
