NAFB Reports Initial 'Wave' of 2008 Producer Media-use Study

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National Association of Farm Broadcasting announces results from first wave of 2008 National Farmer/Rancher Media Usage Study.

The national scale and size of the this study's sample, along with the 'seasonality' of the interviews, will offer a fresh, comprehensive and accurate assessment of how large producers are consuming broadcast and other agri-media, especially on a daily basis

While Web-based information use among the nation's largest agricultural producers and ranchers has grown, thanks to increased access to high-speed Internet connections, radio remains the primary and most-used source of daily agribusiness information.

This is according to the National Association of Farm Broadcasting, based on the first "wave" data from its ongoing comprehensive 2008 National Producer Media-Use Wave Study. The survey, which includes in-depth interviews with three distinct samples of 800 national Class 1A producers and ranchers in each sample, comes 10 years after a 1998-99 "wave study" sponsored by NAFB. Class 1A producers have $100,000+ in sales/gross farm income.

Trailing radio in importance as a source of daily agribusiness information - based on the first sampling wave conducted in February - are Web sites, television, and cell phone text messages, in order.

The study's initial results also indicate that agriculture's listening patterns have changed little in 10 years. Further, a new generation of younger producers (below age 50) reveals more reliance on radio for specific information, and this group is spending more time listening to radio.

For online media, fragmentation is evident among producers attempting to recall their "most valuable Web site" for agricultural information, with "don't know" the dominant response. In addition, daily markets and weather information continue to be of the greatest interest to agricultural listeners, who also value agricultural news and details about area agribusiness events.

"The national scale and size of the this study's sample, along with the 'seasonality' of the interviews, will offer a fresh, comprehensive and accurate assessment of how large producers are consuming broadcast and other agri-media, especially on a daily basis," said NAFB Executive Director Bill O'Neill.

The first wave results from 800 producers will be aggregated with results from 1,600 more surveys from the next two samples, which will be completed in September. The results of the nationally representative survey have an error factor of 2.04 percent. Interviews and the overall project are being coordinated by Ag Media Research, Sioux Falls, S.D.

The National Association of Farm Broadcasting is a professional organization representing all whose common purpose is to bring voice to agricultural and rural issues and news, and those who support the industry in the service of broadcast content and programming that informs, inspires, and promotes agriculture and rural America. NAFB is based in Platte City, Missouri, north of Kansas City.

Information Contacts:
Mike Parry
Marketing Representative
National Association of Farm Broadcasting
804 9th Avenue S.E.
Waseca MN 56093
507.833.1883

Bill O'Neill
Executive Director
National Association of Farm Broadcasting
700 Branch St., Suite 8
Platte City MO 64079
816.431.4032

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