AMR results available on NAFB website.

The latest research on the effectiveness of Farm Broadcasting is now available on www.nafb.com. The NAFB recently commissioned Ag Marketing Research (AMR) to conduct Qualitative Research to confirm media use by farmers and ranchers, trends in media use, importance ranking of informational content, and seasonal changes during critical marketing and advertising seasons.

The methodology is the Intercept studies completed at the 2004 NCBA Convention & Trade Show, the 2004 Commodity Classic and a telephone sample of 500 Class I+ producers in 12 Midwest states.

NAFB expresses its appreciation to its members for funding this research and a special "Thank You" to the Agricultural Advertisers and their Agencies that assisted in the locus of the research. NAFB is pleased to provide this research to assist Broadcasters and Agricultural Advertisers achieve the highest performance in communicating and advertising to and for the Agricultural Industry.

SUMMARY OF RESULTS OF FINDINGS

* Farmers & Ranchers continue to heavily rely upon Radio Farm Broadcasting

* Cattle Producers = 5.83 days/wk

* Corn Soybean Producers = 6.44 days/wk

* Class 1+ farmers in 12 states = 5.87 days/wk (as compared to 1999 AMR = 6.1 days/wk)

* Average 7 hours 05 minutes per week listening to FARM Programming (as compared to 5 hours 30 minutes in 1999 AMR Media Use Report--same states)

* 20.55 hours per week listening to RADIO (as compared to 20.3 hours per week reported in the 1999 AMR Media Use Report--same 12 states)

* Radio Use INCREASES (while time spent with all other media decreases) During the Planting and Harvesting seasons

NAFB members who would like to print this brochure with their information as the point of contact please call the NAFB offices and a CD with the files will be sent directly to your printer.

If you are an Agriculture Advertiser who would like a hard copy for your files please give us a call and we will be glad to send you one. The NAFB office can be reached at 816-431-4032.

New Marketing Section Added to NAFB.Com Website

NAFB members now have "On Line Media Kits" available to all media buyers through the NAFB website.

The Marketing tab on the home page will allow searching by geographic section of the United States and then the user can click oil a tower or a state to reveal the NAFB entities with coverage.

A full media kit is just one click further and reveals a wide range of information including coverage maps, broadcasters, promotions and marketing contacts.

Give it a try by going to nafb.com and clicking on the "Marketing" section.

This new addition was endorsed by the Marketing and Promotion Advisory Board and approved by the NAFB board of directors.

Jeremy Povenmire, Povenmire AgriMarketing