Ag radio, never in a stronger position.

What does it take to be successful in times of change? Is it a plan developed to meet the future, is it the right people with the savvy it takes to make changes, is it a concept that no one else has or is it just simply being in the right place at the right time?

In the case of agricultural radio, it's probably all of the above. Never in the history of farm communications, has a single medium been in such a strong position to prosper than farm radio. And with a history that dates back decades, farm broadcast is as fresh as any new medium in use today.

There are a number of reasons this is the case.

Virtually all segments of farming are prospering today. Never in the history of farming have we seen such high prices for a wide array of livestock and crop farming. And having a profitable farmer is the single most important component to successful farm broadcasting enterprises.

With the high prices have come exciting market prices, and a pent up demand to know what those prices are doing almost minute by minute. No other medium can even come close to providing what farm radio can to meet this need and desire for markets. And with market limits expanded, it has meant more ups and downs, meaning an even increased interest in what the markets are doing.

Farmers spend more time on and in vehicles than just about any consumer of information. And farm radio is there with them. Recent studies show farmers have twice as many vehicles as do most consumers, and four times more radios. Again, there is a reason. They are on the move and take their farm reporter with them where ever they go.

No matter what the size of farmer, they want information from their farm broadcaster. USDA reports the fastest growing segment of agriculture today is the part-time farmers. Anyone from 10 to 400 acres with outside employment. And these farmers have disposable income that agri businesses want. Again, farm broadcasters are there to serve them. Technical magazines, commodity specific publications, electronic screen services are not what these farmers want. Weather, farm programs, markets and analysis and farm news are the pertinent information these farmers need, and that is why farm broadcasting is their number one source for information.

Farm broadcasting has adapted to a changing farmer. While the information is there, the delivery is entuned with a public that wants to be informed on this important industry. Why are markets important, what is a global marketplace, and why should I as a consumer care? These are a few examples of how farm broadcasters tailor their programs for both the full-time farmer, part-time farmer and enlightened consumer of today.

And never in history has there been such an interest in food, diet and health. With the growth of the Atkins Diet, the South Beach Diet and the awareness of the healthy products that farmers produce, we have an industry with the ability to deliver information that no one else can. From the importance of meat in our diets, to the health benefits of dairy products, soy bases foodstuffs and other food items, farm broadcast has an important role to fill.

Finally, farm broadcasting stations and networks are stronger and more committed than ever before. Farmers know what information they need and they go to their farm broadcast stations and networks to find it. Fulltime farm broadcast properties have continued to see an INCREASE in audience in the past decade. Even with more consolidation, those full-time farm broadcast entities have seen farmers tune to them for information.

Add it all together, and you have an industry poised for even greater things:

* profitable markets

* increased interest in market prices

* more vehicles, more radios

* growing small farmer audience to compliment full-time farmers

* growing interest in diet and health

* innovative programming

* increased commitment from farm radio properties

* ability to change with the future

Farm broadcasting is set to prosper now and in the future, and ready to serve a committed audience of full and part-time farmers, and an interested audience of consumers.

Lynn Ketelsen, Linder Farm Network, Owatonna, Minnesota