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Beyond reach and frequency.

Editor's Note Editor's Note (foaled in 1993 in Kentucky) is an American thoroughbred Stallion racehorse. He was sired by 1992 U.S. Champion 2 YO Colt Forty Niner, who in turn was a son of Champion sire Mr. Prospector and out of the mare, Beware Of The Cat.

Trained by D.
: In the last of a three-part series on changing agricultural media strategies, the author investigates how traditional reach and frequency plans have changed as marketers rely on multi-pronged approaches to reach tomorrow's farmer.

So much is happening to the demography demography (dĭmŏg`rəfē), science of human population. Demography represents a fundamental approach to the understanding of human society.  of farming; seismic impacts are being made on traditional reach-and-frequency media approaches.

Look at how things have evolved. Back in 1997, marketing strategist strat·e·gist  
One who is skilled in strategy.

Noun 1. strategist - an expert in strategy (especially in warfare)

market strategist - someone skilled in planning marketing campaigns
 John Volk of Chicago conducted a survey of individuals involved in ag media purchasing. Combining the client and agency perspective, Volk presented in his published report the top five considerations in how media was purchased. Those five were: 1) geography covered; 2) editorial content; 3) cost per thousand readers; 4) percentage of class 1 and 1A farmers reached (a measurement of quality); and 5) specific crop or livestock coverage.

Today, that fifth consideration is moving upward in importance at the agribusiness agribusiness

Agriculture operated by business; specifically, that part of a modern national economy devoted to the production, processing, and distribution of food and fibre products and byproducts.
 level, and the media buying community now purchases print based on cost per thousand acres as much as per thousand readers. But, there's more. Traditional "soft scores" that measure the quality and the effectiveness of those "hard score" reach figures are being given much greater credence. Couple this with the innovative approaches created by today's media companies where combinations of traditional and nontraditional types of media and marketing communication tactics make the measurement of reach even more difficult.


Recent demographic shifts add more evidence. For example, in a breakout of Iowa farmers' ages, eight of 10 farms are still owned by farmers more than 45 years old. (Study the inverse (mathematics) inverse - Given a function, f : D -> C, a function g : C -> D is called a left inverse for f if for all d in D, g (f d) = d and a right inverse if, for all c in C, f (g c) = c and an inverse if both conditions hold.  of that.) Worse, 25 percent of all corn acres are managed by the 65-to 86-year-old farm group. Agribusinesses enter the quandary of wanting to reach this significant market, while acknowledging that age group doesn't represent a sustainable market in 10 years.

Look at the complexities. If you want to reach farmers, you're targeting the 45 to 85 age group that owns 80 percent of the farms. If you want to reach farmers defined by their acres, you target the 45-to 65-year-olds who manage 50 percent of the acres.

If you target 1,000+-acre saturation, you target the 18 to 45 age group, where 26 percent of the farms have that many corn acres versus 9 percent of the farms in the 65+ age group. One can see how carefully strategy must play into tactical execution of the media directive.

Further complicating com·pli·cate  
tr. & intr.v. com·pli·cat·ed, com·pli·cat·ing, com·pli·cates
1. To make or become complex or perplexing.

2. To twist or become twisted together.

 reach is the fact that 50 percent of all Iowa farm ground is owned by non-occupants--with much greater percentages in Illinois. Are agribusinesses talking to Noun 1. talking to - a lengthy rebuke; "a good lecture was my father's idea of discipline"; "the teacher gave him a talking to"
lecture, speech

rebuke, reprehension, reprimand, reproof, reproval - an act or expression of criticism and censure; "he had to
 these owners and managers? Farm management firms, frequently ignored by agribusinesses, manage 25 percent of all ground in Iowa. They make buying decisions, often including who gets to farm the ground.

And psychographics psy·cho·graph·ics  
1. (used with a sing. verb) The use of demographics to study and measure attitudes, values, lifestyles, and opinions, as for marketing purposes.

2. (used with a pl.
 of decision-makers continue to change with marketers striving to understand how they should be factored into reach.


A desire to measure response or return on marketing investments, the need to understand today's role of media in the branding and purchase decision process and the spectrum of any given industry's ad budget are all fueling media planning innovation. The budget issue is particularly poignant in the current chemical industry, where biotechnology traits have forever reshaped chemical industry expenditures. Continued mergers and acquisitions further deteriorate some budgets.

"We all know merged companies seek efficiencies," Volk says. "That's not only true in research and development, it's also true of advertising dollars. When you suck
For other uses, including usage as slang, see Suck.

You Suck: A Love Story is the tenth novel by Christopher Moore.

It is a sequel to the author's Bloodsucking Fiends
 those volumes out of the industry, it's going to impact someone somewhere." And cause agribusinesses to demand that their dollars work harder.

Agency media strategists are listening and taking a broader view of message distribution. Media planners Media Planner is a job title in an advertising agency responsible for selecting media for advertisement placement on behalf of their clients. The main aim of a Media Planner is to assist their client in achieving business objectives through their advertising budgets by recommending  are taking serious note of advertisers' strategic plans and how they impact media thinking. Shifting media dollars among national, regional, state or local publications and broadcast medias, even shifting bud gets into dealer-controlled co-op budgets has always been part of the arsenal but is becoming more favorable fa·vor·a·ble  
1. Advantageous; helpful: favorable winds.

2. Encouraging; propitious: a favorable diagnosis.


But recent studies--* The Adoption of Agricultural Brands in The 21st Century, sponsored by ABM ABM: see guided missile.

ABM - Asynchronous Balanced Mode
 AgriCouncil--confirm that the innovative and successful producers, even with new alternative forms of media, still rely heavily on the "traditional" forms (especially publications and ag newspapers). They depend on these forms of media to stay current with the pace of change in farming and ranching, to learn about new products, equipment and suppliers, and make the entire sales process A sales process is a systematic approach for performing product or service sales. The reasons for having a sales process include seller and buyer risk management, achieving standardized customer interaction in sales and scalable revenue generation.  more efficient and effective.

Media companies are listening to all this input, too, and are taking a more innovative, multi-pronged tactical approach to provide more effective reach to targeted audiences and acres, but yet not straying from the underlying benefit that they bring to the brand building and purchase-decision process.

Numerous examples of these innovative approaches created by ag media companies, including Successful Farming, Farm Journal, Vance's Food Industry Group, and others, have been featured extensively in Agri Marketing over the past several years. The bottom line is that this industry has responded to the dynamics of the marketplace.

To illustrate further, however, note the efforts of Minnesota Farm Guide and the Farm & Ranch Guide in the Dakotas. "Five years ago, we ran around asking if companies wanted to buy a half-page ad 26 times a year," notes Brian Kroshus, general manager. "Today, we're addressing how many wheat, sugar beet sugar beet, variety of beet used commercially as a source of sugar.
sugar beet

Variety of beet (Beta vulgaris) that accounts for about two-fifths of global sugar production, making it second only to sugarcane as a source of the world's sugar.
 or soybean soybean, soya bean, or soy pea, leguminous plant (Glycine max, G. soja, or Soja max) of the family Leguminosae (pulse family), native to tropical and warm temperate regions of Asia, where it has been  acres we saturate sat·u·rate
v. Abbr. sat.
1. To imbue or impregnate thoroughly.

2. To soak, fill, or load to capacity.

3. To cause a substance to unite with the greatest possible amount of another substance.
. And we're taking four to five proposals to each client."

Kroshus says a typical approach today features many prongs. "We may run a core ad campaign and a continuous Web presence with our site linked to theirs. Then, they might jump into a target market effort," Kroshus explains. "Then, they might join either our Harvest Express publications, consisting of several advertisers sharing costs, or they might want an exclusive publication done just for them, which gets tipped into our newspaper. Or, we may target a very specific group in our database. That's pretty common today."

In his five years with these farm newspapers, he says, "Clients are moving from glitz glitz   Informal
Ostentatious showiness; flashiness: "a garish barrage of show-biz glitz" Peter G. Davis.

 to measured response. We're seeing it big as sales continue to climb annually and I attribute it to more creative approaches on our part and measured response by clients. They see the results."

Tom Taylor This article is about the dramatist and editor. For other uses, see Tom Taylor (disambiguation)

Tom Taylor (October 19, 1817 – July 12, 1880) was a dramatist and editor of Punch magazine.

He was born at Bishopwearmouth, near Sunderland, in north-east England.
, publisher of the High Plains Journal, Dodge City Dodge City, city (1990 pop. 21,129), seat of Ford co., SW Kans., on the Arkansas River; inc. 1875. The distribution center for a wheat and livestock producing area, it also packs meat and makes agricultural implements. , Kan., concurs. "I think agencies are being held to the candle by their clients on measuring return on media investment," he says. "We're offering pre- and post-campaign measurement for clients in our mainstream publication. We're also taking clients and their agencies a lot more variables we can work with than we used to. Our sales reps are spending more time strategically with our advertisers and agencies."

Taylor, who reports ad revenues are up this year over last, is fighting the downsizing (1) Converting mainframe and mini-based systems to client/server LANs.

(2) To reduce equipment and associated costs by switching to a less-expensive system.

(jargon) downsizing
 in number of farmers and advertisers in an assertive as·ser·tive  
Inclined to bold or confident assertion; aggressively self-assured.

as·sertive·ly adv.
 manner. "We're adding to our editorial staff because we think advertisers are realizing local is more in tune and in focus with readers. We're also diversifying our products and services to better meet marketplace needs and to tap into new revenue streams." For example, they've launched the Outdoor Destination Guide, a directory of travel destinations for farmers, ranchers, outdoorsmen Outdoorsmen are men who enjoy hunting, fishing, and camping out in the woods. Typically, they live in the northern United States or Canada. Stereotypically, they are flannel wearing, beard toting men like Paul Bunyan or the Brawny paper towel mascot.  and ATV (1) (Advanced TV) An early name for the digital TV standard proposed by the Advisory Committee on Advanced Television Service (ACATS). See ACATS. See also ATV Forum.

(2) (Analog TV) Refers to the NTSC, PAL and SECAM analog TV standads.
 owners, and they've expanded the geographical reach with new extensions of their core High Plains publication into other ag markets.

"Time trend of fewer farmers and larger farms won't go away," notes Taylor. "We're constantly working on getting better as advertisers push us beyond traditional reach and frequency."

THE REVOLUTION CONTINUES Agricultural marketplace dynamics aren't complicated. Fewer farmers. Bigger farms. Renewed focus on profit versus lifestyle. The contemporary farmer has learned he can't have one without the other. And the contemporary farmer looks for business partners who can educate, inform, guide and help in the achievement of those goals.

What's not so easy is interpreting how those dynamics affect what to do about them. And everyone is trying to do what's right.

There's an old analogy that points to the White Cliffs of Dover This article is about the geographical feature. For other uses, see Cliffs of Dover (disambiguation).

The white cliffs of Dover, are cliffs which form part of the British coastline facing the Strait of Dover and France.
. When a grain of sand falls from those cliffs, so the story goes, the cliffs will never again be the same. And so it is in many ways with agriculture and with those who serve it. What you wake up to tomorrow will not be the same agriculture with which you went to bed. You're living in the midst Adv. 1. in the midst - the middle or central part or point; "in the midst of the forest"; "could he walk out in the midst of his piece?"
 of a revolution.
Q. "Please rate each of these sources on how useful they are in
keeping you current with changes in farming and ranching."

                                                   Very useful/
                                   Very useful/      useful/
Medium                                useful      somewher useful.

* Agricultural                         82%              98%
* Ag newsletters                       69%              94%
* Farm shows (exhibits/seminars)       68%              92%
* Ag dealers/retailers                 63%              92%
* Ag supplier sales reps               51%              86%
* Ag conferences (not part of          50%              77%
  trade shows)
* Ag radio shows                       48%              73%
* Web sites from ag magazines *        47%              82%
* Web sites for ag not                 47%              82%
  affiliated with ag
  magazines *
* Agtelevision programs                43%              71%
* General daily newspapers             34%              60%

* Among those now online.

Source: ABM's "Adoption of Agricultural Brands in the 21st Century."

Q. "What are the top FIVE sources via which you FIRST LEARN about new
ag products, equipment and suppliers?"
                                          % Ranking       % Ranking
Medium                                    as No.1     as No. 1 or No. 2

* Ag publications (ad or news/articles)      59%            108%
* Ag supplier/dealer sales reps              19%             28%
* Farm show exhibits                         11%             22%
* Direct mail announcements/brochures         4%             15%
  from suppliers
* Ag reference publications                   2%              8%
  (directories, buyer's guides)
* Ag television programs                      1%              3%
* Ag radio shows                              1%              6%
* Radio programs (not ag-specific)            1%              2%
* Web sites from ag pubs (with product        1%              2%
* Websites for agriculture not                1%              3%
  affiliated with publications
* Ag supplier/dealer Web sites                1%              3%
* Television programs (not ag-specific)       0%              0%
* Broadbased search engines (Yahoo,           0%              0%

Source: ABM's "Adoption of Agricultural Brands in the 21st Century."

* The complete study was summarized in the July/August 2002 issue of Agri Marketing.

David Aeschliman is the owner of Results Inc., Davenport, Iowa Davenport is a city in the American state of Iowa that borders the Mississippi River. As of the 2000 census, the city had a total population of 98,359. A 2006 estimate tells that the city had grown slightly to 99,514. , a comprehensive sales and marketing strategic planning Strategic planning is an organization's process of defining its strategy, or direction, and making decisions on allocating its resources to pursue this strategy, including its capital and people.  and execution firm. For more information, visit
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Author:Aeschliman, David C.
Publication:Agri Marketing
Geographic Code:1USA
Date:Nov 1, 2003
Previous Article:What's there to say about NAMA? Ken Anderson, NC+ Hybrids, 2003-2004 NAMA Vice President.
Next Article:A Voice for Agriculture.

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