DTN EXPANDS INTERPRETIVE CONTENT FOR THE AG INDUSTRY.

DTN has a long history of leading the technology and information delivery revolution. Growers are accustomed to utilizing the DTN high-speed satellite terminal at their ag dealership or home to monitor the latest weather, comprehensive market quotes and breaking farm news.

"DTN understands meeting the critical information needs of farmers, ranchers, ag retailers and elevators as essential to their success," says Darren Siekman, DTN Agricultural Division president. "DTN wants to enable rural businesses to compete effectively in the 21st century. DTN products bring value-added information and e-business solutions to farmers, ranchers and agribusinesses of all shapes and sizes."

Terry Kennedy, marketing manager, says the company is transforming its image from "the satellite information guys" to "the leading information provider in agriculture." "We are working with Osborn & Barr Communications to make the new DTN more visible in the coming months," Kennedy says.

As such, the company is expanding the interpretive information it provides to subscribers via its satellite and enhanced AgDayta Internet services. Content recently added includes:

* DTN Market Maker[TM]: This new segment monitors events around the world that can affect the markets -- from breaking USDA reports to rainfall in Argentina. It is updated throughout the trading day.

* On Farm Policy: Each week, DTN's On Farm Policy provides in-depth coverage and discussion of everything from exports to price supports, as presented by the nation's leading economists, USDA officials and commodity organization representatives.

* Crop Weather[TM]: Animated forecasts and color maps illustrate interpreted weather with enough detail to track it across a county or state, allowing viewers to gauge the impact and react quickly. Subscribers can follow storms with DTN's StormPath[TM] and RainPath[TM] maps. They also can assess potential effects on livestock with the Livestock Risk map. "DTN provides the most comprehensive look at the impact of weather on the markets and production," says Bob Quinn, director of editorial for DTN's newsroom.

* South American Weather: This service offers an in-depth "agricultural" look at weather affecting one of the world's most essential cropping areas. Subscribers can follow the impact weather will have on soybeans, corn, wheat and coffee as this service tracks weather events, updates planting and harvest progress, outlines dry and wet crop areas, and posts cumulative weather data.

DTN also has launched new services that include:

* DTN Rover: Using a Palm Pilot and cell phone, DTN Rover harnesses the power of DTN and allows subscribers to take it with them wherever they go. Subscribers get access to time-sensitive daily ag news, market quotes and animated weather anytime, anywhere.

* DTNSpeed.Net: This wireless service delivers rural high-speed Internet access 25 times faster than conventional dial-up service. This always-on service means no busy signals, ever. It's the ideal way to ensure timely delivery of DTN and other Internet services.

* Ag 1 Revenue Assurance Program: Subscribers can enhance profit potential, expand credit options, protect assets and manage risks. A personal Ag 1 consultant will leverage DTN's proprietary commodity marketing and insurance knowledge in developing a unique, personalized business action plan to maximize profit potential.

* DTN NetWorx: This is a family of e-business solutions designed to bring Internet technologies to agribusiness. From supplying agricultural content for a current Web site to setting up a hosting and all-new site, DTN NetWorx can satisfy a number of online business needs.

While many changes are taking place at DTN, its network of satellite and Internet subscribers continues to allow agri-marketers to reach farmers in a very timely manner and to be geographically selective with ads, down to the county level. "Tools such as audio, interactivity and animation are available to advertisers," says Kim Dlouhy Lang, advertising sales manager "For public relations initiatives, there's the weekly talk show broadcast on DTN's satellite systems and AgDayta on the Internet."

Kennedy says DTN has made all of the recent changes in response to customer needs. "We are positioning ourselves and our customers for the information requirements of the future."

Warren E. Clark is owner of Chicago-area Clark Consulting International Inc., which provides agri-marketing e-business consulting. He can be reached at [e-mail].