Rural lifestyle study unveiled.At the 2005 convention, NAFB NAFB National Association of Farm Broadcasters (now National Association of Farm Broadcasting) NAFB National Association of Farm Broadcasting (formerly National Association of Farm Broadcasters; Platte City, Missouri) unveiled the results of the first wave of the Rural Lifestyle Research Project that was commissioned with Ag Media Research. Now the second (and more comprehensive) wave of this research is complete. Shortly after the conclusion of Trade Talk on Thursday its results will be presented. More than 2,000 telephone interviews were conducted in 48 states for this research. It is believed to be the first and most comprehensive national research study available on the rural lifestyle segment in the country. Approximately 63 million U.S. residents are reported by the government to be in rural communities, and perhaps 4 million to 20 million of those could be considered "rural lifestyle" property owners with little or no farm income. The research focuses on defining demographics The attributes of people in a particular geographic area. Used for marketing purposes, population, ethnic origins, religion, spoken language, income and age range are examples of demographic data. , category buying power Buying Power The money an investor has available to buy securities. In a margin account, the buying power is the total cash held in the brokerage account plus maximum margin available. Also referred to as "Excess Equity. , and their broadcast information interests. The study, among other useful data, identifies: * Marketing hot buttons to reach and serve a diverse marketplace with sizable siz·a·ble also size·a·ble adj. Of considerable size; fairly large. siz  a·ble·ness n. disposable income disposable incomePortion of an individual's income over which the recipient has complete discretion. To assess disposable income, it is necessary to determine total income, including not only wages and salaries, interest and dividend payments, and business profits, but also . * Key information needs and interests, and under-served opportunities for products and/or key services that serve the rural lifestyle. * The "equity" in property owner ship longevity longevity (lŏnjĕv`ĭtē), term denoting the length or duration of the life of an animal or plant, often used to indicate an unusually long life. and income, of rural lifestyle residents. Since the 2005 research was completed, NAFB has begun focusing on how members are developing programming for this segment and what NAFB can do to support this and add value for its membership. A recent survey of users of the NAFB News Service indicates that three of four farm broadcasters are currently airing at least some programming aimed at the rural lifestyle audience. The survey represented close to 30% of total NAFB Broadcast Council membership. It is a must-attend event at the NAFB Convention! |
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