Rural lifestylers surveyed for communication trends.The topic of reaching the rural lifestyle audience has been hotly hot·ly adv. In an intense or fiery way: a hotly contested will. Adv. 1. hotly - in a heated manner; "`To say I am behind the strike is so much nonsense,' declared Mr Harvey heatedly"; "the debated in just about every circle of agricultural marketing. One of the most comprehensive articles on the subject was in the June June: see month. issue of AgriMarketing magazine. To illustrate the effectiveness of farm radio in reaching this elusive audience, 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) commissioned Ag Media Research (AMR (1) (Adaptive Multi-Rate) A variable rate speech codec selected by the 3GPP for the 3G evolution of the GSM cellphone system (WCDMA). Using the Algebraic CELP (ACELP) compression technology, AMR provides toll quality sound at transmission rates from 4.75 to 12. ), Sioux Falls Sioux Falls, city (1990 pop. 100,814), seat of Minnehaha co., SE S.Dak., on the Big Sioux River; settled 1856, inc. as a village 1877, as a city 1883. Settlers abandoned the site in 1862 because of Native American raids, but with the establishment (1865) of Fort , S.D., to conduct a study in 2004 and again this August. The geography of this year's study is the states of Minnesota, Wisconsin Wisconsin, state, United States Wisconsin (wĭskŏn`sən, –sĭn), upper midwestern state of the United States. It is bounded by Lake Superior and the Upper Peninsula of Michigan, from which it is divided by the Menominee , Illinois Illinois, river, United States Illinois, river, 273 mi (439 km) long, formed by the confluence of the Des Plaines and Kankakee rivers, NE Ill., and flowing SW to the Mississippi at Grafton, Ill. It is an important commercial and recreational waterway. and Georgia Georgia, country, Asia Georgia (jôr`jə), Georgian Sakartvelo, Rus. Gruziya, officially Republic of Georgia, republic (2005 est. pop. 4,677,000), c.26,900 sq mi (69,700 sq km), in W Transcaucasia. . AMR completed 471 interviews. The surveyed group all met the requirement of having less than $40,000 gross sales Gross Sales A measure of overall sales that isn't adjusted for customer discounts or returns, calculated simply by adding all sales invoices, and not including operating expenses, cost of goods sold, payment of taxes, or any other charge. of agricultural production. They also live on three acres or more in a rural area outside the limits of any city, town or village. Conventional wisdom has been--due to the large number of horse owners in this group--that programming about the equine/companion animal interest is one of the most effective ways to reach the group. The recent study by AMR illustrates that traditional farm broadcasting content areas of weather forecasts and markets still far outweigh out·weigh tr.v. out·weighed, out·weigh·ing, out·weighs 1. To weigh more than. 2. To be more significant than; exceed in value or importance: The benefits outweigh the risks. the animal health and companion animal programming. The time of day listeners are more likely to tune into special interest programs continues to be in the morning time frame. NAFB member stations and network affiliates see a significant advantage, compared to their non-NAFB counterparts, in listener preference for times to listen to programming of special interest. Rural lifestylers still are overwhelmingly on dial-up Internet access See dial-up. . This is expected to decrease as time passes and more options are available, but for the immediate future high speed is not available to most in this market. High-speed or DSL Internet Connection Yes 20.8% No 78.5% Don't know 1.8% High-speed or DSL Internet Connection by State: Georgia 27% Illinois 20% Minnesota 18.4% Wisconsin 19% Not surprisingly, satellite remains the highest form of television reception among rural lifestylers. Nearly 60% receive their service via satellite system. Standard antenna 40.7% Direct TV satellite 25.7% Dish network satellite 33.2% Wireless cable 2% Cable 5.8% When they were asked about satellite radio, the answer was overwhelmingly that access has not caught on in rural areas as fast as their urban counterparts. Currently subscribe to satellite radio (Sirius or XM) 5.5% Plan on subscribing in the next year Yes 1.7% No 95.4% Don't know what satellite radio is 2.9% Subscriptions to printed publications that cover small farms or rural lifestyle were present in more than half of the households surveyed. However, those answering "no" were quite significant. Yes 57% No 42.8% The 2005 study discussed here soon will be published with comparison information to the 2004 version. It will be available on www.nafb.com or by calling 816/431-4032. NAFB would like to thank AMR for their continued efforts to reinforce the value of farm broadcasting.
Specific Content Radio Programming
With Greatest Appeal
Weather forecasts: 84.7%
Agricultural markets: 58.8%
News affecting agriculture: 57.6%
Buying and selling agricultural items: 43.9%
Business market reports: 38.5%
Animal health & vet programs: 36.7%
Companion animal care: 27.6%
All Stations NAFB Stations &
Network Affiliates
Monday-Friday 5 a.m.-10 a.m.
All States
Combined: 60.4% 70.9%
Individual States:
Georgia 47% 47.4%
Illinois 69% 70%
Minnesota 61.2% 76.5%
Wisconsin 63% 72.9%
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