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NAFB and me: raising our 'altitude': "no amount of genius can overcome a preoccupation with detail.".

It's not the genius part of Levy's Eighth Law that resonates with me, but the inference--and reminder--that getting to and staying "at 30,000 feet" will yield an especially valuable view of reality.

Barely three months in, and still gathering the altitude of reality, I am very bullish about my appointment to lead and serve as the genuine "voice and face" of agri-media--the professional farm broadcasters of NAFB. Our members offer unique value in how they blend content, personality and delivery, serving traditional and evolving ag and rural audiences. They make today's complex and global agri-world local for thier listeners and viewers.

Our "on-air" Broadcast Council leaders and members recognize what agribusiness companies, organizations, and marketing agencies mean to NAFB. Formation a year ago of the Management Council and the Allied Industry Council, with voting representation on the NAFB Board, was a progressive and strategic step forward--absolutely in line with this year's "Positioned for the Future" convention theme.

I am honored to be succeeding Gene Millard, whose respected leadership and vision were communicated in the June edition of this magazine. Gene has continued to coordinate our vital marketing and research program, including the new 2005 Rural Lifestyle Farm Research study, much of which can be viewed by going to

Our NAFB News Service, led by Editor and NAFB Broadcast Manager Peter Shinn and Assistant Editor Stacia Cudd, every day posts member-produced and client news stories via the Internet. The News Service is a vital part of NAFB. So is the NAFB Foundation, now celebrating 30 years of providing financial support and educational opportunities to ensure a bright future for farm broadcasting.

Twenty-eight years in agri-publishing have smoothed my personal transition to the world of farm broadcasting. It remains about content, audience definition, delivery and consumption--and translating value. Be assured that NAFB is raising its "altitude" to best serve our member professionals and all agrimarketers.

Bill O'Neill

Executive Director

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Title Annotation:National Association of Farm Broadcasters
Author:O'Neill, Bill
Publication:Agri Marketing
Geographic Code:1USA
Date:Nov 1, 2005
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