National Ag Day: Celebrating the Trusted Voices of Agriculture

This Week in Ag #107

Trust in the mass media has eroded to new lows. A recent Gallup poll reveals that 69% of Americans have very little to no trust in the media. Over the past five decades, the number of people who place a great deal/fair amount of trust in the media has plummeted 40 points. It’s dropped 12 points in the past five years.

Fortunately, this is not the case with agricultural media. With the ag media, these trust numbers are basically flipped. Farmers place high value on ag media outlets. And the outlets are numerous. As a 35-year ag marketing veteran, I frequently say that there is no silver bullet when it comes to targeting farmers. That’s because there are so many good ways to reach them.

Ag is the one industry where print is still alive and well. Farmers of all ages are very visual observers. Well over a hundred national, regional, and local magazines, in weekly and monthly editions, still canvass farm country. Many of the same titles I saw as a kid stacked next to my dad’s La-Z-Boy – such as Prairie Farmer, Farm Journal, and Successful Farming – are now stacked next to mine.

There are five different magazines that just target potato growers. Specialized magazines such as CropLife and The Scoop target ag retailers. Most magazines offer online editions; some provide daily e-newsletters. Farming has its own network of radio stations. More than 1,800 local affiliates of the National Association of Farm Broadcasters (NAFB) carry dedicated farm programming throughout the day. WHO-AM in Des Moines broadcasts “The Big Show” from 11:00 am -1:00 pm every weekday.

There are dedicated TV networks such as RFD-TV broadcasting 24-hour programming on cable and satellite, and Acres TV on web-based devices. Dedicated ag podcasts, blogs, and webinars continue to rise in popularity, offering news and evergreen content. Ag social media influencers such as @AgWithEmma have gained massive followings on YouTube and other social channels.

As someone who is interviewed frequently by the ag media, I can attest that ag editors and broadcasters are a friendly bunch. They aren’t looking for gotcha moments. They share a love for the ag industry they serve and genuinely want to advance it. So while Americans may long for the days of Walter Cronkite, farmers take solace in knowing they still have several excellent sources of news.

Today is #NationalAgDay! Now in its 52^nd year, the event celebrates the world’s greatest profession – and those of us who support it – with various events, promotions, and classroom activities. While making up about 1% of the population, one US farmer feeds 166 people. Yet farmers collect about 15 cents per every dollar consumers spend on food.