AGRI COUNCIL

Mission | Projects

Mission

To increase the value of our media to our target audience, thus enhancing the business growth, knowledge and best practices of leading agricultural media companies.

Chair: Gary Vorpahl
Hoard's Dairyman

2008 AGRI Brochure

OBJECTIVES TO ACHIEVE OUR MISSION

Develop research that demonstrates the value of agricultural media
- Indicators of success
  - introduction of significant, new research every 1-2 years
Promote agricultural media and members’ related businesses
- Indicators of success;
  - Ongoing advertising/promotion campaign
  - Support of groups, activities & events that promote ag media
Collectively provide reliable and measurable agricultural media expenditures
- Indicators of success;
  - Launch/maintain IMS Auditor program
Provide value to advertisers with industry information and resources that can help them develop effective marketing programs using members’ products/services
- Indicators of success;
  - Establish a library/resource center of data & research
  - Communicate available tools, case studies (etc) to advertisers
Promote the breadth and depth of ABM services and products to better serve our members
- Indicators of success;
  - Major annual presentation of ABM services
  - provide time on each meeting agenda for an ABM update
  - personal periodic visit from ABM staff for each Agri Council member
Serve as a forum for exchange of ideas among ag media members and other b-to-b media companies
- Indicators of success;
  - 3-4 Agri-Council meetings annually
  - achieve 75% Agri Council participation level at all ABM major meetings
Ensure the stability and growth of the Agri Council through active, participatory membership and membership development
- Indicators of success;
  - maintain our current membership base
  - involve representatives from each member company in committees and projects
  - add 1-2 new members to the Council each year
  - continue to have at least one Agri Council member serving on the ABM Board
  - maintain and grow committee structure; participation and effectiveness
To increase the value of our media to our target audience

Projects

The Council commissioned the Harris Interactive Agricultural Study documenting farmers' and ranchers' time spent with agri-media, thiming of involvement with agri-media and the roles of various communications channels.

Harris research data was dissminated via in-person presentations as well as through two online web-casts: one targeting internal ABM member-company sales teams, the other targeting agri-marketers and agencies. The information is available at: http://www.americanbusinessmedia.com/

A mini CD was created that included the results of the Harris research.

The council developed a new advertising campaign that runs monthly in Agri Marketing Magazine. To view the ads, click here.

Most recently, the council created a four-color brochure presenting the seasonality data with the tagline "Agri Media Works 24/7." To view the brochure, click here.

Agri Ads

Additional Council Minutes & Resources (*ABM Members Only)