Steve Custer

Chair: Steve Custer

Executive Vice President/ Chief Operating Officer, Farm Journal Media

The Agri Media Council addresses the additional unique needs for Ag media including focused metrics, research, advertising, participation, etc.

The Agri Media Council's mission is to increase the value of their media offerings to their agri-marketer target audiences, thus enhancing the business growth, knowledge and best practices of leading agricultural companies.

To read the entire Agri Media Council mission, click here.

Agri Media Council Members

To view the titles/companies of ABM's Agri Media Council members, click here.

Featured Resources / Projects

2014 Agri Council/Readex Media Channel Study

Click here to view the public report.

The Agri Media Council has premiered the 2014 Media Channel Study.

Every two years, the Agri Media Council develops the Media Channel Survey, which polls agri media end users on their media usage. The 2014 Media Channel Study polled 1,029 farm or ranch owners, operators and managers and found that 97 percent continue to use agriculture magazines and newspapers -- making it the number one resource for information. 

This research is conducted with five major goals:

  1. To continue the periodic examination of usage and engagement with traditional and digital media channels serving the agricultural industry
  2. To monitor how digital media may be having an impact on traditional media channels
  3. To look at how farmers and ranchers are using smartphones and tablets for communications purposes
  4. To understand how age and operator income may yield usage/engagement differences across the channel spectrum
  5. To help marketers gain further insight as to how an integrated media strategy may be best considered

2014 Agri Media Council Marketer's Survey

Click here to view the report.

The Agri Media Council of ABM sponsored an online survey of marketers in March 2014.

This study aimed to understand how agri marketers feel about the traditional and digital media that serve the industry.

Key takeaways include:

  1. Respondents indicated in-person events and print advertising do the best job at generating awareness of new products and services.
  2. Overall, 83% of the respondents said they expect spend levels to stay the same or increase over the next 12 months.

For more insight, read this news article on the release of the report.

ABM Agri Media Ad 2014

Agri Ad: An Integrated Plan

The Agri Media Council developed a new advertising campaign that runs monthly in Agri Marketing Magazine. To view the ad, click the thumbnail.

New research confirms that the best way to reach farmers and ranchers is Ag Media. *5 of the top marketing resources are Ag Media specific.* An integrated plan combining digital, print, on air and in person is the most effective way to harness the power of Ag Media.

Agri Media Council Intelligence Report

ABM's Agri Council Intelligence Report delivers news, research and case studies, both Ag-specific and related to the overall business media industry, to ag industry marketers, agencies and media companies. To view the archives, click here.

Recent Meetings

Minutes can be requested by emailing Elizabeth A. Reid, ABM's community & special projects manager.

Jan. 9 -10: The Agri Media Council's Strategic Planning Meeting

During this meeting, the Council reviewed the top-line results from the 2014 Ag Media Study and discussed promotional tools.

April 9, 2014, in Jacksonville, FL (NAMA Conference)

During this meeting, the Council reviewed what it has done to-date to promote the Ag Media Channel Study and future promotion strategies, including a new print and digital ad campaign. The Council also reviewed results from a new ag study that surveys marketers on the value of business media. The new study is similar to ABM's recent Value of B2B report.

July 29, 2014, in Indianapolis, IN (Ag Media Summit)

During this first meeting of the fiscal year, the Council discussed sponsorship opportunities, including the FFA breakfast, the new Agri Media Council Marketer's Survey, ad campaigns to promote research, and presentations promoting the Council's research.

Upcoming Meetings

To come in 2015: Jan. 15-16, 2015, in Sanibel Harbour, FL; April 16, 2015, in Kansas City (NAMA); July 28, 2015 in Scottsdale (Ag Media Summit)

For more information on the Agri Media Council, email Elizabeth A Reid.