AGRI COUNCIL

Tom Taylor

Chair: Tom Taylor
Publisher, High Plains Journal, High Plains Publishers

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

Featured Resource: The 2012 Agri Council/Readex Media Channel Study

This research was conducted with four major goals: 1) To continue the periodic examination of media channels that serve the agricultural industry and their impact; 2) To determine if digital media has had an effect on the overall use of traditional media among farmers and ranchers; 3) To understand the future use of digital media and how digital may affect the future use of traditional media in the agricultural community; and 4) To examine how the integrated media model may need to be re-evaluated based on the use of digital media. The results were summarized in an ABM news report and are available in three formats:

2012 Media Channel Study (public PDF)

2012 Media Channel Study (members-only Powerpoint with implications)

Webinar Archive: Key Findings from 2012 Agri Media Channel Study

Agri Council membership list

Please click to download a members-only PDF (requires login).

Meeting Minutes

Objectives to Achieve our Mission

Develop research that demonstrates the value of agricultural media
- Indicator of success
  - Introduce significant, new research every one to two years
Promote agricultural media and members’ related businesses
- Indicators of success
  - Conduct an ongoing advertising/promotion campaign
  - Support groups, activities & events that promote ag media
Collectively provide reliable and measurable agricultural media expenditures
- Indicator 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
  - Offer a major annual presentation of ABM services
  - Provide time on each meeting agenda for an ABM update
  - Conduct personal periodic visits 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
  - Hold three to four Agri-Council meetings annually
  - Achieve 75 percent 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 one to two 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 The Council commissioned the 2012 Media Channel Study which polled 1,062 farm or ranch owners, operators or managers, 98 percent continue to use agriculture magazines and newspapers - making it the number one resource for information. The research was conducted by Readex Research. See Featured Resource (above) for more details.

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

Agri Ad: Innovative Informed Integrated Media

Farmers and ranchers have choices. Integrated media plans developed by Agri Council members capitalize on those choices with diversified platforms to deliver key messages to target audiences. Reach the audience you want with the media they choose.

The latest ABM Agri Council ad is available as a 7.3 MB PDF download.

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