Agri Council Intelligence Report : May 2010
ABM Agri Council, Readex Research Join Forces for Next Major Ag Media Study
Study will explore use of digital media by farmers and ranchers
ABM’s Agri Council and Readex Research have joined forces to conduct a major agricultural research study that will explore the use of digital, mobile and social media channels by farmers and ranchers.
The study's objective is to gain new insights into how specific digital channels fit into the overall behavioral pattern of farmers and ranchers and to understand how these channels layer onto other traditional channels in terms of influencing behavior.
"We believe this research will add significant new information to the industry's knowledge base and enable Ag media companies to better serve the needs of Ag marketers," said Bill Miller, vice chairman of Meister Media Worldwide and chair of ABM's Agri Council.
Some of the specific question areas the study will address include: how often farmers and ranchers view, visit, attend or use different Ag media or information sources; which media and information sources farmers and ranchers use at different points in the decision-making process; and how the importance of various media and information sources is likely to change in the next three to four years.
Next month, ABM will host two webcasts in order to communicate the study’s results – the first for ABM members exclusively; the second for the marketing & advertising community. ABM will also present the results during the Ag Media Summit, this July 24-28 in St. Paul, Minnesota, and the 2010 NAMA Boot Camp, this August 17-19 in Kansas City.
Ag Magazines Outperform Overall Industry Magazines in First Two Months of 2010
B-to-b print revenue in February declined by 7.5% versus one year ago, while ad pages declined by 9.4%. This compares favorably with January, in which revenue declined by 12.4% and ad pages declined by 15.3%.
Despite overall losses, the Agriculture category far outperformed the industry, showing 9.7% revenue growth over the first two months of 2010, while the industry declined by 10% over the same period. The data, by category, is available here.
| JANUARY (PAGES) | JANUARY (REVENUE) | FEBRUARY (PAGES) | FEBRUARY (REVENUE) | |
| INDUSTRY MAGAZINES | -15.3% | -12.4% | -9.4% | -7.5% |
| AG MAGAZINES | +2.2% | +14.2% | -3.3% | +5.2% |
ABM’s Business Information Network examines 21 markets comprised of all business-to-business books tracked by IMS/The Auditor, and PERQ/HCI for healthcare figures.
Largest Ag Marketing Communications Companies Announced
The May issue of Agri Marketing magazine includes its annual ranking of the largest marketing communications agencies serving clients selling products/services to agricultural producers and the rural lifestyle consumer.
Here are the five largest (followed by 2009 Income and 2004 Income … millions of dollars):
1. Bader Rutter & Associates, Brookfield, WI ($19.13 … $12.9)
2. Osborn & Barr, St. Louis, MO ($17.4 … $12.1)
3. McCormick Co., Kansas City, MO ($16.4 … $9.3)
4. AdFarm, Kansas City, MO ($13.6 … $7.9)
5. Gibbs & Soell, New York, NY ($10.4 … $7.7)
To view the entire listing, go to www.AgriMarketingDigital.com.
2010 Ag Media Summit
July 24-28, 2010
St. Paul, Minnesota
A joint meeting of the American Agricultural Editors’ Association, the Livestock Publications Council and the ABM Agri Council, the Ag Media Summit is an industry-wide gathering of agricultural communicators, offering one of the best opportunities for professional improvement and industry networking. More than 600 attend the Summit each year, and the InfoExpo annually exceeds 75 booths.
During the Summit, ABM will present the results of its major ag media study, conducted in partnership with Readex Research and exploring the use of digital, mobile and social media channels by farmers and ranchers.
Click here for more information or to register.
U.S. Tractor and Combine Sales Up Last Month
Source: Agri Marketing magazine
According to the Association of Equipment Manufacturers' monthly "Flash Report," the sales of all tractors in the U.S. for April 2010 were up 5.6% compared to the same month last year.
For the year 2010, a total of 50,816 tractors were sold, which compares to 48,992 sold through April 2009.
For the month, two-wheel-drive smaller tractors (Under 40 HP) were up 14.1%, while 40 & Under 100 HP were down 8.2%. Sales of two-wheel-drive 100+ HP were up 0.7% from last year, and four-wheel-drive tractors were up 11.5% for the month.
For the year 2010, two-wheel drive smaller tractors (Under 40 HP) were up 9.3% from last year, while 40 & Under 100 HP were down 10.1%. Sales of two-wheel drive 100+ HP were up 10.2%, while four-wheel-drive tractors were up 24.9% for the year.
Combine sales were up 12.6% for the month. Sales of combines for the year 2010 totaled 2,309, an increase of 5.5% over the same period in 2009.
Hoard’s Dairyman Celebrates 125 Years
On January 23, 1885, William D. Hoard wrote his first issue of a “journal devoted to dairy farming” as a supplement to The Jefferson County Union weekly newspaper. Today, the insert has grown to be the nation’s leading dairy publication, Hoard’s Dairyman.
In celebration of its 125th anniversary, the publication is providing a variety of opportunities and information to its advertisers and subscribers, including a commemorative issue and industry-wide events.
Click here for Agri Marketing’s tribute article, and congratulations to Hoard’s on 125 years of success!
Farm Progress Companies Achieves Audience Engagement Award
Farm Progress Companies announced earlier this month that it has been honored with min’s prestigious Most Engaged Media Brand Award.
Click here for the announcement.
RESOURCE:
Latest ABM Ad Confirms Ag Media Pays Dividends
In a recent survey conducted by Agri Marketing magazine, 42% of the 121 Ag marketers surveyed indicated that they planned to increase their 2010 b-to-b spending. 62% of them indicated an online marketing budget increase; 35% planned to increase their print budgets; and 30% said they would increase spending on events.
These significant findings, which confirm that today’s marketers recognize the power of Ag media to generate business, are captured in ABM’s new advertisement, available FREE for your use. Click here to download a PDF version of the ad, “Ag Media Pays Dividends,” or contact Kate Patton to request any of the various print or electronic banner ad formats (120x600, 300x250, 728x90) for your magazine or Web site. Also feel free to customize the ad with your logo to make it better resonate with your audiences.
The American Business Media Agri Council Intelligence Report delivers news, research and case studies, both Ag-specific and related to the overall business media industry, to Agri marketers, agencies and media companies. The Report is published on a bi-monthly basis. Visit www.AgriCouncil.com to learn more about ABM’s Agri Council initiatives.
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