National Association of Farm Broadcasters

1. You are in the business of selling.
2. We are in the business of communicating to producers.
3. The people we talk with buy your products.

Who do NAFB stations talk to?

• Farmers: Lifestyle to Large Operator
• Farm Size
  • Class 1 - $40,000 (gross income)
  • Class 1A - $100,000
  • Class 1A+ - $250,000+

Why Radio?

• Among all media choices, radio is one of the most effective in serving the agricultural community.
• Why? As a consumer group, farmers and ranchers are more likely to be heavy users of radio than any other traditional medium. It is the only medium that shows above average indices for heavy usage. *

• One of the reasons for farmers heavy use of radio is their mobile lifestyle -- whether at work, on the road, or in the fields. For instance, over half (58%) of all farm workers drive over 100 miles each week, and 31% drive over 250 miles. *
• Radio is one of the only media that can go to work with busy farmers, in the truck, on the combine, or in the shop.

2003 AMR Intercept study Wave 3

2003 AMR Qualitative Intercept Research Report
conducted at the Commodity Classic in
Charlotte North Carolina February 2003

49.5% of the sample grows over 500 acres of Soybeans AND over 500 acres of Corn