ABM Agri Council
2010 Media Channel Study
Main Objectives
 Continue the periodic examination of media channels
that serve the agricultural industry and their impact
on farmers and ranchers.
 Understand the use of and importance of digital
media in the agricultural community as well as how
digital may be affecting traditional media.
 Determine if digital media has had an effect on the
OVERALL use of media among farmers and
ranchers.
 Examine how the integrated media model may need
to be re-evaluated based on the use of digital media.
2010 Media Channel Study — 1
Method

Agri Council selected the sample from Agri Council member
databases to cover a broad range of farm / ranch commodities.

Survey kits included a 4-page ID-coded survey, Agri Council cover
letter, $1.00 incentive, and business reply envelope, all sent
March 9, 2010, to 4,500 sample members.

A follow-up similar to the initial survey packet (but no $1.00) was
sent to non-respondents March 30.

Fielding ended April 30 with 1,344 responses (30%).

Results include only the 1,219 who indicted they are owners,
operators, and/or managers of farms or ranches.

Data was weighted to reflect the proportion of farms / ranches in
the economic sales class of $100,000 or more in each of the four
US Census regions according to the USDA Farms and Ranches,
Land in Farms, and Livestock Operations 2009 Summary.
2010 Media Channel Study — 2
Media Channels Studied














agricultural magazines or newspapers
agricultural newsletters
agricultural e-newsletters
farm shows
agricultural dealers / retailers
agricultural conferences or seminars
agricultural radio shows
agricultural TV programs
general daily newspapers
agricultural Internet sites
agricultural-related social media (blogs, social networks, etc.)
agricultural manufacturer or supplier publications
agricultural-related text messages
mobile Internet access (iPhone, cell phone, Blackberry, etc.) for
agricultural-related purposes
2010 Media Channel Study — 3
Key Findings
 All types of digital communications are playing
important roles as information resources for American
farmers and ranchers, and will play increasingly
important roles in the future.
 While digital may have become dominant in other B2B
markets, agricultural magazines / newspapers continue
to be the most important information resource, reaching
and influencing the most farmers / ranchers – even
among the younger age segment.
 In addition to magazines / newspapers, ag dealers /
retailers are also used most for informing and validating
purchase decisions. It appears both channels should
be considered as part of an overall media plan.
2010 Media Channel Study — 4
Key Findings
 The role of different media changes through the
purchase cycle, emphasizing the importance of
integrated communications.
 Continuity in marketing programs should be planned
due to varying purchase cycle times.
 As measured by revenue, larger operators are more
actively engaged with media channels, seeking
information to run their businesses and inform
decision making.
2010 Media Channel Study — 5
Frequency of Use
How often do you usually read, view, visit, attend, or use the
following types of agricultural media or information sources?
Farmers /
ranchers
frequently use
various types
of info sources,
with print
media being
used most
often.
TOP SOURCES
at least weekly
96%
79%
74%
81%
at least monthly
81%
59%
51%
48%
39%
ag
general
ag
magazines/
daily
newsletters
newspapers newspapers
[print]
ag
TV
programs
38%
51%
35%
ag
radio
shows
ag
Internet
sites
base: 1,219 owners/operators/managers of farms or ranches
2010 Media Channel Study — 6
Frequency of Use – Trends
How often do you usually read, view, visit, attend, or use the
following types of agricultural media or information sources?
Use of
traditional
resources
has remained
relatively
consistent
compared to
2005 – with
one third of
respondents
now using
the Internet
weekly.
AT LEAST WEEKLY
2005*
81% 79% 78%
2010
74%
45% 48%
38% 39%
43%
38%
35%
23%
ag
general
ag
magazines/
daily
newsletters
newspapers newspapers
[print]
ag
TV
programs
ag
radio
shows
ag
Internet
sites
base: 1,219 owners/operators/managers of farms or ranches (2010 study)
*Harris Interactive Agricultural Media Study, April 2005 (2,717 total respondents)
2010 Media Channel Study — 7
Frequency of Use – By Age
Use of ag
Internet sites
decreases
with age,
while the
opposite is
true for
general daily
newspapers
and ag TV.
Age does not
affect use of
the other top
resources.
How often do you usually read, view, visit, attend, or use the
following types of agricultural media or information sources?
AT LEAST WEEKLY
<45
78% 81% 77%
45-64
65+
75% 78%
62%
49% 50%
56%
45%
39%
44%
35% 38%
40%
28%
ag
magazines/
newspapers
general
daily
newspapers
ag
newsletters
[print]
ag
TV
programs
37%
22%
ag
radio
shows
ag
Internet
sites
base: owners/operators/managers of farms or ranches in each age range (total = 1,219)
2010 Media Channel Study — 8
Frequency of Use – By Size of Operation
Those at
larger
operations
are more
likely than
those at
smaller ones
to use each
of the top
resources,
with the
exception of
ag TV and
radio.
How often do you usually read, view, visit, attend, or use the
following types of agricultural media or information sources?
AT LEAST WEEKLY
81%
<$250K
87%
74%
71% 74%
$250-$499K
$500K+
78%
61%
49%
40%
38%
43%
49%
37% 35%
46%
37%
34%
26%
ag
magazines/
newspapers
general
daily
newspapers
ag
newsletters
[print]
ag
TV
programs
ag
radio
shows
ag
Internet
sites
base: owners/operators/managers of farms or ranches reporting each level of annual gross receipts
(total = 1,219)
2010 Media Channel Study — 9
Top Two Sources – New Ag Products / Services
What are the top two sources from which you first learn about new
agricultural products, equipment, services, or suppliers?
The
introduction
to new ag
products and
services is far
more likely to
come from ag
magazines /
newspapers
than any
other source.
TOTAL
agricultural magazines or newspapers
81%
agricultural dealers / retailers
37%
farm shows
15%
agricultural manufacturer or supplier publications
10%
agricultural TV programs
9%
agricultural newsletters
9%
agricultural Internet sites
7%
agricultural radio shows
6%
general daily newspapers
6%
agricultural e-newsletters
4%
agricultural conferences or seminars
3%
agricultural-related social media
1%
mobile Internet access for ag-related purposes
1%
agricultural-related text messages
0%
base: 1,219 owners/operators/managers of farms or ranches
2010 Media Channel Study — 10
Top Two Sources – New Ag Products / Services – by Age
What are the top two sources from which you first learn about new
agricultural products, equipment, services, or suppliers?
The top two
sources for
first learning
about new ag
products /
services
remain the
same
regardless of
age.
<45
45-64
65+
agricultural magazines or newspapers
83%
82%
79%
agricultural dealers / retailers
41%
41%
27%
farm shows
19%
15%
16%
agricultural manufacturer or supplier publications
6%
10%
11%
agricultural TV programs
4%
8%
11%
agricultural newsletters
3%
10%
9%
agricultural Internet sites
14%
8%
3%
agricultural radio shows
6%
7%
6%
general daily newspapers
2%
4%
12%
agricultural e-newsletters
7%
4%
2%
agricultural conferences or seminars
2%
3%
2%
agricultural-related social media
2%
1%
0%
mobile Internet access for ag-related purposes
1%
1%
0%
agricultural-related text messages
1%
0%
0%
base: owners/operators/managers of farms or ranches in each age range (total = 1,219)
2010 Media Channel Study — 11
Top Two Sources – New Ag Products / Services –
by Size of Operation
What are the top two sources from which you first learn about new
agricultural products, equipment, services, or suppliers?
The top two
sources for
first learning
about new ag
products /
services
remain the
same
regardless of
size of
operation.
<$250K
$250-$499K
$500K+
agricultural magazines or newspapers
82%
83%
78%
agricultural dealers / retailers
30%
38%
44%
farm shows
14%
13%
16%
agricultural manufacturer or supplier publications
9%
13%
9%
agricultural TV programs
13%
7%
5%
agricultural newsletters
9%
7%
9%
agricultural Internet sites
6%
7%
9%
agricultural radio shows
7%
8%
5%
general daily newspapers
9%
4%
3%
agricultural e-newsletters
3%
4%
5%
agricultural conferences or seminars
3%
2%
3%
agricultural-related social media
0%
1%
1%
mobile Internet access for ag-related purposes
0%
0%
1%
agricultural-related text messages
0%
1%
0%
base: owners/operators/managers of farms or ranches reporting each level of annual gross receipts
(total = 1,219)
2010 Media Channel Study — 12
Top Two Sources – New Ag-Related Websites
Farmers /
ranchers are
far more likely
to learn about
ag-related
websites
through
magazines or
newspapers
than any other
source.
Results are
even stronger
for magazines /
newspapers
among those
who indicated
they have ever
used ag
Internet sites.
What are the top two sources from which you first learn about new
agricultural–related websites?
TOTAL
AG INTERNET
SITE USERS
59%
72%
agricultural Internet sites
13%
20%
agricultural newsletters
13%
16%
agricultural dealers / retailers
12%
15%
agricultural TV programs
11%
12%
agricultural radio shows
7%
8%
agricultural manufacturer or supplier publications
7%
8%
agricultural e-newsletters
7%
10%
farm shows
6%
7%
general daily newspapers
5%
5%
agricultural conferences or seminars
3%
4%
agricultural-related social media
1%
2%
mobile Internet access for ag-related purposes
1%
2%
agricultural-related text messages
0%
1%
agricultural magazines or newspapers
base: 1,219 owners/operators/managers of farms or ranches;
781 who indicated they have used ag Internet sites
2010 Media Channel Study — 13
Top Two Sources – New Ag-Related Websites – by Age
What are the top two sources from which you first learn about new
agricultural–related websites?
Regardless of
age, the top
source for first
learning about
new ag
websites is ag
magazines /
newspapers.
<45
45-64
65+
70%
63%
46%
agricultural Internet sites
23%
14%
7%
agricultural newsletters
9%
16%
9%
agricultural dealers / retailers
13%
15%
8%
agricultural TV programs
11%
11%
12%
agricultural radio shows
10%
7%
4%
agricultural manufacturer or supplier publications
4%
7%
8%
agricultural e-newsletters
10%
7%
4%
farm shows
9%
7%
5%
general daily newspapers
4%
5%
7%
agricultural conferences or seminars
2%
4%
4%
agricultural-related social media
4%
2%
0%
mobile Internet access for ag-related purposes
3%
1%
0%
agricultural-related text messages
1%
0%
0%
agricultural magazines or newspapers
base: owners/operators/managers of farms or ranches in each age range (total = 1,219)
2010 Media Channel Study — 14
Top Two Sources – New Ag-Related Websites – by Size of
Operation
What are the top two sources from which you first learn about new
agricultural–related websites?
The top
source for
first learning
about new ag
websites
remains the
same
regardless of
size of
operation.
<$250K
$250-$499K
$500K+
55%
59%
64%
agricultural Internet sites
10%
12%
17%
agricultural newsletters
11%
12%
17%
agricultural dealers / retailers
10%
11%
17%
agricultural TV programs
13%
10%
10%
agricultural radio shows
6%
12%
6%
agricultural manufacturer or supplier publications
7%
9%
5%
agricultural e-newsletters
6%
5%
9%
farm shows
7%
3%
8%
general daily newspapers
6%
6%
4%
agricultural conferences or seminars
4%
2%
4%
agricultural-related social media
1%
1%
3%
mobile Internet access for ag-related purposes
1%
0%
2%
agricultural-related text messages
0%
1%
1%
agricultural magazines or newspapers
base: owners/operators/managers of farms or ranches reporting each level of annual gross receipts
(total = 1,219)
2010 Media Channel Study — 15
Actions Taken
For each agricultural information source that you usually read, view,
visit, attend or use, what actions have you taken in response to
advertising seen in or heard from that source in the last 12 months?
Advertising in
ag magazines /
newspapers
prompts more
action than
advertising in
other agrelated
resources.
ag
mags/
papers
farm
shows
ag
radio
ag
TV
ag
Internet
sites
Learned something new about
or discovered a new product,
service, or supplier
76%
43%
20%
22%
27%
Sought more info
64%
34%
14%
14%
40%
Saved / noted info for reference
61%
25%
9%
9%
19%
Recommended, specified, or
purchased a product or service
advertised
46%
24%
10%
7%
19%
Had a favorable impression of
advertiser reinforced
39%
19%
11%
10%
10%
AT LEAST ONE
86%
55%
29%
31%
45%
base: 1,219 owners/operators/managers of farms or ranches
2010 Media Channel Study — 16
Actions Taken – by Age and Size of Operation
For each agricultural information source that you usually read, view,
visit, attend or use, what actions have you taken in response to
advertising seen in or heard from that source in the last 12 months?
Ag magazines /
newspapers
remain the
number one
source for
actions taken
regardless of
age and size of
operation.
TOOK AT LEAST ONE ACTION
ag
mags/
papers
farm
shows
ag
radio
ag
TV
ag
Internet
sites
<45
88%
65%
33%
34%
63%
45-64
88%
58%
30%
32%
51%
65+
82%
46%
26%
28%
27%
<$250K
86%
47%
26%
35%
38%
$250K-$499K
90%
58%
26%
32%
48%
$500K
88%
65%
31%
29%
54%
AGE
ANNUAL RECEIPTS
base: owners/operators/managers of farms or ranches in each age and gross receipts category
(total = 1,219)
2010 Media Channel Study — 17
Opinions of Ag Media – Digital Involvement
The majority
of farmers /
ranchers use
both digital
AND
traditional ag
media, but
fewer than
half agree
that digital
media is
essential.
I use both digital and traditional
ag media to learn tips, best
practices, and to gain valuable
info that I use to run my farm or
ranch
Accessing digital media has
become an essential activity to
running my farm or ranch
65%
46%
% who agree
base: 1,219 owners/operators/managers of farms or ranches
2010 Media Channel Study — 18
Opinions of Ag Media – Digital Involvement –
Among Ag Internet Site Users
Digital does
not replace
traditional
media.
When results
are based only
on those who
said they use
ag Internet
sites, the
proportion
who use BOTH
digital and
traditional
media
increases.
I use both digital and traditional
ag media to learn tips, best
practices, and to gain valuable
info that I use to run my farm or
ranch
Accessing digital media has
become an essential activity to
running my farm or ranch
83%
63%
% who agree among ag Internet site users
base: 781 owners/operators/managers of farms or ranches who indicated they have used ag Internet sites
2010 Media Channel Study — 19
Opinions of Ag Media – Digital Involvement – by Age
Younger
respondents
are more
likely to use
both digital
and
traditional ag
media and to
consider
accessing
digital media
an essential
activity.
I use both digital and
traditional ag media to
learn tips, best
practices, and to gain
valuable info that I use
to run my farm or ranch
Accessing digital media
has become an
essential activity to
running my farm or
ranch
81%
70%
50%
67%
<45
45 - 64
65+
49%
31%
% who agree
base: owners/operators/managers of farms or ranches in each age range (total = 1,219)
2010 Media Channel Study — 20
Opinions of Ag Media – Digital Involvement– by Size of
Operation
Those at
operations
with higher
annual gross
receipts are
more likely to
use both
digital and
traditional ag
media and to
consider
accessing
digital media
an essential
activity.
I use both digital and
traditional ag media to
learn tips, best practices,
and to gain valuable info
that I use to run my farm
or ranch
57%
69%
75%
38%
Accessing digital media
has become an essential
activity to running my
farm or ranch
<$250K
$250-$499K
$500K+
47%
57%
% who agree
base: owners/operators/managers of farms or ranches reporting each level of annual gross receipts
(total = 1,219)
2010 Media Channel Study — 21
Opinions of Ag Media – Vs. General Media
Farmers and
ranchers are
likely to spend
more time with
both the
editorial
content and
advertising in
ag-related print
media than in
general
business
media.
The same is
not true of
websites.
“I find that I spend more time reading or thinking about the
editorial content and product/service messages …”
in ag magazines or newspapers
than in general business media
(e.g., CNBC, Bloomberg,
Business Week, Fortune)
on ag-specific websites than on
more general websites or portals
(Fortune.com, Forbes.com,
Yahoo!, Google)
72%
37%
% who agree
base: 1,219 owners/operators/managers of farms or ranches
2010 Media Channel Study — 22
Opinions of Ag Media – Vs. General Media – by Age
Age isn’t
much of a
factor in the
opinions
about
magazines /
newspapers.
But agspecific
websites
seem to have
more appeal
than general
websites for
younger
respondents.
“I find that I spend more time reading or thinking about the
editorial content and product/service messages …”
71%
in ag magazines or
newspapers than in
general business media
74%
68%
49%
on ag-specific websites
than on more general
websites or portals
<45
45-64
65+
40%
25%
% who agree
base: owners/operators/managers of farms or ranches in each age range (total = 1,219)
2010 Media Channel Study — 23
Opinions of Ag Media – Vs. General Media – by Size of
Operation
Similar to age,
size of operation
doesn’t change
the importance of
ag magazines /
newspapers. But
ag-specific
websites seem to
have more appeal
than general
websites for
respondents at
larger operations.
“I find that I spend more time reading or thinking about the
editorial content and product/service messages …”
72%
in ag magazines or
newspapers than in
general business media
77%
70%
<$250K
$250-$499K
$500K+
31%
on ag-specific websites
than on more general
websites or portals
40%
43%
% who agree
base: owners/operators/managers of farms or ranches in each age range (total = 1,219)
2010 Media Channel Study — 24
Sources Used in Decision-Making
Various sources
are used at the
different stages
of the
purchasing
process, with
ag magazines /
newspapers
and dealers /
retailers used
by the most at
any stage,
overall.
Which of these information sources do you use at each of these
points in the decision-making process for agricultural products,
equipment, services, or suppliers?
TOP SOURCES USED
(AT ANY STAGE)
ag
mags/
papers
ag
dealers/
retailers
ag
supplier
pubs
farm
shows
ag
newsletters
ag
Internet
sites
Start thinking about
purchase
64%
36%
38%
38%
34%
24%
Begin researching
options
36%
31%
32%
27%
24%
28%
Narrow down choices
22%
40%
33%
28%
15%
26%
Make a final decision
9%
45%
14%
11%
4%
11%
Review after purchase
6%
10%
5%
3%
2%
7%
AT ANY STAGE
88%
85%
73%
70%
61%
53%
base: 1,039 owners/operators/managers of farms or ranches involved in decision-making
2010 Media Channel Study — 25
Sources Used in Decision-Making – by Age and Size of
Operation
Which of these information sources do you use at each of these
points in the decision-making process for agricultural products,
equipment, services, or suppliers?
Ag magazines /
newspapers and
dealers /
retailers are
used by the
most during the
decision-making
process –
regardless of
age or size of
operation.
AT ANY STAGE
TOP SOURCES USED
(AT ANY STAGE)
ag
mags/
papers
ag
dealers/
retailers
ag
supplier
pubs
farm
shows
ag
newsletters
ag
Internet
sites
<45
85%
83%
69%
70%
56%
69%
45-64
90%
87%
77%
74%
64%
59%
65+
85%
82%
66%
62%
57%
34%
<$250K
87%
80%
68%
63%
60%
45%
$250K-$499K
90%
88%
81%
75%
63%
58%
$500K
90%
90%
77%
79%
61%
63%
AGE
ANNUAL
RECEIPTS
base: owners/operators/managers of farms or ranches in each segment involved in decision-making
(total = 1,039)
2010 Media Channel Study — 26
Top Two Sources – Validating / Informing Purchasing
Decisions
Ag magazines /
newspapers are
second only to
dealers /
retailers as the
source relied on
most for
validating /
informing
purchasing
decisions.
Which two sources do you rely on most for validating / informing the
purchasing decisions you make for agricultural products, equipment,
services, or suppliers?
TOTAL
agricultural dealers / retailers
62%
agricultural magazines or newspapers
50%
farm shows
17%
agricultural Internet sites
15%
agricultural manufacturer or supplier publications
12%
agricultural newsletters
4%
agricultural conferences or seminars
4%
general daily newspapers
3%
agricultural e-newsletters
2%
agricultural radio shows
2%
agricultural TV programs
2%
agricultural-related social media
1%
mobile Internet access for ag-related purposes
1%
agricultural-related text messages
0%
base: 1,039 owners/operators/managers of farms or ranches involved in decision-making
2010 Media Channel Study — 27
Top Two Sources – Validating / Informing Purchasing
Decisions – by Age
Which two sources do you rely on most for validating / informing the
purchasing decisions you make for agricultural products, equipment,
services, or suppliers?
The top two
sources for
validating /
informing
purchasing
decisions do
not change
based on age
categories.
<45
45-64
65+
agricultural dealers / retailers
60%
65%
57%
agricultural magazines or newspapers
49%
49%
53%
farm shows
19%
16%
17%
agricultural Internet sites
25%
16%
8%
agricultural manufacturer or supplier publications
9%
11%
14%
agricultural newsletters
3%
4%
4%
agricultural conferences or seminars
1%
5%
3%
general daily newspapers
1%
3%
5%
agricultural e-newsletters
3%
3%
1%
agricultural radio shows
2%
3%
1%
agricultural TV programs
1%
1%
4%
agricultural-related social media
2%
1%
1%
mobile Internet access for ag-related purposes
0%
1%
0%
agricultural-related text messages
0%
0%
0%
base: owners/operators/managers of farms or ranches involved in decision-making in each age range
(total = 1,039)
2010 Media Channel Study — 28
Top Two Sources – Validating / Informing Purchasing
Decisions – by Size of Operation
Which two sources do you rely on most for validating / informing the
purchasing decisions you make for agricultural products, equipment,
services, or suppliers?
The top two
sources for
validating /
informing
purchasing
decisions do
not change
based on size
of operation.
<$250K
$250-$499K
$500K+
agricultural dealers / retailers
56%
66%
65%
agricultural magazines or newspapers
56%
50%
46%
farm shows
15%
14%
18%
agricultural Internet sites
11%
17%
18%
agricultural manufacturer or supplier publications
10%
11%
13%
agricultural newsletters
6%
2%
4%
agricultural conferences or seminars
5%
5%
4%
general daily newspapers
5%
2%
3%
agricultural e-newsletters
3%
2%
3%
agricultural radio shows
3%
1%
1%
agricultural TV programs
2%
3%
1%
agricultural-related social media
1%
1%
1%
mobile Internet access for ag-related purposes
1%
0%
1%
agricultural-related text messages
0%
0%
0%
base: owners/operators/managers of farms or ranches involved in decision-making and reporting each level
of annual gross receipts (total = 1,039)
2010 Media Channel Study — 29
Anticipated Change in Importance
Internet is
likely to see
growth, but ag
magazines /
newspapers
along with
dealers /
retailers will
continue to be
important
sources of
information for
farmers and
ranchers in the
future.
How is the importance of each of these information sources likely to
change for you in the next 3 to 4 years?
less
same
more
SAME / MORE
ag magazines or newspapers
9%
68%
17%
85%
ag dealers / retailers
5%
52%
32%
85%
ag manufacturer or supplier publications
9%
53%
25%
78%
ag newsletters
13%
61%
15%
76%
farm shows
16%
55%
18%
72%
ag Internet sites
19%
26%
38%
64%
ag conferences or seminars
21%
44%
20%
64%
ag TV programs
21%
48%
15%
63%
ag radio shows
25%
47%
12%
59%
general daily newspapers
26%
48%
10%
59%
ag e-newsletters
23%
34%
24%
58%
mobile Internet for ag-related purposes
28%
26%
25%
51%
ag-related social media
32%
33%
14%
46%
ag-related text messages
35%
30%
13%
43%
base: 1,219 owners/operators/managers of farms or ranches
2010 Media Channel Study — 30
Anticipated Change in Importance by Age
How is the importance of each of these information sources likely to
change for you in the next 3 to 4 years?
Ag magazines /
newspapers
along with
dealers /
retailers will
continue to be
important
sources
regardless of
age.
SAME / MORE
<45
45-64
65+
ag magazines or newspapers
88%
87%
82%
ag dealers / retailers
91%
89%
74%
ag manufacturer or supplier publications
86%
80%
70%
ag newsletters
77%
80%
69%
farm shows
80%
76%
62%
ag Internet sites
83%
73%
39%
ag conferences or seminars
70%
70%
48%
ag TV programs
66%
67%
53%
ag radio shows
67%
62%
50%
general daily newspapers
59%
60%
55%
ag e-newsletters
70%
65%
38%
mobile Internet for ag-related purposes
66%
57%
32%
ag-related social media
67%
52%
26%
ag-related text messages
60%
47%
26%
base: owners/operators/managers of farms or ranches in each age range (total = 1,219)
2010 Media Channel Study — 31
Anticipated Change in Importance – by Size of Operation
How is the importance of each of these information sources likely to
change for you in the next 3 to 4 years?
Ag magazines /
newspapers
along with
dealers /
retailers will
continue to be
important
sources
regardless of
size of
operation.
SAME / MORE
<$250K
$250-499K
$500K+
ag magazines or newspapers
87%
82%
87%
ag dealers / retailers
81%
85%
90%
ag manufacturer or supplier publications
76%
80%
82%
ag newsletters
76%
74%
80%
farm shows
70%
73%
78%
ag Internet sites
55%
67%
77%
ag conferences or seminars
56%
65%
75%
ag TV programs
66%
65%
60%
ag radio shows
57%
66%
57%
general daily newspapers
61%
58%
56%
ag e-newsletters
49%
58%
71%
mobile Internet for ag-related purposes
40%
57%
62%
ag-related social media
39%
51%
55%
ag-related text messages
35%
48%
52%
base: owners/operators/managers of farms or ranches reporting each level of annual gross receipts
(total = 1,219)
2010 Media Channel Study — 32
ABM Agri Council
2010 Media Channel Study