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Colleen Callahan,

NAFB President

One of the definitions of magic is "producing extraordinary results." What a great theme Tom Brand has chosen for this year's convention! Industry research shows that farm broadcasters do produce extraordinary results.

Farm broadcasters create rapport with listeners, generate opportunities to educate and share experiences and build relationships - relationships with other producers, relationships between farmers/ranchers and their input suppliers, and relationships with consumers of agricultural products. These farm broadcaster accomplishments are not achieved by magic, but rather by hard work and dedication. But isn't it a compliment that these achievements are often perceived as magical?

Further, radio is often referred to as theater of the mind. Remember your first experience with broadcasting? There was probably the sound of the announcer, followed by the visualization of the announcer's face and stature. It was a fascinating experience, wasn't it? Almost like magic, that broadcaster became a part of your life. You depended on him or her to help you establish your daily routine. Funny, isn't it, that with all of the new technology today, you still depend on radio and TV to set your day. It's almost magical!

So, on Thursday, join us for the sold-out venue of "Trade Talk." The afternoon features sessions for every NAFB member: "How to Buy, How to Sell and How to Use Farm Broadcasting." Friday is "Newsmaker" day and the day to meet "The Wizard of Ads." Tom even has a real magician for Friday night's entertainment! Saturday is for professional improvement, the Associates Sports Bar, and the President's Reception and Banquet.

From broadcaster to sales manager, from association exec to media buyer, from station/network manager to account supervisor, this year's NAFB convention has a session to help you Experience the Magic of Farm Broadcasting! AM

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