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One obstacle in farm broadcasting today is knowledge of the medium and how to properly use it in marketing campaigns. To take some of the guesswork out of buying farm radio, the National Association of Farm Broadcasting (NAFB) has produced an educational handbook called "Harvesting the Power of Farm Broadcasting."

The textbook-type approach to advertising and marketing using farm radio is geared toward agriculture students and entry-level media staff at agriculture agencies.

Gene Millard, director of marketing for NAFB, who wrote and compiled much of the book, says the purpose is to provide an orientation on the intertwining relationships that exist among agriculture, producers, marketers and farm broadcasting.

"Many of today's young professionals don't have first-hand, on-farm experience in agriculture," Millard says. "There are many facets of agriculture production and community that need to be known in order for a marketer to communicate a message effectively via radio."

The book covers information such as the decision-making process of producers and outside influencers, the purpose of advertising, qualitative and quantitative research on farm broadcasting, and terminology unique to farm radio. In addition, the tool provides electronic planning guidelines, success stories and a historical perspective of farm broadcasting.

According to Chris Czeskleba, vice president and director of media services for Charleston|Orwig Inc., Hartland, Wis., the book is a "powerful" compilation that highlights farm radio's place in the media mix. "It's everything anyone would want to know about farm radio - all in one document," Czeskleba says. "It's the kind of information that can give anyone, whether they are media specialists or not, a thorough understanding of how farm radio services its audience." AM

To obtain a copy of "Harvesting the Power of Farm Broadcasting," contact NAFB at 700 Branch Street, Suite 8, Platte City, MO 64079, or call 816/431-4032. The cost of the publication is $10 postage paid.

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