New Research Confirms a Media “Mix”

Sara Steever
August 29, 2012

What is the best way to reach farmers these days? According to the 2012 Ag Media Channel Study released in August, it looks like traditional print and broadcast media still play critical roles in the media mix, but digital media extends reach even further.

Most farmers 45 years and younger feel digital information is essential to running their operations. This belief is even more common among farms and ranches that generate more than $500,000 per year, regardless of age. That trend shows promise of continuing well into the future especially as use of mobile increases.

From the executive summary of the research:

As marketers, we feel it is important to read as much current research regarding our industry as is possible. The industry continues to evolve towards digital platforms, but reaching farmers today requires understanding their relationships with trusted sources regardless of how they receive the information.

Learn more about this topic in our article titled, “Digital Ag: How to Talk to Producers Online.”