By Janet Adkison
2014 NAFB President
The year has certainly zoomed by and in seven weeks we’ll all gather again for our annual convention in Kansas City. One thing on the agenda this year, is new NAFB research. The board approved two investigative efforts that will be the first in-depth NAFB research since the Wave Study of 2008.
Over the past decade, technology in our broadcast studios has rapidly evolved and so has agriculture technology. With that in mind, the research will be a multifaceted approach to gather information through a variety of avenues including phone, email, and app usage.
I’m proud of the efforts put forth by our Marketing and Promotion committee. They reviewed a variety of research proposals and selected two firms to conduct the surveys to give us a comprehensive snapshot of the industry. In today’s world of multiple media avenues, M & P Advisory Board Chair Lance Knudson said the research provides value to NAFB members by proving their value to farmers. “With the changes in technology, we’re trying to better understand people’s habits.”
In other news, the NAFB Planner was part of the conversation during this month’s NAMA convention in Chicago. I had the chance to share a few words about the planner, www.nafbplanner.com during the NAFB sponsored luncheon. Tom Brand, Lance Knudson and Mindy Oberly were also on hand to answer questions about the new media planner. When asked about the feedback thus far, Mindy says “agency representatives and media buyers are thrilled with the technology and they appreciate its ease of use.”
It’s our membership’s responsibility to properly update their respective information. What do they see when they click the link to your broadcast outlet?
