The overall use of printed ag magazines and newspaper by farmers and ranchers in general can safely be characterized as “strong.” When one considers that print is facing challenges in other markets, it’s almost remarkable to see how print is holding so well in agriculture.
This observation is based on the 2014 Media Channel Study conducted by Readex Research on behalf of the ABM Agri Media Council. This is the third wave of the study, and as such, trends are beginning to emerge. The basic trend, that print in ag remains strong, and that digital media channels are emerging in importance as well, is very clear. When looking at “weekly usage” measures over the three survey waves, that data actually point to an incredible appetite for information and knowledge across the consumer board. Further, when we break out survey data by age, we see what some might think are surprising numbers.
The study data has been analyzed using three overarching age categories, and “younger” operators have consistently been classified as those less than 45 years of age. When answering the question, “How often do you usually read, view, visit, attend, or use the following types of agricultural media or information sources?” 81% of ALL respondents indicated using printed ag magazines and newspapers on a weekly basis. In 2012, the percentage was 82% — no significant difference. When we look at the answer to this same question based on the younger operator, 85% indicated weekly usage of these printed products and that is actually a slight increase from the 2012 measure of 81%.
When producing a business conference, would you pay a speaker $17,000 to create paintings of celebrities on stage? How about bump up your budget for unique extras such as a clown, mind reader and bicycle-building workshop? This might sound like an absurd use of an event budget, but recent inquiries into government conference spending have found these lavish instances — giving some events a bad rep.
On Tuesday, an audit of a 2010 conference produced by the IRS was released. Among the extravagances reported were:
– $17,000 fee for the painting speaker, with one painting reported lost
– $35,800 for three pre-conference planning trips
– $30,000 for employee per diems and hotel stays despite living locally
– $50,000 for the production of parody/comedic videos that aired during the event
– $71 daily per diem per attendee, in addition to free drinks, breakfasts and snacks
Internet and mobile advertising is subject to the same rules as anything else, the Federal Trade Commission recently assured us in a detailed 53-page booklet. To be fair, online advertising is subject to ordinary advertising rules, but there are always twists to how ordinary rules are applied on online. The new FTC guidance focuses on those online twists.
Anyone involved in online ad clearance should read the FTC’s “.com Disclosures” booklet carefully. The booklet is generally designed the way the FTC wants online ads to be designed: with plain language text, clear headings, useful hyperlinks and conspicuous disclaimers. Here are a few key points: