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EDITORIAL
• dynamics off ffarm radio
HEALTHY OUTLOOK
The current year has all the earmarks ol a generally prosjjeroiis one lor larm radio, loUowing on the heels ol a healihv 1959. (See Neio Seeds for lunin Proiixniiiiiniij;, p. 2^5.)
One does not have to search long loi the reasons that are contributing to the optimistic outlook. In many respects, farm radio represents one ol the "puiest"' exam|)Ies of the \iialitv the soinul mediimi is capable of.
It is a hometown medium that is providing news, inlormaiion and service to an audience that can't get these things from any other source so tjuickly, authoritatively and in so manv different locations. It is a medium that lias belriended its listeners and is a companion, almost a member of the familv.
ADJUSTS TO NEW DEMANDS
It is a medium th.it has ijcen dynamic in its adjustment tcj new demands. It has accejjted the challenge of jiroviding astute programming to a listener who is a professional and has turned the challenge into financial opportunity.
It is daily providing the kind of advertiser follow-thrcjugh and support throughout its coverage area that can serve as a model for any medium.
The jjopularity ol lami radio with larm advertisers is well docimicnted. Some stations in basically agricultural areas report they olten "fight the temptation " to increase farm programming time because ol the f)otential business ihev feel is there.
In this regard, it is signincaiU to note that laini stations have been pressing hard for the use ol lai iM-diiec led ladio by standard consumer advertisers. The imderlying thought is that farmers arc not only users ol farm products and services, but are also big i)uyers of consinner products (Irom free/crs to cars) .
Some progress has been itpoitcd in this campaign, but the big job is still ahead. What is really needed is an awareness by agencies and advertisers of market research that is already available.
PROGRAMMING ISSUES
The exlenl lo which larm radio has adapted to new challenges is mirrored in (citaiii developments in progrannning.
For one thing, this past year there has been iiuich discussion over attempts to capsulize farm inioi maiion into shorter segments.
Altiioiigli it has not yet gained complete inclustr\ recognition by any means, a luimber of stations are giving it a try. .Some have reported defmite successes with the lechnicpie.
Another development has been the broadening of larm jirogranmiing to include a "consumer's" angle and to provide information lor the sid)urban homeowner and gardener.
This ability to experiment and develop in order to improve service is probably the most important factor in farm radio's stability.
U. S. RADIO
February 1960