Farmers are at once among the most traditional and innovative of business people. Quick to adopt new technology when it makes business sense (drones, autonomous tractors, GPS, robotic milkers), they are also creatures of habit, meeting at coffee shops, attending crop tours and sticking with land line telephones, because it’s the way it’s always been done.
So how do farmers stack up when it comes to information seeking and media consumption habits?
The 2020 Media Channel Study, put out by the Agri Media Committee, sheds some light. Although the study is US based, a similar study conducted in 2018 demonstrated the media consumption habits of Canadian and US farmers track very closely together. The results are borne out by proprietary research conducted by Glacier Farm Media, the leading publisher of agricultural titles, traditional and digital, in Canada.
In short, farmers demonstrate one striking difference from consumers when it comes to use of media – they seem to be consuming traditional media at similar or even higher levels than ever before, while layering new digital and social media channels on top. It makes farmers amongst the most intense media consumers anywhere.
Some top-line results from the studies include:
As we said in a report in 2018, agri-marketers who completely abandon traditional media in favour of digital do so at their peril. A strategic and integrated marketing approach, featuring both traditional and emerging media channels, continues to be the best strategy to cover all the bases. In other words – print is dead, long live print in agriculture!
And as an aside, in terms of what drove Canadian agricultural related online searches in 2020, the Google Year in Search reveals that Agriculture Canada was the single most searched term, followed by ‘What is agriculture’ and ‘Agriculture jobs’. All three of these terms are most likely tied to the COVID-19 situation, as the agri-food sector was clearly in the spotlight, especially at the front end of the pandemic.
For the past 14 months or so, Canadians have spent more “quality” time in their homes and on their digital devices than ever before. This has led to a renewed focus on, well, a whole bunch of previously unexplored topics and trends. Among the strangest of these is the mysterious case of the hardening butter. … Read More
Brittany Krueger brings excellent project-management skills honed through broad-based agency experience GUELPH, ON – October 26, 2021 — Kahntact, a Guelph-based advertising agency specializing in communications for agriculture and food, has hired a new senior project manager in preparation for rapid growth. Brittany Krueger has a unique blend of skills and experience earned in fast-paced, … Read More
Kahntact president, Len Kahn, spoke with Professor Michael von Massow, Ontario Agricultural College (OAC) Chair in Food Systems Leadership at the University of Guelph, for the Food Focus podcast on predictions for food trends in the agriculture industry for this year. Listen here.