TRUFFLE MEDIA NETWORKS SPONSORED CONTENT
The (multi) million-dollar question
RESEARCH ANSWERS: WHO LISTENS TO
AG PODCASTS ANYWAY?
nswer this question correctly and win … an attentive ducers. They are invested in this business, and take their
A audience of targeted and influential decision makers! news and information as if their livelihood depends on it.
The question is: Who listens to agricultural Because it does. If you’re looking for a straight line to
podcasts? those who study the bottom line, SwineCast offers it.
The correct answer? Vital players from every sector of
Swine Veterinarians = 285 members
the swine industry who hold key purchasing power. In
No one monitors the pulse of the swine industry (liter-
short, the people you need to reach!
ally!) better than swine veterinarians. Only slightly more
Podcasting has truly arrived. Not just another member
than 250 veterinarians in the U.S. specialize in swine prac-
of the audience, podcasting is taking center stage and beat-
tice — SwineCast reaches those, and then some! This atten-
ing out media competition in today’s marketing game —
tive audience is interested in health research and new
recent listener demographics show winning proof.
products, and they are listening to the beat of podcasts.
In 2004 podcasting came on the scene as a recognized
form of interactive media. However, agricultural media Swine Nutritionists = 32 members
experts have long questioned its relevance in the industry. Define requirements and create the best performance
Is this new format just for the “techy” sector? Not in solution — that’s the job of swine nutritionists. Sounds a
the slightest, proves new research by Truffle Media lot like Truffle Media Networks. Ag podcasts combine the
Networks, the leading producer of agricultural podcasts. positive components of traditional media, then reach
A recent membership survey of SwineCast, one of beyond the norm to formulate an affordable, efficient
five ag podcast shows produced by Truffle Media Net- media package. Swine nutritionists, among others, are
works, shows members from all sectors of the swine eating it up.
industry are engaging in podcasts, resulting in ground-
Advertising/PR Agency = 139 members
breaking audience reach and penetration. This includes
Ad agencies scrutinize marketing venues — and they are
reaching 60% of the top US pork production companies.
keeping their eyes (and ears) on podcasting and utilizing it
These exciting numbers offer a modern solution to an
to meet client goals. Faced with increasing demands to
age-old dilemma — how do you get your message to the
deliver measurable, effective marketing, agencies are find-
right consumers?
ing podcasting is a quantifiable method that gets results.
Total SwineCast.com = 2,565 members Education = 317 members
How about starting with 2,565 of the “right consumers” These listeners are educating the workforce of tomorrow.
— that’s the current number of SwineCast registered And to do that, education professionals in the swine
users. Take that number, then compound it by the industry are turning to SwineCast to get information. Col-
unequaled value of an active, engaged and relevant audi- leges are expected epicenters of technology — mainly due
ence. Podcasts are unique from other media because lis- to students. The fact that educators themselves are also
teners actively choose to listen. While they are engaged embracing podcasting is a great lesson on the impact of
there are no competing media messages. In addition, this medium.
topic-specific programming draws a targeted audience.
Organization/Association = 150 members
But there’s more. Among those 2,565 listeners important
Members of trade associations and organizations are
demographics emerge, revealing permeation within the top
tier of pork producers and a wide range of involvement activists by nature — they choose to belong and be
throughout all sectors. Here are some highlights: involved. Members of this sector are both producers and
spokespersons, and depend on news to remain profitable
Top 20 U.S. Pork Companies = 385 members
and formulate ideas. They recognize leadership when
SwineCast has members from within every single top 20
they see it — and they’ve elected a leader in SwineCast.
U.S. pork company. This is the mighty group of kings and
From the board meeting to the farm, put an ear to the
kingmakers coveted by marketers. These companies are
swine industry, and you’ll find you are hearing SwineCast
the early adopters, the influencers and the decision mak-
and other agricultural podcasts.
ers. A whopping 15% of SwineCast membership is com-
Convinced you can be a winner with this medium? Then
prised of this valuable audience. Now that’s an answer to
come on down to TruffleMedia.com and find out how pod-
targeted marketing that’s almost too easy.
casting will deliver your message to a targeted audience of
Live Production = 531 members loyal and engaged listeners. If you are interested in other
Comprising the largest percentage of SwineCast members Truffle community profiles please feel free to contact us.
is the critical foundation of the industry — live hog pro- You’re the next contestant. AM
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October 2008 AgriMarketing
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