1) Podcasting is emerging as a new way for crop producers to communicate through twice weekly podcast shows and listener involvement via comments and feedback. 2) CropVillage, a podcast produced by Truffle Media Networks, has found their audience is responsive to and participates in this new medium. 3) Podcasts provide niche audiences a tailored information source and allow for two-way dialogue, unlike traditional media. CropVillage seeks to unite the crop production industry through this interactive format.

1. TRUFFLE MEDIA NETWORKS SPONSORED CONTENT
NEW VARIETY OF COMMUNICATION
EMERGES
by Raylee Honeycutt, Truffle Media Networks Community Coordinator
Editor’s note: This is the fourth in a series of five articles way in creating this two-way dialog among crop produc-
sponsored by Truffle Media Networks highlighting real world tion professionals. CropVillage provides twice weekly
podcasting insights and best practices. podcast shows, but also seeks listener involvement
through Web comments, surveys, e-mail feedback and a
toll-free telephone line.
he seed has been planted for a new method of com-
T Ned Arthur, host of CropVillage, said, “We have
municating with crop producers — podcasting.
found our audience is responding to and participating in
Based on historic yields, this multi-media format is
this new form of communication. They make their living
showing promise as a leading industry commodity.
from the crop industry, and want information and
PREPARING THE SOIL involvement that helps their bottom line.”
Consumers today are bombarded with more competing
HARVESTING BENEFITS
messaging than at any other time in history. As a result,
The specialized participants of podcasting provide an
they are becoming more finicky about what they choose
innate advantage to marketers looking to unite products
to tune in — and out. Podcasts offer solutions to a busy
with corresponding messaging — especially those who
world, but one that still demands information.
are prepared to open the dialog through parallel multi-
Beyond traditional “appointment media,” such as
media capabilities such as interactive Web sites.
television and radio programs, where listeners and view-
“Podcast directories are growing, and driving activity
ers must be available at a set time and/or place, podcast-
back to podcasters’ originating Web sites. … distribution
ing offers programming that is available to download at
begins as a mechanism to drive traffic back to the origi-
any time, then play at any time.
nating source and then evolves to become its own con-
And they’re doing it. Research over the past three
sumption medium,” stated FeedBurner.3
years from the Edison Media Research shows the per-
Additionally, podcast listeners are more apt to follow
centage of people surveyed who have ever listened to a
up on related information via a Web site. The Edison
podcast has jumped from 11% in 2006 to 18% in 2008. In
Media Research survey in 2007 found that of their audi-
the stiff competition for fertile soil, this is significant
ence defined as podcast consumers, 37% said they had
growth.1
followed click-to links from relevant advertisers, com-
FeedBurner, a leading distributor of general podcasts
pared to only 18% of non-podcast listeners.4
and owned by Google, compares the growth of podcasts
Truffle Media Networks, which produces five other
to another relatively recent “media technology shift” —
podcasts along with CropVillage.com, is leading the way
the DVD. “Back in 2000, the DVD format, just three years
in uniting agriculturalists who seek information on
old at the time, was declared the most successful product
demand. They have formed key partnerships with indus-
launch in consumer electronics history, outselling the
try giants such as Case IH, Bayer CropScience, and oth-
VCR five to one. Using these statistics as a benchmark, in
ers to deliver information to this key audience.
less than two years, the number of podcasts available
Interested in finding out more about podcasting? Start
online is tenfold that of DVD titles in nearly half the
the engine by visiting TruffleMedia.com and take a pod-
time,” stated the FeedBurner Web site.2
cast out for a spin. Then when you’re ready to harvest
The ground is ready for planting, and the consumers
your own benefits from podcast partnerships, call
are hungry.
877/55T-RUFFLE (877/558-7833). Because the season is
TRAIT ADVANTAGES right now. AM
Podcasts offer coverage of specific, niche topics, allowing
listeners to choose tailor made news and information they
are specifically interested in. As an active media format, 1. 2008 Arbitron/Edison Media Research Internet and Multimedia study
podcasts – through volunteer consumption — create a available at: http://www.edisonresearch.com/home/archives/2008/04/
specialized, niche audience that share similar interests the_podcast_con_1.php.
and often demographics. 2. Burning Questions: The Official FeedBurner weblog. http://blogs.
Podcasts are also creating a two-way dialog between feedburner.com/feedburner/archives/001755.html.
the content provider and this niche audience. Con- 3. Burning Questions: The Official FeedBurner weblog. http://blogs.
feedburner.com/feedburner/archives/001755.html.
sumers are not just listeners, they are participants in a
conversation. 4. Corresponding information not cited in 2008 Edison Media Research
survey.
CropVillage.com, produced by Truffle Media
Networks and launched in February 2008, is leading the
24 AgriMarketing July/August 2008
I