The mainstream broadcast media business models are more like push marketing, and new media via the Internet is more up to you, to pull what you want from the information market. What's really muddied the waters is that the cost of supplying what you want over the Internet has really dropped. Push marketing is expensive, and pull marketing now much less so - the balance has shifted to you, the consumer. Same in the music industry, not so many major labels throwing their weight around the music market these days.So, follow the money they say? Let's do that. Grab a newspaper and cut out all the 'agribusiness advertisements'. That'd be supermarkets, furniture stores, fashion and clothes, and so on. To save you time, a rule of thumb would have it that there'll be roughly 40% of the ads relating to agribusiness.(and therefore 40% of the revenue). This is because, on average, agribusiness accounts for 40% of the world's consumer products.
2. 'Feeding you' has two important meanings
For Agribusiness, the industry that supplies most of your food to you, that means actually 'feeding you food'. Thus all media stories about food are important. The other meaning is about your news feed, what the media feeds you in terms of information about your food.
3. Media paradigms about agribusiness need updating
4. Is the mainstream media is too worried about its big picture to feed you?
Probably, paradoxically, agribusiness is too worried about feeding you that its big picture is not hitting home runs with the consumer - yet. Times are tough.
5. Mother Nature feeds you best, and her mind is hard to read
Whether you are for against the current climate debate, or firmly sitting on the fence, Mother Nature has only one certainty - there is a limit to what she can do. She is wondrous in her natural glory, but finite in her bounty.
So we agribusiness advocates are increasingly interested in how Mother Nature is going to feed you, and me, 24/7. It seems the weather's turning and she is getting a tad cranky with us lately.
6. More Reasons why the media can't feed you
There's more of course, but you get the picture. Agribusiness contributes more than it gets in return under traditional push marketing (or paid media business models) in the traditional mainstream media. Hence the rise of the Internet, more and more businesses even in the traditionally conservative agribusiness sector, are turning to earned media models to focus on whatwant, so-called pull marketing.
They say it is no longer about what you say your brand is, it’s what others say it is. However, it is still about a mix of both approaches, old and new. Consequently there are furrowed brows on both sides, with patches to protect and undreamed of empires yet to be built in the fast moving Internet of the future. Today's media landscape is in flux, but the shift is on, the trends are established. What does that means for agribusiness? Simple, use the situation to your advantage, pick and choose (yes, you can be in a buyers’ market for a change).
, then bring your ideas along and join the conversation at: www.agriculture.org.au/group/AgImageInTheMedia.