Study: Farm Radio Transitions into the Digital Era

RADIO ONLINE | Monday, April 21, 2025

Farm Radio

The Farm Radio, a stalwart of rural America since its inception, is navigating the complexities of the digital age while maintaining its essential role in the agricultural community. This adaptability was highlighted in a study led by Professor Kevin Curran, Ph.D., and Paola Martin of Loyola Marymount University, which was recently published in the Journal of Radio and Audio Media.

According to Amy Biehl-Owens, former General Manager of the Nebraska Rural Radio Network and KRVN, "There still is information that we can provide that truly they can't get other places." This statement underscores the ongoing relevance of farm radio amidst burgeoning digital alternatives.

The study presents several key insights:

• Despite the proliferation of digital information sources, farm radio remains unrivaled for delivering critical weather updates, market trends, and agricultural news.

• Farm stations, while having to streamline their operations, continue to depend on knowledgeable staff to provide context and analysis for their listeners.

• To meet their audience's evolving needs, farm broadcasters are diversifying their outreach through streaming, podcasts, and social media, despite modest financial returns.

• There is robust support within the community for legislative measures like the AM Radio in Every Vehicle Act.

Since the first farm radio broadcast in 1921 from WDZ in Tuscola, IL, these stations have been an indispensable resource for rural listeners. The National Association of Farm Broadcasting (NAFB), representing about 180 stations, conducts biennial studies to gauge the media preferences within the agricultural sector.

Anecdotes from industry professionals illustrate the deep connection between farm radio and its audience. Texas Tech Professor Erica Irlbeck reminisced about her father tuning in to the midday farm report from his truck, emphasizing that "As long as we still have tractors and pickups, there will still be a need for farm broadcasting."

Erik Hellum, COO of Townsquare Media, highlighted the community-focused nature of farm radio, saying, "The things that make radio special are what continue to differentiate ag radio and ag media from just data you can get on your own."

Incorporating modern technology into their traditional offerings, farm broadcasters like Biehl-Owens are leveraging social media to enhance content reach, combining audio interviews for radio with video content for digital platforms.

Tom Brand, former Executive Director of NAFB, acknowledged the financial challenges of digital expansion but noted the inherent trust and credibility farm broadcasters bring to advertising, a crucial factor for both stations and advertisers.

This blend of tradition and innovation suggests that farm radio will continue to be a pivotal element of rural life, adapting to new technologies while preserving its core mission of serving the agricultural community.