ACN’s ”Above the Fold”

Insights from the Field: What Makes a Good Agronomy Interview?

The crops are growing, and across the country, ag journalists are interviewing agronomists right and left, all in an effort to share the latest disease outbreak, insect infestation, and of course, overall management tips. But how do you get the most out of those interviews? And what makes for a good one? Mitch Heisler of Wyffels Hybrids talks with Holly Spangler about their media experiences and what a successful agronomy interview looks like from their standpoint. He talks about his approach and how he prepares their folks ahead of the conversation with three bullet points:

• Know the audience
• Know how the interview will be used
• Know the key points to get across

Partnering for a Cause: Wyffels Hybrids

What does a “cause marketing program” look like for an agriculture-based company? Jill Carlson, communications manager at Wyffels Hybrids, shares behind-the-scenes into their initiative “Serving Those Who Serve.” She explains the collaboration between Wyffels Hybrids, a for-profit business and Farm Rescue, a nonprofit organization and how they share common benefits of the program. Jill also describes how their team found a suitable non-profit partner for this initiative and how the“Serving Those Who Serve” program fits into their overall marketing campaigns.

Let’s Talk Gear, Part 4: Stacy Mayo-Martinez, Martinez Media & Marketing Group

It’s no secret podcasts have soared in popularity. According to BuzzSprout, over one-third (104 million) of Americans listen to podcasts regularly. We have seen the research that farmers and ranchers are listening too. Spotify claims to have 4.7 million podcasts on its platform. So with a saturated market – how does a podcast stand out from the rest?

 

In today’s episode, Stacy Mayo-Martinez breaks down the podcasting side of media. She shares what gear she’s working with, how to market a podcast, and why there are less rules when it comes to podcasting.

 

Also in this episode, Kelsey and Stacy discuss…

 

• The differences between USB and XLR microphones
• Recording a podcast in-person vs. virtually
• Is audio quality that important??
• Knowing your audience
• Why she hired a coach

 

…and much more!

 

Equipment & Accessories Mentioned In This Video

 

• RODE audio systems – RODECaster Pro, RODE microphones
• Blue Microphones
• The Podtrak P4
• StreamYard
• Riverside
• Final Cut
• Adobe Audition
• Adobe Premiere
• Garage Band
• Descript

Let’s Talk Gear, Part 3: Miranda Reiman, Angus Media

In today’s episode, Miranda Reiman shares practical tips on how to be prepared for your next interview and photo/video shoot. Of course, we talked about what’s in her gear bag, but also other useful tools you might need for an interview. From hair scrunchies to Diet Coke, we must plan and prepare ourselves for all the elements.  

 Also in this episode, Kelsey and Miranda discuss… 

•  Prioritizing your communication and marketing strategies 
• Why listening is the best foundational skill  
• Why you should push boundaries to get better  
• Creating an equipment checklist  
• and more!

Let’s Talk Gear, Part 2: Katie Knapp, The Ag Photographer

Katie Knapp, The Ag Photographer, started her photography career in the dark room at the University of Illinois. With a background in advertising and PR, she started her own photography business in 2016. On today’s episode, Katie shares what photo equipment is in her gear bag but also why the person behind the camera is what makes the photo.

Also in this episode, Kelsey and Katie discuss…

• Why she didn’t choose photojournalism as a master’s degree
• Know the rules to break them
• How certain shots require certain tools
• Why she shoots with two camera bodies
• The transition to mirrorless cameras is inevitable, but why Katie hasn’t switched yet…
• Reasons for renting equipment

 

Equipment Mentioned In This recording

• Harness Camera Straps
• BorrowLenses
• WestPhoto Rentals
• Nikon D750
• Nikon D850
• Also rented mirrorless Nikon Z6ii
• Tamron 24-70 2.8 Lens
• Tamron 70-200 2.8 Lens
• Cameras of the Year, 2021: The B&H Photography Podcast
• B&H Photo Podcast
• Lens Calibration
  

Let’s Talk Gear, Part 1: Willie Vogt, Farm Progress

In today's world, we have the highest quality technology and gear at our fingertips. There’s always something new and shiny to try out— but there are also devices you'll never part with, like a trusty, old camera.

In this new mini-series on Above the Fold, Host Kelsey Litchfield asks journalists, photographers, videographers, and podcasters what gear they use to create content—and why it’s not always about the equipment—but how the person behind the camera or microphone is just as important than the gear itself.
 
In Part 1 of "Let's Talk Gear" Willie Vogt, Editorial Director at Farm Progress, discusses the video and audio gear he uses out in the field. He shares tips on how to efficiently gather video and why content matters first—followed by quality video and audio.
 
In this episode, Kelsey and Willie talk through…

• Use of iPhones in comparison to video cameras
• How to determine what camera to use in different situations
• Appropriate technology being properly applied
• Live video vs. non-live video
• Why high-quality audio matters in video, and
• What’s in his gear bag

Equipment Mentioned In This Video

 

• RODE Wireless Microphones
• Electro-Voice Interview Handheld Microphone
• Canon XA10
• DJI Handhelds
• Go-Pro
• Adobe Premiere Pro
• LinkedIn Learning
• YouTube tutorials
• Manfrotto Tripods
• Vanguard Alta Tripod
• Coman DV1000 Tripod
• Think Tank Bags
• Zoom MP3 recorders

 

The Future of Print, Part 4 with ACN Past President Greg Horstmeier

The folks who populate farm magazines – writing and photographing stories, and putting it all together – have a deep love for the paper in their hands.

But it takes more than love in 2022, as paper and mailing costs (and every other cost) continues to rise.

Greg Horstmeier is editor-in-chief at DTN/Progressive Farmer. He’s got some ideas about what print media could look like in five years—and, what editors could do to meet their readers’ needs.
 
This last episode in our series on the Future of Print Media in Agriculture dives a little deeper into how that could all look, with host Holly Spangler.

Holly and Greg talk through:

• What farmers say they want in a story
• What the humans have to do with it
• What happens when readers don’t want to be challenged
• How the pandemic has created a double-edged sword for farm magazines
• Whether anyone but journalists want long-form journalism
• Which farmers and which ages will turn back to magazines

The Future of Print Pt.3 with Lindsay Kennedy

Conventional wisdom says young people only want to read and consume content on their digital devices - but what if that’s not right? Lindsay Kennedy teaches ag communications at Texas Tech University and every year, she asks students in her magazine class: “Do we still need print publications?” They keep saying yes because even they – the digital generation – still want to hold paper in their hands.

So, how do we meet that need while still presenting information in new and interesting ways digitally? That’s what our next episode in this series on the Future of Print Media in Agriculture dives right into, with host Holly Spangler and Lindsay Kennedy, assistant professor of practice in ag communications at Texas Tech University.

 

They talk through:

• What Gen Z wants in a story
• How they want to consume it
• What hasn’t changed in 20 years and what kinds of stories still work
• Results of the 2022 Ag Media Council survey on how growers use media channels
• How to teach multi-platform storytelling

 

The Future of Print, Pt. 2 with Natalina Sents Bausch

Farmers have been reading farm magazines and newspapers for nearly two hundred years in the U.S., holding those beloved magazines in their hands and even calling some the “Bible of agriculture.”

In a world where more and more readers are finding those stories online, what does the future hold for print media in agriculture? And what do young ag journalists have to say about it all?

That’s what our next episode in this series will dive into, with host Holly Spangler and Natalina Sents Bausch, Associate Digital Director for Successful Farming.

They talk through:

• How younger farmers consumer and enjoy storytelling
• What kinds of demands are on their time
• How digital content can be grouped, collected and directed right at a specific farmer, based on their needs
• Why farmers still love to be in print – and still want 15 copies of that magazine
• How we can tell stories differently in print and online

 

 

The Future of Print Pt. 1 With Bill Spiegel

Farmers have been reading farm magazines and newspapers for nearly two hundred years in the U.S., holding those beloved magazines in their hands and even calling some the “Bible of agriculture.”

In a world where more and more readers are finding those stories online, what does the future hold for print media in agriculture?

That’s the question our new podcast series is delving into with host Holly Spangler. She and Bill Spiegel, contributing editor for The Furrow and new ACN president, dive right in for this first episode.

 

They share:

• How they saw farm magazines used, growing up on their respective farms
• What their first editors taught them: write like your reader has something better to do than read your words, then make every word count
• How their writing has changed in 25 years
• The way farmers respond emotionally to print and digital stories
• Where farmers are going for news and information, by age