Whether you're marketing to NZ farmers or wanting to get a news story in front of them, they are harder to reach than ever before. The channels available are changing, plus farmers 'media consumption' habits have also evolved.

In this episode, Heather Claycomb is joined by Chris Williams of KingSt Advertising and Richard Rennie of Laurich Agri-communications and Farmers Weekly to discuss what is changing in rural media, which channels still matter, and why trust, relevance and the right media mix are more important than ever.

KingSt's latest rural media report, "Marrying Tech with Tradition" forms the basis of the discussion.

This is a practical listen for rural marketers, communicators and business leaders.

We cover audience fragmentation, trust in media, the role of radio, print, digital and TV, the loss of community papers, and why rural brands need a strategic mix of channels and credible voices to stay visible and relevant.

Five takeaways

1. Farmer attention is still there; earning it takes new tactics.
2. Trust in the channel affects trust in the message.
3. Traditional media still has value, but audience behaviour has shifted.
4. Rural marketing and communications works best when multiple channels are in sync.
5. Real farmer voices remain one of the most persuasive tools available.

Links referenced in this episode:

1. https://www.kingst.co.nz/
2. https://laurichcomm.co.nz/
3. https://www.wearehmc.co.nz/
4. https://www.farmersweekly.co.nz/

Companies mentioned in this episode:

1. HMC
2. King Street Advertising
3. Large Agri-communications
4. Farmers Weekly
5. Fonterra