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New Study Confirms Large Numbers of "Ruralpolitians"

by Michael P. Libbie, Insight Advertising, Marketing & Communications

Two times in the past five weeks I have sat in a seminar where a group of business and professional people sat agape and listened to a presenter talk about a little understood market of consumers that makes up a huge segment of the rural landscape.  We call them "Ruralpolitians" a term that I coined about ten years ago during an interview with a radio station in Evansville, Indiana.  Today it is the buzz.

The latest survey was commissioned by the National Association of Farm Broadcasters (NAFB) and will be released in just a couple of weeks.  Yesterday at a meeting of the National Association of Agri-Marketers (NAMA - Des Moines) Roger Olson, a former broadcaster, presented some remarkable statistics.  Here is just a sample of information collected on the target segment of people in the United States that own 3 - 100 acres of land:

  • 27 Million Households
  • 69,126,313 People
  • 51% have an income of at least $75,000 per year (US Mean: $44,000)
  • 72% Work Full Time off the acreage
  • 13% Retired
  • 97.8% Own their land
  • 89.8% Have Dogs (All dogs in the US:  64.9%)
  • 48% Own 2 - 3 Horses
  • 60% Own 1 - 25 Head of Cattle
  • 82% Own a Pick-Up Truck
  • 40% Own an SUV
  • 40% Own an ATV
  • 17% Own a Utility Vehicle
  • 62% Own a Tractor of less than 18 hp
  • 57% Own a Tractor between 18 - 50 hp
  • 26% Own a Horse Trailer
  • 52% Have Hunting Licenses
  • 80% Prefer to Do their Own Home or Property Projects

And the list goes on and on. 

So, the question is:  WHAT ARE YOU DOING TO REACH THIS MASSIVE CONSUMER BASE?  I've been banging this drum for nearly twelve years.  As traditional farms decrease in number this demographic continues to increase but most companies overlook the potential.  That is a huge mistake.

Our agency specializes in marketing products and services to the Ruralpolitian, we've lived the life, we understand the issues and we can help you reach this market.  Interested?  We'd invite you to give us a call or send us an e-mail.

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