Navigating the Evolving Ag Media Landscape
By Brett Somsen, Director of Paid Media
As published in the December 2025 issue of AgriMarketing magazine
The way we communicate with farmers has undergone a dramatic transformation over the past decade. While traditional channels remain valuable, the media landscape has become increasingly fragmented and digital-first, requiring ag communicators to adopt a more sophisticated multi-channel approach.
At Paulsen, we've learned that successful agricultural communication requires a strategic blend of traditional and digital channels. Each serves distinct purposes in reaching today's diverse farm audience.
The Changing Channel Mix
Print publications continue to hold significance in agriculture, particularly for their in-depth technical content and credibility-building capabilities. However, over the last five years, we've made a noticeable shift towards digital channels. The primary driver is that farmers are increasingly consuming content through devices, with usage reaching over 70% in 2025 and continuing to grow. This makes digital platforms like social media, programmatic advertising, paid search, and display networks essential touchpoints in our media blend.
Broadcast media, particularly agricultural radio, remain surprisingly resilient in rural markets. We've also adapted by leaning into podcast-style content that farmers can consume on demand.
Investment in influencer partnerships is also a growing trend. Working with influencers who have built authentic followings and gained trust within ag communities has proven effective for connecting with farmer audiences.
We haven't abandoned traditional media; instead, we have reimagined how it works across the entire ecosystem. A feature in an ag magazine now extends into paid social, programmatic campaigns, paid search, influencer relationships, podcasts, and email follow-ups.
Benefits and Challenges
Each channel presents distinct advantages. Print offers longevity and credibility. Broadcast provides a broad reach during key seasons. Digital channels, from social media to programmatic display to paid search, enable real-time engagement and precise targeting based on crop type, farm size, and geography. Influencer partnerships deliver authenticity and peer validation.
However, challenges exist. Digital channels require constant content creation and monitoring. Programmatic and paid search demand sophisticated tracking and optimization. Managing multiple platforms simultaneously strains resources. Rural connectivity issues can limit digital reach, and measuring true ROI across fragmented touchpoints remains complex.
Looking Ahead
The most successful campaigns effectively integrate multiple channels. Farmers and ranchers aren't abandoning traditional media; they're supplementing their information diet with digital channels. Our challenge as communicators is meeting them wherever they are with content that's valuable, timely, and delivered through their preferred channels.
Director of Paid Media
Brett Somsen
With more than two decades of experience in paid media strategy and program leadership, Brett Somsen brings deep expertise to helping brands navigate a rapidly changing ag media environment. As Paulsen’s Director of Paid Media, he leads the development of smart, scalable media approaches built for the realities of rural America, from fragmented channels to shifting audience behaviors. Brett is known for his steady strategic guidance, strong client partnerships, and commitment to delivering measurable, business-driving results. His passion for elevating rural-focused marketing remains a key factor in his standing as a trusted voice in the industry.
