"Saddlesore at SaddleBrook"
Coverage of the recent Agricultural Media Summit
What a relief it was to go through the entrance gate and discover the aura of Saddlebrook hadn't changed since the Agricultural Media Summit (AMS) was held there four years ago.
Real and imagined alligators still lurked in the lagoon's dark waters. Flying herons looked down on a palm studded and well manicured landscape into which the low buildings seemed to belong. And in the sky, big and often impressive vaporous clouds occasionally joined to produce a downpour.
To promote this, the tenth AMS, as a "family reunion" may have been somewhat of a stretch. Yet, to those who had followed its growth, 10 years was, indeed, a milestone. The AMS held in Denver was the first. It worked well enough that the American Agricultural Editors' Association (AAEA) and the Livestock Publications Council (LPC) decided to continue the joint meeting.
The American Business Media Agri-Council has also been meeting during the Summit. More recently, the National Agricultural Communicators of Tomorrow (ACT) has been doing the same so its members can learn while associating with seasoned journalists.
After Denver came San Antonio, Grand Rapids, Reno, Cleveland, Tampa (Saddlebrook), Milwaukee, Portland, Louisville and Saddlebrook again this year.
The first time at Saddlebrook, some complained the resort was too far from the airport. But no one seemed to give it a thought this year. Maybe that's because it doesn't take long to realize it's quite a nice place for writers and editors to listen, learn and have some fun. Saddlebrook has a tropical and open and airy feel that contrasts sharply with the innards of big city hotels.
As with Louisville last year and Portland in 2006, there were optional tours on Saturday for those interested in local agriculture. From all reports, all who went enjoyed themselves.
Come Sunday, everyone was getting ready for the hard and fast ride to follow. The AAEA and LPC boards of directors met, the registration desk was going full force and three afternoon seminars accommodated those wanting to get a head start on learning.
The big welcome dinner followed that evening after which everyone dodged rain to get to the party tent. The AMS Quasimoto band did its usual fine job of more than filling its mission with good stuff to chase away any lingering travel stress. It also caused many to take to the dance floor and prove that at least in one respect this country doesn't have an energy shortage.
Monday morning, the starting gate opened to reveal the real purpose for being there. Everyone had the choice of attending one of five seminars before the break and six more between the break and noon. The afternoon was equally heavy duty with a total of nine seminars. Ten more seminars were offered the next day. Including those held on Sunday, that made for a grand total of 33. As usual, deciding which to attend was difficult.
Presenters vary in ability and sometimes don't live up to what's expected. But if lack of complaints is a barometer, this year's messengers of information did well. Another good sign was the number of attendees who emerged from the sessions shaking their heads. They had discovered how much they hadn't known when they went in and how much they still needed to learn.
Much of what was presented was challenging. Or maybe cerebral is a better word. Yet, there were times when the simple but profound ruled.
For example, photographer Michael Schwarz said, "You read words but you feel pictures." In another room, Jackie Ferguson, an authority on stress relief, was able to get everyone in the room more relaxed than they had been in weeks, maybe months. And elsewhere, Don Nicholas was telling about the 25-year old math grad and gaming guru who is making upward of $200,000 a year just by coming up with the right words and content to increase internet traffic.
None of the sessions, however, specifically addressed creativity, writing, and editing, the foundation on which our profession rests no matter what medium is used. That omission didn't go unnoticed. For example, one attendee said, "I'm still learning to write. But there was nothing here for me. I wish I had saved my money."
The lesson here is that the program planners must make sure at least some basics are covered at every Summit. They had been before. Too bad they weren't this time.
In mid-afternoon, InfoExpo opened with 69 booths filled with reps from companies and organizations offering information on a wide range of subjects. They related not only to agricultural production and services but also to the agricultural communications profession.
The vitality of the InfoExpo is an important indicator of the link between commercial entities and the Summit's success. Companies want and need visibility they receive at the AMS. In turn, the AMS needs their support if it is to continue in its present form.
Still, a few people expressed concern about growing commercial presence at the AMS. Or as one veteran AAEA member thoughtfully mused, "I think it has gone a bit over the top this year." No one mentioned specifics, only that they had a feeling to that effect.
This gives rise to these questions: Considering the AMS purpose and mission, can there ever be "too much" commercial involvement and if so, what would be the most accurate indicators? Also, what's the best standard or measure to use in determining the merit of any AMS activity for which commercial support is necessary?
Tuesday morning began early with annual meetings of both the AAEA and LPC quickly followed by a pancake breakfast in the InfoExpo hall and another round of seminars.
Two days of hard riding came to a close that night when for the first time, the AAEA and the LPC combined their awards ceremonies into a single event. Until this year, the awards sessions had been held separately with the downside being that it led to a time crunch.
Although going for the "combo" did improve the situation, it still needs attention. The LPC, in particular, needs to somehow shorten its awards program.
In any case, this event revealed some of the inherent differences between the two organizations. There may be better adjectives but one might conclude the AAEA came off as being more structured and conservative while the LPC was more spontaneous and expressive. There is no "better" or "should be" here. What is, is.
Having upward of 300 people together produced some fine dynamics. Yet, there is something to be said for changing schedules so each organization has enough time to conduct its award ceremonies with only its own members present. That would have the added advantage of strengthening the identity of each group within the Summit's whole.
The evening wrapped up with a picture review of the AMS's ten years. Although technically well produced, it showed only the fun times. There were no pictures of anyone being interviewed, of any award winners, of any seminar presenters, of those attending seminars or of anyone engaged in any serious conversation.
That prompts the questions: What's the fundamental purpose of the AMS and what does it hope to accomplish? What kind of image does it wish to impart to association members, those of ACT who will be following us and those representing commercial sponsors? Might such questions possibly serve as a checklist for everyone who plans and conducts each Summit?
The program ended with a stirring audio-visual consisting of strong photographs accompanied by a stirring rendition of "God Bless America." It was an appropriate way to end a hard and fast ride through four interesting days.
Total attendance this year topped out at about 550. That included about 70 AAEA members and about 70 LPC members. Those figures, however, are somewhat misleading because some attendees belong to both organizations. The ACT accounted for 80 members. Rounding out the rest of the total figure were those involved with the InfoExpo.
Speaking of the ACT members, they had been encouraged by their advisor to meet as many people as possible. It must have had some effect because many were outgoing, energetic and inquisitive. They give you a good feeling about what difference they may make in the years ahead.
By Wednesday morning, most everyone had packed up and were heading out. Everyone, that is, except about 60 who met in committee groups to begin making advance plans for next year. That's when the AMS will be joined in Fort Worth, Texas, by about 250 members of the international Federation of Agricultural Journalists (IFAJ). It will, indeed, be a big event.
By 11AM, the committees had met and reported. Soon after adjournment I was in the fast moving traffic on I-75 and having these reflections:
No organization or regular event has a forever ticket. Yes, the AMS has managed to firmly establish itself within the larger agricultural communications community. As it continues, however, its stated mission must be kept sharp and relevant through further tweaking and adjusting.
Another point is that to call the AMS a meeting, conference or gathering would only be skittering across the top of the deep implications it has for the profession, participating organizations and those who attend.
The AMS provides continuity from one year to the next with an almost undefinable quality that crosses all lines, distinctions and barriers. Professionals of all ages with a wide range of abilities link together to form personal as well as professional bonds.
It offers a stage on which new opportunities and realities can be presented against a backdrop of traditional and enduring values.
And finally, the AMS reaffirms the importance of quality communication to the continued success of American agriculture and of our personal role in making that happen.