Colleges of Agriculture across the world have been forced to rapidly adapt new media solutions to
confront the challenge of educating and community building in increasingly digital spheres. With
prospective and current students, program participants, alumni, and stakeholders at home, the COVID-
19 pandemic was a catalyst to creating educational and connection opportunities through new media
such as podcasts. Podcasts, like all digital content, require strategic planning and perform best when
integrated into an overall communication or teaching strategy. This article uses podcasts as a case study
as to discuss how new media can be a complement to the communications and learning goals of
agricultural and applied economics departments. We develop a conceptual framework that provides a
template for best practices for integrating podcast content into research-based community building and
strategic communications development. Our article then utilizes the conceptual framework to describe
the development of the Michigan State University Closing Bell podcast, which was implemented as a
livestream on College of Agriculture and Natural Resources social media platforms in response to
ongoing crises during the early stages of the pandemic.

Brorsen, B.W. 1987. “Observations on the Journal Publication Process.” North Central Journal of Agricultural Economics 9(2):315–321.

Edison Research. 2021. Triton Digital: 2012 to 2021. Retrieved from https://www-statista-com.proxy2.cl.msu.edu/statistics/188955/percentage-of-us-adults-who-listen-to-audio-podcasts-since-2006/.

Ellison, B., N.D. Paulson, M.R. Taylor, G.T. Tonsor, J. Coppess, and G.D. Schnitkey. 2017. “Evaluation of Educational Offerings Associated with the 2014 Farm Bill.” Applied Economic Perspectives and Policy 39(4):547–558.

Fang, X., S. Singh, and R. Ahluwalia. 2007. “An Examination of Different Explanations for the Mere Exposure Effect.” Journal of Consumer Research 34(1):97–103.

Fernandez, V., P. Simo, and J.M. Sallan. 2009. “Podcasting: A New Technological Tool to Facilitate Good Practice in Higher Education.” Computers and Education 53(2):385–392.

Fernandez, V., J.M. Sallan, and P. Simo. 2015. “Past, Present, and Future of Podcasting in Higher Education.” In Exploring Learning & Teaching in Higher Education. Berlin: Springer, pp. 305–330.

Fuglie, K., M. Clancy, P. Heisey, and J. MacDonald. 2017. “Research, Productivity, and Output Growth in U.S. Agriculture.” Journal of Agricultural and Applied Economics 49(4):514–554.

Gao, Y., T. Malone, K.A. Schaefer, and R.J. Myers. 2021. “Disentangling Short-Run COVID-19 Price Impact Pathways in the US Corn Market.” Available at SSRN (3932703).

Hagerman, A., T. Marshall, M. Sullins, and K.H. Burdine. 2022. “Setting a New Extension Faculty Member up for Success: The Role of Mentoring.” Applied Economics Teaching Resources. 4: Forthcoming.

Holt, D. 2016. “Branding in the Age of Social Media.” Harvard Business Review 94(3):40–50.

HubSpot. 2020. “Content Marketing Statistics.” The Ultimate List of Marketing Statistics for 2021. Retrieved from https://www.hubspot.com/marketing-statistics.

Irwin, S.H., G.D. Schnitkey, D.L. Good, and P.N. Ellinger. 2004. “The Farmdoc Project: This Is Still Your Father’s Extension Program.” American Journal of Agricultural Economics 86(3):772–777.

Janzen, J.P., et al. 2021. “Political Returns to Ad Hoc Farm Payments?” Applied Economic Perspectives and Policy.

Lin, S., J.C. Zimmer, and V. Lee. 2013. “Podcasting Acceptance on Campus:The Differing Perspectives of Teachers and Students.” Computers and Education 68:416–428.

Lonn, S., and S.D. Teasley. 2009. “Podcasting in Higher Education: What Are the Implications for Teaching and Learning?” Internet and Higher Education 12(2):88–92.

Malone, T., and M.A. Cripps. 2021. “Connecting Agribusinesses to Consumers Through Social Media.” Purdue University Consumer Corner, January 11. Retrieved from https://agribusiness.purdue.edu/consumer corner/connecting-agribusinesses-to- consumers-through-social-media/

Malone, T., K.A. Schaefer, and F. Wu. 2021. “The Razor’s Edge of “Essential” Labor in Food and Agriculture.” Applied Economic Perspectives and Policy 43(1):368–381.

Malone, T., K.A. Schaefer, and J.L. Lusk. 2021. “Unscrambling US Egg Supply Chains Amid COVID-19.” Food Policy 101:102046.

Maples, J., J. Mitchell, and K. Burdine. 2021. “Cattle Market Notes Weekly.” MSU Department of Agricultural Economics.

McGarr, O. 2009. “A Review of Podcasting in Higher Education: Its Influence on the Traditional Lecture.” Australasian Journal of Educational Technology 25(3):309–321.

Miller, S.R., T. Malone, and A.K. Schaefer. 2021. Economic Impact of COVID-19 on Michigan Agricultural Production Sectors (No. 1098-2020-812).

Parcell, J.L., T.L. Kastens, K.C. Dhuyvetter, and T.C. Schroeder. 2020. “Agricultural Economists’ Effectiveness in Reporting and Conveying Research Procedures and Results.” Agricultural and Resource Economics Review 29(2):173–182.

Pousson, J.M., and K.A. Myers. 2018. “Ignatian Pedagogy as a Frame for Universal Design in College: Meeting Learning Needs of Generation Z.” Education Sciences 8(4):193–203.

Robertson, C., et al. 2021. “Paying Americans to Take the Vaccine—Would It Help or Backfire?” Journal of Law and the Biosciences 8.2:lsab027.

Soto Reyes, M. 2021. “Podcast Industry Report: Market Growth and Advertising Statistics in 2021.” Business Insider. Retrieved from https://www.businessinsider.com/the-podcast-industry-report.

Swanson, D.J. 2012. “Tuning In and Hanging Out: A Preliminary Study of College Students’ Use of Podcasts for Information, Entertainment, and Socializing.” Social Science Journal 49(2):183–190.

Taylor, M.R., and G.T. Tonsor. 2019. “Impact of Extension Education on Kansas Producers’ 2014 Farm Bill Enrollment Decisions.” Journal of Agricultural and Resource Economics 44(1):212–225.

Tonsor, G. 2018. “Public Animal Welfare Discussions in the United States: Perspectives from a Missouri Farm Boy Turned Economist.” Animal Frontiers 8(1):4–7.

Werth, H. 1965. An Evaluation of The Telfarm Project. Master’s Thesis. No. 1097-2016-88506.

Zahn, S. 2020. “Ag Economy Barometer Stable, But Farmers Less Stable About Future.” Purdue University Ag Economy Barometer. August 4. Retrieved from https://ag.purdue.edu/commercialag/ageconomybarometer/ag-economy-barometer-stable-but-farmers-less-optimistic-about-future/