Dairy in the News:
WMMB's Wisconsin Dairy News Airs Weekly
by Liz Fitzsimmons
WMMB Director of Local Markets Communications

Informing consumers about the Wisconsin dairy industry has been a goal of the Wisconsin Milk Marketing Board since its beginning in 1983. One of the important ways that WMMB reaches out to consumers all across the state is through television. In cooperation with the "Discover Wisconsin" television series, WMMB has produced a variety of programs highlighting the important role our dairy industry plays in our history, our economy, our communities and our future. Perhaps you have seen one of the 30-minute shows or a 90-second news clip on your local ABC affiliate station over the last few years and did not know that they were brought to you "by the Dairy Farm Families of Wisconsin."

The America's Dairyland series began in 1998 as a program aimed at communicating with Wisconsin's dairy producers. Since then the series has evolved to include shows appealing to consumers and producers alike. Topics have included "Whey Cool," "A Taster's Guide to Wisconsin" and "Farm to Family." Generally, the shows air in consecutive weeks from October to December each year. America's Dairyland reaches a potential audience of 8 million people per episode.

In conjunction with America's Dairyland, WMMB also produces 90-second news clips entitled Wisconsin Dairy News. These episodes run each week of the year as part of the news broadcasts on ABC news affiliates throughout the state. Dairy News, seen by over 115,000 people per week, is designed to give consumers a glimpse of the many ways that dairy products and our dairy industry impact them.

In 2004, for example, Dairy News included stories ranging from the nation's calcium crisis to farm safety. "The Wisconsin Quarter," "Specialty Cheese Shops," and "Ultrasound Technology on the Farm," were also among the 52 topics covered.

The overall goal of the America's Dairyland series, including the weekly Wisconsin Dairy News segments, is to remind Wisconsin consumers of the important role that dairy products and the dairy industry play in all of our lives. These segments remind people to buy Wisconsin dairy products for their health and for the health of our economy.

Planning for the 2005 Dairy News calendar is underway! If you have a story idea that you think might be a good topic for television news, please contact Liz at 800-383-9662, ext. 280, or lfitzsimmons@wmmb.org. You can also learn more about this TV series at the America's Dairyland website.

Catch Dairy News on your local station!