The AAWH tour attracted wheat producers and industry influencers as its primary audience, consisting of 79% of total followers.
The program gained wide acceptance as 85% of followers preferred to track harvest progress online, many of which followed the tour directly on the AAWH web site.
Facebook and Twitter added another fan base to the AAWH tour and offered another resource for the correspondents to interact with followers.
The AAWH Twitter page offered photos, harvest updates, and links to the blog for the complete posts.
Initially, over half of the AAWH total audience was informed about the wheat harvest coverage by the Journal's weekly print publication.
The airtime encouraged followers to the AAWH blog, in addition to High Plains Journal's and DuPont Crop Protection's web sites.
Part of the success of the AAWH program came from established relationships within the industry.