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Agrimarketing : February 2009
COVER STORY AGINFORMATIONINTHEDIGITALAGE Editor’s note: the industry has been busy developing useful newdigitized tools for North American ag producers. Here’s a round-up on the latest from several of the leading providers. For a complete list of e-service providers, see pages 99-104 in the annual AgriMarketing Services Guide. www.AgCareers.com by Erika Brandt Marketing and Communications Manager Whether you are looking for a new employee or to find a newjob for yourself, visitAgCareers.com. AgCareers.comis the leading online job boardand human resource service provider for agriculture, food, natural resources and biotechnology. AgCareers.comis dedicated to bringing together employers and job seekers through an easy to use, on- line job board.Withmore than 2,000 newjobs posted eachmonth from agribusiness companies, it is easy to seewhy job seekers continue to use AgCareers.com. As a job seeker all of AgCareers.com’s services can be survey for the agribusiness industry. Complimenting this product is the “Agribusiness HR Review,” an annual study that benchmarks human resources best practices. AgCareers.comalso focuses on providing continual education for our employer clients throughWeb semi- nars,workshops, conferences,market research, and training and consulting. AgCareers.comis proud to serve large and small agribusiness employ- ers fromour corporate office in Clinton,NC,with additional staff and operations in Iowa, California, Ontario, Canada, andAustralia. www.AgricultureOnline.com by Jana Rieker Sales DevelopmentManager Successful Farming magazine is a content company with the editorial mission to provide products and services that help farmers and ranchersmake money, save time and grow their satisfaction in their business. “As the leader in integrated content delivery,”ScottMortimer, Publisher of Successful Farming says, “We continually develop newprod- ucts and services to help our agri- marketing partners reach key farm- ers and ranchers to ensure their advertisingmessage is received.” Through the use of technology, Successful Farming delivers content to our audience in a 360° format, including these key platforms: Socialmedia. Successful Farming used at no charge. Potential job seekers can browse the thousands of jobs and apply directly to posi- tions that they find of interest. They may also post their resume to the online database. Beyond the job board,AgCa- reers.comoffers a number of addi- tional services, such as the “Compen- sation Benchmark Review,” a salary created socialmedia in the ag industry in 1995when launching the discussion group platformon the industry’s first agricultureWeb site, AgricultureOnline (www. agriculture.com). Today,generating more than 2million page views each month, the 26 active discussion groups onAgricultureOnline pro- vide an opportunity for farmers’ voices to be heard.As the online community landscape continues to evolve, Successful Farming launched the first ever socialmedia site for young and beginning farmers at www.farmersforthefuture.com. Since its launch inmid-October 2008, the site has deliveredmore than 300,000 page views and has over 1,000mem- bers. This community of young pro- ducers has postedmore than 2,500 farmand family photos, uploaded videos, launched newblogs, and shared events aimed at young and beginning producers. Video.Not only have farmers adopted the online technologies available through text and still pho- tos, but 97.8%of theAgriculture Online audience reported they have viewed a video online.Agriculture Online introduced video to farmers on AGOL-TV in 2006, and has cre- ated an extensive library of informa- tion available for farmers and ranch- ers. Video technology is used to deliver stories such asMarket com- mentary and interviews fromthe Chicago Board of Trade, Crop Tech Tour, and TopShops tours. E-newsletter Subscribers. E-mailmessaging continues to be a valuableway to reach farmers. Successful Farming delivers targeted electronic newsletters exclusively through opt-in programs. This tar- geted approach ismuchmore cus- tomer-focused, resulting in a 99.8% delivery rate and a 43%average open rate. MobileDelivery. Cellular phones and hand held-communica- tion devices are vital information tools for today’s farmers. AgAdvisor respondents reported 95.5%have a cellular telephone;with a strong (more on page 34) January/February 2009 s AgriMarketing 33
Marketing Services Guide