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Agrimarketing : February 2009
COVER STORY/continued frompage 33 interest in receiving text alerts on their phone…with one demand… opt-inmessaging only.Successful Farming has responded by delivering cutting edge, easy-to-use programs for farmers to receive information through these alerts. Streaming and downloadable content. Successful Farming provides additional innovative services such as podcasting, digital issues of the magazine,Webinars,and download- able PDFs. www.DTN.comand www.ProgressiveFarmer.com byMatthewHerman VP/Agri-business Advertising Empowering farmers and agri-busi- nesswith relevant data, DTNis the leader in the production and deliv- ery of news and information for agri- culture. Tailored to the specific demands of more than a dozen different market seg- ments, DTN information ser- vices cover all major commodi- ties, futures trad- ing, refined fuels, fertilizer and livestock. An array of digital information Blake products provides users the oppor- tunity to streamline or expand news delivery tomeet individual needs. “Our subscribers have specific information needs and very little time to sift through all of the information available day-to-day about agriculture,” says Adrian Blake, Publisher. “TheDTNand Progressive FarmerWeb sites have robust information resources includ- ing news,weather, local and interna- tionalmarkets andmarket commen- tary, plus numerous blogs offering timely perspective on a plethora of topics.” Ourmost highly used products are those formarkets andweather. For example, a grower can check on his localweather forecast to see if it will be toowindy to spray tomor- row; then check another screen to see howthe growing season is coming along in Brazil. The volatility of corn prices along with uncertainty in the fuel and fer- 34 AgriMarketing s January/February 2009 tilizermarkets puts growers inman- agement dilemmas like the industry has never seen.Ablog series posted at DTNProgressiveFarmer.com led to the development of a pair of special interest publications and provided a topic streamfor the 2008DTN Progressive Farmer Ag Summit. These featureswere followed by online seminars and live events at the 2009National FarmMachinery Showand Commodity Classic. Several newdigital initiatives are in theworks for 2009, but the biggest is thewww.DTNProgressiveFarmer. comre-launch. The newand improved Web site consolidatesDTNAg and Progressive Farmer resources on one mega-site. Launching in earlyApril, the newWebsite provides agri-mar- ketersmore traffic,more advertising options and even better content. FARMS.COM by JoAnn Alumbaugh Dir of Communications We anticipate that onlinemarketing in agriculturewill growsignificantly in 2009.More andmore agri-mar- keters recognize that farmers use the Internet to gather business informa- tion, conduct ag research, and utilize technology to execute business trans- actions. USDA statistics (2007) showthat 75%of U.S farmswith sales of $250,000 ormore have Internet access and are online. Statistics also showthe higher the sales figure, the more time producers spend gather- ing information online. It is nowsafe to say that themajority of the pre- miumtarget accounts in agriculture can be effectively reached online “Things are different nowthan in 1997whenwe started Farms.com,” explains JoeDales, VP of Farms.com. “When onlinemarketing is properly executed, it adapts the keymessages and imagery to ensure interactively and a call to action. “Whenweworkwith clients to develop effective onlinemarketing campaigns,we ensure theirwebsites and products can be found through Search Engine Optimization (SEO),” Dales continues. “We ensure that all pages are treated like an entry page, that the online components are fluid and lead to action, andwe incorpo- rate audio and video tomake the user experiencemore engaging.” The Farms.comProfessional Ser- vices teamcreates solutions for awide range of online needs, everything fromthe design and development of award-winning websites, to the development of e-commerce solu- tions, to SEOand adword cam- paigns, aswell as integrated online and offline cam- paigns. Farms.comalso provides Web site hosting solutions and video/audio streaming for clients. Wealso offer eBlast/e-newsletter Alumbaugh services, online surveys, content sponsorship and special projects. FARMJOURNALMEDIA by Hyler Cooper Senior Vice President eMedia As agriculture’s gathering place on- line, FarmJournalMedia operates nineWeb sites that are the go-to desti- nation for daily in-depth content. These sites include www.AgWeb.com (the industry-leading portal),www. FarmJournal.com, www.TopProducer- On-line.com, www.DairyToday.com, www.BeefToday.com, www. ProFarmer.com, www.AgDay.com, www.USFarmReport.comand the newest site,www.MyMachinery.com. Each site covers agriculturewith a targeted-audience focus and is designed to deliver information in the formthe visitor wants it—when theywant it.An integrated,multi- media approach presents stories in traditional written form, video, audio, or in some cases, all three formats. Visitors canwatch FarmJournal’s Cooper daily andweekly television shows on demand fromtheWebsites, aswell as have virtual access to live events.All the sites have a high level of interactiv- ity and user-generated content through popular blogs, lively discus- sion groups and commenting features that keep visitors engaged. At the end of 2008, FarmJournal Media launched its newestWeb (more on page 36)
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