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Agrimarketing : July 2009
39 Successful Farming:00 Market Directions Article 7/15/09 2:23 PM Page 39 THINKING OUTSIDE THE BOX CELEBRATINGWITHARE-DESIGN S by the AgriMarketing Editors uccessful Farmingmagazine is celebrating its 107th anniversary by sporting a completely re- designed format beginningwith its August 2009 issue. “Media consumption habits have changed dramatically in recent years,” says Successful Farming Publisher ScottMortimer. “We knowmagazines are themost preferred information source for farmers butwe recognize that howthey consumemagazines is changing. “With increased competition for their time and attention, andwith dozensmoremedia choices than just a fewyears ago, it is critical thatwe adapt and fitwhat the farmer wants,” he continues. “This redesign as an investment back into our product to ensure that our advertising customers get themost of their investment.” WHAT’S CHANGING? The first thing readerswill notice is themagazine’s cover. “They need to stop the reader in their tracks,” says Loren Kruse Editor-in-Chief. “Our cover shotswill be designedwith a specific call to actions that have tremendous stopping power. They’re designed to get readers inside themagazine, and tomake it easy for themto find information. Theywill include bothwith eye stopping graphics, photography and cover blurbswith page numbers.” In addition, the Successful Farming teamsays its re-design includes impactful visuals to draw readers into articles. The visuals include bullet points, quote call outs, numbered lists, cutlines and article summaries at a glance. To viewsamples of themaga- zine’s re-designed pages, go to www.AgriMarketing.com. “This re-designwill give readers multiple entry points into articles,” Kruse explains. “Wewill provide quick access to the critical information through the use of charts of summaries that give the reader opportunity to either skimthe facts or read the entire column or story.” He reports theywill use “links” on the front page of each editorial well informing the reader of additional stories that may interest them, thereby increasing the visibility of additional editorial. The editorial content formula for Successful Farmingwill remain the same butwill include the addition of three neweditorial features: • ”Managing Your Farm” leads off the heart of the magazine and includes all of the farmbusiness and production articles. • ”Business Partners”— This newpagewill focus on other business partners in a farm operation.As these farming enterprises have gotten larger andmore diversified it is critical that SF address the role that farmwives and business partners have in the operations. The Successful Farming staff gathers in front of parent company, Meredith Corporation’s, headquarters located in downtown Des Moines, IA. To celebrate themagazine’s special place in the company,Meredith had a uniquemural designed for display on the side of its headquarters building. Formore information about the banner, go to: http://www.agriculture.com/mural. web site after viewing an ad in the magazine.” He also points out other benefits • ”HealthyManager”—Managing health issues is another key aspect of farmlife and this pagewill expand on those issues pioneered by SF’s RuralHealth initiatives. PUBLISHING IN AWEBWORLD Although the organization has had a print product for over a century, it has also embraced nearly all forms of electronic communication including its AgricultureOnlineweb site, Twitter feeds, blogs, Successful Farming radio, Successful Farming TVMachinery Showaswell as events such as its Crop Tech Tour and “Farmers for the Future” social networks and conferences. “Our research shows that print is the biggest driver for readers to take action than any othermedia,” Mortimer says. “For example, 25% of farmers say they have visited a of the printmedia including it is portable and requires no power, interface or cost such as a computer or handheld device. So, it can go with a farmerwhen they are traveling, in their favorite chair and in the tractor cab. “Print offers the one thing the web cannot dowell: in-depth reportingwith accompanying images on the same page in one cohesive package,”Mortimer says. “There is no linking back and forth and fragmented stories acrossmultiple pages with excessive distractions. “What thismeans for ourmar- keting partners is that their advertisingwillwork harder and bemore effective,”Mortimer concludes. “Providing themost effective communication vehicles to its advertisers is at the very core of the Successful Farming operating philosophy. “If it is right for our reader, it is right for the advertiser.” AM July/August 2009 s Agri Marketing 39
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