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Agrimarketing : July August 2012
30 Agri Marketing July/August 2012 IMS, a data base management/ad tracking company based in Toronto, Canada, has been engaged in tracking the advertising spend in a representative group of ag magazines since 2004. Indeed the genesis of the relationship between agricultural publishers and IMS began as the very same group of pub- lishers formed the Agri-Council, an active and productive committee of the American Business Media. Thanks to a study recently conducted by Jack Semler of Readex and the Agri Council of the American Business Media (see page 28), ag producers have emphatically stated that print is far and away their favored medium. And that's where agri-marketers are putting their collective dollars. In the first four months of 2012 versus the same periods of time in 2011 and 2010, agri industry's print advertising is up 3%, compared to a general B2B advertising downturn to the tune of 7%. Categories of Advertising worth noting: Classified advertising dipped in 2011 vs. 2010, but is rebounding in 2012; Material Handling, albeit a "smaller" advertising category, is growing, having exceeded both 2010 and 2011 levels in 2012; Animal Health & Nutrition, still the industry's second largest category, has fallen off in 2012 from strong levels in 2011 and finally, the big winner, with growth of 19% between 2011 and 2012, is the Crop Chemical category. This category slipped noticeably in 2011 from 2010 levels, but has rebounded in a very strong fashion. It is not a big surprise, in terms of the agri-marketers that hold top spots for ad spending. Note the progression of both Monsanto and Dow AgroSciences, between 2012 and 2011, leading the trend for the Crop Chemical category. In the first four months of this year, 4,614.77 ad pages have been recorded. This industry is on pace to break the 13,000 page level in 2012. Just over 11,500 ad pages were recorded in calendar year 2011. AM TRENDS IN AGRICULTURAL ADVERTISING by Jim Panousis, Sr. Vice President, IMS, email@example.com NUMBER OF ADVERTISING PAGES BY CATEGORY FIVE LARGEST ADVERTISERS BY NUMBER OF ADVERTISING PAGES 1,200 1,000 800 CLASSIFIED 600 400 200 0 FARM MACHINERY AUTOMOTIVE MATERIAL HANDLING ANIMAL HEALTH & NUTR CROP CHEMICALS SEEDS FINANCIAL MISCELLANEOUS 350 300 250 200 150 100 50 0 Monsanto Bayer Dow Syngenta Pfizer CropScience AgroSciences
AgCareers Canada 2012