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Agrimarketing : September 2012
50 Agri Marketing September 2012 with the natural world in more traditional ways. For example, one of our best- selling new products is a cookbook that features lard in all its recipes. Our new "Tough GRIT" TV series, sponsored by Tractor Supply Company, has contestants competing in rural skills --- accurately felling trees, loading cattle in a trailer, building a doghouse, shearing a sheep. Attendance at our Mother Earth News Fairs is up about 50% from last year. It's also notable that rural families are plugged into the latest media technology. About 2.5 million unique individuals visit our web sites each month. Today 20% of those visitors use a mobile device --- a Smartphone or a tablet. A year ago it was 5%. And demand is rising for high-bandwidth products like TV shows and interactive apps. Our garden-planning and livestock apps are among our most popular new products. Our advertisers are increasingly interested in marketing partnerships, in which we combine our customer databases with theirs to multiply the positive effects of their messaging. In response we've built the largest database of Rural Lifestyle consumers customizable with thousands of individual data points about buying habits, lifestyles and consumer behavior. So rural consumers are more interested in traditional, self-reliant lifestyles than ever, and they are simultaneously more technologically adept than ever, especially when it comes to communication technology. We think that opens up a lot of new opportunity for businesses in the Rural Lifestyle space. PAULSEN MARKETING by Kristi Moss, Senior Media Director www.paulsenmarketing.com Today's Rural Lifestyle market is estimated to be nearly 16 million people. While 16 million is certainly an impressive number, it is also somewhat misleading. This is not a homogeneous demographic that thinks and acts in the same manner. You have to look at the Rural Lifestyle market as 16 million individuals representing a broad range of diverse interests. For marketers, this presents a unique problem that can't be solved with a one-size-fits-all media solution. How do you reach a young family raising chickens on two acres in Georgia versus a semi-retired couple growing fruits and vegetables on 20 acres in California? What (more on page 52) RURAL LIFESTYLE MARKET UPDATE/continued from page 48 Welch
AgCareers USA 2012