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Agrimarketing : March 2008
product, Van Eck's sales force began contacting the target markets. Complemented by telemarketing and e-mail blasts, the word spread quickly about the ETF. COMMUNICATIONS Supporting the sales effort was an aggressive communications pro- gram created by Van Eck's advertising agency, West Palm, FL-based Venue Advertising and its public relations agency, New York, NY-based MacMillan Communications. Armed with a multi-million dollar marketing budget, the largest in Van Eck's history, the company has been running ads in Barron's and other traditional investment publications. "We also are running banner ad campaigns on Internet sites, including Bloomberg.com and Yahoo Finance," Hirsch says. "Other media used included direct mailings to targeted lists and Internet search engines." In addition to advertising, the company's PR activities are in high gear. "Interviews with the financial media, speeches at conferences, news releases," Hirsch says, "all had an important part in our inte- grated communications campaign." LOOKING AHEAD "We continue to be bullish on the ag market, both in the short- and the long-term," says Sam Halpert who is on the firm's Global Hard Asset investment team with special focus on the ag sector. "The business of agriculture fuels populations around the world and has acted as the foundation commerce for centuries," he contin- ues. "Growing populations and rising wealth in emerging markets such as China and India have led to increased demand for grains, sugar and oils. World population is predicted to surge to almost eight billion people by 2025 and emerging economies are expected to make up a significant portion of that growth." Throw in the impact of the demand for ag products to produce bio- fuels, and government mandates requiring a near doubling of its use over the next five years and the future looks bright for the industry. As Iowa State University's Dean of Agriculture and Life Sciences Dr. Wendy Wintersteen said last May, "We have entered the Golden Age for Agriculture which heralds the rebirth of our rural economy across much of America." Now with the advent of Van Eck's MOO, even the smallest of investors can participate in this new Golden Ag Era. AM COVER STORY/continued from page 33 MOO'S HOLDINGS Deutsche Borse's DAXGlobal Agribusiness Index, which underlies Market Vectors --- Agribusiness ETF is comprised of stocks from the following industries: • Agricultural Chemicals includes crop inputs (fertilizer, crop protection, seed/traits, etc.), • Agriproduct Operations includes pro- cessing, exporting and the handling of ag products, • Livestock Operations includes inte- grated feeders and processors, The rest of the categories are self explanatory. MOO's five largest individual holdings, which account for approximately 42% of its portfolio, are The Mosaic Co., Potash Corp, Monsanto, ADM and Deere. For a complete listing, go to: http://www.vaneck. com/index.cfm?cat=3193&cGroup=INDEX&t kr=MOO&LN=3-03. To be included in the Deutsche Bourse Index, a company must have a market capitalization exceeding $150 million, trade on a global exchange, maintain a monthly trading volume of 250,000 shares over the past six months, have a daily trading volume of at least $1 million dur- ing the past six months, and have at least half of its revenues derived from sales to the ag market. That last requirement has resulted in the exclusion of several familiar companies with significant ag presence from being included in the Agribusiness Index such as DuPont, Bayer, BASF, FMC, Valmont, and the animal health (pharmaceutical) compa- nies. But, it insures that companies in the index are "pure plays" in agribusiness. AM March 2008 AgriMarketing 35 Agricultural Chemicals 34.63% Agriproduce Operations 33.35% Agricultural Equipment 23.64% Ethanol/Biodiesel 2.48% Livestock Operations 5.90% TIMELINE 1955: Firm founded. Offered one of the first international mutual funds 1968: Created first U.S. gold fund 1987: Offered one of the first global bond funds 1994: Created the first "Hard Asset" mutual fund 1996: Created an "absolute return" subsidiary, began managing commodities strategies 2007: Created MOO A sample banner ad running on investor-oriented Web sites.
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