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Agrimarketing : September 2008
FOCUS ON: VEGETABLE PRODUCERS UPDATES FROM THE MEDIA Editors Note:Weinvited media serving U.S. vegetable producers to provide an update about their activities. GREAT AMERICA PUBLISHING Sparta, MI by Matt McCallum, Owner www.greatamericanpublish.com Great American Publishing has two vehicles to reach the vegetable mar- ket. Vegetable Growers News (VGN) and Spudman are two vertical multimedia resources that reach these mar- kets that had a combined farm- gate value of $14 billion last year. We take pride in the amount of McCallum accurate demographic information we collect about our readers, ensur- ing our agri-marketing partners can target their message to the decision makers — by crop, by geography or both via print, direct mail or e-mail. We believe in having editorial boots on the ground in the major veg- etable-production areas, enabling us to feed our printed and online marketing vehicles. During the growing season, our editors are in the field visiting farms and at field days looking for the newest innovations and trends. Dur- ing the winter these editors pack their bags and hit the show circuit attending all major vegetable and potato trade shows nationwide. VGN has been delivered to veg- etable growers for 42 years and is one of the best recognized and most trusted media brand names in the industry. In our annual reader survey, vegetable growers from coast to coast say VGN is their No. 1 go-to resource over other industry magazines. Our digital media also has been growing substantially each year, with www.Vegetablegrowersnews.com getting more than 248,000 unique visits over the past year. We will be launching a monthly e-newsletter in January that will be delivered to the in-boxes of thousands of growers around the nation and offer a market update, 50 AgriMarketing ¦ September 2008 grower Q&A, industry news, Web- exclusive articles and more. Spudman magazine has been delivered to potato growers for 46 years — longer than any other potato magazine. And the name — Spudman — is unforgettable. In our annual reader survey, potato grow- ers have voted Spudman as their No. 1 resource over other industry magazines for the past five years. Spudman’s site, www.Spudman. com, had more than 200,000 unique visits over the past year. Our monthly e-newsletter, eSpudman, was launched in January and has been a big success. MEISTER MEDIA Willoughby, OH by Joe Monahan, Group Publisher www.meistermedia.com In the midst of more products, more messages, and more diverse audiences to com- municate to, agri- marketers in the fruit and veg- etable market know that inte- grating their com- industries. The brands cover these spe- cialty markets with extensive circula- tion, comprehensive print editorial, e-newsletters such as “Heard Down the Row” and “VegWire,” diversified Web properties including www. americanfruitgrower.com and www. americanvegetablegrower.com, awards programs such as the “Apple Grower of the Year Award” and the “Grower Achievement Award,” trade shows, direct mail opportunities, and other integrated solutions. FARM PROGRESS Carol Stream, IL by Rosemary Schimek Dir, Corp. Marketing www.farmprogress.com You may select your producer mar- keting targets in the specialty crop areas of the nation using the ABC audited USAgriculture Masterfile which carries data profiles on 1,628,153 (ABC Database Audit Report, 12/31/07) on producers across the nation. High-margin, Monahan munications messages with print, dig- ital and face-to-face techniques is critical to helping them deliver better, more efficient information. Media brands with a strong his- tory of service to the industry, such as our American/Western Fruit Grower and American Vegetable Grower, can help marketers sort through the options and put together an integrated communications pack- age that works. We understand that getting a message out about a new product or service isn’t easy. Our brands offer specialty agriculture marketers a wide array of integrated communi- cations tools by which to deliver their brand messages. For more than 100 years, American/ Western Fruit Grower and American Vegetable Grower magazines have been the key sources for news and informa- tion in the U.S. fruit and vegetable specialty crops such as strawber- ries, tomatoes, peppers, stone fruit, nuts and vines are all highly developed profiles on the database. Additionally, California Farmer Farm Progress’ state and regional magazines reach producers in the spe- cialty crop geographies throughout the country. The most desirable California market is covered with California Farmer magazine. USDA’s recently released crop data has been integrated into the pro- ducer profiles collected from sub- scriber-supplied data already con- tained in the Masterfile. Our detailed process of matching USDAproducer profiles with producer files already on our database gives you a quality, hybrid data source based upon multi- ple touch-point contacts with produc- ers. This process gives you more accurate and in-depth producer profiles. AM
CAMA 2008 Canada