Learn From the 2010 Masters of Engagement
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No matter how advanced media technology becomes, the basic patterns of agricultural life and business continue to shape the forms business publishers take in farming segment. Farmers tell other farmers what works for them, and the best b2b publishers know how to facilitate that. The legendary Farm Journal brand and online AgWeb engage farmers not just with their own brands but with one another. The print book continues to lead the pack as the most-read publication in its field. But the brand is ever-present in farmers' lives.
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| Farmers got classroom-style instruction as well as "in the field" demonstrations from agronomists at Farm Journal's 2008 Corn College Conference. |
Farm Journal’s video reports like “AgDay” and audio programs give a face and voice to the brand. Its online blogs speak to smaller niches within the agricultural community, even the kids (“Farm Kids”). The online discussion areas are among the most trafficked online as farmers swap tales of planting and market success in much the same way they have for centuries at community meetings and over the fence. Farm Journal and AgWeb create the venues for these discussions. That is why its users are not only engaged but pretty much enamored with the brand. Over 71% of AgWeb users visit the site daily and over a third return multiple times a day. The special networking areas alone receive more than 1 million of the site’s 5 million monthly page views. Engagement is when a trusted friend calls you several times a day. —Steve Smith
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