Farm Journal Media Expands Livestock Portfolio
Posted on February 28, 2003Farm Journal Media has announced two new publications targeting the largest beef and pork producers, and increased its circulation of Beef Today. Beginning with the May issue, Beef Today circulation will increase from 103,000 to more than 250,000 beef producers.
"This is a great fit," said Beef Today editor Steve Cornett. "For years, we've seen study after study that shows Farm Journal is the cattlemen's first choice of all agricultural magazines, so we know beef producers read the book. Now, our in-depth coverage of the beef industry will get to more than twice as many producers as before."
Beef Business Journal
Starting with the August issue, the new Beef Business Journal will be published nine times each year as a demographically selected section within Top Producer magazine. The new publication targets more than 23,000 of the nation's top beef producers - those with more than 500 cows, 500 stockers or 500 fed cattle. The company has plans to offer exclusive services to subscribers down the road, such as conferences, networking opportunities and business management tools customized to the beef industry.
Pork Business Journal
Like its beef counterpart, the Pork Business Journal targets the top pork producers. The company expects the first issue, this September, to reach 11,800 producers with more than 2,000 hogs.
According to Top Producer editor Marcia Taylor, the new focus on top meat producers follows the natural progression of the industry. "We think it makes eminent sense to reach beef and pork's money managers via an entirely new route--through a business magazine instead of a production publication," Taylor said. "It recognizes that the owners behind these multiple-million dollar operations are not herdsmen--they are the money managers, strategists, personnel managers and public relations forces for their operations."
These moves coincide with recent staff changes at Farm Journal Media, Moczygemba noted. "Sue Lee has moved to Kansas City and is now devoted exclusively to livestock media sales," he said. "Sue, Wayne Bollum and Courtney Booth now have an incredible product offering for advertisers in the livestock business."
Farm Journal Media is an agricultural media company. Its magazines are the 125-year-old flagship Farm Journal, as well as Top Producer, Beef Today, Dairy Today, Elite Producer, Beef Business Journal and Pork Business Journal. Farm Journal Electronic Media includes AgDay and WeekEnd MarketPlace television programs; the Farm Journal Radio Network; and AgWeb.com.