Advertiser s Guide

Transcription

1 Advertiser s Guide

2 10REASONS TO ADVERTISE with DTN/The Progressive Farmer ,200 subscribers across the United States ,048 paid subscriptions for The Progressive Farmer years in agriculture The Progressive Farmer was founded in $100 million ag media company the largest and most successful 5. The deepest market penetration in all of the largest producer markets minutes spent with each issue of The Progressive Farmer journalists worldwide, including 50 editors and 20 analysts 8. An average 30 minutes spent with DTN each day 9. Three daily DTN/The Progressive Farmer online videos 10. One solution for all your advertising needs

3 UNMATCHED REACH THROUGH UNRIVALED ADVERTISING VEHICLES OVERVIEW We have created an ag media company with resources and abilities never seen before. Our continued commitment to the industry, dedication to delivering ag s pre-eminent business publication, and ongoing goal to grow our digital information services to meet the changing needs of today s producers, has provided us with a unique and positive position. The results have been the domination of all the major ag publishing awards, the deepest penetration into the largest producer markets, and industry-leading time spent with an issue (more than 90 minutes). WHAT MAKES US UNIQUE The best business content While there are many publications on the market, we have dedicated ours to addressing the real business concerns faced by American producers. And we have built our editorial team to create this content Urban Lehner from The Wall Street Journal, industry leader Marcia Taylor, Senior Market Analyst Darin Newsom, regularly seen on CNBC, and many others. And these efforts have been recognized with: A 2008 Jesse H. Neal award from American Business Media Status as a finalist for a 2009 Jesse H. Neal award 33 American Agriculture Editors Association awards in American Agriculture Editors Association awards in 2008 The most effective reach The Progressive Farmer has long led in the South, but we have increased our Midwest penetration to match that of all our leading competitors. As the best ag business publication, we now have virtually 100 percent national penetration of large producers in corn, soybeans, and cattle. No one else, regardless of content, reaches the audience that we do.

4 OVERVIEW The right integrated messaging We are the largest ag publication and the only real-time premium information service offering integrated cross-media packages that deliver the right marketing message at the right time and place. Our readers consume information in different ways: DTN for real-time updates on markets and weather The Progressive Farmer for longer-form farm and land management content Specialty Web sites and s for specific issues Live events for consulting with experts and networking with peers FULLY INTEGRATED ADVERTISING SOLUTIONS You can sponsor special interest publications editions dedicated to hotbutton issues and industry-shaping trends. These substantial pieces feature a rich blend of editorial content and targeted ads to inform readers and showcase available services and solutions making them a resource that producers hold onto as a go-to reference. Print Print ads in The Progressive Farmer an essential information resource providing producers with in-depth agriculture content on the issues affecting their ag business, as well as unbiased insight and perspective on today s volatile farm economy. Digital Digital and video ads across the DTN network reach producers multiple times a day via the online, mobile and satellite-delivered DTN services they trust to help them make critical business decisions. Co-branded online seminars Educational Web-based events provide insight on ag business concerns, market trends, weather outlooks, new technology, and more. Partner with our analysts and editors to position your company as the expert on specific topics. Microsites Sponsor self-contained Web sites featuring content strategically aligned with our special print editions includes blogs from our leading editorial, analytical and forecasting staff. Live event sponsorship Sponsorship of events like our annual Ag Summit which draws hundreds of large, influential producers from across the country for an intensive workshop focused on current business issues.

5 PRINT

6 PRINT TARGET KEY PRODUCER SEGMENTS WITH UNPARALLELED PRINT REACH RICH HISTORY, MODERN FOCUS Founded in 1886 as a popular agriculture magazine, The Progressive Farmer has evolved into the industry s most respected and awarded ag business publication. This essential resource provides producers with in-depth coverage of the issues affecting their farm businesses. Our producer-readers run businesses and by partnering with us, you are associating yourself with an organization dedicated to helping them address real issues with unbiased insight and unmatched perspective. PARTNER WITH THE BEST IN THE BUSINESS Every issue delivers unique content from our award-winning staff, including input on current business issues from Marcia Taylor, market insights from Darin Newsom, Bryce Anderson s assessment of how weather trends will impact crops, and the latest in equipment technology from Jim Patrico. Our staff also covers the latest technology from seed genetics to GIS, an insider s view of ag policy direct from Capitol Hill, and hot-button production concerns, such as exploding input costs and their impact on profitability. RECEIVE UNRIVALED REACH Through The Progressive Farmer, you reach ag s most prestigious and comprehensive audience. You can be confident that your targeted message is delivered in the most efficient, effective manner. Simply put, no other publication delivers the audience that we do: The deepest market penetration into all the largest producer segments in corn, soybeans and cattle 2008 Jesse H. Neal Award Winner National reach with dominance in the Midwest and the South Winner of 33 American Agriculture Editors Association awards in 2007 and again in 2008 American Business Media s Jesse H. Neal award winner in 2008 and a finalist in 2009 Current circulation: 626,200 Readers per copy: 5.5 Total reach per issue: 3.4 million readers Issues per year: 11

7 DIGITAL

8 DIGITAL INSTANTLY REACH LEADING PRODUCERS WITH DIGITAL ADVERTISING When you advertise through our digital media, you target key producers in your demographic multiple times a day while they actively gather information and prepare to make key business and operational decisions. By relying on our high-performance digital properties to showcase your company and solutions, you are associating yourself with the source prominent producers choose to help them make critical decisions. We provide producers with current, on-demand information 24/7 via the Internet, satellite and mobile phone extending your reach across the country and around the clock. Each month, our digital network provides a combined: 41.5 million average page views 45.2 million average minutes 200,000 unique users REACH VIRTUALLY ANY AUDIENCE Unlike other advertisers who are limited to a broadband connection, with our comprehensive online and proprietary satellite-delivered services, we can reach virtually any producer anywhere with unparalleled speed and versatility. Through our digital advertising, you can access the producers you want to target geographically and by content interest. Delivery is guaranteed and results are highly measurable using DART for Publishers a comprehensive hosted ad-serving platform.

9 DIGITAL A LOOK AT OUR DIGITAL NETWORK We offer a broad, customizable mix of digital media, including Web sites, e-newsletters, videos, and real-time agriculture information services. DTN Professional Our premium paid subscription services which producers spend an average of $1,000 a year for meet the information needs of the nation s most successful producers, providing editorial coverage and unique management tools for improved business decisions. Our services connect producers with information on markets, weather, news, production, livestock, equipment, farm business, land management, and ag policy any time of the day or night. Daily video commentary from DTN s industry-recognized experts is also available. With our content sponsorship opportunities, you can essentially own the topic in the mind of our readers. Subscribers: 63,400 Supplies news, weather, and market information to virtually anywhere beyond broadband accessibility Producers spend an average of 30 minutes per day with our services including an average 27 page views per day per subscriber DTNProgressiveFarmer.com DTNProgressiveFarmer.com is our free ag resource for producers, providing robust editorial coverage on markets, weather, news, production, livestock, equipment, farm business, land management, and ag policy information. Producers rely on this information around the clock to help them make important business decisions. Page views: 700,000 Unique visitors: 100,000+

10 DIGITAL DTN Snapshot The DTN Snapshot e-newsletter delivers a five-minute update each weekday morning to producers including a concise look at closing futures prices, commodity market analysis, morning news headlines, a personalized threeday weather forecast, as well as links to our most popular blogs. Subscribers: 80,000 Open rate: 16 percent Delivery: Monday through Friday by 7:30 a.m. DTN/The Progressive Farmer Electronic Newsletter The DTN/The Progressive Farmer e-newsletter is a biweekly electronic publication that highlights the best content from DTN and The Progressive Farmer. Subscribers: 70,000 Open rate: 13 percent

11 SPECIAL INTEREST

12 SPECIAL INTEREST EXPAND YOUR REACH WITH A TARGETED MULTIMEDIA CAMPAIGN Our special interest publications (SIPs) are part of our strategy to offer the best content, most effective reach, and fully integrated advertising programs. SIPs draw upon our worldwide team to create a vivid picture of a key issue or industry-shaping trend critical to the business of modern American agriculture offering national and global perspectives. This comprehensive coverage provides tactical advertising and sponsorship opportunities showcasing your company as a solutions provider. With a rich blend of editorial content and highly targeted ads, our SIPs are a business resource that producers and ag leaders continually refer to for operational ideas. INTEGRATED, MULTI-CHANNEL SIP ADVERTISING Promote your brand as a leader and a problem solver to our targeted circulation through issue sponsorship effectively delivering your message to the right producers at the right time through the right mediums. Our integrated advertising reaches relevant producers in dominant regions with: A highly focused 32-page print publication, providing a balance of detailed editorial content and solutions-oriented advertising. These issues feature 20 pages of editorial to 12 pages of advertising, and reach 260,000 core producers across the United States. A companion microsite a self-contained Web site showcasing content strategically aligned with our print SIPs. Includes high-value video clips from leading experts and producers. Your pre-roll ad can also be incorporated. Digital ads across the DTN network that reach producers multiple times a day via the services they rely on to help them make critical business decisions. Co-branded online seminars that provide insight on ag business concerns, market trends, weather outlooks, new technology, and more. Partner with our highly regarded analysts and editorial staff to help establish your company as a go-to on the topic at hand. Sponsorship of industry live events, including the annual DTN/ The Progressive Farmer Ag Summit which draws hundreds of large, influential producers from across the country for an intensive workshop focused on current ag business issues.

13 EVENTS

14 EVENTS LIVE EVENTS AND CO-BRANDED ONLINE SEMINARS THE ANNUAL DTN/THE PROGRESSIVE FARMER AG SUMMIT Recognized as the best producer-focused seminar, the annual DTN/The Progressive Farmer Ag Summit delivers a new perspective on the modern business of agriculture. Held each December in Chicago, this three-day event is timed to coincide with leading producers year-end decision-making. Industry thought leaders such as past speakers: Blairo Maggi, governor of Mato Grosso and the world s largest soybean farmer, and CHS Executive Vice President Mark Palmquist are prominently featured. Additionally, our staff of industry-recognized editors and analysts lead sessions on business and operational issues. This first-class event delivers high-quality amenities facilities, meals, receptions, and networking events at popular venues. Pre-event promotions include: Promotional ads across the DTN Digital Network Multiple branded direct mail and promotions Articles in The Progressive Farmer and on DTNProgressiveFarmer.com focused on summit topics Event recognition includes: Brand logo recognition on signage and materials Ability to leverage your sales force and literature Participation in producer focus groups Opportunity to bring your best customers to the summit Post-event benefits include: Attendee list, including contact information and individual demographics Video clips of summit speakers Recognition on the event microsite Follow-up articles on summit presentations in The Progressive Farmer and on DTNProgressiveFarmer.com CO-BRANDED ONLINE SEMINARS We produce 30-minute online seminars to help producers boost their profitability and performance. These live events are hosted by our awardwinning editorial staff like Marcia Zarley Taylor and Darin Newsom and are attended by producers from across the country. An archive of past events is available on demand, extending the power of your sponsorship and/or participation. Sponsorship includes co-branded advertising: Promotional banner ads published throughout the DTN Digital Network Brand logo treatments on all messaging related to the event

15 DTN/THE PROGRESSIVE FARMER IS The industry s only national farm publication The provider of the largest ag circulation The media company with the most innovative advertising packages The organization that delivers the industry s leading producers The absolute best advertising solution

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