Farm Journal Ups Frequency, Adds June Issue
Employing wide, but targeted distribution strategy.
At a time when most frequency changes go backwards, Farm Journal is adding to its lineup with the addition of a June issue.
The B2B magazine for, of course, farmers, prints 13 issues currently. It’s 14th, the upcoming June issue, won’t be distributed to all of its 360,000-plus readers, but will focus on two key audience demographics with a print run of 190,000 copies.
Content will focus on maximizing crop yields—a timely subject for farmers in June—and be paired with mobile, digital, educational and experiential offerings. June’s folio size and ad-edit ratio will be in-line with Farm Journal’s other 13 issues.
“The June issue extends our ability to give readers more of what they value and advertisers a vehicle to connect with growers in-season. This is especially important with today’s tight margins,” says Charlene Finck, senior vice president of editorial and content development for Farm Journal Media. “We are targeting the key core corn and soybean growers within our audience. The 250-plus acre farmers produce the lion’s share of our nation’s crops.”
The issue is a permanent addition to Farm Journal’s yearly rotation, Finck says. Based around farmers’ seasonal schedules, the magazine had traditionally had a gap in publication from April to July.
Operationally, that gap meant there was room for the change.
“Other than securing another printer slot with [our printer], we simply folded the new effort into our work flow,” Finck says. “Our team is nimble and thinks audience-first, which makes this type of addition to our lineup a priority to execute.”