Advertising … Your Way
According to Andrew Weber, Farm Journal Media’s president and CEO, his company capitalizes heavily on data-driven custom advertising … both in advertorial-style approaches in the magazines to target audiences as well as in creative print units. “We have been doing intricate database management and custom [advertising] and production for magazines for over 20 years, and have extended that to TV and the Internet this decade,” he says.
“We have a reputation for doing a number of publishing firsts with creative units … including embedding CD-ROMs of some television footage physically inside of a ‘pouch-type’ cover, talking ‘chips’ mounted to ROP [run of press] ads … and inserts, etc.,” he says.
Pouch covers and/or inserts (also called report card covers) actually resemble a report card envelope. The cover or insert has an opening at the top where a piece of promotional material is inserted.
An example of one of Farm Journal Media’s large custom publishing projects: Farm Journal Media mapped out 80,000 readers based on a chemical company’s 1,200 select retailer locations. Each of these 80,000 Farm Journal Media subscribers received a multipage ad unit for the chemical company that featured only the chemicals available at those particular retailer locations. The ad also contained a personalized $2/acre rebate check based on Farm Journal Media statistics on how many acres of crop that specific farmer grew. For example, if a farmer had 500 acres of corn, they received a rebate check in their name for $1,000.
The farmer could take the check right from the ad, go to the retailer, purchase the chemicals, and use the check to process the rebate. “The program … was immensely successful. That advertiser is now entering their sixth large multimedia campaign with us,” Weber says. “The $2/acre custom publishing project was part of an extensive multimedia project that also involved custom TV and newsletter components.”