Farm Journal Media: Behind Its Growth in Print, Digital, Events and More
Skodzinski: Have you held any virtual events or webinars? If so, do these provide significant supplemental revenue, or do you expect them to in the future? If not, do you plan to?
Weber: Yes, but right now these are immaterial to our business—haven't really caught on in the agricultural market.
Skodzinski: Where is Farm Journal Media investing most heavily?
Skodzinski: Farm Journal Media was a pioneer in versioned magazine production—for example, you had a version for pig farmers, if I'm not mistaken, that would feature some unique content and advertising specifically targeted to that demographic, and another version for dairy farmers, etc. Is this still part of your print model?
Weber: Yes, this and our content are the heartbeats of the Flagship.
Skodzinski: Have you carried this targeted approach over into digital? If so, how?
Weber: Yes, we can serve digital ads to left-handed corn farmers in Nebraska. Seriously, this targeting is fundamental to everything we do at Farm Journal Media.
Skodzinski: Has the way you serve marketers/potential advertisers changed in the past year or two, or is it changing now? If so, how?
Weber: In 2009, we totally blew up our go-to-market strategy and combined three sales forces into one best-of-breed salesforce that represents all of our products. This has dramatically increased our ability to serve clients.
Skodzinski: Where do you see Farm Journal Media's print publications fitting in to the company's long-term strategy?
Weber: While we're building our business around digital, print will always be our brand strength.
Skodzinski: What are the company's biggest challenges?
Weber: We are absolutely wrestling with growing pains and trying to staff quickly while bringing in the right type of people to fit our family.