Reaching people who live the country life has been the subject of several articles in Agrimarketing Magazine. That’s why Lynn Henderson, Publisher, was on hand at the Country Living Outlook Conference. Lynn says that the rural lifestyle market presents a significant opportunity for traditional agribusiness companies.

Besides talking about country living we also talked about Agrimarketing Magazine going digital. I read my digital edition of Agrimarketing as soon as I got it and it’s now my preferred way to receive the publication. Lynn says there are 4 main reasons why he chose to go to a digital edition.

• He can get the magazine out 2 weeks before it shows up in the mail.
• His audience is wired and on high speed internet access and ready for it.
• His next generation of readers have grown up with the computer.
• Now subscribers who travel can read the magazine while online.

Of course I had to ask if this means he’ll stop printing the magazine. Lynn says his advisory board asked him immediately, “You’re not going to do away with the magazine are you.” So although it would represent a huge cost savings he has no plans to quit printing the magazine.

One of the things the digital edition does according to Lynn is present some new advertising opportunities since it can contain audio and video and links to online content. He says the response has been tremendous so far and he’s noticed that it’s driving more traffic to the Agrimarketing website.

The program concludes this week with music from the Podsafe Music Network. This week’s song is “Coyotes Song – End of Hunting” by the No Plastic Inside. I’m going to be taking a few days off later this week and again in a few weeks to do some hunting so I thought it worked.

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