Farmer’s Weekly editor Karl Schneider (pictured above left) was formally introduced to the Guild at a meeting hosted by the Midlands branch.
The meeting was held at Chesford Grange, near Stoneleigh, Warwickshire, on 4 June.
Outlining Farmer’s Weekly’s goal to be seen as the voice of the farmer, Karl emphasised the increasing importance of digital media. “There are now huge numbers of farmers uploading pictures on to the site, especially during harvest,” he said.
The digital platform was expanding, with far more focus on online coverage.
“Consider sending word and video sound bites,” Karl urged. “Interviews should not be more than five minutes. Just 40 second video clips can show some aspects of farming in practice in a far easier and quicker way than writing about them.”
This approach was leading Farmers Weekly to build substantially on audience interaction, said Karl. It offered the user choice to access whatever they wanted in whatever form they wanted it.
Six months after taking over as Farmers Weekly editor, Karl also discussed his take on the farming industry and the media that serve agriculture.
He talked about his plans to maintain the title’s lead in the sector, talking about how publishing integrates with awards, conferences and other events.
At the same meeting, Farmers Weekly executive director Richard Watts (pictured above right)brought Members up to speed with other activities, including the title’s focus on agricultural information and its wider media strategy.