More publications are moving online or improving their online presence as the farming community increases its use of the internet, smart phones and tablet computers.
The latest to take this route is the monthly machinery magazine Tractor & Farm Trader, whichceased publication with its June edition published in May.
However, Kent-based Kelsey Publishing promises new initiatives: “We will be reinvesting our time and energies into other exciting projects within the tractor market,” says commercial director, Matt Carson. “This will include a growing focus on digital activity with a bigger, brighter website planned amongst other ideas we hope to realise in the coming months.”
Kelsey launched Tractor & Farm Trader as a monthly subscription and newsstand magazine in August 2006 and started publishing two editions a month the following March. It reverted to a monthly in September 2009 and continued to focus on product and company news, sales reports, buying guides and technical features related to farm machinery.
“The magazine had been well received and the enthusiasm that it had generated was very encouraging,” says Matt Carson. “However, it struggled to build momentum after its successful launch.”
Emphasis has switched to Kelsey’s www.tractor-and-machinery.co.uk website, which is being revamped.
Trader Media Group has also decided to stop publishing its agricultural title, Farmers Trader along with all the other magazines that established it as one of the biggest publishers of used vehicle advertising. Instead, it will publish solely online. The titles carry mostly classified advertising with a limited amount of editorial.
“The magazines were the foundation for Trader Media Group’s 36-year heritage,” says Paul Mogridge, publishing director. “However, as consumers and dealers move away from printed publications to access information and make purchases online, it is a natural progression in our evolution.”
Farming Monthly has bolstered its online presence while continuing to print a monthly edition containing a large volume of mainly advertiser-supplied editorial. There is a news website, which has recently undergone a makeover with iPad, iPhone and Android smart phone editions, and digital flip-over version of the print magazine.
Another title with improved online presence is Farmers Guide, which has a new-look website and a Twitter account (@farmersguide) managed by Guild member Dominic Kilburn. Also, the print magazine, which has expanded into other areas from its East Anglian origins over the years, is now distributed nationally.