WHAT'S NEW IN THE CANADIAN MARKET
Editor's Note: To get a feel on what's new, we invited publishers of Canadian farm publications to provide information about the market place and their current serves. Following is the information from those who chose to participate.
THE WESTERN PRODUCER
by Lisa McVeigh, National Advertising Representative
The strengthening Canadian dollar has resulted in lower commodity prices for Canadian cereal, oilseed and beef exports on the world market. This has been somewhat offset by a rebound in global commodity markets over the last few months. A lucrative oil and gas market in Alberta is attracting skilled labour from across the prairies, leaving a shortage on western Canadian farms. That, in turn, should boost investment in labor-saving larger equipment.
The current buzz in western Canadian agriculture involves the potential for biofuels to boost production of feedstock, farmer income and the agricultural economy. Canola oil's lubricity and other superior qualities make it a premium source for biodiesel production. Plant breeders are developing canola varieties that yield oil specifically suited for this industrial use. The same is happening with cereals, which are being bred for starch content and qualities that aid ethanol production.
Marketers continue to look beyond page tactics to engage customers on a one-to-one basis. To meet this demand, The Western Producer has grown its product offerings to further capture reader attention. Examples include the introduction of a front-page banner; ear lugs, branded advertorials and partial cover wraps.
TOP CROP MANAGER
by Peter Phillips, Publisher, Exeter, Ontario
Introduced in 1989 as an annual publication to fulfill the requirement for technical but practical crop production information by prairie growers, Top Crop Manager now comprises thirteen issues that include distinct western and eastern editions, as well as a special edition for potato growers.
New to the staff during the last year is Nat'l Sls Mgr, Kelly Dundas, who joins the magazine's team with a wealth of experience from the seed business. He has quickly demonstrated his abilities in providing first-rate service to advertisers.
He is keen to share with advertisers the recently produced Readex study, which surveyed readers in February 2006. This is the fourth time we have been able to demonstrate with this independent study how well-received Top Crop Manager is by readers.
For 2006-2007, he expands this role as he assumes responsibility for my clients when I retire this fall, after 30 years as publisher of this magazine group. It's been a rewarding experience. Especially, I have enjoyed the fellowship and relationships I have built up over these years and want to thank the numerous people who believed in the style of magazine we have developed and backed us with their advertising commitments in "Canada's magazine of crop production and technology."
Founding Editor, Peter Darbishire is adding the Publisher's role to his responsibilities. His continued involvement helps ensure that the direction of the magazine is firmly in the "growth" mode!
ONTARIO AGRICENTRE TO FEATURE AG ART WORK
Public spaces throughout the Ontario AgriCentre, Guelph, ON, will feature original artwork depicting agriculture and rural life, as part of an AgArt Exhibition showcased at the official opening of the building.
"We're calling on the entire agricultural community to take part in this exciting new exhibition through donations, loans and consignment work," says Ontario AgriCentre President Peter Hannam. "We would love to hear from artists interested in exhibiting their work, and from companies that have agricultural art to loan or donate."
To pay tribute to agricultural leaders, the AgArt Exhibition will also feature a rotating selection of portraits from both the Canadian Agricultural Hall of Fame and the Ontario Agricultural Hall of Fame.
To view the Canadian Ag Statistics information, please see the July/August issue of AgriMarketing.