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Farm Collector magazine celebrates 10 years
Niche publication shows farming’s “good ol’ days” continue to be profitable
TOPEKA, Kan. (July 14, 2008) – Gone are the horses and plows, “Johnny Popper” tractors and stationary engines of farming’s golden age. Gone but not forgotten, as evidenced by Farm Collector magazine’s 10 years of steady growth.
While many special-interest publications have closed up shop, the August issue (on sale July 15) marks a decade of consistent revenue increases at Farm Collector. Annual subscription revenue continues to grow for this monthly publication, with a 7 percent increase between 2006 and 2007. The first two quarters of 2008 carry on the trend, up more than 4 percent over the same period in 2007.
Renewal percentages also show an extremely loyal audience. Farm Collector averages a 71 percent renewal rate for customers who have subscribed continuously for three or more years. Since its inception, Farm Collector has grown to more than 43,000 paid subscribers.
“We knew there was a passionate audience for a magazine like Farm Collector when we started in 1998. The passion and commitment of the Farm Collector audience has made it an important and successful part of our company,” says Bryan Welch, publisher and editorial director.
In addition, Farm Collector Show Directory, the brand’s leading ancillary product, continues to provide advertising revenue as well as direct sales income. At more than 460 pages, this annual publication is the top-selling resource for antique farm-equipment events throughout the U.S. and Canada. Ogden Publications, owner of Farm Collector, sells more than 16,000 copies of the directory each year.
This market may just be taking off. New York Times journalist Barrie Alan Peterson wrote in April, “People with less money and more space than classic car collectors have been discovering old farm tractors in recent years, and magazines like Farm Collector are available to help slake their thirst.”
According to Farm Collector reader surveys, these enthusiasts plan to make significant purchases to support their collections within the next 24 months – making them amenable to offers for more mainstream products including vehicles, fencing and tools. For instance, almost 36 percent plan to buy a tractor, while 29 percent say they will purchase at least one outbuilding.
A full 98 percent of these readers own their homes, with the majority farming not for profit but for pleasure. Sixty-three percent anticipate lawn or landscaping improvements, and 28 percent of these readers will install new fencing on their property.
Web analysis reports and reader surveys tell of a growing and increasingly Web-savvy audience. Unique Web visitors to www.FarmCollector.com increased 53 percent from 2006 to 2007. Through the first two quarters of 2008, unique visitors are up another 34 percent. Ogden Publications plans to turn the Farm Collector site into a farm-collectible portal, adding www.GasEngineMagazine.com and www.SteamTraction.com under the FarmCollector.com umbrella later this year. Ogden expects the move to increase annual unique visitors to FarmCollector.com by two-and-a-half times.
Also, reader surveys found that almost 50 percent of Farm Collector respondents use the Internet to purchase farm equipment, research rural-lifestyle topics and ask questions about rural living.
“Thanks to the enthusiasm of Farm Collector’s community, new people – especially young people – are discovering the fascinating world of farm collectibles, and we expect to celebrate the 20th anniversary of Farm Collector with an even bigger and more successful magazine,” adds Welch.
About Farm Collector
Farm Collector (www.FarmCollector.com) is a monthly publication celebrating vintage farm equipment. Since 1998, Farm Collector has featured unique collections, extensive renovation projects, early farm practices and related attractions. Enthusiasts also turn to Farm Collector for previews of notable shows and auctions, and extensive classified advertising.
About Ogden Publications
Ogden Publications Inc. (www.OgdenPubs.com) is the leading information resource serving the sustainable living, rural lifestyle, farm memorabilia and classic motorcycle communities. Its brands include industry authorities Mother Earth News, Natural Home, Utne Reader, The Herb Companion, Capper’s, Grit, Farm Collector, Gas Engine Magazine, Motorcycle Classics and Good Things to Eat. In addition to its media portfolio, Ogden Publications offers a complete line of individual accident, health and life insurance and annuity products through its Capper’s Insurance Service division. Capper’s Insurance Service serves individuals in Kansas, Nebraska and Iowa.