Farm Progress to Launch RURAL LIFE Magazine

Rural Lifestyle magazine captures the multiple-acre rural homeowner audience - inaugural issue set for April 2006. Compiled by staff 

Published on: Mar 10, 2006

Farm Progress Companies announces the launch of RURAL LIFE, a quarterly magazine that delivers the affluent audience of rural-living, multiple-acre homeowner consumers. Circulation of its April, 2006 inaugural issue is 125,000.

RURAL LIFE covers a range of topics in a seasonal thinking-ahead format to guide its readers to a greater enjoyment of their rural lifestyles. Content includes practical information to inspire readers to upgrade, build and develop their property, features detailed how-to projects with resource guides for supplies, tools and equipment, and provides ideas for outdoor-enjoyment activities.

"This is an excellent growth opportunity for Farm Progress," says Jeff Lapin, Farm Progress president. "Many of our current customers expressed the need for a publication to provide solid coverage of the multiple-acre rural homeowner niche. We saw an opportunity to fill a gap in the rural/farm/consumer magazine categories with our audience development and delivery capabilities. This audience will be delivered with the editorial scope, quality and integrity readers and sponsors expect of Farm Progress."

"I've always felt that Farm Progress has the ability to reach the right audience for John Deere products," says Mike Gustafson, John Deere manager, ad creative. "Now, with Rural Life, Farm Progress gives us an even better opportunity to bring the John Deere quality story to part-time producers and those who love the rural lifestyle."

Collectively, Farm Progress' magazines now reach nearly 900,000 rural homes with such titles as Prairie Farmer, The Farmer, American Agriculurist and Farm Futures.

"We are very pleased with the initial advertiser-support of RURAL LIFE," says Don Tourte, national business development director. "More than a year ago, several of our current customers expressed their needs to reach this very desirable but underserved rural-consumer market. RURAL LIFE provides a superb print and Web tie-in complement to what has been an underserved market. Plus, our shows add audience-reach dimension and unique impact opportunities to sponsors. It's a powerful market coverage and solid advertiser-value package."

Dan Crummett has been named RURAL LIFE executive editor. "We want to inspire our readers with down-to-earth projects to enhance their property and ideas to help them take full advantage of their rich rural lifestyle," he says. Crummett was most recently serving as a Farm Progress Magazine Group executive editor.

RURAL LIFE is part of the company's long-term strategy to expand its rural market service and reach. Most recently, FARM FUTURES, the nationally circulated publication for high-volume ag producers, was launched in October 2004. Its success was recently recognized in FOLIO: magazine as one of magazine publishing's most notable launches. Additionally, the Farm Progress Magazine Group's 18 state and regional publications serving ag producers' production information needs were redesigned and editorially refocused to maximize their local editorial strengths.

The new magazine's companion Web site, will also launch in April.