Opinions & sacred cows: Times, they are a changin’
By Ron Goble
Since this is our annual “technology/innovation” issue of Western DairyBusiness, it’s fitting to announce dairy producers and dairy-related industry readers can now receive the all new digital DairyBusiness Weekly magazine with interactive content, which was launched Nov. 14 by DairyBusiness Communications.
This new weekly magazine contains news, features and advertising presented in a format designed for computer screens and mobile devices, according to Joel Hastings, a partner in DairyBusiness Communications.
Dairy producers, veterinarians, nutritionists and other industry service personnel are online, he explained.
“Traffic to our web sites has reached astounding volumes, our videos are proving very popular and our social media activity has grown exponentially in the last two years. The industry is definitely ready for a national digital weekly with the convenience and interactivity provided by the Internet,” he said.
The DairyBusiness editorial team, based in locations across the country, will produce unique content, including text, photography, audio and video components. Combined with curation from a variety of industry sources, the content will be interactive, allowing links to sources and original documents. Readers will have easy opportunities to quickly skim the stories for an overview, or dig further into the topics presented using online connections.
The digital format will be sized for screens of various sizes and feature content and advertising with the look and feel of a contemporary magazine. The initial circulation will be delivered free to DairyBusiness and HolsteinWorld magazine subscribers who have provided e-mail addresses. All dairy producers and industry participants across the U.S., Canada and internationally may receive the publication free.
Each Wednesday, 48 times per year, subscribers will receive an e-mail message alerting them they can access the publication. The publication will reside on a DairyBusiness server and can be opened immediately by clicking on an embedded link, with no large attachments transmitted to subscribers.
Marketers of products and services for dairy producers will have opportunities to advertise in several ad sizes, including full and partial screens. Messages may contain not only art and text, but also video, audio and live links to engage the readers, providing more product information and allowing faster response to reader inquiries.
Because no printing, paper or postage is required, the savings are passed along to marketers who will enjoy extremely cost-effective ad pricing. Short ad deadlines, fast production turnaround and weekly frequency will provide timely access to the marketplace.
“We are committed to delivering information to producers using the full range of media,” Hastings said. “In surveys and interviews, they’ve told us they prefer a combination. While we are very excited about this new magazine, we firmly believe the traditional values of print and broadcast remain. Print, broadcast, newsletters and web sites will continue to be fundamental to our multi-media mix.”
To subscribe, go to www.dairybusiness.com; e-mail firstname.lastname@example.org with “DairyBusiness Weekly” in the subject line; or call 800-334-1904 ext. 244. Advertising information is available from DairyBusiness and HolsteinWorld account managers; e-mailing email@example.com; or call publisher Cliff Passino at 866-511-7271.
Have an opinion? E-mail Ron Goble: firstname.lastname@example.org