Launch of magazine Farm & Country - what do you think?

[Farm & Country]

We'd really like to hear your feedback on this our launch issue. View it here: https://bit.ly/30VAPnv

Distributed free across the South West in print, and nationally via digital partners, Farm & Country exists for anyone with an interest in our countryside. For farmers, smallholders, rural dwellers, city dwellers; we aim to explain how our farming industry works, how our farmers set world class standards and where our food comes from. We aim to debunk the myths and to provide a positive narrative to the great work our industry does, its valuable contribution to our environment and our economy.

What do you think? When replying, please do let me know your role within the industry.

View it here: https://bit.ly/30VAPnv

 

[JP1]

Looks very much aimed at lifestylers

The first question in the back of my head was is there space in the market and what's your funding model?

 

[Farm & Country]

Looks very much aimed at lifestylers

The first question in the back of my head was is there space in the market and what's your funding model?

Thank you JP1, really appreciate your comment. Previously thelandsman and relaunched this year as F&C. Ideally aimed at anyone with an interest in the workings of our countryside - farmer, landowner, consumer. I am also hoping it will be a vehicle to promote all that is great about our British farming brand along with a bit of education. Fair point about it looking 'lifestyle' - our day job is a design agency and we work with companies in the industry. This mag in its previous incarnation looked a bit dry, you can view back copies of thelandsman on the website https://bit.ly/2Gs6naZ. We gave it a facelift for 2020. It is funded by advertising - print advertising is a difficult space as we know but it washes its face.

 

[JP1]

Thank you JP1, really appreciate your comment. Previously thelandsman and relaunched this year as F&C. Ideally aimed at anyone with an interest in the workings of our countryside - farmer, landowner, consumer. I am also hoping it will be a vehicle to promote all that is great about our British farming brand along with a bit of education. Fair point about it looking 'lifestyle' - our day job is a design agency and we work with companies in the industry. This mag in its previous incarnation looked a bit dry, you can view back copies of thelandsman on the website https://bit.ly/2Gs6naZ. We gave it a facelift for 2020. It is funded by advertising - print advertising is a difficult space as we know but it washes its face.

All fair points. Good luck. It doesn't look dry and I hope your editorial sources don't dry up

I spot a big market for the food conversation for UK diversified farming businesses. The supply is fragmented but not everyone can have the critical mass to get to be within a Waitrose house magazine

I remember laughing out loud when Origin (now BBC Haymarket) published a Countryfile Magazine after I lobbied Peter Phippen for years. Haymarket couldn't be persuaded to do a Countryfile Live within another show infrastructure either. They're both up and running now

You've come on a Farming Forum so we are all mostly production led so you may get a lot of resistance if it's too Countryfile esque and not "real" farming

Good luck

 

[Farm & Country]

All fair points. Good luck. It doesn't look dry and I hope your editorial sources don't dry up

I spot a big market for the food conversation for UK diversified farming businesses. The supply is fragmented but not everyone can have the critical mass to get to be within a Waitrose house magazine

I remember laughing out loud when Origin (now BBC Haymarket) published a Countryfile Magazine after I lobbied Peter Phippen for years. Haymarket couldn't be persuaded to do a Countryfile Live within another show infrastructure either. They're both up and running now

You've come on a Farming Forum so we are all mostly production led so you may get a lot of resistance if it's too Countryfile esque and not "real" farming

Good luck

Thank you again.

You raise an interesting point about the food conversation and I am interested to investigate that further.

An even more interesting point you raise is the one of resistance. I appreciate your point there, and it is easy to criticise but we can turn that in to a positive and an idea can develop, so I want to hear from the industry and its ideas on what a media channel (print magazine/video/online) looks like. A vehicle that reconnects the farmer with the public in a real way, i.e. not packaged up - a vehicle that satisfies the needs of both, shares the facts, shares the stories and answers the questions that many people are asking, even the difficult ones. No one likes the difficult ones but sharing knowledge and practice builds trust and confidence.

Industry orgs are trying to do this and there are some good examples however, everyone appears to be working in silos with little joined up thinking or approach. This is something that I have been working on, with others from industry, for sometime but these things take time! Ergo creating a consumer facing voice of the farming industry, which we know is much needed, may take time and face resistance because many will have a view on how it should be done.

Thank you once again, your time and input is very much appreciated.

 

[kfpben]

There are at least two farm supplies businesses that I’m aware of called ‘Farm & Country’ so perhaps not the best choice of magazine title?

 

[steveR]

Nice little read, but not really pitched at me I feel. Wife would like the mag and will find it interesting I suspect, but cannot stand reading on a PC. I will read on a laptop or tablet, but prefer paper...

No idea why not, but I also sent my daughter the link, and it would not open on a mobile phone. Not an issue to me on a laptop, but will be to the zillions who live on a mobile phone, if it is not formatted to display for a mobile?

 

[Daniel Larn]

It looks good, hopefully plenty will pick up the print copies and give it a read.

 

[averageguy54]

I just had a read through and found it very enjoyable. I do agree with JP1's assessment about it seeming to be geared to lifestylers. It's good to see that there is room in agriculture for the individuals looking to fill a niche, they serve a need. I also think that you should look at covering more mainstream farms as well, like profiling a small or mid sized free holder as well as the big guys, showing that farms of all sizes are needed to supply the market. Also a variety of types of farms, arables as well as livestock. My favorite the small mixed farm which has a lot of potential for the future.
Even as is, I'd read it again.

 

[Farm & Country]

There are at least two farm supplies businesses that I’m aware of called ‘Farm & Country’ so perhaps not the best choice of magazine title?

Thank you. Good point - although I wanted a title that does what it says on the tin if you like. We talk about farming and we talk about the countryside. Great to get feedback, thanks again.

 

[Farm & Country]

Nice little read, but not really pitched at me I feel. Wife would like the mag and will find it interesting I suspect, but cannot stand reading on a PC. I will read on a laptop or tablet, but prefer paper...

No idea why not, but I also sent my daughter the link, and it would not open on a mobile phone. Not an issue to me on a laptop, but will be to the zillions who live on a mobile phone, if it is not formatted to display for a mobile?

Thank you, can I ask why it's not pitched at you? And perhaps why your wide would find it interesting? Is that ok? If you would like to communicate with me offline then you can email me - email is on the web site.

The link should open on mobile, I will look in to that. Thank you for letting me know. We do a print version which is distributed across the South West. If we could get some more advertising and financial support then we could go national but it's that age old problem - finance.

I look forward to hearing from you.

 

[Farm & Country]

It looks good, hopefully plenty will pick up the print copies and give it a read.

Thanks Dan, I hope you are well. It would be good to catch up soon and find out how you are getting along. Best Rebecca

 

[Farm & Country]

I just had a read through and found it very enjoyable. I do agree with JP1's assessment about it seeming to be geared to lifestylers. It's good to see that there is room in agriculture for the individuals looking to fill a niche, they serve a need. I also think that you should look at covering more mainstream farms as well, like profiling a small or mid sized free holder as well as the big guys, showing that farms of all sizes are needed to supply the market. Also a variety of types of farms, arables as well as livestock. My favorite the small mixed farm which has a lot of potential for the future.
Even as is, I'd read it again.

That is a really good idea thank you. I think I may canvass the membership here and see if anyone wants to contribute. Great idea - again, thank you.

 

[Daniel Larn]

Thanks Dan, I hope you are well. It would be good to catch up soon and find out how you are getting along. Best Rebecca

Hello Rebecca, Yes, let's catch up in the week.

 

[ajcc]

Sorry...... someone gave me a copy at Christmas, been lying on lounge floor for six weeks untouched, until it helped light fire last evening.....evidently didn’t appeal in our farm household.

 

[Farm & Country]

Sorry...... someone gave me a copy at Christmas, been lying on lounge floor for six weeks untouched, until it helped light fire last evening.....evidently didn’t appeal in our farm household.

Glad it came in handy in some way at least.