Media pack 2021 Inside: Information about our range of marketing opportunities for businesses large and small: Affino
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Media pack 2021
Inside: Information about our range
of marketing opportunities for
businesses large and small:
• About us
• Key statistics
• Readership
• Advertising
• Sister brands
fginsight.com/advertisewithus
websiteurl .com
MEDIA PACK
CONTENTS
From the editor 3 Product focus bespoke email 10
About Farmers Guardian 4 Email newsletter adverts 11
Readership 5 Website adverts 12
Key statistics 6 Additional opportunities 13
Display advertising opportunities 7 FGBuyandsell.com and Auction Finder 14
Classified advertising opportunities 8 Sister brands 15
Print adverts 9 Contact us 16
2 fginsight.com/advertisewithus
FROM THE
EDITOR
WELCOME to Farmers Guardian, the premier weekly title for the agricultural
community.
For over 175 years, Farmers Guardian has sought to ask what the political and
business decisions of the day really mean for its readers, and that is a tradition the
current team is proud to continue, both in print and online.
Drawing on the resources of an unrivalled team of journalists, commentators and
farmer writers, Farmers Guardian is packed full of technical features across a
range of sectors including livestock, arable and machinery. By showcasing farm
businesses or delving further in to farming systems, we aim to give our readers an
insight into innovative techniques which can hopefully inspire new ways of thinking
on their own farms.
Farmers Guardian is also setting the agenda with its coverage of news and
business stories, with our Brexit analysis asking what the ramifications of the
political maelstrom are for those on the ground.
Our livestock sales and market data coverage also keeps our community
up-to-date with weekly trading and shines a light on the auction marts which are
such an integral part of the rural community, whether that is from a business or
social perspective.
With weekly sales and trading at the heart of our community, FG Buy and Sell
Classified is an intrinsic part of Farmers Guardian magazine. Along with its online
counterpart, FGBuyandSell.com, it connects buyers with sellers across the country.
Presented in a traditional format, it has been loved and supported by the people
who make this industry tick for generations.
While print sales continue to be strong, our online news platform is surging
ahead. FGinsight.com has record visitor numbers and our social platform is now
the largest in UK agriculture. We’re thrilled to share our content digitally to over
230,000 followers on Facebook and in excess of 57,000 on Twitter.
I am incredibly proud to be the editor of Farmers Guardian and am driven to
bringing the very best insight and analysis to our readers.
Ben Briggs
EDITOR, FARMERS GUARDIAN
fginsight.com/advertisewithus 3
ABOUT
FARMERS GUARDIAN
About us
FARMERS Guardian is the authentic voice of deliver the latest news, views, analysis and
agriculture and is committed to ensuring a insight every Friday.
positive future for Britain’s farmers. You can communicate the value and
Our publication reaches into the whole benefit of your brand, product or campaign
industry – from established farmer through with our range of advertising solutions.
to the next generation – with diverse content Reach the decision makers and influencers
to inform, advise and entertain. operating at the heart of agriculture. We
2020 has already seen the industry evolve connect buyers with sellers and build long-
in the face of uncertainty, financial pressures lasting customer relationships.
and new technology. So, why not join us and become part of
Our readers trust Farmers Guardian to our story?
Why choose Farmers Guardian?
3 Farmers Guardian provides you with 3 Choosing Farmers Guardian ensures your
direct access into the heart of farming brand is featured in a trusted, insightful,
3 Our multiple platforms are the most market-leading title alongside our
effective way to reach farming unrivalled journalism
communities in the UK 3 Our brands can help you raise your brand
3 Reach thousands of decision makers awareness, launch new products, increase
via a cost effective channel sales and much more
CONTACT US TO FIND OUT WHAT WE CAN DO FOR YOU
01772 799500 fgclassified@farmersguardian.com
4 fginsight.com/advertisewithus
GEOGRAPHICAL BREAKDOWN OF OUR
READERSHIP
TOTAL READERSHIP = 81,632 7%
REGION % SHARE
North East 9%
North West 17%
Yorkshire and 9%
1%
the Humber 11%
17%
East Midlands 9%
11%
West Midlands 11%
East Anglia 3% 9%
South East 6%
11%
South West 9% 3%
Scotland 7% 15%
Wales 15%
6%
Northern Ireland 1%
9%
Rest of world 1%
Who are our readers?
43% 64% 35% 65% 49%
of all 50+ha of all 100+ head of all sub 400ha of all 200+ head of all 100+ head
farm businesses farm businesses farm businesses farm businesses farm businesses
B B B B B
UM E UM E UM E UM E UM E
1 1 1 1 1
N
N
N
N
N
R
R
R
R
R
CROPS
LE
DAIRY ARABLE SHEEP BEEF
WE
& GRASS E I
T
TI KL TI TI TI
TLE Y T TLE TLE TLE
fginsight.com/advertisewithus 5
KEY
STATISTICS
Farmers Guardian in numbers
Established Readership Average read time
175 81,632 70
years Each issue loved and
shared by 2.9 people minutes
Circulation
FGInsight.com, the online home
28,149 Made up of subscribers, newstrade
purchasers and farming events
of Farmers Guardian
350,000+
Page views per month
168,900+
Website users per month
Speak directly to our engaged social media audiences
REINFORCE the credibility of your brand by promoting your
business on our social media channels, hosted under the
trusted name of Farmers Guardian. 60,400+ 246,000+
Launch new products, advertise your services or position your Twitter followers Facebook followers
business as a thought leader on a relevant agricultural topic.
With sponsored social media posts, the possibilities open up
even more. You can choose exactly who you want to talk to and
specify an age range, location, interests and even industry. 32,000+ 3,400
It's a guaranteed way to make sure you're talking to exactly Followers Followers
who you're aiming to reach.
6 fginsight.com/advertisewithus
FARMERS GUARDIAN DISPLAY FEATURES LIST 2021
ADVERTISING OPPORTUNITIES
SEPTEMBER
September 3: Sheep supplement (commercial focus)
Autumn herbicides 2 | Combines
September 10: Dairy supplement (including UK Dairy
JANUARY MAY Day preview) | Machinery workshop
January 1: Sheep and lambing May 7: Sheep | Beef Expo preview | Focus on
September 17: Autumn pest control, incorporating
January 8: Dairy-Tech preview potatoes (including crop protection)
slug control | Dairy (including Dairy
January 22: Machinery & Tractor Magazine | Farm May 14: Dairy
May 21: Machinery & Tractor Magazine - LAMMA Show preview)
business diversification
preview | Property special September 24: Farm business diversification | Irish
January 29: Spring weed control | Beef supplement
May 28: LAMMA report - part 1 | Breeding and calves | ploughing match report
(including Stirling Bull Sales preview)
Cereals 2021 preview
TBC: Royal Welsh Grassland event preview
FEBRUARY TBC: NSA Scotsheep 2021 preview OCTOBER
February 5: Spring spraying (including fungicides and October 1: Animal health | Tractors
OSR PGRs) | Machinery workshop JUNE October 8: Machinery workshop
February 12: Machinery round-up – latest sub-100hp June 4: LAMMA report - part 2 | Machinery workshop October 15: Beef supplement (including Stirling Bull
tractors June 11: Royal Highland Show supplement | OSR Sales preview) | Breeding and calves |
February 19: Dairy supplement (including UK Dairy varieties and establishment (agronomy Farm buildings
Expo) | Maize for feed and energy | update for OSR, plus latest establishment kit October 22: Careers special | Smallholder |
Farm technology - apps and hand-held devices and technology) Machinery round-up - latest 300hp-plus
February 26: Careers supplement June 18: Cereals 2021 report | Farm buildings tractors
(including grain drying and storage) October 29: Vermin control | Christmas gift guide |
MARCH June 25: Machinery round-up - latest 100hp-200hp Drainage | Sheep
March 5: Sheep | Materials handling | Farm buildings tractors | Grass and forage | Great Yorkshire TBC: Agri-Expo preview
March 12: Smallholder supplement | Machinery Show preview | Sheep TBC: AgriScot 2021 preview
workshop | Dairy | Cereal disease control 1
JULY
March 19: Potato planting (cultivations, crop protection
July 2: Crop nutrition NOVEMBER
and nutrition) | Smallholder July 9: Royal Welsh Show preview | Machinery
March 26: Machinery & Tractor Magazine - Grassland November 5: Machinery workshop | Bio-security |
workshop
special (including Grassland UK event Christmas gift guide
July 16: Organic manures
preview) | Cereal disease control 2 | Grass November 12: CropTec Show preview | Beef | Christmas
July 23: Machinery & Tractor Magazine - Tractors and
gift guide
and silage loaders special | Varieties focus (cereals and OSR)
TBC: NSA Sheep event 2021 preview November 19: Security | ATVs | Renewables
November 26: Machinery & Tractor Magazine - Arable
APRIL and root crops special | Dairy
April 2: Beef | Trailers AUGUST
August 6: Sheep supplement (pedigree focus) | Crop
April 9: Machinery workshop | Maize | Focus on
establishment (including establishment,
potatoes (including crop protection) DECEMBER
machinery and agronomy) | Machinery
April 16: Pigs and poultry supplement (including workshop | College clearance December 3: AHDB Recommended Lists report (Cereals
British Pig and Poultry Fair preview) August 13: Cultivations special | Beef | Autumn and OSR Recommended Lists) | Machinery
April 23: Farm business diversification | Bioproducts herbicides 1 round-up - latest loaders
(incorporating biostimulants and biopesticides) August 20: Machinery round-up - latest 200-300hp December 10: Machinery workshop | Spring cropping
April 30: Careers special | Machinery workshop tractors | Property special December 17: Muck and slurry handling equipment
fginsight.com/advertisewithus 7
FARMERS GUARDIAN CLASSIFIED FEATURES LIST 2021 SEPTEMBER
September 3: Sheep Supplement | Focus on 4x4s | ATVs
ADVERTISING OPPORTUNITIES | Sucklers
September 10: Dairy Supplement | Parts & Tyres |
Livestock Equipment 1
September 17: Muck & Slurry
JANUARY MAY September 24: Property Guide | September Clearance |
January 1: Equestrian Buildings | Livestock Equipment 1 May 7: Pig & Poultry 1 | Property Guide | Livestock Livestock Equipment 2 | Winter Housing
January 8: Ready for Lambing | Livestock Equipment 2 | Equipment 1 & Feeding
Pig & Poultry | Parts & Tyres | Winter Housing May 14: Beef Expo | New Products | Forthcoming
& Feeding 1 Shows | Muck & Slurry 1 | Parts & Tyres
January 15: New Products | Muck & Slurry Livestock Equipment 2
OCTOBER
January 22: January Clearance | Machinery Supplement | May 21: Machinery Supplement - LAMMA | Property
October 1: Muck & Slurry 1 | ATVs | Focus on 4x4s |
Winter Housing & Feeding 2 Special | Trailers | Contractors Directory |
Equestrian Buildings
January 29: Stirling Bull Sales | Beef Supplement | Bank Holiday Clearance
May 28: Livestock Equipment 3 | May Clearance | October 8: Livestock Equipment 1 | Parts & Tyres | Pig &
Livestock Equipment 3 Poultry | Agri-Expo Preview
Pig & Poultry 2
October 15: Beef Supplement | Muck & Slurry 2 | New
JUNE Products | Breeding & Calves
FEBRUARY June 4: Muck & Slurry 1 | Equestrian Buildings | October 22: Livestock Equipment 2 | Winter Housing &
February 5: Lambing & ATVs | Breed Directory | Muck & Property Guide | ATVs | Focus on 4x4s | Feeding | Animal Health
Slurry | Equestrian Buildings | Pig & Poultry Show Guide October 29: Contractors Directory | Property Highlights
February 12: Parts & Tyres | Livestock Equipment 1 June 11: Parts & Tyres | Royal Highland Show
February 19: Ready for Lambing | Dairy Supplement Supplement | Livestock Equipment 1 |
February 26: February Clearance | Livestock & Equipment 2 Animal Health NOVEMBER
June 18: Muck & Slurry 2 | Summer Property November 5: ATVs | Focus on 4x4s | Vets Directory |
Highlights | Beef Muck & Slurry 1 | Equestrian Buildings |
MARCH June 25: Grassland | Contractors Directory | June Livestock Equipment 1 | Sheep | Winter
March 5: ATVs | Equestrian Buildings | Muck & Slurry 1 Clearance | Livestock Equipment 2 Bedding 1
March 12: Livestock Equipment 1 | Parts & Tyres | November 12: Parts & Tyres | Festive Fatstock | Pig &
Grassland | Show Guide | Smallholder Special JULY Poultry | Winter Housing & Feeding 1
March 19: Muck & Slurry 2 July 2: ATVs | Muck & Slurry | Equestrian Buildings November 19: Muck & Slurry 2 | Winter Bedding 2 |
March 26: Machinery Supplement | March Clearance | July 9: Livestock Equipment 1 | Parts & Tyres | Property Highlights | Livestock Equipment 2 |
Livestock Equipment 2 Grassland 1 | Forthcoming Shows | Winter Housing & Feeding 2
Contractors Directory | Focus on 4x4s | Pig &
November 26: Machinery Supplement - The CropTec Show |
Poultry | Royal Welsh Show Preview
Livestock Equipment 3
APRIL July 23: Machinery Supplement | Property Guide |
Grassland 2 | July Clearance | Livestock
April 2: Trailers | Property Guide | ATVs &
Equipment 2
Groundcare | Equestrian Buildings | Muck DECEMBER
& Slurry 1 AUGUST December 3: Muck & Slurry 1 | Equestrian Buildings |
April 9: Beef | Parts & Tyres | Livestock Equipment 1 | August 6: Sheep Supplement | Focus on 4x4s | Muck & Ready for Lambing | Focus on 4x4s | ATVs |
Grassland 1 | New Products | Easter Clearance Slurry 1 | Equestrian Buildings Winter Bedding 1
April 16: Muck & Slurry 2 | Dairy Focus | Pig & August 13: Livestock Equipment 1 | Parts & Tyres | December 10: Parts & Tyres | Winter Housing & Feeding 1 |
Poultry Supplement Grassland 1 | Pig & Poultry Christmas Pig & Poultry | Livestock
April 23: Fencing | Grassland 2 | April Clearance | August 20: Breed Directory | Beef | Muck & Slurry 2 | Equipment 1 | Semen & Breeding
Forthcoming Shows | Livestock Equipment 2 Property Special December 17: Muck & Slurry 2 | Winter Bedding 2
April : Careers Special | Muck & Slurry 3 | ATVs | August 27: Livestock Equipment 2 | Grassland 2 | August December 24: Winter Housing & Feeding 2 | Livestock
Livestock Equipment 3 | Equestrian Buildings Clearance Equipment 2
8 fginsight.com/advertisewithus
FARMERS GUARDIAN MAGAZINE
PRINT ADVERTS
Print advert sizes
• Full page display
Width: 195mm
Height: 280mm
• Full page classified
Width: 200mm
Height: 270mm
• Half page display
Width: 195mm
Height: 135mm
• Half page classified
Width: 200mm
Height: 130mm
• Quarter page display
Width: 95mm
Height: 135mm
• Quarter page classified
Width: 98mm
Height: 130mm
SPECIAL POSITIONS AVAILABLE
Contact our commercial team for special positions
including double-page spreads.
fginsight.com/advertisewithus 9
PRODUCT FOCUS
BESPOKE EMAIL
Stand out from the crowd with a product focus bespoke email
3 Market your product or services to an opted-in 3 Direct potential customers to key areas of your
GDPR-compliant audience of thousands of website to learn more or make a purchase
farming professionals
3 Choose your email send date
3 Target the specific farm sector(s) most relevant
to you
Audience options
Which audience do you want to reach with your product,
services or campaign information?
AUDIENCE DELIVERED TO
General 18,595
agricultural
news contacts
Dairy 5,507
contacts
Livestock 11,951
contacts
Arable 8,470
contacts
Machinery 6,776
contacts
10 fginsight.com/advertisewithusEMAIL NEWSLETTER Popular email advert sizes
BANNER AND NATIVE SPOT ADVERTS Banner advert:
Width: 830px
Height: 150px
Promote your brand by placing an advert in one of our regular newsletters Get noticed straight away with
an impactful visual banner.
3 Reach a growing engaged audience in your sector 3 Benefit from a strong association with the trusted This type of advert is all about
3 Increase your brand and product awareness Farmers Guardian brand giving visibility of your brand,
products or services to your
audience.
• Image: High resolution gif
Audience options (more than one slide) or static
jpeg image
Which audience do you want to reach with your product, services or campaign information? • Static banner advert:
5-10 words recommended
AUDIENCE DELIVERED TO SENT with a logo and a call
to action
Banner advert
General agricultural 17,188 Weekly: Tuesday and Friday • Gif banner advert:
news contacts 5-10 words recommended per
slide. To discuss this option,
Dairy 7,388 Monthly: Friday please contact us.
contacts
Native spot advert:
Livestock 13,817 Monthly: Friday Width: 440px
contacts Height: 440px
Native spot ads ‘feel’ less
Arable 10,315 Monthly: Friday Title like a traditional advert.
contacts (up to 10 words)
They use written content
Blurb Native
and are designed to fit
Machinery 4,661 Monthly: Friday
(up to 50 words) spot seamlessly into the
contacts Web link surrounding content
to further engage
Grain 1,722 Weekly: Thursday your target audience.
contacts
What's included:
Image: High resolution
FG Buy and Sell 7,651 Weekly: Friday, Saturday jpeg (or gif) with logo
Title: 10 words
Blurb: Up to 50 words
Auction Finder 9,816 Weekly: Wednesday Call to action: Up to 5 words
with a URL link
fginsight.com/advertisewithus 11FGINSIGHT.COM Popular website advert sizes
WEBSITE ADVERTS • MPU advert
Width: 336px Height: 280px
This can be supplied or created in an animated gif format or a
Target your key audience with online advertising static image jpeg.
Target your key audience with online advertising. You can specify the content you wish for your advert to appear
alongside - Arable, Dairy, Livestock or Machinery.
MPU
Online advertising is perfect if you want to: 3 Get personal with your messaging and engage with the advert
specific audience you want to target
3 Reach a bigger audience online and add even more
value to your advertising 3 Increase your brand awareness with repetition of your
key messages across the website
3 Make your brand even more reputable by advertising
on a trustworthy and well-respected website
FGInsight.com traffic by device:
• Banner advert
Width: 728px Height: 90px
This can be supplied or created in an animated gif format or a
61% 27% 11% static image jpeg.
MOBILE DESKTOP TABLET
FGInsight.com, the online
168,900+
home of Farmers Guardian
350,000+
Page views per month
website users per month
Banner advert
For more information about the options available, contact your sales representative.
12 fginsight.com/advertisewithusFARMERS GUARDIAN
ADDITIONAL OPPORTUNITIES
Advertising targeted at specific audiences across multiple platforms
FARMERS Guardian is part of the AgriBriefing Group which
also own the Arable Farming and Dairy Farmer brands and the
CropTec, LAMMA and the British Farming Awards events.
As part of this group, we can provide access to an unrivalled
audience across all our platforms so you can reach your
customers wherever they consume content, this includes
the following:
• Bespoke inserts
• Advertorials
• Social media campaigns
• Sponsorship opportunities
• Multi-platform campaigns
In partnership with our content marketing team, Key benefits
InsightFul Communications, we can create bespoke and
tailored campaigns for you to deliver your marketing messages
3 Speak to your target market directly and in whatever
to a specific and targeted audience. Plus, after publishing
format they prefer to engage with
content, all your articles, videos and other mediums are housed
in a company-specific hub for your audience to access. 3 Your content is published in a renowned and respected
We have a versatile team of journalists, marketers and editorial environment
designers who have a wealth of skills and experience. These 3 Build your brand and reputation
experts create and deliver bespoke content to drive profitable
3 Your content can be written by or proofed by our
customer interactions. dedicated team
We make sure all targeted campaigns produced are in-line
with your business objectives plus, we report back on all
FIND OUT WHAT WE CAN DO FOR YOU
online and offline metrics to give you full visibility on return
of investment. 01772 799500 fgclassified@farmersguardian.com
fginsight.com/advertisewithus 13FGBUYANDSELL.COM AUCTION FINDER
PART of the trusted Farmers Guardian family, FGBuyandSell.com BROUGHT to you by Farmers Guardian, Auction Finder is the UK's
connects you directly with sellers across the country. Traditional and largest and most comprehensive auction website. It’s a one-stop shop
trusted, it is the go-to place to buy or sell machinery and equipment, auction website designed to keep farmers up-to-date with all the
livestock and property in the UK. latest auction mart and sale information from around the UK. It’s
FGBuyandSell.com links buyers and sellers while building networks auction mart locator tool means you can find full details on 100's of
and keeping the process quick and easy. With traditional sales at your active marts from around the UK.
fingertips, users can search by category, keyword or location to easily There are also opportunities to feature in the Auction Finder weekly
find the ads they’re looking for. newsletter which has one of the highest open rates out of all our
regular weekly emails.
ADVERTISE YOUR PRODUCTS OR SERVICES
To find out more about advertising your products or services with AUDIENCE DELIVERED TO OPENS SENT
FGBuyandSell: Auction Finder 9,840 27% Weekly: Wednesday
email
01772 799500 fgbuyandsell.com
14 fginsight.com/advertisewithusFARMERS GUARDIAN
SISTER BRANDS
Special opportunities available with the AgriBriefing portfolio of brands which includes:
Aucti n Finder
fginsight.com/advertisewithus 15Media pack 2021
WE KNOW FARMING
TRUST US TO PUT YOUR BRAND AT THE HEART OF AGRICULTURE
Contact our sales team: 01772 799500 fgclassified@farmersguardian.com
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