CASE STUDY: mILLER FREEMAN UK

product: Irish Beef and Dairy Farmer Magazine

Background: Ireland is heavily dependent on its agricultural industry. Since joining the EC the Irish agriculture sector has become more efficient and productive. The media market is dominated by the Irish Farmers Journal. Miller Freeman [MF] has a large market share in the UK Farming Press market but had no presence in the Irish market.

MF’s research showed that an A4 magazine targeted exclusively at the beef and dairy farmer did not serve the Irish market. These farmers are mainly to be found in the counties of Cork, Waterford, Tipperary and other small pockets throughout the province of Munster. MF also decided to publish the magazine from the UK and not to open an Irish office in the short term.

Target Audience: Farmers in Munster.

Advertising Strategy: The major event in the Irish Farming calendar each year is the National Ploughing Championships. The NPC has become the premier exhibition event for all companies wanting to showcase their products. It was decided to launch Irish Beef and Dairy Farmer at the National Ploughing Championships. MF sent an editorial and marketing team to the event and the advertising theme was very much one of "see you at the Ploughing Championships".

Media Strategy: For the launch campaign national radio and Press were considered but felt to be wasteful. The reaction by competitive Farming Press was negative. It was decided that a selection of local radio stations in the Munster region was the best media option. A 20" commercial was produced using a local voiceover. Stations in Cork, Waterford, Tipperary,Limerick and Kerry were chosen. A one week campaign was booked with spots being transmitted with the stations Farming programmes only. The participating stations also interviewed the Editor during the Ploughing Championships.

A total of 95 spots were transmitted during the campaign and an estimated 76% of Munster Farmers [F category] were reached. The total cost of the campaign was approx. £2K.

The magazine distributors reported a big take up by newsagents in the Cork.Limerick and Waterford regions. Many farmers visited the MF stand at the NPC and subscribed to the magazine.

Irish Beef and Dairy Farmer magazine has now established itself and is about to publish it’s first ABC figure. Advertising support for the magazine has also grown.

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