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
About Farmers Guardian 4
Readership 5
Key statistics 6
Display advertising opportunities 7
Classified advertising opportunities 8
Print adverts 9
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Product focus bespoke email 10
Email newsletter adverts 11
Website adverts 12
Additional opportunities 13
FGBuyandsell.com and Auction Finder 14
Sister brands 15
Contact us 16
 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

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 ABOUT

FARMERS GUARDIAN
About us

FARMERS Guardian is the authentic voice of
agriculture and is committed to ensuring a
positive future for Britain’s farmers.
Our publication reaches into the whole
industry – from established farmer through
to the next generation – with diverse content
to inform, advise and entertain.
2020 has already seen the industry evolve
in the face of uncertainty, financial pressures
and new technology.
Our readers trust Farmers Guardian to
deliver the latest news, views, analysis and
insight every Friday.
You can communicate the value and
benefit of your brand, product or campaign
with our range of advertising solutions.
Reach the decision makers and influencers
operating at the heart of agriculture. We
connect buyers with sellers and build long-
lasting customer relationships.
So, why not join us and become part of
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

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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
R

R
CROPS
LE

DAIRY ARABLE SHEEP BEEF

WE

& GRASS E I
T

TI KL TI TI TI
TLE Y T TLE TLE TLE

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 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.

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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
Machinery & Tractor Magazine | Farm
January 22: 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 Beef supplement (including Stirling Bull
October 15:
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

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FARMERS GUARDIAN CLASSIFIED FEATURES LIST 2021 SEPTEMBER
September 3: Sheep Supplement | Focus on 4x4s | ATVs

ADVERTISING OPPORTUNITIES

JANUARY
January 1: Equestrian Buildings | Livestock Equipment 1
January 8: Ready for Lambing | Livestock Equipment 2 |
Pig & Poultry | Parts & Tyres | Winter Housing May 14: Beef Expo | New Products | Forthcoming
& Feeding 1
January 15: New Products | Muck & Slurry
January 22: January Clearance | Machinery Supplement |
Winter Housing & Feeding 2
January 29: Stirling Bull Sales | Beef Supplement | Bank Holiday Clearance
Livestock Equipment 3
FEBRUARY
February 5: Lambing & ATVs | Breed Directory | Muck & Property Guide | ATVs | Focus on 4x4s |
Slurry | Equestrian Buildings | Pig & Poultry
February 12: Parts & Tyres | Livestock Equipment 1
February 19: Ready for Lambing | Dairy Supplement
February 26: February Clearance | Livestock & Equipment 2
MARCH
March 5: ATVs | Equestrian Buildings | Muck & Slurry 1
March 12: Livestock Equipment 1 | Parts & Tyres | November 12: Parts & Tyres | Festive Fatstock | Pig &
Grassland | Show Guide | Smallholder Special
March 19: Muck & Slurry 2
March 26: Machinery Supplement | March Clearance |
Livestock Equipment 2
APRIL
April 2: Trailers | Property Guide | ATVs &
Groundcare | Equestrian Buildings | Muck
& Slurry 1
April 9: Beef | Parts & Tyres | Livestock Equipment 1 |
Grassland 1 | New Products | Easter Clearance
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
April 23: Fencing | Grassland 2 | April Clearance |
Forthcoming Shows | Livestock Equipment 2
April : Careers Special | Muck & Slurry 3 | ATVs |
Livestock Equipment 3 | Equestrian Buildings
| Sucklers
September 10: Dairy Supplement | Parts & Tyres |
Livestock Equipment 1
September 17: Muck & Slurry
MAY September 24: Property Guide | September Clearance |
May 7: Pig & Poultry 1 | Property Guide | Livestock Livestock Equipment 2 | Winter Housing
Equipment 1 & Feeding
Shows | Muck & Slurry 1 | Parts & Tyres
Livestock Equipment 2
OCTOBER
May 21: Machinery Supplement - LAMMA | Property
October 1: Muck & Slurry 1 | ATVs | Focus on 4x4s |
Special | Trailers | Contractors Directory |
Equestrian Buildings
May 28: Livestock Equipment 3 | May Clearance | October 8: Livestock Equipment 1 | Parts & Tyres | Pig &
Poultry | Agri-Expo Preview
Pig & Poultry 2
October 15: Beef Supplement | Muck & Slurry 2 | New
JUNE Products | Breeding & Calves
June 4: Muck & Slurry 1 | Equestrian Buildings | October 22: Livestock Equipment 2 | Winter Housing &
Feeding | Animal Health
Show Guide October 29: Contractors Directory | Property Highlights
June 11: Parts & Tyres | Royal Highland Show
Supplement | Livestock Equipment 1 |
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 |
June 25: Grassland | Contractors Directory | June Livestock Equipment 1 | Sheep | Winter
Clearance | Livestock Equipment 2 Bedding 1
JULY Poultry | Winter Housing & Feeding 1
July 2: ATVs | Muck & Slurry | Equestrian Buildings November 19: Muck & Slurry 2 | Winter Bedding 2 |
July 9: Livestock Equipment 1 | Parts & Tyres | Property Highlights | 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
July 23: Machinery Supplement | Property Guide |
Grassland 2 | July Clearance | Livestock
Equipment 2
DECEMBER
AUGUST December 3: Muck & Slurry 1 | Equestrian Buildings |
August 6: Sheep Supplement | Focus on 4x4s | Muck & Ready for Lambing | Focus on 4x4s | ATVs |
Slurry 1 | Equestrian Buildings Winter Bedding 1
Grassland 1 | Pig & Poultry Christmas Pig & Poultry | Livestock
August 20: Breed Directory | Beef | Muck & Slurry 2 | Equipment 1 | Semen & Breeding
Property Special December 17: Muck & Slurry 2 | Winter Bedding 2
August 27: Livestock Equipment 2 | Grassland 2 | August December 24: Winter Housing & Feeding 2 | Livestock
Clearance Equipment 2

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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.

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 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

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EMAIL 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

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FGINSIGHT.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.

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FARMERS 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

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 FGBUYANDSELL.COM AUCTION FINDER

PART of the trusted Farmers Guardian family, FGBuyandSell.com
connects you directly with sellers across the country. Traditional and
trusted, it is the go-to place to buy or sell machinery and equipment,
livestock and property in the UK.
FGBuyandSell.com links buyers and sellers while building networks
and keeping the process quick and easy. With traditional sales at your
fingertips, users can search by category, keyword or location to easily
find the ads they’re looking for.
ADVERTISE YOUR PRODUCTS OR SERVICES
To find out more about advertising your products or services with
FGBuyandSell:
01772 799500 fgbuyandsell.com
BROUGHT to you by Farmers Guardian, Auction Finder is the UK's
largest and most comprehensive auction website. It’s a one-stop shop
auction website designed to keep farmers up-to-date with all the
latest auction mart and sale information from around the UK. It’s
auction mart locator tool means you can find full details on 100's of
active marts from around the UK.
There are also opportunities to feature in the Auction Finder weekly
newsletter which has one of the highest open rates out of all our
regular weekly emails.
AUDIENCE DELIVERED TO OPENS SENT
Auction Finder 9,840 27% Weekly: Wednesday
email

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FARMERS GUARDIAN

SISTER BRANDS
Special opportunities available with the AgriBriefing portfolio of brands which includes:

Aucti n Finder

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Media 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

fginsight.com/advertisewithus