Rural Press and Fairfax Media merged in late 2006 – giving Fairfax a considerable portfolio of rural and farming mastheads. The news company this week launched a new web portal to house this content called NZ Farmer, built inside of its venerable Stuff.co.nz content platform.
Fairfax touts its ability for rural and agribusiness brands to target different sectors within the larger farming industry. Currently NZ Farmer has categories for beef, sheep, crops and business. Machinery, field days and livestock sales are in the pipeline. In all there are 20 editorial staff working on rural content, the team is lead by head of rural Tim Cronshaw.
The first advertisers onboard include ANZ Bank – which is the main sponsor for the site – and farm management system provider Farm IQ.
“This integrated approach ensures we can offer both readers and advertisers the best of the rural sector, online and in print. Our existing publications will be strongly supported by the integrated rural content team, and the addition of a dedicated digital home, www.nzfarmer.co.nz, gives New Zealand’s farming community up-to-date and relevant information when they need it most,” says Gareth Codd, Waikato region general manager.
Fairfax's other rural specific titles include Straight Furrow, Wakato Farmer and Central Districts Farmer. Straight Furrow is housed as a category inside of the NZ Farmer site.
This isn't the first time Fairfax has incorporated industry specific titles into its Stuff umbrella. Last year the company enveloped Unlimited business magazine into Stuff's business section.