Tangible gets its hands dirty with launch of PGG Wrightson’s new bucolic bible

Primary magazine mock-up

The choppy seas of consumer publishing have been well-documented over the past few years. But one of the print sector’s major growth areas is in the field of customer publishing and Tangible Media has just added another title to its growing corporate flock with the launch of Primary magazine, an all-new agricultural business publication that will be distributed to 15,000 high-value customers of PGG Wrightson.

Primary hopes to fill a gap in the market for a sophisticated, rural-based title that looks beyond the farm gate, so, rather than focus on the hot topic of the week, it aims to deliver proactive, independent analysis of the major economic, scientific, political and cultural issues most likely to impact upon New Zealand’s agricultural sector in the next 12 months and beyond.

Primary magazine mock-up

The first issue will be distributed to customers in April 2011, and every quarter thereafter, and initial distribution is 18,000 copies (including 2,500 PGG Wrightson staff and 500 corporate partners).

“PGG Wrightson is the foremost brand across New Zealand rural supplies,” says publisher Julian Andrews. “Now they’re going to reward their loyal customers with credible, stimulating and independent agri-business content, plus a range of in-depth interviews, engaging lifestyle content and great regular features around leisure, travel, technology and cars.”

Shannon Galloway, general manager marketing at PGG Wrightson, believes the publication will reinforce the company’s leadership position across the broad agricultural platform.

“We are confident Primary magazine will be appreciated by our customers and the industry, and we look forward to a long, successful relationship with Tangible Media.”

The first edition launches with ‘The Farm 40’, a list of the most influential people across the broad field of agriculture. Selected by a panel of experts led by Massey University’s Professor Jacqueline Rowarth, Andrews says it promises some surprises and controversy.

Primary is also accepting non-competing advertising and anyone interested in communicating with this attractive rurally-focused audience can contact Julian Andrews.

Tangible Media also produces customer publications for clients including Mercury Energy, Resene Paints, Telecom, AUT and the NZ Retailer’s Association.