Opinion: Expanding Our Communication

Recently I read an article posted on Time magazine’s website that listed ten metropolitan newspapers from across the U.S. that were likely to cease operations by the end of the year. Most of them were very well-known; in fact, one was from my hometown: Cleveland’s Plain Dealer. The reasons cited for the potential demise of these publications included a slumping local economy, a lack of competition, and more.

Given the fact that I’ve spent the past nine years writing for a print magazine, this article naturally sent me looking inward at our own publication. American/Western Fruit Grower has been providing information to growers across the country for more than 125 years. Is there any chance we could suffer the same fate?

You can rest assured, dear reader, that we are not going anywhere anytime soon. However, we are adapting to the different ways that you might expect to receive information about the fruit market, both now and in the future. This starts with one thing: a shift to digital communication.

Change Happens, And Fast

Our website and electronic newsletter have been part of our “integrated media approach” for a few years now. But it really took off with the launch of GrowingProduce.com earlier this year. By now you’ve read about the website, and its function as a home to all of the fruit and vegetable publications at Meister Media Worldwide: American/Western Fruit Grower, American Vegetable Grower, and Florida Grower.

When it first went live, GrowingProduce.com was a way for our team of editors to post articles online and allow people surfing the Web to access our content. But it wasn’t long before a cultural shift began to take place. For example, last year we redesigned our “Heard Down The Row” news page to reflect our digital activity. This month, we’ve made even more changes by adding a section where we can highlight comments submitted by our readers in response to articles posted on GrowingProduce.com.

These reader comments have also allowed us to expand the relationship between the print and electronic components of our brand. If you receive our eNewsletter, you can click to an article on our website, and submit a comment that is posted for others to see. From there, we can make note of that comment in a future issue of the eNewsletter or the magazine.

But it doesn’t stop there. In March, we introduced Growing Produce TV, a place to find the video content we’ve captured at industry events. This month, we’re launching a “Fruit Insect Control” channel, sponsored by DuPont Altacor, where you can learn more about how to prevent key pests from attacking your orchard or vineyard.

Here’s just a sampling of what else you might find on GrowingProduce.com in the months ahead:

• Webinars covering specific topics of importance to growers across the industry.
• Opinions and analysis from executives of national and regional fruit and vegetable associations, outlining their positions on anything from food safety to labor reform.
• Variety search engines that allow you to find the latest fruit and nut varieties most suitable for your region.
• Forum sections, where registered users can start or join a conversation on whatever happens to be on their mind at the moment.

Build For The Future

All of these changes and advancements have been made for one reason: to give you, our audience, even more ways to obtain the information you need to run your business in a profitable and sustainable manner. Some of you have been loyal readers of our magazine for many years, while others may rely on your personal computer to bring you all the information you need.

Our hope in the future is that GrowingProduce.com becomes a tool that the entire produce industry can turn to. At a time when funding for university Extension programs is being threatened, researchers can use the site to inform growers of their latest trials and solutions. Industry associations can use GrowingProduce.com to broaden their membership and communicate the work they are doing on behalf of the markets they serve. Product suppliers can build relationships with their customers and learn more about their specific needs.

In the end, though, it all goes back to you, the grower. While international competition and regulatory pressures make it a challenge for you to do business, the only way to move forward is to adapt. Like you, we’re not going away — we’re just making sure our business is evolving, and doing so in a manner that continues to meet your needs.