Canola Digest is a trusted, independent source for canola industry news, updates and information on products, technology and trends. This is the growers’ publication, so they have a vested interest in their advertisers and the products and services they represent.

The Canadian Circulations Audit Board audits Canola Digest every six months. Our latest audit statement for the six-month period ending June 2004 shows that Canola Digest has a qualified circulation of 51,561 grower members and others allied to the field, including producers of cereals, other oilseeds, pulses and other special crops, and livestock. The circulation is guaranteed 100 per cent hands-on growers who have delivered canola to buyers within the last two years. Other publications often have many free subscriptions that include non-growers who would not share the same level of interest.

Stretch your advertising dollar to new heights. Canola Digest reaches more western Canadian farms at a lower cost per thousand of readers than Top Crop Manager, Canola Guide or Country Guide. This means you pay less to reach more farmers by placing advertisements in Canola Digest.

Canola Digest goes to the biggest farms, to the most farm purchasing decision-makers, and has the most farms reached for the lowest cost per thousand of readers. Canola Digest has experienced and expert editorial, sourced by growers for growers, compiled by award-winning writers and editors. It all adds up to the Canola Digest being the best investment for your farm advertising dollar.


Source: CARD August 2005

 MBSKABBCTOTAL
Country Guide 2,685 4,993 5,710 615 14,003
Top Crop Manager 6,490 12,371 9,785 366 29,012
Canola Guide 5,979 9,862 8,581 149 24,571
Canola Digest 8,817 27,863 16,727 376 53,783


Canola Digest’s editorial content has always made it a priority to meet modern challenges and report on the most relevant topics of the day. This year, the attention on the Canola Digest intensifies to an even greater level, as it reveals its latest update – a completely new look! The new look is contemporary, clean and a perfect complement to the leading-edge editorial content and advertising inside.

The new editorial content being unveiled this year focuses on major topics for each issue, including a greater emphasis on global markets, farm profitability and consumer needs. New story layout pages and cover design will add to the visual presentation of the information, increasing readership and interest. This new look sets the stage for displaying your own creative advertising work and solidifying your message in the minds of growers.



In a recent study conducted by Stratus Agri-Marketing Inc., a prominent agri-research firm in Canada, which looked at the readership habits of readers of grower publications, over 830 growers were asked agronomic, demographic, psychographic and other types of questions to determine their practices when it comes
to agricultural media.
  • 60% of those surveyed received Canola Digest among their farm publications, placing C anola Digest above other publications such as Country Guide and Canola Guide.
  • Of the 17 publications rated in the survey, Canola Digest had a readership that was higher than average among growers aged 45 to 54 years.
  • Comparing 17 publications, Canola Digest readers have the third largest number of acres in production, and the most acres of canola in production.
  • They are listening! About 60% of respondents rated Canola Digest as Good to Excellent for useful agronomic information.

A 2001 Ipsos-Reid survey of canola growers in Western Canada showed there are 44,000 canola growers in Canada, and on those farms there are 1.5 canola input decision-makers, or a total of 66,000 potential agri-business customers.*

The survey further showed that on average, Canola Digest growers devoted 524 acres to growing canola and 1,177 acres to cereal, pulse, forage and oilseed crops. With this mix of interests, our publication can deliver a variety of messages to all types of growers and producers. The Canola Digest reaches the decision-makers who have maximum influence on important farm purchasing decisions.*
35% of Canola Digest farms have annual farm sales of $100K to $249,999.
17% of Canola Digest farms have annual farm sales of $250K to $499,999*

Canola is a Leader in Market and Profit Potential:
Canola is a fast growing segment of the oilseed market, especially in the Prairie provinces – where the majority of Canola Digest readers reside.



“Prairie canola area rose to 13.7 million acres, up 5.2% compared to 2004. Seeded area rose in both Alberta and Saskatchewan, but fell slightly in Manitoba. The Saskatchewan area seeded to canola reached a record 6.7 million acres, just eclipsing the previous record of 6.6 million acres set in 1999. At 13.8 million acres, total canola area is well above the 10-year average of 11.8 million acres. Analysts report that cash flow needs, good contract prices for some specialty canola and poor seeding conditions for other crops pushed area up.”**
 By advertising in Canola Digest, you are supporting Canada’s canola growers in their communications. Growers operate their publication on a break-even basis and when the newsletter has a loss, canola growers cover that loss. Your support helps growers in improving canola production and profitability. Your support is noticed by the growers because it affects them directly.

*(Source: All preceding statistical data presented is derived from Canola Growers in Western Canada, a study conducted in 2001 by the Agri-Food Division of Ipsos-Reid Corporation for Canola Digest. To request a copy of Canola Growers in Western Canada, please contact your local Canola Digest Advertising Sales Representative.)

**(Source: Statistics Canada, Field Crop Reporting Series no. 4: Preliminary Estimates of Principal Field Crop Areas, Canada, Vol. 84, no. 4, June, 2005).

PUBLICATIONCIRCULATION1XFP 4C RATECPM-GROSS
Country Guide (National) 22,790 10,719.60 $470.36
Top Crop (West) 29,845 5,170 $173.23
Canola Guide 25,238 5,307 $210.28
Canola Digest 53,351 6,506 $121.54

Source: CARD August 2005