Part 3 : The agricultural industry

Does working with the agricultural industry pose any special problems in terms of selling advertising and working Internet relationships?
One definite challenge is that the agriculture sector, due to low international commodity prices, is not as robust as it has been...therefore, companies are carefully scrutinizing every expenditure they make. This challenges us to be smarter and more creative in presenting advertising and sponsorship packages, and we are continually challenged to prove the value we are providing to our sponsors.

Other challenges (which may not be specific to only the ag. sector) are working with established, traditional firms who are still trying to determine how to best utilize the Internet as a sales channel...and how to reconcile the shift to e-business against existing distribution channel relationships, whether dealers, agents, reps., etc. In certain sectors, like farm chemicals, there are also regulatory issues to deal with.

What kind of sponsorship deals have been most successful for you?
Our most successful 'deals' are the ones where the sponsor's objectives are met, and there is no hesitation to renew or extend their agreement.

For each of our sponsors, this means an individual, customized package of benefits.

What are your objectives for the next 12 months?
For the next year, we are really focusing on helping ag. companies sell their products on-line, in whatever format they choose..."E-Business", IMHO, can take many forms - from an informational website, to an on-line catalogue, to a "virtual ag. mall", to a customized electronic store. We plan to offer solutions to agri-business at all these levels.

If you had one piece of advice for publishers looking to sell sponsorships, what would it be?
Sponsors buy your vision and passion as much as they buy access to your audience, so you really have to sell yourself as much as your website.

Also, focus more on helping the sponsor meet their goals, and less on meeting your sales goals, and you'll find your revenue objectives will be met and usually exceeded.