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Web wonders

THE SCOTTISH Farmer magazine has received a prestigious accolade for its website and social networking innovations.

Pictured at the Scottish Magazine Awards, from left, Nick Haworth, creative director of sponsors Primitive Media presenting The Scottish Farmer's web administrator Shirley Derani and publisher Darren Bruce with the 'Best Online Presence' award, as host Nina Conti - and her monkey - look on.
Pictured at the Scottish Magazine Awards, from left, Nick Haworth, creative director of sponsors Primitive Media presenting The Scottish Farmer's web administrator Shirley Derani and publisher Darren Bruce with the 'Best Online Presence' award, as host Nina Conti - and her monkey - look on.

The award for Best Online Presence 2012 was presented at the Scottish Magazine Awards, in recognition of the variety and depth of content at www.thescottishfarmer.co.uk.

The Scottish Farmer, a weekly business and professional magazine for working farmers, their families and their workforce, as well as ancillary business people in Scotland, which includes suppliers, service providers and advisers has been campaigning on behalf of farmers since 1893.

Celebrating its 120th birthday on January 1 2013, The Scottish Farmer is thought to be one of the oldest farming publications in the world, providing essential farming news and business data to aid farmers in the running of their businesses.

The Scottish Farmer acts as a publication of record for the Scottish farming industry. The printed magazine is part of a multi-media environment, backed with a digital version and detailed, informative and interactive website, as well as social networking sites which interact with our readers and communities as well as drive audience to the print and web editions.

Presenting the team with the Best Online Presence award for www.thescottishfarmer.co.uk the judges stated that The Scottish Farmer website is "-a great addition to the printed magazine – readers are immediately enticed in – a good, clear design and packed with excellent content and information which is easy to read".

Publisher Darren Bruce (pictured) said: "This award is recognition of another

exceptional and very successful year for The Scottish Farmer. The team have worked incredibly hard to ensure the multimedia brand has gone from strength to strength, coming through some tough challenges to buck 2012's economic trends. This award is a testament to our efforts and investment."

Editor, Alasdair Fletcher, added: "The online audience for www.thescottishfarmer.co.uk has dramatically increased this year and the site now averages in excess of 20,000 monthly unique users. The website's growth in unique users and return frequency are a result of regularly updated News, Business, Show & Sales, Livestock, Machinery, Arable, Renewable and Lifestyle sections which each contain various sub categories all of which stand The Scottish Farmer apart from competitor sites".

As a result, more and more advertisers are coming on board and reaping the rewards of reaching a targeted, affluent market who are strongly influenced by The Scottish Farmer brand. The most recently completed reader survey showed that 91% of respondents stated that The Scottish Farmer helped make business decisions and purchases, with 83% of respondents agreeing that The Scottish Farmer gets involved in farming life better than any other publication or media.

Martin Dare, from Rural Projects and responsible for the key agricultural business event, AgriScot, says of his recent campaign: "We have found that by advertising within The Scottish Farmer website our profile has been raised online and the media partnership has been one of our most successful online referrals to generate new audience for our own business growth."

Marketing Manager, David Boyle said: "We are continually reviewing our technical innovations to super serve today's multi-media reader from providing the e-edition on the iPad or indeed iPhone through to encouraging visitors to register on our website where they are given additional benefits such as receiving our weekly newsletter, exclusive competitions, subscription offers and merchandise discounting. The site now encourages mobile phone visitors with a simplified version to enable simple navigation to content."

As numbers increase from both online users and advertisers, The Scottish Farmer's website is expected to continue its success story and grow from strength to strength in 2013.

The Scottish Farmer is based in Scotland but covers industry news from across Britain and overseas, and is distributed throughout the UK. There is significant circulation in northern England and Northern Ireland. The Scottish Farmer also appeals to pedigree farm livestock breeders throughout the UK and Eire.

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