Agriculture media Planning Guide March 2019

FIELD SERVED Farm Journal Successful Farming Progressive Farmer Owners and operators of commercial farms and ranches, farm managers, consultants, those who work or live on a farm or ranch, those in a business or profession directly related to farming and ranching. Successful Farming Serving the business, production and personal needs of America’s farm families. Progressive Farmer Agriculture Farm Progress Local production agriculture in the United States. Commercial farm owners and operators, farm managers, consultants, people who work or live on a farm or ranch, or who work at a business or profession directly related to the farm or ranch industry. Source: AAM December 2018 Publisher’s Statement, subject to audit

TOTAL CIRCULATION CROP PRODUCTION MAGAZINES *Source: AAM December 2018 Publisher’s Statement, subject to audit

% TOTAL CIRCULATION OWNS/OPERATES FARM CROP PRODUCTION MAGAZINES *Source: AAM December 2018 Publisher’s Statement, subject to audit

U.S. CORN MARKET 1 – 249 acres *Source: Census of Agriculture, farms x average decision makers per farm

U.S. CORN MARKET 250+ acres *Source: Census of Agriculture, farms x average decision makers per farm

CROP PRODUCTION MAGAZINES 1 – 249 Acres Corn 60% of corn growers account for 19% of corn production* *Source: 2017 Census of Agriculture – farms x average decision makers per farm **Source: AAM December 2018 Publisher’s Statement, subject to audit

CROP PRODUCTION MAGAZINES 250+ Acre Corn 40% of corn growers account for 81% of corn production* *Source: Source: 2017 Census of Agriculture – farms x average decision makers per farm **Source: AAM December 2018 Publisher’s Statement, subject to audit

CORN MARKET COMPARED TO PRODUCTION MAGAZINE CIRCULATION 19% 40% 60% 39% 45% 49% 60% 51% *Source: 2017 Census of Agriculture, farms x average decision makers per farm **Source: AAM December 2018 Publisher’s Statement, subject to audit

CROP PRODUCTION MAGAZINES 500+ Acre Corn 26% of corn growers account for 62% of corn production* *Source: 2012 Census of Agriculture – farms x average decision makers per farm **Source: AAM December 2018 Publisher’s Statement, subject to audit

CROP PRODUCTION MAGAZINES 1,000+ Acre Corn 11% of corn growers account for 36% of corn production* *Source: 2017 Census of Agriculture – farms x average decision makers per farm **Source: AAM December 2018 Publisher’s Statement, subject to audit

U.S. SOYBEAN MARKET 1 – 249 acres *Source: Census of Agriculture – farms x average decision makers per farm

U.S. SOYBEAN MARKET 250+ acres *Source: Census of Agriculture – farms x average decision makers per farm

CROP PRODUCTION MAGAZINES 1 – 249 Acres Soybeans 61% of soybean growers account for 19% of soybean production* *Source: 2017 Census of Agriculture – farms x average decision makers per farm **Source: AAM December 2018 Publisher’s Statement, subject to audit

CROP PRODUCTION MAGAZINES 250+ Acres Soybeans 39% of soybean growers account for 81% of soybean production* *Source: 2017 Census of Agriculture – farms x average decision makers per farm **Source: AAM December 2018 Publisher’s Statement, subject to audit

SOYBEAN MARKET COMPARED TO PRODUCTION MAGAZINE CIRCULATION 39% 45% *Source: 2017 Census of Agriculture, farms x average decision makers per farm **Source: AAM December 2018 Publisher’s Statement, subject to audit

CROP PRODUCTION MAGAZINES 500+ Acres Soybeans 24% of soybean growers account for 62% of soybean production* *Source: 2017 Census of Agriculture – farms x average decision makers per farm **Source: AAM December 2018 Publisher’s Statement, subject to audit

CROP PRODUCTION MAGAZINES 1,000+ Acres Soybeans 11% of soybean growers account for 38% of soybean production* *Source: 2017 Census of Agriculture – farms x average decision makers per farm **Source: AAM December 2018 Publisher’s Statement, subject to audit

CROP PRODUCTION MAGAZINES compared to Census in Farmers Acre Range % Total Production Farmers Farm Journal Successful Farming Progressive Farmer Farm Progress Group 250+ corn 81% 159,400 2,940 <21,800> <25,590> <4,590> 500+ corn 62% 104,200 <1,540> <28,970> Acreage data not submitted for verification <6,670> 1,000+ corn 36% 44,400 <410> <14,270> <790> 250+ soybean 147,800 <6,480> <20,940> <33,710> <8,280> 500+ soybean 89,700 630 <17,330> <3,150> 1,000+ soybean 38% 40,900 <580> <10,300> <3,890> *Source: Farm Journal calculation based on 2017 Census of Agriculture **Source: AAM December 2018 Publisher’s Statement, subject to audit

CROP PRODUCTION MAGAZINES compared to Census in Acres Acre Range % Total Production Acres (millions) Farm Journal acres (millions) Successful Farming acres (millions) Progressive Farmer acres (millions) Farm Progress Group acres 250+ corn 81% 68.4 <8.5> <15.6> <2.0> 500+ corn 62% 52.2 <0.8> <14.5> Acreage data not submitted for verification <3.3> 1,000+ corn 36% 30.8 <0.3> <9.9> <.9> 250+ soybean 73.2 <3.2> <10.4> <16.7> <4.1> 500+ soybean 56.3 <11.0> 1,000+ soybean 38% 33.9 <0.5> <8.6> *Source: Farm Journal calculation based on 2017 Census of Agriculture

% TOTAL CIRCULATION NOT FARM RELATED CROP PRODUCTION MAGAZINES *Source: AAM December 2018 Publisher’s Statement, subject to audit

FIELD SERVED Top Producer Farm Futures Operators, owners and managers of commercial farms who meet one or more of the following criteria: 500 or more acres of corn or soybeans, 1,000 or more acres of wheat, cotton, sorghum, sunflowers, canola, peanuts, potatoes, beets, dry beans, oats, barley, rye or 1,000 or more combined acres of hay, alfalfa. Consultants also qualify. Farm Futures Serving the business, production and professional needs of owners, operators, and managers of farms and ranches meeting one or more of the following criteria: $250,000 annual farm income; 250 or more acres of corn, soybeans, cotton; 500 or more acres of wheat. Source: AAM December 2018 Publisher’s Statement, subject to audit

TOTAL CIRCULATION BUSINESS MAGAZINES *Source: AAM December 2018 Publisher’s Statement, subject to audit

BUSINESS MAGAZINES 500+ Acre Corn 26% of corn growers account for 62% of corn production* *Source: 2017 Census of Agriculture – farms x average decision makers per farm **Source: AAM December Publisher’s Statement, subject to audit

BUSINESS MAGAZINES 1,000+ Acre Corn 11% of corn growers account for 36% of corn production* *Source: 2017 Census of Agriculture – farms x average decision makers per farm **Source: AAM December 2018 Publisher’s Statement, subject to audit

BUSINESS MAGAZINES 500+ Acres Soybeans 24% of soybean growers account for 62% of soybean production* *Source: 2017 Census of Agriculture – farms x average decision makers per farm **Source: AAM December 2018 Publisher’s Statement, subject to audit

BUSINESS MAGAZINES 1,000+ Acres Soybeans 11% of soybean growers account for 38% of soybean production* *Source: 2012 Census of Agriculture – farms x average decision makers per farm **Source: AAM December 2018 Publisher’s Statement, subject to audit

% TOTAL CIRCULATION OWNS/OPERATES A FARM BUSINESS MAGAZINES *Source: AAM December 2018 Publisher’s Statement, subject to audit