You’ve worked diligently with your creative team to develop ads and sponsored content to support your major poultry products. Unfortunately, your media partner’s staff-written content isn’t always in sync with your interests and priorities.
For example: The message you carefully crafted about your vaccine, feed additive or new technology is surrounded by news reports about a fast-food chain’s new chicken sandwich, a fire at a processing plant or a celebrity’s views on egg prices.
“Those types of stories are meaningful to the poultry industry, but they don’t provide the best editorial environment for marketers focused on poultry health, nutrition, flock environment, welfare or other topics related to live production,” says Carly Feeks, publisher of Modern Poultry.
Filling a void
More than 2 years ago, when Feeks was developing her ideas for Modern Poultry, she realized there wasn’t a poultry news website focused exclusively on live production. She was determined to fill that void.
Feeks also wanted to “turn down the noise” inherent with busy media websites and create what she calls a “calm, clean, uncluttered, editorial environment that’s conducive to learning and sharing.”
While it might sound elementary, she also wanted to build a news website with sensible, intuitive navigation that spared readers from sifting through layers of content and pop-up ads.
“What good is a news website if you can’t filter content by your unique interests and find what you need quickly and easily?” she asks.
Modern Poultry lets readers view editorial content by production topic (health, nutrition, welfare, housing, food safety) or industry sector (breeders, broilers, layers and turkeys).
To complete the package, Feeks assembled a team of seasoned journalists and science writers to report on the latest developments in live production. She also hired a veterinarian and medical writer to be her managing editor.
Data-driven industry
“Poultry is a data-driven industry, where the slightest change in performance can cost a producer millions of dollars,” she says.
“Decision-makers want to see good science, not fluff. They want clear, practical information and advice based on research and field experience. They also want to access it quickly and easily. Readers tell us that Modern Poultry is filling that need.”
Today Modern Poultry aggressively covers major scientific conferences and reports on the latest developments from all aspects of live production. “Because we’re focused solely on live production and not trying to cover the entire industry, we have the resources to cover scientific sessions that other media never touch,” Feeks adds.
Telling your story
Not surprisingly, many industry suppliers and trade associations view Modern Poultry as an attractive, credible platform for their own messaging. As sponsors, they can report on their own research, innovations and practical ideas while increasing their visibility and demonstrating their technical expertise.
“Our rapid growth and increasing sponsor support over the past 2 years suggest that the industry likes our fresh approach and focus on live production,” Feeks says.
“As Modern Poultry approaches its second anniversary, we’re energized by the industry’s enthusiastic response and highly motivated to add more value to the site.”
To learn more about Modern Poultry and sponsorship opportunities, contact Carly Feeks, publisher.
