Every year, businesses involved with the poultry industry present their research and ideas at global, national and regional poultry conferences. For added exposure, they might supplement the presentation with a short abstract in the voluminous conference proceedings.
It’s a time-honored vetting process that helps product developers share their latest work while earning the confidence of veterinarians, nutritionists, extension specialists and other influencers in live production.
The only problem: Unless all your customers attended your 15-minute session at the busy conference, many decision-makers still haven’t seen your work, nor have they heard your technical experts’ insights on the results.
Power of the press
Fortunately, there’s a quick and easy solution: Publish clear, succinct news summaries of your research, programs, webinars and podcasts on a high-traffic news platform that’s focused on live production.
“When your technical information, experiences and recommendations are published in a vibrant news environment — especially one that’s compatible with your topic — you have another opportunity to tell your story to a broader audience of decision-makers,” says Carly Feeks, publisher of Modern Poultry.
“By taking this approach, you also make your story more visible to traditional search engines and AI tools. Furthermore, sharing information through the media is also a good way to drive traffic to your company websites, where target customers can access your product brochures and other tools.”
Thought leaders
With these needs in mind, Modern Poultry — the only news website focused solely on live production — gives sponsors the opportunity to publish articles to support their products and initiatives.
“Not just summaries of their research and field experiences, but also recaps of company-sponsored webinars, tech talks and podcasts,” Feeks explains.
“For many of our sponsors, Modern Poultry has also proved to be a powerful forum for publishing Q&As and articles bylined by their own technical experts.”
Still, access and visibility are keys to success. To drive traffic to sponsors’ content, Modern Poultry places it in relevant editorial sections — health, feed, housing, welfare and food safety — so it’s surrounded by other educational content related to the sponsor’s topic.
Modern Poultry also filters content by market sector — breeders, broilers, layers and turkeys. For added visibility, the progressive website features sponsors’ content in its newsletters and social media channels.
“Besides helping to tell your product’s story, publishing your information on Modern Poultry helps to demonstrate your expertise and help you become recognized as a thought leader on specific production topics,” Feeks says. “That’s essential for showing added value, especially in a competitive, price-sensitive market.”
Nose for news
Knowing that not all sponsors have the resources to develop news summaries — and realizing that some companies might be sitting on more newsworthy content than they’re aware of — Modern Poultry has partnered with a team of independent newswriters who have worked extensively in the poultry industry.
“They know the market well and have a good nose for news,” Feeks says, “so they can help identify story opportunities and then develop them on your behalf. They can also work with your technical experts to author articles on their behalf.”
With numerous scientific congresses on tap for the remainder of 2025 — the Poultry Science Association, the American Association of Avian Pathologists and the World Veterinary Poultry Association, to name a few — it’s a good time for marketers and technical service specialists to put their heads together on a plan for sharing information from presentations at industry meetings.
Feeks also urges marketers to consider the current news value of past articles, Q&As, webinars and podcasts on relevant topics.
“If you think those messages evaded your customers’ radar the first time around, Modern Poultry can help you give your content a second life and expand the audience for your messaging,” she adds.
To learn more about publishing your research, ideas and innovations in Modern Poultry, contact Carly Feeks, publisher.
