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Print media – does it still play a role in agriculture?

05/11/25

Author: Laura Bowyer

Print media – does it still play a role in agriculture?

In a world dominated by smartphones, digital platforms, and instant news updates, print media might look like yesterday’s story. But in agriculture? The story’s not over. Traditional print publications are still relevant and provide a reliable and valued source of information and connection.

While the rest of the world has gone digital-first, farmers haven’t entirely closed the gate on traditional formats. In fact, print media continues to offer something increasingly rare: trusted, curated information delivered in a format that fits real, working lives.

An advantage of print media is that publications are often shared around the kitchen table at breakfast or lunchtime, with different family or staff members paying attention to specific sections. In an industry dominated by hands-on work, print is practical and easy to navigate.

Trusted, targeted and time-tested

Unlike the overwhelming flood of digital content, print media also delivers curated, targeted content. Publications often reflect deep ties to their readership, and it shows. Whether it’s a product demo or a case study, content is written for, and often by, people who get it. That authenticity builds trust. And in an industry that trades on relationships and reputation, trust carries serious weight.

The numbers back it up. According to the 2025/26 Marketing to Farmers report, 42% of farmers still rate newspapers and industry magazines as influential when making purchasing decisions. The most popular content type this audience seeks is product demos, followed by testimonials and case studies.

Old formats, new models

However, the digital transformation is undeniably reshaping agriculture and blending the old with the new. Most agricultural publications now operate hybrid models, combining magazines with digital editions, e-newsletters, podcasts and events. That means audiences get the best of both worlds: the depth and authority of print, with the immediacy and reach of online.

Community and connection

In today’s tough climate, from mental health challenges to shifting farm economics and political protests, rural readers value more than just the news. Print media offers connection. A sense of community. Continuity. They reflect shared challenges and celebrate shared wins.

At a time when many farmers feel overlooked or misunderstood by mainstream narratives, print offers a space where their stories lead. It’s not just media, it’s a mirror.

When it comes to trust, print media still works

For businesses looking to influence farmers, this is a strategic reminder: print should still be part of your PR and marketing mix.

The most effective comms strategies combine digital reach with the deep-rooted credibility of print media. That’s how you build visibility, trust and move people to act.

At Twig, we help brands find the right blend. Whether it’s securing a feature in a trusted ag title, crafting content that works in both print and digital, or developing a full-funnel strategy that speaks to real on-farm needs, we know what lands.

Let’s get your story into the right hands.

Talk to us about how print can power your next campaign.

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Print media – does it still play a role in agriculture?