The Grower's 2021 Media Planner

NATIONAL REACH

MEDIA PLANNER

2021 INTEGRATED MEDIA SOLUTIONS CONNECTING BUYERS AND SELLERS IN THE CANADIAN PRODUCE INDUSTRY

@growernews

thegrowernews

www.thegrower.org

WELCOME TO THE GROWER

BUSINESS NEWS FOR CANADIAN GROWERS

Every day, every week, every month. The Grower offers news on several channels to more than 11,000 readers. We’re trusted to have up-to-date news as well as in-depth analysis of the trends.

That trust is earned because we’re in touch with the newsmakers, the opinion leaders and the policy makers. That’s been especially true since the outbreak of COVID-19.

The Grower is more than a monthly newspaper. It’s an e-newsletter, Fresh News from The Grower. It’s a website www.thegrower.org. It’s a source for timely The Grower Calling podcasts. And it delivers breaking news, as it happens, through @growernews.

The Grower. Yesterday, today and tomorrow.

Delivered by a seasoned horticultural team.

READER PROFILE

Our typical reader is a business owner or manager responsible for high-value, edible horticultural crops.

Major commodities include: apples, tender fruit, grapes and berries to garlic, ginseng, potatoes and field vegetables. Growers of greenhouse vegetables such as tomatoes, peppers and cucumbers are also included in our database. Altogether, these commercial Canadian enterprises produce fresh produce with a 2019 farmgate value that tops $5.7 billion.

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Published – First of every month Frequency – 12 times per year Distribution – National English Circulation – 11,000 Readership – 35,000+ Editorial profile – Commercial fruit and vegetable growers Publisher – Ontario Fruit and Vegetable Growers’ Association Website – www.thegrower.org E-newsletter – Fresh News from The Grower Rates effective November 1, 2020 to October 31, 2021

WELCOME TO THE GROWER

CROSS PLATFORM INTEGRATION PRINT Printed 1st of every month, 12x per year

MAY 2020

CELEBRATING 141 YEARS AS CANADA’S PREMIER HORTICULTURAL PUBLICATION

NEW WORLD ORDER

Coping with the changing rules of engagement

PODCASTS Sponsorship opportunities available with cross-platform promotion.

THEGROWER.ORG

Sour SSou o ccherry ch che cher cherr trees t tr tre tree are a in ar i blossom b bl blo blos bloss blosso this t month, th thi m mo mon mont month immune i im imm immu immun to t the t world th w wo wor worl pandemic p pa pan pand pande pandem pandemi of o COVID-19 C CO COV COVI COVID COVIDCOVID-1 virus. v vi vir viru virus Although A Al Alt Alth Altho Althou Althoug an a uplifting u up upl upli uplif uplift uplifti upliftin sight, s si sig sigh sight the t ooutstanding th ou out outs outst outsta outstan outstand outstandi outstandin question q qu que ques quest questi questio is i how h they ho t th the will w be wi wil b harvested h ha har harv harve harves harvest harveste in i months. mo mon ttwo tw m mont month months TThe Th Schuyler SSc Sch Schu Schuy Schuyl Schuyle family ffa fam fami famil near n ne nea SSimcoe, Si Sim Simc Simco Simcoe Ontario O On Ont Onta Ontar Ontari is i in i the tth midst m mi mid mids of o gathering gga gat gath gathe gather gatheri gatherin the tth workers w wo wor work worke worker required rre req requ requi requir require for ffo two ttw shifts ssh shi shif shift a day dda tha t

KAREN DAVIDSON “When are your workers out of quarantine and in the field?”

Unimagined just two months ago, it’s become the most pertinent question this topsy-turvy spring. And it’s the bizarre reality facing growers lucky enough to be allocated workers arriving on chartered planes from Jamaica or Mexico in the new world order of the COVID-19 pandemic.

Schuyler Farms near Simcoe, Ontario is one of many coping with these turbulent times. Two brothers Drew and Marshall Schuyler, along with Marshall’s

sons Brett and Ryan, now manage 790 acres of sour cherries and 969 acres of apples.

Nine of their essential temporary foreign workers had arrived before the federal travel ban was issued. On April 3 they were very fortunate to receive another 26 workers from Jamaica. These additional workers have emerged from 14 days of self-isolation under some of the most stringent quarantine rules in the country, as has been decreed by the Haldimand-Norfolk Public Health Unit.

The controversy? Regardless of bunkhouse size, only three people are allowed.

“Most of our workers have historically

come from Trinidad,” explains Ryan Schuyler. “The country is in total lockdown, but right now we have one worker on his front porch in Trinidad, sitting on his suitcase waiting for permission to come.”

Personal boundaries Pe Persona Person Perso Pers Per b bo bou boun bound bounda boundar boundari boundarie Never before has so much been at stake for the entire food chain. The closures of protein packing plants across Canada – chicken, pork and beef - in mid-to-late April are a cautionary tale.

Distancing measures and personal protective equipment (PPE) will be the order of the day for fruit and vegetable

packing lines this summer.

“Availability of PPE to the industry’s packing sheds is an issue we’ve already brought forward to the Prime Minister’s office in early April,” says Jane Proctor, vice-president, policy and issues management, Canadian Produce Marketing Association (CPMA). As the crisis stretches into the months ahead, health safety needs will require cleaning and sanitizing chemicals to maintain good agricultural practices, handsanitizing materials, and harvest crew PPE such as gloves and face coverings.

C Continued Co Con Cont Conti Contin Continu Continue on o page p pa pag 3

INSERTS Target your prospects by commodity geography or postal code. Cheaper than Canada Post. Direct mail also available.

MOBILE OPTIMIZED WEBSITE Reach growers in their pick-up trucks where decisions are made.

WEEKLY E-NEWSLETTER Open rate is double the industry standard.

Generates 11k hits on the website every month.

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PRINT EDITORIAL CALENDAR

november 2020

SOIL HEALTH & CROP NUTRITION

december 2020

GRAPES, VINEYARDS & BERRIES

Showcase your virus-free rootstock with best-before order dates. Highlight performance trials for vegetable seed. New varieties for early, mid to late season? This is the best slot before #plant2021.

Barred from extensive travel and field days in 2020, grape and berry growers will be keen to learn about latest products and techniques for the next year. Put forward what’s new in equipment, as well as crop protection products and resistance management.

bOOk AD sPACE Oct 15, 2020 AD COPy DuE Oct 20, 2020

A droughty 2020 underlines the importance of vigorous plants to withstand extreme conditions. Rev up this discerning audience about cover crops for soil fitness. Talk about your foliar solutions and optimal timing. Underscore the role of stewardship in terms of right source, right rate, right time and right place to optimize root-soil dynamics. bOOk AD sPACE Nov 16, 2020 AD COPy DuE Nov 20, 2020

MAKING DECISIONS IN COVID’S SHADOW

CROP PROTECTION/ SPRAYING/POTATOES

WORKER HEALTH & SAFETY

Online or not, it’s time to order inputs for the 2021 season. Trade shows a problem? In-person meetings few and far between?

The Grower helps you “step up and be seen.” We can put you in front of your customers - early and often.

The most anticipated issue of the year is chock full of the latest technical information on new crop protection products and expanded labels, as well as spraying techniques. Showcase your solutions and strategies.

Raise awareness of your solutions to keep all workers and staff safe. Personal protective equipment, trailers, food delivery services and government agencies all have a role to play in the new world of COVID-19. Plan and be prepared for the 2021 planting season.

SEED & ROOTSTOCK

february 2021

Timely, savvy decision-making.

Always in season.

bOOk AD sPACE Jan 15, 2021 AD COPy DuE Jan 19, 2021

march 2021

Potato growers are seeking ways to optimize their inputs from seed and crop protection to equipment.

Highlight what’s new in the seed, fresh and processing potato sectors. bOOk AD sPACE Feb 16, 2021 AD COPy DuE Feb 19, 2021

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january 2021

bOOk AD sPACE Dec 11, 2020 AD COPy DuE Dec 18, 2020

april 2021

NEW

bOOk AD sPACE Mar 15, 2021 AD COPy DuE Mar 19, 2021

PRINT EDITORIAL CALENDAR IRRIGATION & WATER MANAGEMENT

LOGISTICS & TRANSPORT TECHNOLOGY

BUSINESS MANAGEMENT

Introduce the equipment and software that’s going to take the labour out of irrigation.

Underline best management practices and equipment for treating washwater.

The world pandemic underscored the importance of getting fresh produce and stored inventory to customers on time. Showcase your software. Introduce temperature control products that can ensure the cold chain remains intact.

Human resource managers are looking for support whether it’s a better way to fill out Labour Market Impact Assessments or to track worker timesheets. Provide banking, insurance or payroll solutions. Offer your time-saving and analytical services.

bOOk AD sPACE Apr 16, 2021 AD COPy DuE Apr 20, 2021

bOOk AD sPACE May 17, 2021 AD COPy DuE May 20, 2021

bOOk AD sPACE June 15, 2021 AD COPy DuE June 18, 2021

EQUIPMENT & NEW TECHNOLOGY

GREENHOUSE INNOVATION

august 2021

september 2021

STORAGE, CONTAINERS & PACKAGING

Bring the latest from global equipment manufacturers to the front step of growers, highlighting the technology that’s most adaptable to Canada. Tractors, planters, weeders, harvesters, optical sorters, packing lines, labelling equipment – they all fall into this category.

This sector relies on global solutions and local execution.

Showcase what’s innovative in lighting, water management, pest and disease control, and seed varieties.

Calling all refrigeration companies, corrugated container companies, design services and packaging companies. Having the right package for the right end user will be critical for 2022.

bOOk AD sPACE July 16, 2021 AD COPy DuE July 20, 2021

bOOk AD sPACE Aug 16, 2021 AD COPy DuE Aug 19, 2021

bOOk AD sPACE Sept 16, 2021 AD COPy DuE Sept 20, 2021

may 2021

K BAC IN!

june 2021

july 2021

october 2021

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NEW

[

[

bOOkING yOuR AD

ADVERTISING RATES sIZE

RATE

Full Pg

$3180.87

Back Page

$3384.36

Jr. Pg

$1973.62

1/2 Pg

$1709.10

1/3 Pg

1/4 Pg

$1298.05 $895.66

Front Pg Banner $1043.06

Banner

$533.64

1/8 Pg

$450.00

3 Column

Bus. Card

$340.09

$228.46

[

(Gross, per ad)

AD SPECS uNIT

colour

+ $925.00 COLOuR FEE

+ $610.50 COLOuR FEE

+ $314.50 COLOuR FEE

WIDTH

DEPTH

Back Page

10.32”

Jr. Page

8.223”

11”

1/2 Page

10.32”

7.5”

6.125”

6”

Full Page

1/3 Page

1/4 Page

Front Page

10.32”

6.125”

10.32”

15”

15”

8”

2”

Banner

10.32”

2”

1/8 Page

4.028”

4”

3 Column

Bus. Card or

6.125”

4.028”

2.014”

2”

2”

4”

** 5% FREquENCy DIsCOuNT APPLIED TO THREE OR MORE ADs bOOkED AT THE sAME TIME.

MARKETPLACE

MECHANICAL SPECS • The Grower is printed web offset • Number of columns per page: 5

ADs PLACED IN MARkETPLACE ARE AT A RATE OF $3.15 PER LINE. PRICE INCLuDEs COLOuR.

• Type page: 10 1/2” x 15 1/4”

• Trim page: 11 3/8” x 16” on a 32” web

• Bleed available on centre spread only

** Discount applies when paying media planner rates.

Does not apply to previously discounted rates.

Rates effective November 1, 2020 6

uNsOLICITED TEsTIMONIALs

COMPLIMENTS FROM LOYAL READERS “The digital newsletter gives me the opportunity to quickly get up-to-date information once per week which can help in making management decisions. It’s nice to know the issues that are facing horticulture for the week, and how other farmers are progressing. The articles that are below each headline are usually short so reading time is kept to a minimum.”

~ KYLE OAKLEY, GOLDSMITH’S ORCHARD MARKET, THORNBURY, ON

“For us, The Grower is excellent. It’s a national newspaper and we have customers coast to coast. It’s important to receive fresh updates in vegetables – potatoes, carrots and onions. It’s always a good report.”

~ CYRIL VACHON, EQUIPEMENT CAPITAL, ST. AMBROISE, QC

“The Grower delivers relevant editorials from the grower’s perspective. The newspaper is our go-to for updating the industry with our news releases and an informative resource for DelFrescoPure on industry growth or challenges!”

~ JAMIE D’ALIMONTE, DEL FRESCO PURE, KINGSVILLE, ON

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INsERTs

TARGETED INSERTS The Grower has the ability to identify subsets of its database. You can select your target market by commodity, province, and/or postal code. Your pre-printed brochures, flyers, catalogues, and post-it-notes can be distributed monthly in The Grower publication. The Grower must sign off on all inserts seven business days prior to distribution.

pricing

select a 1 commodity

bAsED ON COsT/k

uNDER 4 PGs $410 Polybag (optional) $585 Extra weight - charges will apply

sizing

Maximum Size: 8” x 10.5” Minimum Run: 1000 pieces Total number of papers: 12,000 per month

choose a 2 province

sPLITs

Specific databases can be identified by commodity, province and/or postal code.

One time charge - $275.00

mail your 3 insert SHIP INSERTS TO: Attn: Frances Agostini

4 PGs + $490.00 $650.00

POsT-IT NOTEs

$48 - $58/M

Standard 3” core One time set-up fee: $120.00 Split charges may apply.

All inserts must be sent to Data Media one week prior to insertion date. The Grower has the right to approve all media prior to mailing.

Data Media Inc. 3400 Ridgeway Drive, Unit 5, Mississauga, ON L5L 0A2 8

PH: 416-701-2264

PODCAsTs

PODCAST OPPORTUNITY

The Grower invites clients placing a minimum of a 1/4 page print advertisement to take advantage of a new, exciting way to extend reach. Do you have important research to share? Are you taking a new product to market? Reinforce your advertising with a sponsored 10-minute podcast distributed directly to The Grower’s audience. Choose one of the three packages below that best suits your needs.

Basic Recorded podcast, 10 minutes or less, provided to The Grower $250

Interview Only On-air interview by The Grower editor with provided questions $350

INCLuDED IN PODCAsT sPONsORsHIP

Full Support Questions prepared by The Grower editor for 10-minute podcast $750

• Company mentioned as a sponsor within the podcast (average 175+ listens per podcast) • Opportunity to mention podcast link in the print advertisement • Company logo, with a link back to your website, will be listed on The Grower’s podcast page • Podcasts will be hosted on SoundCloud, iTunes, etc.

• Podcast will be tagged/mentioned as sponsors once in social media promotion • Podcast will be included in Tuesday morning e-newsletter, Fresh News from the Grower (3,000+ subscribers) • Podcast will remain on The Grower website as a searchable item

EDITORIAL APPROVAL

TIMELINEs

All podcast submissions must be approved in advance by The Grower’s editor.

The Grower requests two weeks of lead time to record the podcast in advance of print deadlines, the 15th of the month preceding publication.

DIGITAL SPONSORED CONTENT NEW

Share a dynamic company profile or showcase innovation in your business on The Grower’s award-winning website, www.thegrower.org.

You will receive one page on www.thegrower.org under the heading or tag of your choice (check website for available tags). Your post will have a title and up to three images (750 x 500 pixels). Your page will also include your logo at the bottom of your article with a hyperlink to your website. Your article can be up to 500 words.

1 month 3 months 6 months 12 months

$1500 $1750 $2000 $2500

1 tweet/Facebook post 2 tweet/Facebook posts 3 tweets/Facebook posts 4 tweets/Facebook posts 9

DIGITAL ADVERTIsING

AVAILABLE BANNER SIZES AND FORMATS

Depending on your needs, you can run one or multiple banners simultaneously.

Choose from the following ad formats: LEADERBOARD

TALL SKYSCRAPER

Appearing at the top of all thegrower.org pages, this

This 300 X 600 px banner can be

cross-section of site visitors.

category page or along side the

1170 x 130 px slot is designed to reach the largest

1170 x 130 px

300 x 300 px

displayed on the home page, a content of a specific article.

VIDEO

MEDIUM SQUARE

Appearing on the homepage this 300

Featured on the homepage, category

your video campaign.

page and content pages, this 300 x

300 x 600 px

x 300 px slot is designed to house

300 x 300 px

300 px banner is sure to boost views

and clicks to your company profile.

BANNER SPECIFICATIONS HTML5 FILES

LINKS

These files must be provided in SWF format. The

The full URL should be provided in the following format:

interactivity. All files must be under 1 mb.

than a web page (ie. PDF document) the document must

SWF file must not contain any embedded links or

IMAGE FILES

Ads provided in image format must be of file type JPG, PNG or GIF. GIF files may be static or animated. PNG and GIF

files should not have any transparency. All files must be under 1mb.

http://www.yoursite.com. If a link connects to media other be available via a web link (http://www.yoursite.com/

document.pdf) on the advertiser’s site or a third-party

service. The Grower does not provide hosting for these documents.

DESIGN OF ONLINE ADS IS AVAILABLE AT A NOMINAL FEE

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DIGITAL ADVERTIsING

WWW.THEGROWER.ORG Ad Type | size

Position

Tall skyscraper 300 x 600 px Medium square 300 x 300 px

Leaderboard (top) 1170 x 130 px

1 month

3 months

6 months +

Entire site Home page Category page

1000 500 400

800 400 320

600 300 240

Entire site Home page Category page

500 250 200

400 200 160

300 150 120

Entire site Home page Category page

(Also applies to video ads/links)

$/MONTH

1000 500 400

800 400 320

600 300 240

Campaigns less than 4 weeks in duration add 15% to published rates. No surcharge applies for multiple campaigns when booked as one media purchase. All rates are net. Billing is monthly. A 15% discount applies to all prepaid advertising orders. Visa, MasterCard accepted.

WEEKLY E-NEWSLETTER Ad Type | size

Position

Video link 750 x 500 px thumbnail + 50 word description + URL link

Middle of e-newsletter

329

Company news link 750 x 500 px thumbnail + 50 word description + URL link

Middle of e-newsletter

329

sponsor banner bar 720 x 300 px + URL link

Middle or bottom of e-newsletter

329

sponsor 720 x 300 px

$/WEEk

279 RESERVED UNTIL 2022

Lead Banner (Top)

ph: 866-898-8488 x 221

email: advertising@thegrower.org 11

CONTACTs

THE GROWER TEAM

print + digital sales

editor

accounting

digital specialist

Carlie Melara

Karen Davidson

Doug Wilkinson

Deanna Hutton

P: 519-763-8728 ext. 221 TF: 866-898-8488

advertising@thegrower.org

P: 416-557-6413

editor@thegrower.org

@karen4growers

P: 519-763-8728 ext. 114

P: 519-763-8728 ext. 116

accounting@ofvga.org

dhutton@ofvga.org

F: 519-763-6604

F: 519-763-6604

VISIT US HERE

2021

Ontario Potato Conference

CPMA Convention and Trade Show

Muck Vegetable Growers’ Conference

Canadian Greenhouse Conference

TBA, Guelph, ON

TBA, Bradford, ON

@growernews

March 2-4, Vancouver, BC

October 6-7, Niagara Falls, ON

thegrowernews

www.thegrower.org