Behind the scenes of direct marketing. (Direct/Relationship Marketing).

BEHIND THE SCENES OF DIRECT MARKETING

Direct marketing is a concept that every marketer understands. Direct
marketing is visible--it is the postcards and brochures that fill our
mail, the sales pitches we receive via phone. But this definition
overlooks the very important concept of database marketing. Database
marketing is the powerhouse behind direct marketing--the lists and
database services that make it possible to reach out to potential
customers. We'd like to take this opportunity to spotlight these often
forgotten services and the companies that provide them to the
agricultural community.

Company              Key Ag Lists

AgWeb                AgWeb News Briefs (weekly e-mail
Lafayette, IN        newsletter)-E-mail delivery, demographic and
                     geographic selection based on Farm Journal
                     database.

DATACORE Marketing   As needed on client basis.
Kansas City, MO

Doane Agricultural   Retailers/distributors of crop inputs (18,000);
  Services Co.       independent crop consultants (2,560); professional
St. Louis, MO        farm managers (2,000); large animal veterinarians
                     (13,511); agricultural lenders (5,363); university
                     agricultural specialists (3,100); county extension
                     agents (6,200); corporate agribusiness/
                     communications agencies (4,922); agricultural
                     trade associations (447); agricultural media
                     (1,260). 57,363 names total.

FARMAIL              250+ corn producers (137,758); 250+ soybean
Philadelphia, PA     producers (121,517); 100+ beef cow producers
                     (83,077); 100+ dairy producers (49,814); livestock
                     producers who vaccinate (161,456); producers who
                     use the Internet (211,542); Class 1A farmers
                     (379,664); 500+ acre producers (219,125); and
                     more. 573,998 records total.

Farm Journal         250+ corn producers (137,758); 250+ soybean
  Database           producers (121,517); 100+ beef cow producers
  Strategies         (83,077); 100+ dairy producers (49,814); livestock
Philadelphia, PA     producers who vaccinate (161,456); producers who
                     use the Internet (211,542); Class 1A farmers
                     (379,664); 500+ acre producers (219,125); and
                     more.

Farm Progress        Beef producers (200,000); active farm owners/
  Companies          operators (1.7 million); corn farmers (710,000);
Carol Stream, IL     soybean farmers (550,000); seed, herbicide,
                     insecticide products used (155,000); tire brands
                     (70,000); tractor/combine brands (60,000).

The Jackson Group
Indianapolis, IN

The Kenna Group
Winnipeg, MB

Primedia Business    Beef (96,254); Farm Industry News (236,356); Farm
Danbury, CT          Press (110,855); Farming Consumer Masterfile
                     (229,439); Hay & Forage Grower (87,195); Grounds
                     Maintenance (59,000); Mine & Quarry Trader
                     (30,230); National Hog Farmer (33,940);
                     Agricultural Executives (484,542); Farming
                     Executives (502,567), Lists handled by Statistics.

Progressive Farmer   Progressive Insight National
Birmingham, AL       Database--comprehensive database of U.S. farm
                     owner/operators. Selections available by
                     geography, crop/livestock demographics, and
                     agricultural affiliation. 1,079,944 names.

Select Publishing    Farm Select Master Database--individuals engaged
Madison, WI          in production agriculture. 1.2 million names
                     total.

Statlistics          Agbase (426,325); Beef (96,254); Farm Industry
Danbury, CT          News (236,356); Farm Press (110,855); Farming
                     Consumer Masterfile from Primedia Business
                     (229,439); Hay & Forage Grower (87,195); Grounds
                     Maintenance (59,000); Mine & Quarry Trader
                     (30,230); National Hog Farmer (33,940);
                     Agriculture Executives from Primedia Business
                     (484,542); Farming Executives from Primedia
                     Business (502,567).

SynapseTechnology
Charlotte, NC

Vance Publishing     The Grower (22,000); Cotton Farming (33,200);
Lenexa, KS           Citrus & Vegetable Magazine (12,000); Dealer &
                     Applicator (22,000); The Peanut Grower (17,500);
                     Rice Farming (8,700). 114,200 names total.

Company              CPM                         Phone

AgWeb                E-mail: Call for quote      765/449-8000
Lafayette, IN

DATACORE Marketing   E-mail/Fax/Postal:          877/471-0605
Kansas City, MO      on project basis

Doane Agricultural   Postal: Call for quote      314/372-3524
  Services Co.
St. Louis, MO

FARMAIL              Postal: Starting            800/353-2767
Philadelphia, PA     at $75/M
                     E-mail: Call for quote

Farm Journal                                     800/523-1583
  Database
  Strategies
Philadelphia, PA

Farm Progress        Postal: Call for quote      630/462-2350
  Companies
Carol Stream, IL

The Jackson Group                                317/791-9000
Indianapolis, IN

The Kenna Group                                  204/982-3535
Winnipeg, MB

Primedia Business    Postal, Telemarketing       203/778-8700
Danbury, CT          & E-Mail: varies per
                     publication--call for
                     quote

Progressive Farmer   Postal/E-mail: Call for     205/445-6244
Birmingham, AL       quote

Select Publishing    Postal: $125/M              608/277-5787
Madison, WI

Statlistics          Postal, Telemarketing       203/778-8700
Danbury, CT          & E-Mail: varies per
                     publication--call for
                     quote

SynapseTechnology                                704/887-5600
Charlotte, NC

Vance Publishing     Postal: For advertisers--   913/438-8700
Lenexa, KS           $125/M ($350 minimum);
                     Non-advertisers-$195/M
                     ($500 minimum)

Company              Fax            Web site

AgWeb                765/449-8010   www.agweb.com
Lafayette, IN

DATACORE Marketing   816/842-0274   www.datacoremarketing.com
Kansas City, MO

Doane Agricultural   314/569-1083   www. doane.com
  Services Co.
St. Louis, MO

FARMAIL              215/568-4221   www.farmjournalmedia.com
Philadelphia, PA

Farm Journal         215/568-3989   www.farmjournalmedia.com
  Database
  Strategies
Philadelphia, PA

Farm Progress        630/462-2202   www.farmprogress.com
  Companies
Carol Stream, IL

The Jackson Group    317/791-9800   www.jacksongroup.com
Indianapolis, IN

The Kenna Group      204/982-3520   www.thekennagroup.com
Winnipeg, MB

Primedia Business    203/778-4839   www.statlistics.com
Danbury, CT

Progressive Farmer   205/445-6860   www.progressivefarmer.com
Birmingham, AL

Select Publishing    608/277-9001   www.selectpub.com
Madison, WI

Statlistics          203/778-4839   www.statlistics.com
Danbury, CT

SynapseTechnology    704/887-5601   www.synapsetechnology.com
Charlotte, NC

Vance Publishing     913/438-0697   www.vancepublishing.com
Lenexa, KS

Company              Management   Design   Analysis   Contact

AgWeb
Lafayette, IN

DATACORE Marketing       x          x         x          x
Kansas City, MO

Doane Agricultural       x                    x          x
  Services Co.
St. Louis, MO

FARMAIL
Philadelphia, PA

Farm Journal             x          x         x          x
  Database
  Strategies
Philadelphia, PA

Farm Progress            x          x         x          x
  Companies
Carol Stream, IL

The Jackson Group        x          x         x          x
Indianapolis, IN

The Kenna Group          x          x         x          x
Winnipeg, MB

Primedia Business
Danbury, CT

Progressive Farmer       x          x         x          x
Birmingham, AL

Select Publishing        x                    x          x
Madison, WI

Statlistics
Danbury, CT

SynapseTechnology        x          x         x          x
Charlotte, NC

Vance Publishing
Lenexa, KS

Company              Communications   Sourcing   Campaigns

AgWeb
Lafayette, IN

DATACORE Marketing         x             x           x
Kansas City, MO

Doane Agricultural         x             x           x
  Services Co.
St. Louis, MO

FARMAIL
Philadelphia, PA

Farm Journal               x             x           x
  Database
  Strategies
Philadelphia, PA

Farm Progress              x             x           x
  Companies
Carol Stream, IL

The Jackson Group          x             x           x
Indianapolis, IN

The Kenna Group            x                         x
Winnipeg, MB

Primedia Business
Danbury, CT

Progressive Farmer         x             x           x
Birmingham, AL

Select Publishing          x             x           x
Madison, WI

Statlistics
Danbury, CT

SynapseTechnology          x                         x
Charlotte, NC

Vance Publishing
Lenexa, KS