Milling & Baking News - December 31, 2019 - 7

Editorial

Publishing for a challenged business sector

he year now ending was among the most dif- contrast to the experience of rapid page number deficult collectively in memory for the three prin- clines at so many other publications. In 2019, S.P.C.
cipal industries served by this publication - printed a combined 11,496 pages published across all
grain, milling and baking. Milling & Baking News for 98 the company's titles. Excluding special IBIE issues, the
years has been dedicated to chronicling the develop- total was within 0.1 per cent of the 2018 page totals.
ments in these businesses and actions industry leaders
This print stability is particularly remarkable conare taking to confront its challenges. This "annual re- sidering the continued rapid growth of online prodport" to our readers represents an opportunity to share ucts. Pageviews enjoyed double-digit gains in 2019
how Sosland Publishing Co. (S.P.C.) is faring in this across the stable of Sosland web sites. Over the past
environment and changes underway at the company three years web site pageviews have jumped more
to adapt to what is transpiring in grain-based foods as than 40 per cent to 11 million while the number of
well as across business-to-business publishing.
average monthly users has more than doubled. The
A high point during the year both for the grain- evolving publishing marketplace has prompted imbased foods industry and this company was the tri- portant internal changes at S.P.C., including the adopennial International Baking Intion of a new customer resource
The evolving publishing
dustry Exposition in Las Vegas.
management system and the immarketplace has prompted
In a company-wide effort led
pending hiring for the first time
by Milling & Baking News' sister
ever of a chief marketing officer.
important internal changes at
publication Baking & Snack (celThese significant investments
Sosland Publishing Co.
ebrating its 40th anniversary),
will help ensure our customers
S.P.C. produced seven media products as the Official achieve their comprehensive marketing objectives.
Media Provider of IBIE. In contrast to the virtual naAhead of this publication's centennial year, beginture of magazines and digital products, the physical ning in 2021, Sosland Publishing engaged Cypress Represence of so many Sosland Publishing Co. team search to conduct the most extensive survey of Millmembers at IBIE was a visible and palpable affirma- ing & Baking News readership in decades. Hundreds
tion of the deep and enduring relationship between of subscribers completed a marathon-length survey to
Sosland and the grain-based foods industry.
help us understand readership habits and find ways
Beyond IBIE, the year was a challenging one for to elevate the publication's relevance and value for
grain, milling and baking, and those challenges were the grain-based foods industry. Insights from the surfelt at S.P.C. While advertising revenues in 2019 vey ranged from the mundane (page numbers are difreached an all-time high, the peak total reflected con- ficult to find) to more complex (harmonizing online
tributions from special IBIE issues. Overall revenues and print content).
lagged targets for the year. Results varied widely by
We are committed to translating these insights into
publication. Reflecting the dynamics of the markets magazine enhancements in the months and years
the publications serve, World Grain and Baking & ahead. At the same time, comments from readers such
Snack advertising sales fell well shy of budget while as, "I put it in a category of its own in terms of editoMeat & Poultry beat its targets for the year.
rial quality" and "M.B.N.'s voice is noticeably differGrowth of digital products in 2019 outperformed ent from other food industry publications" together
print both in absolute terms and relative to budget. with many emphasizing the importance of sustaining
Recently gained insights on readership habits (more the magazine's editorial independence and integrity
on that below) showed a continued reliance on and were sources of great pride for editors taking up the
preference for print rather than online news among mantle from revered editorial predecessors and conmany of our readers. This sentiment is underscored fident in the future of this publication and the markets
in the relative stability of S.P.C. print page totals, in it serves. MBN
WE'RE EAGER TO GET YOUR FEEDBACK: E-mail editor@sosland.com or write to us at
Milling & Baking News, 4801 Main Street, Suite 650, Kansas City, MO, 64112
EDITORIAL STAFF
Executive Editor, Markets
Neil N. Sosland
Editor
L. Joshua Sosland
Managing Editor
Eric J. Schroeder
Senior Editors, Markets
Jay S. Sjerven
Ron Sterk

Associate Editor
Jeff Gelski
Associate Editor, Markets
Matt Noltemeyer
Digital Media Associate Editor
Rebekah Schouten
Markets, Graphic Designer,
Purchasing Seminar Coordinator
Christina Sullivan

7 / January 2, 2018
Milling & Baking News
bakingbusiness.com
/ world-grain.com

PUBLISHING STAFF
Publisher
G. Michael Gude
Associate Publishers
David DePaul
Bruce Webster
Matt O'Shea
Sales Associate
Tom Huppe
Director of
Audience Development
Michael Barbee

Audience Development
Analyst
Dustin Pickman
Audience Database
Specialist
Lindsey Sheridan
Audience Development
Coordinator
Carlea Schuler
Director of Digital Media
Jon Hall

Digital Advertising Manager
Carrie Fluegge
Advertising Manager
Nora Wages
Advertising Coordinator
Annie Fournier
Design Services Manager
Sadowna Conarroe
Design Services
Assistant Manager
Ryan Alcantara

CORPORATE
Production Specialist
Marj Potts
Senior Design Consultant
Becky White
Promotions Manager
Jim White
Promotions Media Designer
Abby Chronister
Sales Coordinator
Whitney Hartman

Chairman and CEO
Charles S. Sosland
President
L. Joshua Sosland
Chief Financial and
Administrative Officer
Staci Greco
Chief Operating Officer
and Executive Editor
Meyer Sosland
-----
Morton I. Sosland
1925 - 2019

bakingbusiness.com
/ world-grain.com
Milling & Baking News
December 31,
2019 / 7

http://www.bakingbusiness.com http://www.world-grain.com

Milling & Baking News - December 31, 2019

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