World Grain - March 2022 - 32

SOSLAND PUBLISHING
years
Content and competition
" One of Sosland Publishing's mottos is,
'Content is King,' " Donley said. In this, he
spoke not only for World Grain but all the
Morton Sosland
company's publications and staff.
" The company has always invested in its
editorial product, whether it be in personnel,
cutting-edge technology or sending its editors
to cover events all over the world, which
is not inexpensive, " he noted.
One of World Grain's secrets to success,
Donley said, is its crew of highly capable correspondents
scattered throughout the world in places such as
Western Europe, Eastern Europe, Africa, Australia,
Asia and South America.
" This enables us to have an ear to the ground in
important grain-producing regions and to cover
more industry events than we could otherwise, "
he said.
" World Grain is still the leading publication
in its market segment, " Flavin said,
" However, over the past several years, we
have seen increasing competition for advertising
dollars. "
Flavin
noted
Neil Sosland
Grain's competitors.
Donley compared the publications, saying, " We cerpublications
UK,
India and Turkey as
based
in
the
chief among World
tainly cover a wider variety of topics than our competitors,
and the quality of our content is higher. "
Meyer Sosland agreed, " My experience as managing
editor of World Grain showed me the importance
of high-quality content. Sosland Publishing provides
its readers with high-quality content that they use in
their professional lives. In doing so, we have developed
an audience that is very valuable to those who
wish to market their equipment, services and ingredients
to the global grain, flour and feed industries. "
A good way to measure editorial performance is by
reader reaction. Josh Sosland described a trip to Puerto
Rico to write about the territory's largest flour mill.
" When we were picked up at the airport, the passengers
in our car included the mill superintendent, "
he recalled. " I mentioned that my article would run in
Milling & Baking News and World Grain, and the superintendent
really perked up at the mention of World
Grain. It took me back a bit that he had not recognized
our foundational magazine, but obviously, World Grain
was a favorite. "
Meyer Sosland detailed similar experiences.
" From a young age - five to be exact, when my father
moved our family to London - I was very lucky
to travel internationally, " he said. " Later, when I became
managing editor and associate publisher of World
Grain, that experience gave me the ability to easily interact
with our customers. "
He recalled visiting a miller in South Africa: " I was
there with one of World Grain's major advertisers. I
asked the miller whether they received World Grain.
He said yes and that the current issue was then in the
break room being read.
" And during a recent meeting at a publicly traded
US leader in the grain trade, I noticed that the head of
marketing had made her office into a library and kept
World Grain issues close at hand. She is an avid reader
of World Grain. "
Forward into digital
There's no doubt that the future is digital. World
Grain was among the first Sosland Publishing titles to
run its own website. It launched World-Grain.com in
September 2000. Editors post news and features on a
daily basis. In the years since, the magazine has added
affiliated products - podcasts, videos, webinars,
ezines, e-newsletters and white papers, among others.
" We have a very loyal readership for World Grain's
World Grain has spearheaded custom publishing
projects for several industry organizations over the
years, including the 125th anniversary publication
of the International Association of Operative Millers
(IAOM) in 2021.
32
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World Grain - March 2022

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