Rich Keller
Rich Keller

Since 1937, Vance Publishing Corporation has been a leader in business-to-business publishing and communications. This year, the corporation is celebrating its 75th year of serving an assortment of markets.

AgProfessional is one of several agriculture-related publications. Other main titles and services with various communications tools focused at agriculture-related businesses include Bovine Veterinarian, Citrus & Vegetable, Dairy Herd Management, Doane Advisory Services, Drovers/Cattle Network, Greenbook, Pork, Produce Retailer, The Grower, The Packer and AgriTalk.

“The company has grown organically as well as through strategic acquisitions,” noted Chairman William C. Vance. AgProfessional is the current title of a publication that was acquired when it was titled Custom Applicator; the name was changed to Dealer and Applicator, and then in 2005 Vance purchased the publication AgProfessional and combined Dealer and Applicator and AgProfessional into the current magazine, while keeping the name of the acquired magazine.

Vance has maintained a leadership role in all of its markets by providing innovative communication tools for readers and the advertisers. The target audiences of AgProfessional are agricultural retailer management, sales agronomists, channel distributors, custom applicators, independent crop consultants and professional farm managers.

Besides the magazine, we produce a weekly e-mail newsletter distributed to all these audiences for those who provide their e-mail address. And agricultural retailer employees are qualified to receive a separate weekly e-mail newsletter. The Web site,, is updated daily with a minimum of 10 news items in the daily news section plus information regularly added to the media center and business sections. Additionally, on an irregular basis special topic information and advertising messages are sent by e-mail to selected audiences. Then there are special events such as Webinars conducted on line. We’ve also moved into social media with a large following on Tweeter and have a Facebook option for those who like using this medium.

As Chairman Vance noted, the company has a history of attracting talent that knows and understands its audiences, which I definitely know is the case for AgProfessional. We pride ourselves in being connected to our audiences so that we can provide the information needed and provide it in a way appreciated by the audiences.

In observance of its 75th anniversary, Vance has unveiled a redesigned Web site and designed a special 75th Anniversary logo that will be included in AgProfessional during the remainder of 2012. You’ll find a section of the Web site devoted to videos of Vance employees talking about their experiences at the company.

Video has become an emphasis for Web site content of Vance brands. AgProfessional was a leader in posting videos more than three years ago, and we are posting two to three new videos per week—new product introductions, business news and opinions.

The corporate headquarters for Vance is in Lincolnshire, Ill., where industries other than agriculture are the focus of communication specialists. That communications is directed at beauty salon operators and employees, those involved in woodworking and those interested in home space organization options. In total for the company, 15 magazines and more than 50 e-newsletters are produced, and more than 30 Web sites are maintained. Visit Vance’s Web site at

“Building on the past 75 years, Vance will continue to invest, and further establish our leadership positions, in the customization of content across our platforms; unique, targeted advertising and marketing opportunities; social networks and idea exchanges; and robust, detailed databases,” said Chairman Vance. “It is with a sense of pride and commitment to our heritage that we continue to serve the agribusiness, beauty, woodworking and home organization industries.”