To web or not to web

ShareThisOnline publishing for a farm audience throws up a particular challenge. While urban-based journalists may be contemplating the virtues of using social networks such as Twitter to research and report stories, our readers may even lack access to reliable cell phone service or struggle to get cost-effective access to broadband. The infrastructure is patchy in many parts of rural Ontario, even within an easy drive of Toronto.

Then there’s the challenge of reaching readers of a certain age. According to figures gathered by Statistics Canada from its census, the average farmer in Ontario is somewhere between 50 and 60 years old and aging. The person filling out the census form is likely the decision-maker farm publishers want to reach. If your readers don’t have broadband, is there any use in publishing online?

Maybe not, but again, maybe.

While we at Better Farming magazine published an award winning magazine article on the Pigeon King International in December, 2007, we continued coverage of the issues involved on our website. We found we had widespread uptake, even in those Mennonite and Amish communities where there is no Internet access and technology is frozen in time somewhere before rural electrification.

We found that because of keen interest our stories were circulated widely via printouts and fax access available through more technologically driven neighbours. The result: Our stories got out there, often faster than daily newspapers could cover the same breaking news.

Now that is satisfying.