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'Furrow' shows deep custom roots

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Custom publishing is nothing new. Deere & Co. has been at it since 1895. That's when the Moline, Ill.-based farm and construction equipment manufacturer started publishing The Furrow .

From the beginning, Deere has published the magazine in-house. "It's stayed the same: a journal for farmers, a trade magazine for farmers," said Andy Markwart, editor-manager of The Furrow .

Deere publishes a U.S. edition of the magazine eight times a year. The company this year started a quarterly version of The Furrow for agriculture retailers. In 2001, it debuted a lifestyle magazine for country living called Homestead , which is published five times a year.

The Furrow has seven regional editions in the U.S., with content and ads targeted to, for example, cotton farmers or corn growers, depending on the edition. The circulation in North America is about 600,000. Worldwide, the magazine is published in 11 languages and distributed in 45 countries.

-Sean Callahan

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