Meredith's Multiplatform Approach At Work in the Country

Recruits Learfield to Expand Living the Country Life

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NEW YORK (AdAge.com) -- Meredith Corp., the relatively low-profile publisher of big magazines like Family Circle and Ladies' Home Journal, is moving deeper into multimedia business by forming a joint venture with Learfield Communications to expand its "Living the Country Life" brand.
The 'Living the Country Life' brand already includes a free magazine, a television program and a website, but, with the help of Learfield Communications, Meredith hopes to attract even more advertisers with a new syndicated radio program.
The 'Living the Country Life' brand already includes a free magazine, a television program and a website, but, with the help of Learfield Communications, Meredith hopes to attract even more advertisers with a new syndicated radio program.

Learfield, which is buying a minority stake in Living the Country Life, sells news programming to radio stations and manages media rights for 32 college sports teams.

Living the Country Life, introduced in 2002 by Meredith's Successful Farming team, already comprises a magazine, a website and a series on RFD TV, a channel aimed at rural Americans. But the new partnership -- and equity infusion -- is meant to expand its reach further to better attract advertisers. Learfield and Meredith, for example, are already planning a syndicated radio show for the brand.

"Marketing today is not just about radio, TV or print ads," Stan Koenigsfeld, president of the news division at Learfield, said in a statement about the deal. "Marketing today is about engaging consumers."

Subscriptions to Living the Country Life magazine, the official publication of the Country Living Association, are available free, although an online sign-up form demands that recipients divulge their birth dates and acreage, reflecting no doubt Meredith's expertise in establishing databases that its marketers can employ.
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