AgEmerge Podcast 112 with Frank Lessiter
Frank Lessiter, Founder Lessiter Media and Editor of No-Till Farmer, interviews Monte for the No-Till Farmer Influencers and Innovations Podcast. Frank and Monte discuss soil health, no-till and the regenerative agriculture movement and much more.
Frank is the son of a fifth-generation Michigan dairy farm father and ag engineer and whose mother, a high school English teacher, influenced his love of storytelling. Pam, a business education graduate, was the daughter of an elementary school teacher and an industrial education professor. Graduates of Michigan State University, Frank and Pam met on the MSU campus, where both were employed in the university’s information services offices.
On March 6, 1981, Frank and Pam hung out their own shingle upon acquiring a magazine, trade show and newsletter (with a staff of 5) from Reiman Publications (now part of Reader’s Digest), where Frank was executive vice president and chief editorial director. With a new company formed at the onset of the worst farm recession ever, their first decade in business brought challenges, yet also forged and annealed a foundation for what would become a very different kind of publishing company. And principles that would serve it as it evolved still several decades later.
Watch full episode here: https://youtu.be/2B392Lq21Xg
Through those lean years and the period of growth that followed, the name “Lessiter” (which at one time depended solely on paid-subscriptions), became synonymous with words like “actionable, meaningful, practical and relevant” for the content it delivered to its highly targeted audiences. Not fluff, not advertorials nor PR-speak, but rather unbiased, independent information that its subscribers and attendees could weigh, and act upon. “Where content becomes knowledge” began to be woven into the fabric of the Lessiter name.
The decades that followed attracted new talent, and brought launches, acquisitions, new events and digital media channels. And yes, a few divestitures, too, as the company focused on the segments in which it could most make a difference. But the content-first approach has never wavered since that day in 1981 and Lessiter Media impacted the lives of hundreds of thousands of subscribers, marketers and employees — as well as their families and ensuing generations.
The small company launched an independent, unbiased conference for farmers when Monsanto was going to control the message to farmers. It unearthed lightning-rod topics that had be addressed when others didn’t want to “rock the boat” —unscrupulous practices affecting equine health, attempts at governmental regulation of farriers, and the brand purity and other “unwritten” tactics taking place in the farm equipment industry. On more than one occasion, the company elected to walk away from business rather than yield editorial independence.
“We’ve refused to compromise on editorial quality as we deliver practical, ‘meat-and-potato’ content in everything we do,” says Lessiter. “This means delivering content that readers need to advance their businesses and lives. This has allowed us to achieve number-one status as the information source in each segment of the Niche Markets we serve — because the needs of the audience are placed first.”
https://www.no-tillfarmer.com/
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