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Farm Journal Media's Beef Today in January rolled out a new website to connect buyers and sellers of cattle. Cattle-Exchange.com allows sellers to place free listings of livestock for sale. Bill Newham, VP-livestock group publisher of Farm Journal Media, talked about the program.
Media Business: What led you to launch Cattle-Exchange.com?
Bill Newham: There's a need in the marketplace for it. There are a number of sites out there but none that we felt was as detailed as they needed to be. To me, it's Match.com for cows; it's not a buy-sell platform, it's a matchmaking service.
MB: What's the sales and marketing strategy?
Newham: Primarily, site advertising and sponsorships. There's three-quarters of a million people in the U.S. who own cattle, and we have a number of (advertisers that) want to reach them. To a lesser degree, there will be premium fees for listings that are more prominent on the site.
MB: What's the biggest challenge in introducing this type of platform?
We're approaching 100 data points on listings, (so) the challenge was getting the programming, formatting and the structure of it as such, that it was (as) user-friendly as
possible for people who want to list cattle. Because, in a broad sense, we're dealing with an audience that may not be on the technology cutting edge as in other industries