Trust and transparency have long defined Hoard’s Dairyman’s mission. Founded in 1885, the magazine was among the first AAM members more than a century ago and recently became the first U.S. magazine to be certified by the Journalism Trust Initiative (JTI).
In our latest Media Matters interview, we spoke with John Mansavage, director of marketing, to learn how the company has evolved to meet advertiser and audience needs, its commitment to fostering greater trust and why third-party assurance remains central to its mission.
A legacy of trust and transparency
Hoard’s Dairyman has deep roots as the main source of vital information for dairy producers with a commitment to editorial integrity.
“W.D. Hoard placed the highest value on reader trust and the integrity of the magazine,” Mansavage said, “We serve a mature industry where accuracy is everything. Our audience relies on accurate content to make decisions that can affect their operations immediately, which is why maintaining reader trust is critical.”
Part of that trust includes serving content wherever audiences are.
“Digital has become a major part of media consumption. We have a robust website, webinars, a social media presence, and an e-newsletter, which is a natural extension of our offerings.”
Having digital channels verified naturally fit with the company’s mission.
“You might say that auditing is in our DNA,” Mansavage said. “It gives advertisers confidence that the audience we say we’re reaching is valid and real.”
Setting the standard for editorial integrity
That same commitment to transparency led Hoard’s to pursue certification from the Journalism Trust Initiative, a Reporters Without Borders program that helps publishers demonstrate their commitment to transparency and editorial standards.
“We’ve always believed in the integrity of our editorial policies and practices, but this confirms to the market that our content upholds high industry standards,” Mansavage said. “The certification reinforces the message that Hoard’s can be trusted. That’s important for our readers and advertisers.”
Sharing its complete brand story
Hoard’s also uses its AAM profile to share its total brand story, including verified cross-media data and important company information such as total gross contacts and its media kit, with media buyers.
“We link to our brand profile in our advertising materials so agencies and marketers can easily get a complete picture of our reach,” Mansavage said. “We know agencies and media buyers often consult our profile to find a snapshot of our audience, then follow up with us for the details, including demographic breakdowns.”
Looking ahead
As Hoard’s audience continues to evolve, the company is exploring ways to ensure their content remains relevant and valuable. This includes tailoring offerings to larger and more specialized farms that require higher-level insights. What won’t change is the company’s commitment to fostering trust.
“It’s our North Star and the foundation of everything we do. When your audience intrinsically trusts your content, that value is immeasurable. I’d advise other publishers to nurture that trust throughout every part of their process.”
