Vance Publishing Corporation has acquired two Internet-based businesses that market to and serve the farm and ranch communities, CattleNetwork.com and CattleStore.com. Both were purchased from Integrated Management Information, Inc., of Colorado.
“This is another significant acquisition for Vance Publishing,” reported company Chairman William C. Vance. “It reinforces our position as the premier business-to-business multi-media communications resource in the markets we serve. We will continue to pursue acquisition opportunities that will increase services to our customers and strengthen our existing product lines.”
This is Vance's first solely digital acquisition; other recent purchases have included a mix of print, e-media, and events. The two new sites will become part of Vance's growing Food360 group, which includes Drovers, Dairy Herd Management, Bovine Veterinarian and Pork print publications, web sites, e-newsletters, and the Doane forecasting and analysis product line marketed to the agricultural community, along with a host of other magazines, digital products and events.
CattleNetwork.com offers news and educational content across a wide spectrum of topics important to cattle, feedlot, and dairy operations. Users may access eight e-newsletters as well as continuously refreshed content online. The site, which includes both text and video files, received a significant upgrade in April with improved graphics and navigation, according to Director Rob Cook, who will continue to oversee site operations. CattleNetwork was founded in 2001 by a consortium of six leading U.S. feedyards. Integrated Management Information, Inc. bought the company in 2005.
CattleStore is a retail sister site where producers can purchase agricultural supplies on-line. “CattleStore.com has an impressive range of products,” noted Vance Vice President and Publishing Director Cliff Becker. “It's truly a one-stop resource for farm and ranch supplies. The convenience this offers to the farm and ranch community is significant. Many customers are working far from brick-and-mortar stores. With CattleStore, they can shop, order, and receive their supplies at their homes.” The site offers products as diverse as livestock vaccines, fencing supplies and waterers. “It's a totally web-based entity with distribution networks across the continental United States,” Becker said.
“CattleNetwork has established itself as a solid news brand within its target audience, and CattleStore offers a strong support site for tangible products,” said Becker. “Their combined presence in the agricultural community made them especially attractive to us.”