Since 1992, Quinn/Brein has handled all of the marketing and PR activities for The Old Farmer’s Almanac, which is “the oldest continuously published periodical in North America.” This has included the release of its annual edition (out every year since 1792!), several spin-off publications (including The Old Farmer’s Almanac for Kids, The All-Seasons Garden Guide, The Garden-Fresh Cookbook, The Everyday Cookbook, and Everyday Recipes), a chain of retail stores, and myriad of licensed products (everything from pea soup mix to laundry detergent).
When Quinn/Brein came on board, The Old Farmer’s Almanac and its publisher, Yankee Publishing, were looking for ways to increase sales and cut through marketplace confusion brought on by too many copycat almanacs.”
The Old Farmer’s Almanac is a unique brand with a long, storied history. People love it. Unfortunately, though, many people who hear the words “old” and “farmer” make certain assumptions about what’s included inside or about the average reader.
The truth is the Almanac features a lot of what one might expect (gardening tips, recipes, and, of course, those 80 percent accurate weather forecasts) and even more of what’s unexpected (hottest annual trends, timely stories, and quirky advice). Whether through our annual media tours (traveling from Seattle to Saratoga and everywhere in between), product pitching, third-party tie-ins, licensing partnerships and strategies or any of the many campaigns we plan throughout the year,our goal is to always be like the Almanac: “useful, but with a pleasant degree of humor."
Every year, we coordinate hundreds of interviews for The Old Farmer’s Almanac. Recent major media hits have included: AOL News, Associated Press, Reuters, ABC-TV’s “Nightline”, NBC-TV’s “Today”, CITY-TV’s “Breakfast Television”, CNN Headline News, Fox News Channel, USA Today, New York Times, Washington Post, and Toronto Sun.
For The Old Farmer’s Almanac companion publications, we’ve developed unique campaigns specifically designed to reach carefully selected audiences. For example, for The Garden-Fresh Cookbook, in addition to traditional media, we utilized online communities via social media and promotions with food bloggers. We also launched the first-ever food blog on Almanac.com that we continue to manage with readership numbers increasing every month!