In 1895 John Deere launched The Furrow magazine in the United States. The content featured in The Furrow was educational, and it focused on teaching farmers how to be more fruitful business owners, rather than trying to sell John Deere’s farm equipment.

Over 120 years later, The Furrow is still alive and well, with five editorial teams publishing their respective versions of the magazine in North America, Europe, South America, Australia/New Zealand and China, creating their content in 15 languages. The 2017 global circulation of the magazine was approximately 1.5 million, of which the European magazine totalled 770,000.

The editorial team based in Mannheim, Germany, publishes 14 different country editions of the magazine and each has its own, country-specific editorial content and advertising material.

Thanks to Steve Mitchell and Steven Roller, Manager, Company Magazine, John Deere GmbH & Co.
KG, for key facts on John Deere.
Questions • Can you think of an organisation that publishes in multiple locations and several languages?
• What are their challenges in maintaining brand image and tone of voice across different countries?
• How would you recommend this is managed?

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/ 2015