As the nation’s recognized leader in agriculture content, data and business insights, we serve every key audience in agriculture, including crop farmers, livestock producers, the produce supply chain and ag retailers.

Our industry-leading portfolio of content channels feeds the most robust demographic and behavioral database in ag — with the largest collection of first-party data. That data is the backbone of everything we do. It serves content to our farmer, rancher and grower audiences with unparalleled insight, enabling the industry to prosper. And it helps our clients target and engage with their customers in groups large and small. The result is the most effective customer activation engine in the industry.


Our mission

Farm Journal delivers the most innovative, trusted and relevant business intelligence to drive customer success throughout American agriculture.


Founded and established in 1877 by Quaker farmer Wilmer Atkinson, Farm Journal magazine was a way to share practical advice to improve the livelihoods of farmers living within a day’s horseback ride of the publication office in Philadelphia.

Now the most trusted voice in agriculture, Farm Journal has a unique position across agriculture – in digital and social channels, in live and virtual events, in leading broadcasts across the nation and on kitchen tables in rural homes everywhere – a friend to producers positioned at the forefront of change.


Farm Journal Foundation

A charitable organization dedicated to achieving global food security by sustaining modern agriculture’s leadership role to meet the vital needs of a growing population



A purpose-driven division of Farm Journal dedicated to rebuilding consumer confidence in the U.S. agricultural value chain by partnering with farmers and ranchers to accelerate conservation agriculture-practice adoption and maintenance benefiting land, water, air and farm businesses.

Our Leadership

Andy Weber

Chief Executive Officer

Andy Weber is a seasoned executive with 35 years of senior management experience in business-to-business media. Prior to Farm Journal, Weber was executive vice president of Reed Elsevier and senior vice president of Chilton Company, a Walt Disney/ABC company. Earlier in his career, Weber served as president of three standalone subsidiaries of the Medical Economics Company, a division of global business information giant ThomsonReuters. He spent the first eight years of his career in agricultural media with Agri Marketing magazine and then Vance Publishing. Weber currently serves as chairman of the Farm Journal Foundation and the Machinery Pete, LLC boards and as a board member of several other industry and philanthropic organizations. He is a frequent media industry speaker and has received numerous industry awards, including Agriculture Future of America’s 2019 Leader In Agriculture Award, Northwestern University Medill School of Journalism’s 2012 McAllister Top Manager Fellowship and Crain’s Media Business Magazine Top CEO Innovator for 2011. Weber is a graduate of the University of Wisconsin-Madison in agricultural journalism.

Charlene Finck


Charlene Finck oversees all Farm Journal franchises including magazines, websites, digital offerings, events and broadcast programs as well as data and human resources functions of the company. She served for a decade as the ninth editor of Farm Journal magazine before moving into the company’s executive team, and founded the Farm Journal Test Plots program, which independently tests production practices, equipment and technology on U.S. farms. Under her leadership, the company launched the Farm Journal Legacy Project, an advocacy effort helping farm families transfer wealth and leadership to the next generation. Finck joined Farm Journal in 1989, as machinery editor after serving on the staff of Successful Farming magazine. An agricultural journalism graduate of the University of Missouri, she grew up on a Missouri crop and livestock farm, which is still active as a family operation. She has won numerous writing awards, the Columns Award from the College of Agriculture, Food & Natural Resources, the Citation of Merit from the University of Missouri Alumni Association and honored as a corporate visionary by the FOLIO Top Women in Media. Finck serves as president of the Farm Journal Foundation, is a member of the Association of Equipment Manufacturers (AEM) Ag Sector Board, AEM Sustainability Task Force, Farm Foundation Board of Directors and the National FFA Foundation Board of Trustees.

Jeff Pence

Chief Operating Officer

Jeff Pence is responsible for company infrastructure including finance, accounting, technology and systems as well as strategic business development and mergers and acquisitions. During his tenure with Farm Journal, Pence’s roles have included serving as division president where he focused on strategy development, integrated media sales and division management of the broadcast, produce, AgWeb and Pro Farmer divisions. Before joining Farm Journal in 1998, he was president at Qualitron Media, the production/syndication company for the “AgDay” and “Weekend Market Place” television programs. He’s a graduate of Purdue University with a bachelor’s degree in mechanical engineering and a master’s from Purdue University’s Krannert School of Management.

Mitch Rouda

Chief Strategy Officer

Mitch Rouda is responsible for leading innovation and business change at Farm Journal. He drives the development of data, digital and technology capabilities and leads the transformation of the company toward data-driven market solutions. He guided the start-up of Trust in Food™, the company’s mission-driven initiative to advance the adoption of regenerative agricultural practices. He previously served as chief revenue officer for the company and before that as president of Farm Journal’s digital media business. Before joining Farm Journal in 2009, Rouda was president and founder of an eMedia consulting group and served in chief digital officer and editor-in-chief positions at other leading media companies. He is a graduate of Carnegie Mellon University with a bachelor’s degree in architecture.

Matt Morgan

Executive Vice President, Produce

Matt Morgan leads Farm Journal’s full produce portfolio, including print, digital and events tied to The Packer, Produce Retailer and the Produce Market Guide marketplace. He has also held the position of senior vice president of data and digital and vice president of digital and row crops. Joining Farm Journal with the acquisition of Vance Publishing in 2015, Morgan was the leader of the agribusiness division, and has prior experience as a content manager and director in the areas of livestock and agribusiness. He grew up on a farm in southwest Iowa before his family relocated to Garden City, Kan. Morgan is a graduate of Kansas State University with a degree in public relations.

Amy Skoczlas Cole

Executive Vice President, Trust in FoodTM

Amy Skoczlas Cole joined Farm Journal in 2020 to lead Trust in Food, a mission-driven division working to mainstream and accelerate sustainable and regenerative agriculture, from producer to consumer, and everyone in between. Before joining Farm Journal, she served as managing director of The Water Main, a social impact enterprise of American Public Media, where she created Field Work, a multi-platform media effort to put farmers at the center of the conversation about sustainable agriculture. She has also held the position of vice president, sustainability for Pentair and executive director of the Pentair Foundation, as well as director of sustainability and social enterprise at eBay. She started her career at Conservation International, where she forged some of the earliest collaborations between business, the global environment and agriculture. She holds an MBA from George Washington University and a bachelor’s degree in environmental policy from Vanderbilt.

Brian Conrady

Executive Vice President, Crops

With the company for more than 25 years, Brian Conrady leads Farm Journal’s crops portfolio, including print, digital, broadcast and events. Among the iconic brands he manages are Farm Journal and Top Producer magazines;, the largest news and information site in agriculture; “AgDay” and “US Farm Report” TV programs as well as the twice-daily “AgriTalk” radio program. In addition, Conrady leads planning and execution of several of the company’s biggest farmer-facing events, including Farm Journal Field Days™, Pro Farmer Crop Tour™ and Top Producer Summit. Conrady is a graduate of the University of Missouri-Columbia with a degree in broadcast journalism. Prior to joining Farm Journal, he worked in television news in South Bend, Ind., and Pittsburgh, Penn.

Cliff Becker

Senior Vice President, Livestock

Cliff Becker oversees all functions of Farm Journal’s livestock division and its platforms, including beef cattle, dairy cattle and swine. Joining Farm Journal in 2012 as a national account manager, he was promoted to publisher of the livestock group in 2013, vice president in 2016 and senior vice president in 2019. In prior positions, he was vice president of business development at CMA and spent 21 years at the Food 360 group for Vance Publishing, including as vice president and publishing director. He has a bachelor’s degree in animal science from Western Illinois University and serves on the board of directors of five diverse agriculture organizations.

Doug Edge

Senior Vice President, Revenue Development

Since joining Farm Journal in 2014, Doug Edge has been central to the company’s increasingly strategic engagements where data, research and informed intelligence serve as the backbone to providing results-based go-to-market solutions. He directly manages the crops sales team and provides strategic leadership to other sales and business development groups across the company. He also manages the company’s strategic partnership with Aimpoint Research. A graduate of the University of Illinois with a bachelor’s degree in agriculture, Edge’s career spans more than two decades of sales and business management. Earlier in his career, he served in ownership, sales and management positions in the broadcast, ag retail and technology industries. He lives on a crop and livestock farm in east central Indiana. Edge serves as vice chairman of the U.S. Hemp Growers Association and is a board member of Marion Manufacturing. He serves as president of the Farm Journal FFA Corporate Alumni Group and is an active member of NAMA and NAFB.

Joseph Matthews

Senior Vice President and Chief Financial Officer

Joining Farm Journal in 1998, Joseph Matthews has been an integral part of the company’s growth and success over the years. His responsibilities include overseeing all financial functions, partnering across the business groups on strategic long-range planning, budgeting, forecasting, mergers and acquisitions and corporate development. Previously an audit manager with Deloitte & Touche, he has a valuable background and well-rounded experience in all areas of finance. Matthews is a graduate of Temple University – Fox School of Business and Finance and is a licensed certified public accountant.

Jennifer Perkins

Vice President and Director, Human Resources & Talent Development

Jennifer Perkins brings nearly 20 years of human resources expertise to Farm Journal. She oversees HR services for both Farm Journal and Machinery Pete, and strategically supports the company’s growth through the employee life cycle. Previously, Perkins served as human resources manager for World Fuel Services based in Miami, where she specialized in HR operations for the M&A team. A self-proclaimed “culture steward,” she earned a bachelor’s degree from Northwest Missouri State University and holds both her Sr Professional HR (SPHR) and SHRM-Senior Certified Professional (SHRM-SCP) certifications.

Steve Custer

Executive Advisor

Steve Custer retired from his position as president of Farm Journal in 2020 but continues as an executive advisor to the company. He spent the first half of his career working for major marketing communications companies, including Leo Burnett, DDB Needham and Young & Rubicam. After joining Farm Journal in 1998 as vice president and director of marketing, he quickly rose through the ranks becoming president in 2014. Along the way, he farmed in Pennsylvania for over 20 years. Custer was raised in rural Iowa in the shadow of a family farm equipment business. He holds a bachelor’s degree in marketing from the University of Northern Iowa and a master’s degree in advertising from Michigan State University.

Joel Jaeger

President and General Manager, Pro Farmer

Joel Jaeger is responsible for Farm Journal’s Pro Farmer business — an industry-leading subscription-based service providing commodity market advice to end-user farmers — as well as the planned offering of additional single-payer subscription products. Jaeger was formerly CEO of Commodity Update LLC, a leading provider of agricultural information to mobile phones, which was acquired by Farm Journal between 2011 and 2014. Before rejoining Farm Journal in 2019 to run the Pro Farmer business, Jaeger was managing partner in two closely held production agricultural businesses based in the United States and Central America. He earned a bachelor’s in business administration from Abilene Christian University and an MBA from Northern Arizona University.

Kevin Doyle

Chief Executive Officer, Machinery Pete

As CEO of Machinery Pete, Kevin Doyle has grown the leading online equipment marketplace to more than 900,000 unique farmers shopping for farm equipment each month. Doyle has more than 30 years of experience in digital sales, marketing and business development, with a career focus on leading and growing online businesses, and brings extensive experience in online classifieds and lead generation. Doyle previously was president and co-founder of High School Cube. Prior to that, he was with, the leading apartment listings website in the U.S., as senior vice president and general manager. He is a graduate of the University of Notre Dame with a bachelor’s degree in economics.