Germany | New Magazine

A fascinating journey of discovery through the world of agriculture

The new Bayer CropScience magazine Farming’s Future presents solutions for a better life through sustainable agriculture in a new and innovative format.

7/15/2013

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A continuously rising global population, decreasing arable land per capita and increasingly volatile weather conditions – the role of farming is more important than ever. The new Bayer CropScience magazineFarming’s Future presents solutions for a better life through sustainable agriculture in a new and innovative format. The new publication is based on a cross-media concept: its contents will for the first time also be available as a free app as well as online and on Bayer CropScience's social media channels. "Here at Bayer CropScience, we believe in Science For A Better Life and as a global leader in innovation, we seek to identify the mega trends that shape societal needs, while expanding the thresholds of innovation to seek novel and more sustainable agriculture. Our new magazine Farming’s Future endeavors to do just that – taking a look at the critical questions and the answers that can help to make a difference in the global quest to provide healthy food for all," explains Steffen Kurzawa, Head of Communications at Bayer CropScience.

The first edition of the magazine takes a look at crucial partnerships and the needs of both large and small agricultural operations. The cover story shows how the farming of existing arable land can be optimized in future without further enlarging agriculture's ecological footprint. Reports explain how the world's population can be supplied with sufficient food, outline the innovations that Bayer CropScience is working on and describe how agriculture can be made more environmentally friendly. Leading international experts analyze and comment on current issues. In the first edition, for example, Ken Ash, Director of the Trade and Agriculture Directorate at the Organisation for Economic Cooperation and Development (OECD), and Stephan Hackenberg from Rabobank International give an insight into how small-scale farmers can receive better support and urgently needed investment in agriculture can be expanded. 

Print, online, app & social media – communication on all channels

One particular highlight of the offering is the interactive app, which provides users not only the contents of the magazine but also additional videos, photo galleries and competitions. Interactive applications provide both information and entertainment. "THE BIGGER PICTURE", for example, takes readers on a journey of discovery through the spice market of Istanbul, where they can watch a variety of scenes in a photo and video tour and learn all kinds of fascinating facts about chilies. "This integrated approach means that we can reach our target groups on all channels. The online, interactive applications and the dialog with our readers reinforce the appeal of the contents," explains Markus Poll-Stachelscheid, Head of Web Communication. The app is currently available for the iPhone, iPad and Android tablets and can be downloaded free of charge from the Apple App Store (iOS) and Google Play (Android). 

Farming’s Future is published twice a year and available in English and German. The texts, graphics, images and download links can be found on our website.