First published in 1947 as the mouthpiece for the then Wool Board, Wolboer/Wool Farmer today is a bilingual digital magazine, with a limited print run, published bimonthly on behalf of the National Wool Growers’ Association (NWGA). It has become the trusted voice for South Africa’s wool farmers. With a voluntary membership of more than 4 000 commercial producers and around 800 communal shearing sheds, representing more than 15 000 individual wool growers, the NWGA represents the commercial and communal wool sheep farmers in South Africa. These members produce more than 80% of the national wool clip. Their focus is on the wool farmer, small or big, and his/her interests. Consequently, the voice of the wool farmer is heard on numerous agricultural boards, unions and committees within organised agriculture, ensuring representation and active participation in the nation’s agricultural community. The magazine aims to keep wool growers informed of everything they need to know – from sustainability standards, production practices and efficacy, consumer and market trends, global trade, and the latest research – to produce world-class wool for export. Content is developed across the value chain, from fleece to fashion. By liaising with the IWTO, Australian Wool Innovation (AWI), the Campaign for Wool and The Woolmark Company, the editorial team keeps the South African wool farmer’s fingers on the pulse of the global wool trade, providing competitive advantage, and continually increasing digital engagement through vibrant, relevant content.
ABC distribution figure:
168 mm x 240 mm (Jumbo A5)
Average print run:
LSM target audience:
of readers feel Wolboer/Wool Farmer is a “reliable and complete source of relevant news and practical information”.
Readers read Wolboer/Wool Farmer more frequently than any other agricultural magazine they read.
Approximately 70% of readers list the printed magazine as a major source of their information about the industry.
indicated they have read the 2021 digital editions.
Themes are predetermined and fixed, but bulleted sub-themes may change, subject to editorial content requirements and industry developments
Due to 2022’s ban on wool exports to China, following the foot-and-mouth disease (FMD) outbreaks, South African wool producers have had to look elsewhere for profits. We review the current state of the renewed trade relations with China, and burgeoning markets in the Middle East and Europe, as well as other opportunities and innovations in the new year. Article topics could include:
Science and technology is everywhere in agriculture. This is the edition to show producers that your brand or service is at the cutting edge of what the industry needs. Article topics could include:
Expanding an enterprise in an uncertain world is no small feat. That is why this edition focuses on helping producers expand despite the challenges of politics, the economy, load shedding, climate change, and FMD. Article topics could include:
This edition focuses on preparing for the all-important shearing season. Article topics could include:
Ewes get a lot of attention – as mommies should – but in this edition we also focus on the strong (top quality rams) and the vulnerable (newborn lambs). Article topics could include:
With its impeccable sustainability credentials, wool is getting ever-more chic. We focus on how wool is becoming more fashionable – and how producers can stay ahead of the curve. Article topics could include:
VOLUME 11 – NUMBER
Advertorials and supplements
Advertisement bookings and complete artwork – ad placements