A single press call about the farm bill changed everything for our guest, Business Management Editor Cassidy Walter of Successful Farming. What started as a political beat in college became a career dedicated to helping producers make smart, profitable decisions in an unpredictable market.
We explore how Cassidy translates corn, soybean, wheat and livestock price moves into plain-English guidance farmers can act on. She explains the difference between agronomy and business reporting, why clear market context matters more when margins tighten and how stories on mental health and community sit alongside coverage of land values, basis and risk management. Cassidy also pulls back the curtain on the craft: breaking down complex policy and trade, partnering with designers to make tough topics visual and choosing sources who bring data and lived experience to the page.
You’ll hear about standout features like the Huck and Buck Farm Sanctuary profile, the Future Grain Marketers of America story that demystifies hedging for the next generation, and the Mexico Maize package unpacking GMO corn and trade. We also dig into what makes Successful Farming unique across magazine, web, radio and podcasts, plus a preview of high-impact projects: the future of California specialty crops as Peru competes on price, whether grain markets are in a longer downturn and a practical safety guide on preventing and managing fire on the farm.
PR pros, there’s candid advice here on pitching: write crystal-clear headlines and decks, aim the idea at the right editor and match timelines to print versus digital. Cassidy shares the types of analysts and farmer voices she needs, and the one contact method she always checks: email. If you care about the business side of agriculture, storytelling with purpose and decisions that keep family operations resilient, this conversation is for you.
You can connect with Cassidy via email at cassidy.walter@agriculture.com.
Please take a moment to rate, review and subscribe to the Media in Minutes podcast here or anywhere you get your podcasts: https://podcasts.apple.com/us/podcast/media-in-minutes/id1555710662
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Angela Tuell (00:05):
Welcome to Media in Minutes.
This is your host, AngelaTuell.
This podcast features in-depthinterviews with those who report
on the world around us.
They share everything fromtheir favorite stories to what
happened behind the lens andgive us a glimpse into their
world.
From our studio here atCommunications Redefined, this
is Media in Minutes.
Today we're talking withCassidy Walter, Business
(00:32):
Management Editor at SuccessfulFarming.
First published in 1902,Successful Farming serves the
business, production, and familyinformation needs of American
farmers and ranchers.
Cassidy manages and writesstories focused on farm
management, finance, and theevolving business of
agriculture.
Based in Iowa, she brings adeep understanding of the
industry from variedprofessional experience, helping
(00:54):
producers make informed,profitable decisions in today's
changing landscape.
Welcome, Cassidy.
Cassidy Walter (01:02):
Hi, thanks for having me on your podcast.
Angela Tuell (01:04):
Yes, I'm I'm very excited to talk to an ag
journalist, agriculture, Ishould say, instead of using
some of the slang, right?
But um I'd love to start alittle bit with your background.
You know, what led you to acareer in journalism and
specifically agricultural media?
Cassidy Walter (01:21):
Yeah, so it's kind of a long story.
So I'll try to not have it betoo terribly long.
But um basically I always lovedwrite as a kid.
And like around middle school,when they start having you take
those like not aptitude tests,those like career choice, career
path tests, I was like, I needto figure out something I can do
(01:43):
where I can write and makemoney.
Angela Tuell (01:46):
That doesn't usually happen that that often,
right?
Cassidy Walter (01:49):
And so I landed on journalism pretty early in
life, and I did a lot of likejournalism camps and and things
and tried to find opportunitiesthrough middle school and high
school.
And so I wound up at theUniversity of Iowa for
journalism, which was lucky forme that I didn't have to go too
far from home.
I grew up in Des Moines, Iowa.
(02:10):
Okay.
Um and uh I was reallyinterested in politics and I
majored in journalism andpolitical science.
And if you'd asked me when Iwas like 18, I probably would
have said I'm gonna be in NewYork or DC and be like a policy
reporter or a White Housereporter.
Um, but I kind of accidentallyfell backwards into agriculture.
(02:31):
Um I my freshman year incollege, I was working at the
Daily Iowan, which is thestudent paper there on campus.
And I was the politicalreporter.
And one day, um, I think it wasCongressman Boswell was still a
congressman at the time, andSenator Harkin.
And I think they were havingsome sort of press call.
(02:52):
And our um my our editors werelike, Well, we don't know what
they're gonna talk about, butyou're gonna be on this call and
write about whatever they talkabout.
And uh they talked about thefarm bill, which I knew nothing
about.
And just like, okay, well, Igotta learn something for today
and get write something aboutthis.
Angela Tuell (03:10):
Okay, so you did not grow up on a farm then?
No, I didn't.
Cassidy Walter (03:13):
Okay, okay.
Um, I grew up in Iowa, but noton a farm.
Okay.
And so then later that sameyear, so this is 2012, getting
going into the 2012 election.
We were talking about doing abunch of issue coverage, like
big big issues going into theelection.
And one of the issues oureditors wanted to cover was the
farm bill.
And I was like, Well, I didthat one farm bill story.
Angela Tuell (03:35):
So I guess you're an expert now.
Cassidy Walter (03:37):
Yeah, I'm like, I guess I'll volunteer for that.
Uh and uh accidentally throughreporting on that, wound up on
an email list for the vicepresident of the Johnson County
Farm Bureau, and he would sendout like news clips every week
of stories of things going on inagriculture.
And I had a lot of pitches dueevery week at the as a Metro
(03:58):
reporter at the Daily Island.
So I was like, this is gold,these are story ideas.
Yeah.
And so then I just ended upwriting about a lot of
agriculture issues and meetingfarmers, and I just loved it.
And at the time, I very muchhad that consumer perspective.
Like even though I grew up inIowa and Des Moines, there's
somewhat of a distance betweenuh, you know, Des Moines is the
(04:20):
biggest city in Iowa.
I mean, it's it's a small, it'ssmall compared to actual big
cities, but you know, there's adistance between you and your
food and your food source.
So I had a lot of questions,and because I was writing
stories and meeting people, Ihad an opportunity to ask a lot
of questions and just learn moreand more about it.
And I was, and it just kind ofgrew this desire in me to want
(04:42):
to help farmers tell theirstories.
And I was, you know, I had sortof also like an Iowa pride,
like, you know, I need to, Ishould know about this.
This is my state, you know, umthing going on as well.
And so then that that geared orthat veered off to like ag PR
(05:04):
for a while.
And I um I interned at the IowaFarm Bureau in their
communications department, and Iinterned at a small town
newspaper just to kind of seewhat that to be in a rural area
and be near agriculture.
And um and yeah, I mean, Idon't have to walk you through
my whole career path of but uhor maybe we'll get to that
(05:24):
later.
But but yeah, so I just kind offell backwards into it and
loved it and just wanted to bebe a part of it.
And I do still to this day getgrief for going to the
University of Iowa and being,you know, from a city, but um,
you know, I think I've uh I'vebeen around long enough now that
um uh you know I've learned alot and I I think I've earned
(05:47):
some respect in that regard.
Yes.
Angela Tuell (05:50):
So how did you get to successful farming?
Cassidy Walter (05:53):
Um, okay, so my previous my previous job, I was
the communications director atthe Iowa Renewable Fuels
Association, which is a tradeassociation that supports
biofuel producers, which youknow, biofuels like ethanol and
biodiesel are very closely tiedto agriculture because they're
typically made from ag products.
And so I was still like veryclose to my like desire to be an
(06:15):
ag in ag communication.
And I had a really good boss umwho went to an event and met
the publisher of SuccessfulFarming.
And he had been telling me fora couple of years, he's like, I
think you got it right the firsttime when you studied
journalism.
Like, you know, I'm you know,he wasn't trying to get rid of
me, but he was, you know, I wasyoung in my career and he was
(06:35):
looking out for me.
He was like, I think you woulddo really well at like a public,
like a magazine, like you know,an ag magazine.
And I was like, okay, well,we'll see if that ever comes
along.
Right.
And it he met the publisher,and it just so happened that
they were hiring, and he pulledme into his office one day and
was like, Hey, I'm not trying toget rid of you, but this may be
(06:57):
something you should look into.
And uh, which is, you know, Ievery time I tell people that
story, they're like, that's areally good boss.
Yes.
Angela Tuell (07:07):
I was just gonna say that's an incredible person,
like to not to look out for hisown interests of what's best
for him with you there, but tolook out for you.
Wow.
Cassidy Walter (07:15):
He like he likes to that put that role, that
communications role, uh, at theat least at the time, it may
have evolved since then, but itit it was very much an uh uh an
entry-level job.
And so he, I think he knew, youknow, I was probably not going
to be there forever, right?
Um, just because of the type ofjob that it was.
And so yeah, he was looking outfor me.
(07:35):
And I reached out prettyquickly, and you know, here I
am.
Originally, I and I didn't evenend up in the position that I
applied for.
Um, I applied for, and I didn'tnecessarily understand it when
I was applying what the, youknow, job titles are kind of
vague sometimes.
Right, right.
Um, and they had a coupledifferent ones open.
Um, but one of the the theperson who was involved, one of
(07:59):
the people involved in thehiring process who eventually
became my first manager here,she was like, I think you would,
I think you would be good atthis, this, this role, this
business management editor role.
And I'm like, okay.
Because I and I was up for thechallenge, but like business and
markets were not in mywheelhouse at the time.
I had to learn a lot, which Idon't want to get ahead of your
(08:21):
questions, but um, but yeah, Ihad I had to learn a lot.
And it was uh it's been reallyfun to to get into something
that I I didn't know aboutbefore I started.
Yeah.
Angela Tuell (08:31):
So how long have you been there now?
Cassidy Walter (08:33):
It's been uh over three, over three years,
maybe three, about three and ahalf-ish.
Okay.
Angela Tuell (08:40):
Okay.
So your title is businessmanagement editor.
What does that mean?
Cassidy Walter (08:45):
So first first of all, it means that I cover
commodity markets for us for ourwebsite, um, which is
agriculture.com, notsuccessfulfarming.com for anyone
who's trying to find us.
Um, I so I cover um I look atgrain prices, corn soy, wheat
prices, livestock prices, and Ireport on what the prices are
(09:07):
doing in the morning and afterthe market has closed in the
afternoon.
Um, and I try to include um,you know, expert commentary on,
you know, what the prices aredoing or what issues are
impacting the market.
So that that's uh sort of myfirst duty every day when I come
into the office.
And then what I like to say isI cover everything that isn't
(09:28):
agronomy, which isn't entirelytrue because there's other areas
of ag like machinery that arealso not in my beat.
But but I or another thing Ilike to say is I can't tell you
how to grow a crop, but I cantalk to you about how to try to
make some money off of it.
Okay, okay.
So I've I've in this role, Ihave grown a lot of respect for
sort of the different areas ofexpertise in agriculture.
(09:50):
Like the agronomy editors thatwe have, you know, they're
looking at how are you growingthe crop?
How are you preventing weedpressure or disease diseases?
You know, they're looking, it'ssort of the science of of the
of farming.
And and that is like a wholeother world.
And then I'm looking at thebusiness side of it.
(10:12):
How are you gonna market thisgrain?
How are you managing yourfinances?
What what new avenues should webe exploring to add to your
bottom line?
Um what's your farmland worthright now, or what's it gonna be
worth in a year, or you know,those kinds of things.
And then we have, like I said,other other editors as well,
like the machinery team that'skeeping an eye on all the new uh
(10:34):
technology that's coming outand how AI factors into that and
new products and things likethat.
And and I'm probably forgettingother we have we have great
people, I don't want to leaveanyone out, but but you know,
I'm the point is just thatthere's these sort of like
specialized areas, and I'm justone piece of that.
And um, and sometimes there'scrossover and then we get to
(10:56):
work together, so that can befun too.
Angela Tuell (10:58):
Yeah.
And what did you think?
What do you think of that beatnow?
I mean, you you know, weren'tsure at first, um, but are you
loving it?
Cassidy Walter (11:05):
I am loving it.
I I never ever in a millionyears would have thought that I
would be doing anything withbusiness or money or finances.
Like I, you know, math was ahard subject for me growing up.
And uh I didn't think I Ididn't think that business would
be interesting to me becauseI'm I have more of a creative
(11:27):
creative mind, uh, artsy mind.
Um, but it is so fun and it isso interesting.
And I love watching how themarkets move and react and
overreact and and trying tofigure out well, I thought this
would happen because this wasthe news today, but it didn't,
and talking to experts aboutthat.
And so there's a whole it'slike speaking another language,
(11:49):
and that's been really fun.
And then so farming is morethan just a business, but it but
it is a business, you know, andso I get to talk about how are
you making a living?
How are you gonna sustain youryour your business for the next
generation?
And and that feels reallypersonal, and it feels like
(12:11):
something that actually makes adifference, that is actually
helping people, you know, managetheir business.
Angela Tuell (12:17):
Yeah, so we talk about that a lot in journalism.
That's what we all went intojournalism for a lot of times,
is to make a difference and helpothers and share that
information.
Right.
How is that going right nowwith so many so much uncertainty
and um you know struggles forthe farmers?
Cassidy Walter (12:35):
Yeah, it is it's a it's kind of a tough time
right now for sure.
Um, which I think I don't know,I want to say maybe that m
makes what we're doing atSuccessful Farming even more
important, you know, tryingtrying to stay in tune with
what's going on in the world andgetting farmers what they need
to know, but but also in I don'twant to say inspiring hope
(12:58):
because it maybe that makes ussound more important than we
actually are, but but trying tofind ways to to also bring light
to for the I think of like mymanager, she she writes a lot of
um stuff about like mentalhealth and sort of the
interpersonal parts of managinga farm business.
(13:20):
Yeah.
And she did a story um aboutfarmers who get together and
just have coffee and talkbecause that's like an outlet
that they that they need, andit's like a mental health
support for them.
And and so I think bringingstories like that too, that can
maybe like encourage people alittle bit is is really cool and
is something that we get to doum in the midst of you know some
(13:43):
harder times right now.
Angela Tuell (13:44):
Yeah, I love that.
What have been some of yourfavorite stories or projects so
far?
Cassidy Walter (13:50):
Um, so kind of along that same vein of you
know, bringing hop bringingstories of hope.
Um, one of my favorite storiesthat I did get to do is kind of
out of my wheelhouse, but we hada uh a series.
I don't think we're doing it,we we don't do it anymore, but
we did when I was first when Ifirst started, it was called
Hometown Heroes.
And um, I got to go to a farmin Delaware called Huck and Buck
(14:15):
Farm Sanctuary.
I like that name.
Angela Tuell (14:18):
Huck and Buck.
Cassidy Walter (14:19):
They were great.
Um so basically it was thiscouple that they both had um a
background, like their careerswere being real estate agents.
Okay.
And uh and they and I thinkthey were still kind of doing
that, but they bought this thisfarmland and they just kind of
(14:40):
started a farm.
And uh the husband, it was sortof like his passion project,
but then uh Michael and thenAndrea, the the the wife, she
like it she fell into it andloved it and found that she she
was grieving the loss of a childand uh working on the farm and
(15:00):
cultivating it, like she said,helped her grieve.
And then it impassioned her towant to open the farm up to
people for the same purposes.
So they would host they hostevents and they um they invite
people who are like camping orglamping.
Um they had like volunteer daysfor kids to come who maybe had
(15:22):
never been on a farm or had likefresh produce right off the
vine.
So that was one of my favoriteprojects because me and my
husband actually we got to goout there and meet them and they
let us stay on the farm.
I mean, we it was it was areally cool like visit where we
got to get to know them andtheir operation.
Um, and then I got to writeabout it.
So that was really cool.
Angela Tuell (15:42):
That's awesome.
Can we find that articleonline?
Cassidy Walter (15:45):
Yeah, it is on our website.
Angela Tuell (15:47):
Okay, great.
Cassidy Walter (15:48):
Um, if you just search Huck and Buck in our like
search bar, that's like thefastest way I think to find it.
Okay.
Um, and then um going back tomore of the business side of
things, uh, one story that I diduh a couple a year or two ago,
uh the title was Future GrainMarketers of America, where I
got to kind of look into sograin marketing your grain,
(16:11):
especially like through thefutures market, um is can be
really challenging.
And I think for some farmers,it's like, well, I'm a farmer, I
want to grow a crop, you know,like they're not the business
side of it, the marketing sideof it isn't the part that
they're really excited about,you know.
And and so um, you know,they're excited about the actual
(16:31):
farming.
And uh, but I got to explorehow there's so many different
factors in the world that areimpacting prices now, that it's
really important forup-and-coming farmers, the
younger generation, to learnabout these marketing tools that
are out there.
And that that was somethingthat wasn't necessarily a part
(16:53):
of like your upbringing as afuture farmer in the past, and
that it is important today forthese young, younger or you
know, whether you're a collegestudent or you know, just an
up-and-coming farmer, to getexposed to how are we not just
growing the crop, but actuallyselling it.
Um so that was that was a coolstory because that was a way
(17:14):
that I was able to look becausethe I think that the markets
part of what I do can sometimesbe perceived as kind of dry.
And so uh this was a way tokind of bring some more depth to
that topic.
Um and then I I really I've asI was thinking about this
question, I realized, you know,I really enjoy when I get to
(17:38):
like break take a complex topicand then break it down and
explain it to the reader in away that is digestible.
And then when we can bring likereally fun or memorable design
to that story as well for themagazine, like that's like my
favorite part when I get to likecollaborate with the designer
and and just really make thestory come alive.
Angela Tuell (18:01):
Oh, that's wonderful.
We'll definitely include um inour show notes links to those
stories.
Cassidy Walter (18:06):
Uh, we did one uh I think it was last year, and
it we called it the MexicoMaze.
Okay.
We spelled maze like cornmaize, like M-A-I-I-M-A-I-C, um,
because it was looking atMexico's ban on GMO corn and
like what that means for for theUS and US trade relations and
US agriculture.
(18:27):
And I got to work with the umwith the designer on like
literally he so we did like atortilla with like a maze that
had a certain design that thenthat like design kind of
followed through the rest of thestory.
And so that was really I don'tknow if if you looked at it
online, I don't know if you'd beable to tell that that would
maybe came across better inprint.
(18:48):
But um, but that was anotherreally that was a complex topic
that it was really fun for me tolike okay, I need to dive into
this.
I I I tend to do like a reallydeep dive and then come back
out, and then I'm like, okay,now I have to figure out how to
explain it.
Angela Tuell (19:02):
That is so cool.
And that's I mean, the bestjournalist can do that well.
So you we will definitelyinclude include links to those.
Thank you.
I did want to ask a little bitabout successful farming.
How is it different than otheragricultural outlets?
Cassidy Walter (19:18):
That's an okay, that's an interesting way of
thinking about it.
I mean, I think one thing thatsets us apart is our history.
Um, so successful farming isover 120 years old.
The magazine the magazinelaunched in 1902 and our website
launched in 1995.
Um, we're a part of PeopleInc., which is the largest print
(19:40):
and digital publisher in theUS.
So we have like a really greatlike parent company backing us
as well.
Um, and we've got a lot goingon.
So we're a magazine and awebsite.
We also have a radio networkand we have a pod, we have a
couple of different podcasts.
We have like the SF podcast,and then my manager, she does um
15 minutes with a farmerpodcast.
Angela Tuell (20:03):
Okay.
Cassidy Walter (20:04):
Um, you know, obviously we're on social media
and YouTube, and then there'salso like events that we're
involved in.
Like we're pretty heavilyinvolved in commodity classic,
which if you're if you're afarmer, you've you know what
commodity classic is.
If you're not, it doesn't meananything to you.
But um, so we've we've got alot going on here at Successful
Farming.
Angela Tuell (20:24):
Yes, you guys do some great work.
Are there any upcoming storiesor things you're working on that
you're excited about?
Cassidy Walter (20:32):
Yeah, I'm really excited about some of the stuff
that I'm gonna get to do in2026.
Um, so we our editor-in-chiefpitched a story that um that I'm
gonna take on about Californiaagriculture, which is not
exactly our bread and butter,like we're typically covering
corn, soy, wheat, livestock,like Midwestern type
(20:54):
agriculture.
We are a national publication,so we do occasionally dive into
these like specialty crops orproduce crops.
Um, but it's definitelydifferent from like the
everyday.
Um, but she pitched a storyidea about the future of
California agriculture.
I think she went to an eventwhere this was discussed that
the country of Peru may be ableto grow a lot of the same crops
(21:17):
that they grow in California umat a lower price.
And so, what is that gonna meanfor California?
Um and so um I'm gonna get togo to California, hopefully, and
actually actually meet someCalifornia farmers and and learn
about their because that islike a whole whole other world.
Like produce farming is is verydifferent from I am at, or I
(21:41):
guess I should say I imagine isvery different from what we what
we typically are doing in theMidwest.
So um uh so I'm really excitedabout that.
Get to actually meet thosefarmers and and talk about what
what they are what they'refacing.
Um and then in February, I'mgonna be working.
We'll have a feature about uhwe going back to what farmers
(22:03):
are facing right now, looking atare we in a long-term downturn
of of commodity prices,specifically uh corn soy wheat
livestock, but or actually itwould be corn soy wheat.
Um live cattle are doing fairlywell right now, but so it would
just be looking at you know,prices have been trending down
for the past few years.
So do you know, economicexperts, analysts are we do we
(22:28):
think we're gonna keep going inthis direction or what what may
break us out of this trend?
Like that's something I'm gonnabe looking into.
Um, and then in March, we're wehave uh uh an issue themed
around the topic of fire.
And so we're gonna have acouple of different stories
about managing fire on the farm.
(22:49):
And I'm gonna be doing afeature on, you know, what are
the most common fires thathappen on the farm?
How do you prepare for them,manage them, uh, you know, try
to prevent them, that kind ofthing.
So that'll be kind of adifferent.
And I gotta give credit.
I had a writing coach who usedto work here that you know, I
asked him, like, is thereanything you wish you would have
(23:10):
gotten to do?
And he was like, I wanted to doan issue that just said fire on
the front.
So I don't know if it'll justsay fire.
But it will be a fire, it willbe the theme of the issue will
be fire.
So um and he's even gonna getto write a piece for that issue
as well.
So I love it.
Yeah.
Angela Tuell (23:30):
So it's I mean, that's all such great
information too, you know, thatit's hopefully gonna be really
practical information.
Cassidy Walter (23:37):
Yeah, that's perfect.
Angela Tuell (23:39):
I I did want to ask a little bit about, you
know, much of our audience arePR professionals, and I'm sure
you work with them pretty often.
Yeah, what makes a good storypitch to you stand out, or how
can we, you know, best help youdo your job?
Cassidy Walter (23:56):
Um so for me, when you send out a press
release, the making the headlineand like the deck, like that
that sub-headline part really,really clear.
Like I wanna, I basically wantto know just from reading the
headline and the deck, like whatis your news about?
(24:16):
Um, sometimes I get pressreleases that are it's kind of
convoluted, like I'm kind ofconfused, and then I have to
like read deeper to to wrap mybrain around it.
And I I've even had one wherelike the press release like led
me to believe a certain thing.
And then when I called and dugmore into it, they're like, Oh,
(24:38):
well, it's not actually that,it's this.
And I'm like, well, that'sdisappointing.
Yes, that's awful.
Um, so just you know,pretending like you don't know
you aren't a content expert onwhat you're writing about, and
just trying to think about itfrom that perspective, and like,
can you tell from the verystart like what this is about?
(24:58):
That would be my my ask to PRprofessionals who are sending me
press releases.
Um and then because I am weobviously we're online, but
because I'm in the magazineworld, things move slowly, but
also way far in advance at thesame time.
So, like maybe just keepingthat in mind, like the more
(25:22):
advanced, like if it's a more ofan evergreen topic that isn't
like red hot news, like becausethere's not a whole lot of like,
well, it's really hot today,but it's gonna be old news
tomorrow in the actual magazine.
Right.
So, you know, things that aregoing into the magazine have a
little bit more staying powerthan that.
Um so when sending out topicaltype, you know, pitches or press
(25:46):
releases, um, just maybepatience with me that like if
you don't hear from me for a fewmonths, it doesn't necessarily
mean that I've forgotten aboutyou.
You know, we we we work reallyfar in advance and we but but
it's also like this weirdly slowprocess where it's a lot of
hurry up and wait, where it'slike once I'm working on
(26:08):
something, um, it's like okay,I'm working on this now and it's
due in a few weeks, but it'snot gonna be published for a few
months.
And even though it's due in afew weeks, there's gonna be
several editing rounds betweennow and when it, you know, so it
and I and I don't fault peoplefor not understanding that
process, but um, maybe that's alittle peek behind the curtain
(26:28):
on the magazine side of things.
And then um, and then yeah,just in terms of like contact,
like email is a hundred istotally my preferred, and I'm I
am like obsessively likechecking my email and keeping my
inbox clean.
Angela Tuell (26:45):
So that's great.
I was going to say, you know,the first one where you were
saying making it clear in anemail, that no one has time.
I don't know how you have timeto read through and try to
figure out what it's not thatclear.
And I guess that probably doesmake some stories get lost,
right?
Or not included because itdoesn't make sense.
Cassidy Walter (27:02):
You know, yeah, the one that I was that I was
thinking of, I was still able tolike do the story.
It just wasn't like asgroundbreaking as I thought it
was based on like that was thatwas disappointing, but it was
still a story, but it justwasn't as interesting as I
thought it was gonna be.
Angela Tuell (27:21):
What types of sources you've mentioned a
little bit, you know, or expertvoices are you typically looking
for?
Cassidy Walter (27:27):
Um, so in my beat, I'm usually looking for
um, you know, economic analysts,market analysts, um, you know,
people who are watching eithercommodity prices or farmland
prices, um, financial advisors,like that's usually the kind of
people I'm talking to.
But then as much as possible,it's it's we like to try to tie
(27:52):
farmer voices into our stories,even the business stories.
Um, so when I can't, when I canfind farmers who are either
well versed in whatever thetopic is, or they're being
impacted by that whatever thetopic is, like that that's
really helpful as well.
Angela Tuell (28:09):
You mentioned a little bit about the timing, you
know, very far ahead.
What is ideal for the print?
Four months, more, less?
Cassidy Walter (28:17):
Um, well, it's that's an interesting, it's hard
to say exactly.
Like depending on so I havethings that so like for
features, we plan those out.
I mean, basically six months inadvance.
Like we just had our I don'tknow if you could say it's a
(28:39):
year, but like so we just, forexample, in October, we just had
a pitch meeting on likeplanning out our features for
the second half of 2026.
Okay.
But we have flexibility, andbecause of some of the things
that had come up and things wewanted to do, our
editor-in-chief, she actuallykind of adjusted, she made
adjustments to the first part of2026 and kind of readjusted the
(29:02):
whole year, even though we hadtechnically pitched and set
stories for the first part of2026 back in like July.
Um, it was like June or July.
So those things are plannedreally far in advance, but also
we're because we're we're likenews based to an extent, like we
do have some flexibility tomove things around if we think
(29:23):
something is more urgent or canwait longer.
And then um, but then there'sthings that are less um less
planned out in advance.
Like there's a section of themagazine called uh bottom line
that I'm responsible for.
And every month it's uh a topicthat you guessed it impacts
(29:44):
farmers' bottom line.
Hey, it's clear, it tells youwhat it is.
Yeah.
Um, and that can really be.
I mean, it's I've done storieskind of across the board.
Like I've done, I did I couldanything from like, you know,
what you should be thinking.
About going into tax season towhy you should care about the
timber on your farm and howmaybe that can make you some
(30:05):
money.
So that there's that it canreally be across the board.
Um, and those get planned notnearly as far in advance.
Like I it just depends on howmany ideas I've got going in my
like mental Rolodex, but or inmy email, you know.
But you could pitch mesomething today that could end
up in February's uh, you know,because I'm already at the point
(30:28):
where I'm thinking aboutJanuary and February.
Um like I'm I'm like literallyjust this week, I was writing a
story that's gonna be in theJanuary issue.
Um, so you could pitch so itthat may seem like an eternity
in today's like, you know, 24-7news cycle internet world.
But but to me, it feels not itfeels relatively soon, which is
(30:50):
because I'm gonna be working onFebruary stories probably next
month.
You know what I mean?
So yeah, if you pitch mesomething today, maybe it could
end up in February's bottomline.
So I mean, really, you can sendme ideas at any time.
It just you may not actuallysee see it in print, but it it
may feel like a long wait foryou.
Angela Tuell (31:07):
Yes, yes.
It is such a you know, and thatand the job as a PR
professional too, when you'reyou're looking at every out, and
each outlet, like you said, hasso many different deadlines,
you know, because we work onprint, on digital, online, and
it's different for each ofthose.
Cassidy Walter (31:24):
Yeah.
I mean, and we and we do handlelike the the the more urgent
stuff online, right?
Like if you send me somethingthat's news today and it's hot,
like we'll figure that out forthe web.
But the long-term stuff is moreso for the the magazine.
Yeah, that's great.
Angela Tuell (31:42):
So, what if we have other ide, you know, ideas
in different um different pitchareas that necessarily wouldn't
be you?
What's the best way to reachout and find who who we should
connect with?
Cassidy Walter (31:53):
On our website, we have if you go to the there's
a tab at the top called AboutUs.
And then if you click on that,you can find off to the side,
like uh there's a link to staff.
And just look at look at thetitles, look at the bios.
I think everybody's e everybodyor almost everybody, there's an
email there.
So and it and I I especiallyfor us, because like I was
(32:17):
saying earlier, the thedifferent areas of agriculture
that we cover are specialized.
If you pitch me something aboutagronomy, I'm just gonna send
it to the agronomy team.
If you pitch the machineryeditor something about business,
she's just gonna send it to me.
So really it's it's not you'renot gaining anything by emailing
(32:38):
everybody on staff.
Right.
It's better to find the whichone of us actually covers your
issue and in contact with thatperson.
Angela Tuell (32:46):
That's great.
Because you don't want to getit from 10 people on staff that
they all got the story andthey're all sending it to you
and then Right, right.
So before we go, which I couldfirst of all, I could talk to
you forever.
I have realized as I've workedin, we work with clients in all
different industries, and andand I swear, and maybe I
shouldn't say this out loud, butthe journalists in ag are the
nicest, most likedown-to-earth-friendly
(33:09):
journalists.
So I love, I love working withwith you all.
But before we go, I'd love toknow something about you that
may surprise those who don'tknow you.
Cassidy Walter (33:19):
Uh yeah.
So thank you for sending thatquestion ahead of time so I can
think of something.
Uh I think probably so becauseyou know, I write about business
and numbers and these kinds ofthings, so it might surprise
people to know that in my freetime I like to paint.
Angela Tuell (33:37):
Oh.
Nice.
That's a good stress reliever,too.
Cassidy Walter (33:44):
Yeah, I love it.
It's great.
Angela Tuell (33:46):
Oh, that's great.
We'll have to watch.
Maybe we'll we'll see themonline one day, right?
Or in a in a gallery.
I don't know.
Cassidy Walter (33:52):
Yeah, I don't know about that, but maybe,
maybe someday in the distantfuture, the the the Iowa State
Fair will select meanings todisplay.
Angela Tuell (34:02):
That would be great.
And how can listeners connectwith you best online?
I know you mentioned email isgood, and um, what else on you
know through social or the yourstories on the website?
Cassidy Walter (34:14):
Yeah, I so I'm like social media adverse.
Like I I have LinkedIn and Ihave X, and I but like really
it's just not like it's not mything.
Like if you wanna, if you wantto reach me, email me.
I promise I my inbox is cleanand I will see I will see it.
(34:35):
Like I I promise.
Angela Tuell (34:37):
Thank you so much, Cassidy.
Cassidy Walter (34:40):
Yeah, thank you.
This was really fun.
Angela Tuell (34:42):
Thanks for having me.
That's all for this episode ofMedia and Minutes, a podcast by
Communications Redefined.
Take a moment to rate, review,and subscribe to our show.
We'd love to hear what youthink.
You can find more atCommunications Redefined dot com
Slash Podcast.
I'm your host, Angela Tuell.
Talk to you next time.
Welcome to Media in Minutes.
This is your host, AngelaTuell.
This podcast features in-depthinterviews with those who report
on the world around us.
They share everything fromtheir favorite stories to what
happened behind the lens andgive us a glimpse into their
world.
From our studio here atCommunications Redefined, this
is Media in Minutes.
Today we're talking withCassidy Walter, Business
(00:32):
Management Editor at SuccessfulFarming.
First published in 1902,Successful Farming serves the
business, production, and familyinformation needs of American
farmers and ranchers.
Cassidy manages and writesstories focused on farm
management, finance, and theevolving business of
agriculture.
Based in Iowa, she brings adeep understanding of the
industry from variedprofessional experience, helping
(00:54):
producers make informed,profitable decisions in today's
changing landscape.
Welcome, Cassidy.
Cassidy Walter (01:02):
Hi, thanks for having me on your podcast.
Angela Tuell (01:04):
Yes, I'm I'm very excited to talk to an ag
journalist, agriculture, Ishould say, instead of using
some of the slang, right?
But um I'd love to start alittle bit with your background.
You know, what led you to acareer in journalism and
specifically agricultural media?
Cassidy Walter (01:21):
Yeah, so it's kind of a long story.
So I'll try to not have it betoo terribly long.
But um basically I always lovedwrite as a kid.
And like around middle school,when they start having you take
those like not aptitude tests,those like career choice, career
path tests, I was like, I needto figure out something I can do
(01:43):
where I can write and makemoney.
Angela Tuell (01:46):
That doesn't usually happen that that often,
right?
Cassidy Walter (01:49):
And so I landed on journalism pretty early in
life, and I did a lot of likejournalism camps and and things
and tried to find opportunitiesthrough middle school and high
school.
And so I wound up at theUniversity of Iowa for
journalism, which was lucky forme that I didn't have to go too
far from home.
I grew up in Des Moines, Iowa.
(02:10):
Okay.
Um and uh I was reallyinterested in politics and I
majored in journalism andpolitical science.
And if you'd asked me when Iwas like 18, I probably would
have said I'm gonna be in NewYork or DC and be like a policy
reporter or a White Housereporter.
Um, but I kind of accidentallyfell backwards into agriculture.
(02:31):
Um I my freshman year incollege, I was working at the
Daily Iowan, which is thestudent paper there on campus.
And I was the politicalreporter.
And one day, um, I think it wasCongressman Boswell was still a
congressman at the time, andSenator Harkin.
And I think they were havingsome sort of press call.
(02:52):
And our um my our editors werelike, Well, we don't know what
they're gonna talk about, butyou're gonna be on this call and
write about whatever they talkabout.
And uh they talked about thefarm bill, which I knew nothing
about.
And just like, okay, well, Igotta learn something for today
and get write something aboutthis.
Angela Tuell (03:10):
Okay, so you did not grow up on a farm then?
No, I didn't.
Cassidy Walter (03:13):
Okay, okay.
Um, I grew up in Iowa, but noton a farm.
Okay.
And so then later that sameyear, so this is 2012, getting
going into the 2012 election.
We were talking about doing abunch of issue coverage, like
big big issues going into theelection.
And one of the issues oureditors wanted to cover was the
farm bill.
And I was like, Well, I didthat one farm bill story.
Angela Tuell (03:35):
So I guess you're an expert now.
Cassidy Walter (03:37):
Yeah, I'm like, I guess I'll volunteer for that.
Uh and uh accidentally throughreporting on that, wound up on
an email list for the vicepresident of the Johnson County
Farm Bureau, and he would sendout like news clips every week
of stories of things going on inagriculture.
And I had a lot of pitches dueevery week at the as a Metro
(03:58):
reporter at the Daily Island.
So I was like, this is gold,these are story ideas.
Yeah.
And so then I just ended upwriting about a lot of
agriculture issues and meetingfarmers, and I just loved it.
And at the time, I very muchhad that consumer perspective.
Like even though I grew up inIowa and Des Moines, there's
somewhat of a distance betweenuh, you know, Des Moines is the
(04:20):
biggest city in Iowa.
I mean, it's it's a small, it'ssmall compared to actual big
cities, but you know, there's adistance between you and your
food and your food source.
So I had a lot of questions,and because I was writing
stories and meeting people, Ihad an opportunity to ask a lot
of questions and just learn moreand more about it.
And I was, and it just kind ofgrew this desire in me to want
(04:42):
to help farmers tell theirstories.
And I was, you know, I had sortof also like an Iowa pride,
like, you know, I need to, Ishould know about this.
This is my state, you know, umthing going on as well.
And so then that that geared orthat veered off to like ag PR
(05:04):
for a while.
And I um I interned at the IowaFarm Bureau in their
communications department, and Iinterned at a small town
newspaper just to kind of seewhat that to be in a rural area
and be near agriculture.
And um and yeah, I mean, Idon't have to walk you through
my whole career path of but uhor maybe we'll get to that
(05:24):
later.
But but yeah, so I just kind offell backwards into it and
loved it and just wanted to bebe a part of it.
And I do still to this day getgrief for going to the
University of Iowa and being,you know, from a city, but um,
you know, I think I've uh I'vebeen around long enough now that
um uh you know I've learned alot and I I think I've earned
(05:47):
some respect in that regard.
Yes.
Angela Tuell (05:50):
So how did you get to successful farming?
Cassidy Walter (05:53):
Um, okay, so my previous my previous job, I was
the communications director atthe Iowa Renewable Fuels
Association, which is a tradeassociation that supports
biofuel producers, which youknow, biofuels like ethanol and
biodiesel are very closely tiedto agriculture because they're
typically made from ag products.
And so I was still like veryclose to my like desire to be an
(06:15):
ag in ag communication.
And I had a really good boss umwho went to an event and met
the publisher of SuccessfulFarming.
And he had been telling me fora couple of years, he's like, I
think you got it right the firsttime when you studied
journalism.
Like, you know, I'm you know,he wasn't trying to get rid of
me, but he was, you know, I wasyoung in my career and he was
(06:35):
looking out for me.
He was like, I think you woulddo really well at like a public,
like a magazine, like you know,an ag magazine.
And I was like, okay, well,we'll see if that ever comes
along.
Right.
And it he met the publisher,and it just so happened that
they were hiring, and he pulledme into his office one day and
was like, Hey, I'm not trying toget rid of you, but this may be
(06:57):
something you should look into.
And uh, which is, you know, Ievery time I tell people that
story, they're like, that's areally good boss.
Yes.
Angela Tuell (07:07):
I was just gonna say that's an incredible person,
like to not to look out for hisown interests of what's best
for him with you there, but tolook out for you.
Wow.
Cassidy Walter (07:15):
He like he likes to that put that role, that
communications role, uh, at theat least at the time, it may
have evolved since then, but itit it was very much an uh uh an
entry-level job.
And so he, I think he knew, youknow, I was probably not going
to be there forever, right?
Um, just because of the type ofjob that it was.
And so yeah, he was looking outfor me.
(07:35):
And I reached out prettyquickly, and you know, here I
am.
Originally, I and I didn't evenend up in the position that I
applied for.
Um, I applied for, and I didn'tnecessarily understand it when
I was applying what the, youknow, job titles are kind of
vague sometimes.
Right, right.
Um, and they had a coupledifferent ones open.
Um, but one of the the theperson who was involved, one of
(07:59):
the people involved in thehiring process who eventually
became my first manager here,she was like, I think you would,
I think you would be good atthis, this, this role, this
business management editor role.
And I'm like, okay.
Because I and I was up for thechallenge, but like business and
markets were not in mywheelhouse at the time.
I had to learn a lot, which Idon't want to get ahead of your
(08:21):
questions, but um, but yeah, Ihad I had to learn a lot.
And it was uh it's been reallyfun to to get into something
that I I didn't know aboutbefore I started.
Yeah.
Angela Tuell (08:31):
So how long have you been there now?
Cassidy Walter (08:33):
It's been uh over three, over three years,
maybe three, about three and ahalf-ish.
Okay.
Angela Tuell (08:40):
Okay.
So your title is businessmanagement editor.
What does that mean?
Cassidy Walter (08:45):
So first first of all, it means that I cover
commodity markets for us for ourwebsite, um, which is
agriculture.com, notsuccessfulfarming.com for anyone
who's trying to find us.
Um, I so I cover um I look atgrain prices, corn soy, wheat
prices, livestock prices, and Ireport on what the prices are
(09:07):
doing in the morning and afterthe market has closed in the
afternoon.
Um, and I try to include um,you know, expert commentary on,
you know, what the prices aredoing or what issues are
impacting the market.
So that that's uh sort of myfirst duty every day when I come
into the office.
And then what I like to say isI cover everything that isn't
(09:28):
agronomy, which isn't entirelytrue because there's other areas
of ag like machinery that arealso not in my beat.
But but I or another thing Ilike to say is I can't tell you
how to grow a crop, but I cantalk to you about how to try to
make some money off of it.
Okay, okay.
So I've I've in this role, Ihave grown a lot of respect for
sort of the different areas ofexpertise in agriculture.
(09:50):
Like the agronomy editors thatwe have, you know, they're
looking at how are you growingthe crop?
How are you preventing weedpressure or disease diseases?
You know, they're looking, it'ssort of the science of of the
of farming.
And and that is like a wholeother world.
And then I'm looking at thebusiness side of it.
(10:12):
How are you gonna market thisgrain?
How are you managing yourfinances?
What what new avenues should webe exploring to add to your
bottom line?
Um what's your farmland worthright now, or what's it gonna be
worth in a year, or you know,those kinds of things.
And then we have, like I said,other other editors as well,
like the machinery team that'skeeping an eye on all the new uh
(10:34):
technology that's coming outand how AI factors into that and
new products and things likethat.
And and I'm probably forgettingother we have we have great
people, I don't want to leaveanyone out, but but you know,
I'm the point is just thatthere's these sort of like
specialized areas, and I'm justone piece of that.
And um, and sometimes there'scrossover and then we get to
(10:56):
work together, so that can befun too.
Angela Tuell (10:58):
Yeah.
And what did you think?
What do you think of that beatnow?
I mean, you you know, weren'tsure at first, um, but are you
loving it?
Cassidy Walter (11:05):
I am loving it.
I I never ever in a millionyears would have thought that I
would be doing anything withbusiness or money or finances.
Like I, you know, math was ahard subject for me growing up.
And uh I didn't think I Ididn't think that business would
be interesting to me becauseI'm I have more of a creative
(11:27):
creative mind, uh, artsy mind.
Um, but it is so fun and it isso interesting.
And I love watching how themarkets move and react and
overreact and and trying tofigure out well, I thought this
would happen because this wasthe news today, but it didn't,
and talking to experts aboutthat.
And so there's a whole it'slike speaking another language,
(11:49):
and that's been really fun.
And then so farming is morethan just a business, but it but
it is a business, you know, andso I get to talk about how are
you making a living?
How are you gonna sustain youryour your business for the next
generation?
And and that feels reallypersonal, and it feels like
(12:11):
something that actually makes adifference, that is actually
helping people, you know, managetheir business.
Angela Tuell (12:17):
Yeah, so we talk about that a lot in journalism.
That's what we all went intojournalism for a lot of times,
is to make a difference and helpothers and share that
information.
Right.
How is that going right nowwith so many so much uncertainty
and um you know struggles forthe farmers?
Cassidy Walter (12:35):
Yeah, it is it's a it's kind of a tough time
right now for sure.
Um, which I think I don't know,I want to say maybe that m
makes what we're doing atSuccessful Farming even more
important, you know, tryingtrying to stay in tune with
what's going on in the world andgetting farmers what they need
to know, but but also in I don'twant to say inspiring hope
(12:58):
because it maybe that makes ussound more important than we
actually are, but but trying tofind ways to to also bring light
to for the I think of like mymanager, she she writes a lot of
um stuff about like mentalhealth and sort of the
interpersonal parts of managinga farm business.
(13:20):
Yeah.
And she did a story um aboutfarmers who get together and
just have coffee and talkbecause that's like an outlet
that they that they need, andit's like a mental health
support for them.
And and so I think bringingstories like that too, that can
maybe like encourage people alittle bit is is really cool and
is something that we get to doum in the midst of you know some
(13:43):
harder times right now.
Angela Tuell (13:44):
Yeah, I love that.
What have been some of yourfavorite stories or projects so
far?
Cassidy Walter (13:50):
Um, so kind of along that same vein of you
know, bringing hop bringingstories of hope.
Um, one of my favorite storiesthat I did get to do is kind of
out of my wheelhouse, but we hada uh a series.
I don't think we're doing it,we we don't do it anymore, but
we did when I was first when Ifirst started, it was called
Hometown Heroes.
And um, I got to go to a farmin Delaware called Huck and Buck
(14:15):
Farm Sanctuary.
I like that name.
Angela Tuell (14:18):
Huck and Buck.
Cassidy Walter (14:19):
They were great.
Um so basically it was thiscouple that they both had um a
background, like their careerswere being real estate agents.
Okay.
And uh and they and I thinkthey were still kind of doing
that, but they bought this thisfarmland and they just kind of
(14:40):
started a farm.
And uh the husband, it was sortof like his passion project,
but then uh Michael and thenAndrea, the the the wife, she
like it she fell into it andloved it and found that she she
was grieving the loss of a childand uh working on the farm and
(15:00):
cultivating it, like she said,helped her grieve.
And then it impassioned her towant to open the farm up to
people for the same purposes.
So they would host they hostevents and they um they invite
people who are like camping orglamping.
Um they had like volunteer daysfor kids to come who maybe had
(15:22):
never been on a farm or had likefresh produce right off the
vine.
So that was one of my favoriteprojects because me and my
husband actually we got to goout there and meet them and they
let us stay on the farm.
I mean, we it was it was areally cool like visit where we
got to get to know them andtheir operation.
Um, and then I got to writeabout it.
So that was really cool.
Angela Tuell (15:42):
That's awesome.
Can we find that articleonline?
Cassidy Walter (15:45):
Yeah, it is on our website.
Angela Tuell (15:47):
Okay, great.
Cassidy Walter (15:48):
Um, if you just search Huck and Buck in our like
search bar, that's like thefastest way I think to find it.
Okay.
Um, and then um going back tomore of the business side of
things, uh, one story that I diduh a couple a year or two ago,
uh the title was Future GrainMarketers of America, where I
got to kind of look into sograin marketing your grain,
(16:11):
especially like through thefutures market, um is can be
really challenging.
And I think for some farmers,it's like, well, I'm a farmer, I
want to grow a crop, you know,like they're not the business
side of it, the marketing sideof it isn't the part that
they're really excited about,you know.
And and so um, you know,they're excited about the actual
(16:31):
farming.
And uh, but I got to explorehow there's so many different
factors in the world that areimpacting prices now, that it's
really important forup-and-coming farmers, the
younger generation, to learnabout these marketing tools that
are out there.
And that that was somethingthat wasn't necessarily a part
(16:53):
of like your upbringing as afuture farmer in the past, and
that it is important today forthese young, younger or you
know, whether you're a collegestudent or you know, just an
up-and-coming farmer, to getexposed to how are we not just
growing the crop, but actuallyselling it.
Um so that was that was a coolstory because that was a way
(17:14):
that I was able to look becausethe I think that the markets
part of what I do can sometimesbe perceived as kind of dry.
And so uh this was a way tokind of bring some more depth to
that topic.
Um and then I I really I've asI was thinking about this
question, I realized, you know,I really enjoy when I get to
(17:38):
like break take a complex topicand then break it down and
explain it to the reader in away that is digestible.
And then when we can bring likereally fun or memorable design
to that story as well for themagazine, like that's like my
favorite part when I get to likecollaborate with the designer
and and just really make thestory come alive.
Angela Tuell (18:01):
Oh, that's wonderful.
We'll definitely include um inour show notes links to those
stories.
Cassidy Walter (18:06):
Uh, we did one uh I think it was last year, and
it we called it the MexicoMaze.
Okay.
We spelled maze like cornmaize, like M-A-I-I-M-A-I-C, um,
because it was looking atMexico's ban on GMO corn and
like what that means for for theUS and US trade relations and
US agriculture.
(18:27):
And I got to work with the umwith the designer on like
literally he so we did like atortilla with like a maze that
had a certain design that thenthat like design kind of
followed through the rest of thestory.
And so that was really I don'tknow if if you looked at it
online, I don't know if you'd beable to tell that that would
maybe came across better inprint.
(18:48):
But um, but that was anotherreally that was a complex topic
that it was really fun for me tolike okay, I need to dive into
this.
I I I tend to do like a reallydeep dive and then come back
out, and then I'm like, okay,now I have to figure out how to
explain it.
Angela Tuell (19:02):
That is so cool.
And that's I mean, the bestjournalist can do that well.
So you we will definitelyinclude include links to those.
Thank you.
I did want to ask a little bitabout successful farming.
How is it different than otheragricultural outlets?
Cassidy Walter (19:18):
That's an okay, that's an interesting way of
thinking about it.
I mean, I think one thing thatsets us apart is our history.
Um, so successful farming isover 120 years old.
The magazine the magazinelaunched in 1902 and our website
launched in 1995.
Um, we're a part of PeopleInc., which is the largest print
(19:40):
and digital publisher in theUS.
So we have like a really greatlike parent company backing us
as well.
Um, and we've got a lot goingon.
So we're a magazine and awebsite.
We also have a radio networkand we have a pod, we have a
couple of different podcasts.
We have like the SF podcast,and then my manager, she does um
15 minutes with a farmerpodcast.
Angela Tuell (20:03):
Okay.
Cassidy Walter (20:04):
Um, you know, obviously we're on social media
and YouTube, and then there'salso like events that we're
involved in.
Like we're pretty heavilyinvolved in commodity classic,
which if you're if you're afarmer, you've you know what
commodity classic is.
If you're not, it doesn't meananything to you.
But um, so we've we've got alot going on here at Successful
Farming.
Angela Tuell (20:24):
Yes, you guys do some great work.
Are there any upcoming storiesor things you're working on that
you're excited about?
Cassidy Walter (20:32):
Yeah, I'm really excited about some of the stuff
that I'm gonna get to do in2026.
Um, so we our editor-in-chiefpitched a story that um that I'm
gonna take on about Californiaagriculture, which is not
exactly our bread and butter,like we're typically covering
corn, soy, wheat, livestock,like Midwestern type
(20:54):
agriculture.
We are a national publication,so we do occasionally dive into
these like specialty crops orproduce crops.
Um, but it's definitelydifferent from like the
everyday.
Um, but she pitched a storyidea about the future of
California agriculture.
I think she went to an eventwhere this was discussed that
the country of Peru may be ableto grow a lot of the same crops
(21:17):
that they grow in California umat a lower price.
And so, what is that gonna meanfor California?
Um and so um I'm gonna get togo to California, hopefully, and
actually actually meet someCalifornia farmers and and learn
about their because that islike a whole whole other world.
Like produce farming is is verydifferent from I am at, or I
(21:41):
guess I should say I imagine isvery different from what we what
we typically are doing in theMidwest.
So um uh so I'm really excitedabout that.
Get to actually meet thosefarmers and and talk about what
what they are what they'refacing.
Um and then in February, I'mgonna be working.
We'll have a feature about uhwe going back to what farmers
(22:03):
are facing right now, looking atare we in a long-term downturn
of of commodity prices,specifically uh corn soy wheat
livestock, but or actually itwould be corn soy wheat.
Um live cattle are doing fairlywell right now, but so it would
just be looking at you know,prices have been trending down
for the past few years.
So do you know, economicexperts, analysts are we do we
(22:28):
think we're gonna keep going inthis direction or what what may
break us out of this trend?
Like that's something I'm gonnabe looking into.
Um, and then in March, we're wehave uh uh an issue themed
around the topic of fire.
And so we're gonna have acouple of different stories
about managing fire on the farm.
(22:49):
And I'm gonna be doing afeature on, you know, what are
the most common fires thathappen on the farm?
How do you prepare for them,manage them, uh, you know, try
to prevent them, that kind ofthing.
So that'll be kind of adifferent.
And I gotta give credit.
I had a writing coach who usedto work here that you know, I
asked him, like, is thereanything you wish you would have
(23:10):
gotten to do?
And he was like, I wanted to doan issue that just said fire on
the front.
So I don't know if it'll justsay fire.
But it will be a fire, it willbe the theme of the issue will
be fire.
So um and he's even gonna getto write a piece for that issue
as well.
So I love it.
Yeah.
Angela Tuell (23:30):
So it's I mean, that's all such great
information too, you know, thatit's hopefully gonna be really
practical information.
Cassidy Walter (23:37):
Yeah, that's perfect.
Angela Tuell (23:39):
I I did want to ask a little bit about, you
know, much of our audience arePR professionals, and I'm sure
you work with them pretty often.
Yeah, what makes a good storypitch to you stand out, or how
can we, you know, best help youdo your job?
Cassidy Walter (23:56):
Um so for me, when you send out a press
release, the making the headlineand like the deck, like that
that sub-headline part really,really clear.
Like I wanna, I basically wantto know just from reading the
headline and the deck, like whatis your news about?
(24:16):
Um, sometimes I get pressreleases that are it's kind of
convoluted, like I'm kind ofconfused, and then I have to
like read deeper to to wrap mybrain around it.
And I I've even had one wherelike the press release like led
me to believe a certain thing.
And then when I called and dugmore into it, they're like, Oh,
(24:38):
well, it's not actually that,it's this.
And I'm like, well, that'sdisappointing.
Yes, that's awful.
Um, so just you know,pretending like you don't know
you aren't a content expert onwhat you're writing about, and
just trying to think about itfrom that perspective, and like,
can you tell from the verystart like what this is about?
(24:58):
That would be my my ask to PRprofessionals who are sending me
press releases.
Um and then because I am weobviously we're online, but
because I'm in the magazineworld, things move slowly, but
also way far in advance at thesame time.
So, like maybe just keepingthat in mind, like the more
(25:22):
advanced, like if it's a more ofan evergreen topic that isn't
like red hot news, like becausethere's not a whole lot of like,
well, it's really hot today,but it's gonna be old news
tomorrow in the actual magazine.
Right.
So, you know, things that aregoing into the magazine have a
little bit more staying powerthan that.
Um so when sending out topicaltype, you know, pitches or press
(25:46):
releases, um, just maybepatience with me that like if
you don't hear from me for a fewmonths, it doesn't necessarily
mean that I've forgotten aboutyou.
You know, we we we work reallyfar in advance and we but but
it's also like this weirdly slowprocess where it's a lot of
hurry up and wait, where it'slike once I'm working on
(26:08):
something, um, it's like okay,I'm working on this now and it's
due in a few weeks, but it'snot gonna be published for a few
months.
And even though it's due in afew weeks, there's gonna be
several editing rounds betweennow and when it, you know, so it
and I and I don't fault peoplefor not understanding that
process, but um, maybe that's alittle peek behind the curtain
(26:28):
on the magazine side of things.
And then um, and then yeah,just in terms of like contact,
like email is a hundred istotally my preferred, and I'm I
am like obsessively likechecking my email and keeping my
inbox clean.
Angela Tuell (26:45):
So that's great.
I was going to say, you know,the first one where you were
saying making it clear in anemail, that no one has time.
I don't know how you have timeto read through and try to
figure out what it's not thatclear.
And I guess that probably doesmake some stories get lost,
right?
Or not included because itdoesn't make sense.
Cassidy Walter (27:02):
You know, yeah, the one that I was that I was
thinking of, I was still able tolike do the story.
It just wasn't like asgroundbreaking as I thought it
was based on like that was thatwas disappointing, but it was
still a story, but it justwasn't as interesting as I
thought it was gonna be.
Angela Tuell (27:21):
What types of sources you've mentioned a
little bit, you know, or expertvoices are you typically looking
for?
Cassidy Walter (27:27):
Um, so in my beat, I'm usually looking for
um, you know, economic analysts,market analysts, um, you know,
people who are watching eithercommodity prices or farmland
prices, um, financial advisors,like that's usually the kind of
people I'm talking to.
But then as much as possible,it's it's we like to try to tie
(27:52):
farmer voices into our stories,even the business stories.
Um, so when I can't, when I canfind farmers who are either
well versed in whatever thetopic is, or they're being
impacted by that whatever thetopic is, like that that's
really helpful as well.
Angela Tuell (28:09):
You mentioned a little bit about the timing, you
know, very far ahead.
What is ideal for the print?
Four months, more, less?
Cassidy Walter (28:17):
Um, well, it's that's an interesting, it's hard
to say exactly.
Like depending on so I havethings that so like for
features, we plan those out.
I mean, basically six months inadvance.
Like we just had our I don'tknow if you could say it's a
(28:39):
year, but like so we just, forexample, in October, we just had
a pitch meeting on likeplanning out our features for
the second half of 2026.
Okay.
But we have flexibility, andbecause of some of the things
that had come up and things wewanted to do, our
editor-in-chief, she actuallykind of adjusted, she made
adjustments to the first part of2026 and kind of readjusted the
(29:02):
whole year, even though we hadtechnically pitched and set
stories for the first part of2026 back in like July.
Um, it was like June or July.
So those things are plannedreally far in advance, but also
we're because we're we're likenews based to an extent, like we
do have some flexibility tomove things around if we think
(29:23):
something is more urgent or canwait longer.
And then um, but then there'sthings that are less um less
planned out in advance.
Like there's a section of themagazine called uh bottom line
that I'm responsible for.
And every month it's uh a topicthat you guessed it impacts
(29:44):
farmers' bottom line.
Hey, it's clear, it tells youwhat it is.
Yeah.
Um, and that can really be.
I mean, it's I've done storieskind of across the board.
Like I've done, I did I couldanything from like, you know,
what you should be thinking.
About going into tax season towhy you should care about the
timber on your farm and howmaybe that can make you some
(30:05):
money.
So that there's that it canreally be across the board.
Um, and those get planned notnearly as far in advance.
Like I it just depends on howmany ideas I've got going in my
like mental Rolodex, but or inmy email, you know.
But you could pitch mesomething today that could end
up in February's uh, you know,because I'm already at the point
(30:28):
where I'm thinking aboutJanuary and February.
Um like I'm I'm like literallyjust this week, I was writing a
story that's gonna be in theJanuary issue.
Um, so you could pitch so itthat may seem like an eternity
in today's like, you know, 24-7news cycle internet world.
But but to me, it feels not itfeels relatively soon, which is
(30:50):
because I'm gonna be working onFebruary stories probably next
month.
You know what I mean?
So yeah, if you pitch mesomething today, maybe it could
end up in February's bottomline.
So I mean, really, you can sendme ideas at any time.
It just you may not actuallysee see it in print, but it it
may feel like a long wait foryou.
Angela Tuell (31:07):
Yes, yes.
It is such a you know, and thatand the job as a PR
professional too, when you'reyou're looking at every out, and
each outlet, like you said, hasso many different deadlines,
you know, because we work onprint, on digital, online, and
it's different for each ofthose.
Cassidy Walter (31:24):
Yeah.
I mean, and we and we do handlelike the the the more urgent
stuff online, right?
Like if you send me somethingthat's news today and it's hot,
like we'll figure that out forthe web.
But the long-term stuff is moreso for the the magazine.
Yeah, that's great.
Angela Tuell (31:42):
So, what if we have other ide, you know, ideas
in different um different pitchareas that necessarily wouldn't
be you?
What's the best way to reachout and find who who we should
connect with?
Cassidy Walter (31:53):
On our website, we have if you go to the there's
a tab at the top called AboutUs.
And then if you click on that,you can find off to the side,
like uh there's a link to staff.
And just look at look at thetitles, look at the bios.
I think everybody's e everybodyor almost everybody, there's an
email there.
So and it and I I especiallyfor us, because like I was
(32:17):
saying earlier, the thedifferent areas of agriculture
that we cover are specialized.
If you pitch me something aboutagronomy, I'm just gonna send
it to the agronomy team.
If you pitch the machineryeditor something about business,
she's just gonna send it to me.
So really it's it's not you'renot gaining anything by emailing
(32:38):
everybody on staff.
Right.
It's better to find the whichone of us actually covers your
issue and in contact with thatperson.
Angela Tuell (32:46):
That's great.
Because you don't want to getit from 10 people on staff that
they all got the story andthey're all sending it to you
and then Right, right.
So before we go, which I couldfirst of all, I could talk to
you forever.
I have realized as I've workedin, we work with clients in all
different industries, and andand I swear, and maybe I
shouldn't say this out loud, butthe journalists in ag are the
nicest, most likedown-to-earth-friendly
(33:09):
journalists.
So I love, I love working withwith you all.
But before we go, I'd love toknow something about you that
may surprise those who don'tknow you.
Cassidy Walter (33:19):
Uh yeah.
So thank you for sending thatquestion ahead of time so I can
think of something.
Uh I think probably so becauseyou know, I write about business
and numbers and these kinds ofthings, so it might surprise
people to know that in my freetime I like to paint.
Angela Tuell (33:37):
Oh.
Nice.
That's a good stress reliever,too.
Cassidy Walter (33:44):
Yeah, I love it.
It's great.
Angela Tuell (33:46):
Oh, that's great.
We'll have to watch.
Maybe we'll we'll see themonline one day, right?
Or in a in a gallery.
I don't know.
Cassidy Walter (33:52):
Yeah, I don't know about that, but maybe,
maybe someday in the distantfuture, the the the Iowa State
Fair will select meanings todisplay.
Angela Tuell (34:02):
That would be great.
And how can listeners connectwith you best online?
I know you mentioned email isgood, and um, what else on you
know through social or the yourstories on the website?
Cassidy Walter (34:14):
Yeah, I so I'm like social media adverse.
Like I I have LinkedIn and Ihave X, and I but like really
it's just not like it's not mything.
Like if you wanna, if you wantto reach me, email me.
I promise I my inbox is cleanand I will see I will see it.
(34:35):
Like I I promise.
Angela Tuell (34:37):
Thank you so much, Cassidy.
Cassidy Walter (34:40):
Yeah, thank you.
This was really fun.
Angela Tuell (34:42):
Thanks for having me.
That's all for this episode ofMedia and Minutes, a podcast by
Communications Redefined.
Take a moment to rate, review,and subscribe to our show.
We'd love to hear what youthink.
You can find more atCommunications Redefined dot com
Slash Podcast.
I'm your host, Angela Tuell.
Talk to you next time.
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