Mike Lessiter

Mike Lessiter

A second-generation ag journalist, Mike Lessiter has been Editor/Publisher of Farm Equipment since 2004. He has covered business-to-business operations, manufacturing and marketing topics since 1992. He has also served in several capacities with the Farm Equipment Manufacturers Assn., Assn. of Equipment Manufacturers and is a frequent industry speaker. A graduate of the University of Wisconsin, he was named president of Lessiter Publications Inc. in 2007.

Contact: mlessiter@lessitermedia.com

ARTICLES

90 Most Influential Articles in Lessiter Media’s Tenure

This list of articles is a window into the challenges & opportunities of North American dealers over the last 20 years

Following is a list of “editor’s favorites” of some of the most influential articles and reports that chronicled the changing industry since Lessiter Media acquired Farm Equipment in the summer of 2004.


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Rise in Digital Communications

Investments in digital platforms brought newfound speed in creating & disseminating content to the industry
Kim Schmidt recalls that getting the websites going on a professional system led to an array of new opportunities, including On the Record, webinars, podcasts and the documentary film series.
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Squaring Up with the Majors

With an editorial-first focus & no expectations to attract major’s advertising support, Farm Equipment boldly went where few mainstream publishers were willing to go

“When somebody got mad at us, I just viewed it as a part of the job,” says Dave Kanicki. “We had our values and knew how we wanted to operate, and we had to stand behind them.


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Competition Calls & Farm Equipment Responds

An unexpected phone call spurred fast action that protected the brand while gaining access to an acquisition partner

Farm Equipment was well ahead in every measurable criterion — advertising market share, editorial pages, ad pages and revenue. Things were proceeding nicely, and I wouldn’t say we were complacent but perhaps a shakeup was needed.


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Trying to Get ‘Lift Off’

Lessiter Media’s first 12 months with Farm Equipment were trying, but perseverance, planning & a little serendipitous visit from a former mentor changed its fate
Despite the honeymoon period following our statement-making first issue, the rest of 2004 proved challenging.
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