Farmers and Print Catalogs in 2025: What Our Advisory Board Really Thinks

Introduction: The Digital Dilemma Nobody’s Talking About

There’s a conversation happening right now in agriculture that doesn’t involve yield data, weather patterns, or commodity prices. It’s about something seemingly simple: whether a printed catalog still has a place in a farmer’s operation in 2025.

The easy answer would be to declare print dead and move on. After all, we’re living in an age where you can price out a combine on your phone while sitting in the cab of your current one. But farming has never been about easy answers, and neither is this question.

We surveyed 67 farmers through our Fastline Farmers Advisory Board to understand how they really feel about print catalogs. Their responses paint a picture that’s more complicated—and more interesting—than the conventional wisdom suggests. This isn’t a simple story about old versus new, tradition versus technology. It’s about how farmers actually work, what they need when they’re making purchasing decisions, and why some tools refuse to become obsolete even when everyone says they should.

The Numbers Tell a Story, But Not the One You’d Expect

When we asked farmers directly whether there’s a way to make print catalogs more relevant to their operations, something fascinating emerged from the data. Out of 67 responses, the majority fell into a few distinct camps that reveal how farmers are thinking about information access in 2025.

The “If It’s Not Broken” Group: Multiple farmers responded with simple variations of “no” or “fine the way it is.” These weren’t defensive responses. They were statements from people who have found something that works and see no reason to fix it. One respondent captured this sentiment perfectly: “No, current format is good for me.”

The Practical Skeptics: These farmers acknowledge the limitations of print but still see value in it. As one farmer noted, “Online can always be up to date, while print catalogs are out of date almost immediately.” Yet this same awareness doesn’t translate into complete rejection of print. It’s more nuanced than that.

The Connectivity Realists: Several farmers pointed out something that urban marketers often forget: not everywhere has reliable internet. “I like print catalogs the way they are because they can be read when I don’t have an internet connection,” one farmer explained. Another simply stated, “I can look at it without WIFI.” In 2025, with all our technological advancement, connectivity gaps remain a real operational constraint for farmers.

The Efficiency Advocates: This group appreciates print for reasons that have nothing to do with nostalgia. “You can scan much more efficiently by flipping through the pages if you’re not dependent on computer response time,” one respondent noted. There’s a tactile efficiency to print that digital browsing hasn’t fully replicated.

What Farmers Actually Want: The Specifics Matter

Beyond the general attitudes toward print, farmers provided specific feedback about what would make catalogs more useful. These suggestions reveal practical needs that go beyond format preferences.

Price Transparency Tops the List

Multiple farmers explicitly mentioned wanting to see prices in print catalogs. “Prices not just pictures,” one farmer wrote. Another echoed: “All equipment should show prices.” This feedback highlights a fundamental frustration in equipment marketing. When farmers are browsing, they’re not just window shopping—they’re evaluating whether it’s even worth making a call. Hiding pricing information doesn’t create intrigue; it creates friction in the decision-making process.

Contact Information Needs to Be Prominent

“It would be nicer if ads prominently displayed their phone number and address,” one farmer suggested. This seems basic, but it reflects how farmers actually use catalogs. They’re not just reading them for entertainment. They’re working documents, and when a farmer is ready to act, they need the path forward to be obvious and immediate.

This feedback reveals a segmentation challenge. The agricultural equipment market serves everyone from hobby farmers with a few acres to massive operations running thousands. A one-size-fits-all catalog approach inevitably leaves someone feeling overlooked.

Used and Affordable Equipment Gets Too Little Attention

“More used cheap equipment,” one farmer requested succinctly. Another noted, “More used, less expensive equipment.” This isn’t surprising given current economic conditions in agriculture, but it does suggest an opportunity. Print catalogs that dedicate more space to used equipment might better serve a significant segment of the farming community that’s actively looking for value.

Regional Relevance Makes a Difference

“Keep the catalog specific to each region they are sent to,” one farmer suggested. Another wanted “more stuff from my region.” Farmers don’t just want to see equipment—they want to see equipment that’s actually available to them, from dealers they can actually visit, at prices that reflect their local market. Geographic relevance turns browsing into actionable information.

Educational Content Has Its Place

A few farmers mentioned wanting content beyond equipment listings. One requested “no-till and cover crop articles,” while another wanted “Tips/Advice Buying equipment.” This suggests an opportunity to position print catalogs not just as sales tools but as resources that add value beyond the transaction.

The Elephant in the Room: Print’s Uncertain Future

Not everyone was bullish on print’s future. Several farmers acknowledged what many in the industry are thinking: “with the availability of electronics, print media to me has become a thing of the past.” Another wrote, “rather see print. but I know this is the thing of the past.”

One particularly poignant response captured the emotional complexity of this transition: “I HATE TO SEE THE PRINT GO AWAY. DON’T KNOW WHAT THE ANSWER IS. A LOT OF GOOD PRINT HAS FALLEN TO THE WAY SIDE.”

These responses reveal something important: the shift away from print isn’t just a business decision or an efficiency calculation. For some farmers, it represents the loss of a familiar tool that served them well. That doesn’t mean the shift won’t happen, but it does mean that marketers and equipment dealers should recognize what they’re asking people to give up.

Why Print Refuses to Die: Understanding the Real Benefits

Despite predictions of its demise, print continues to hold advantages that digital hasn’t fully replicated. Understanding these benefits helps explain why farmers haven’t abandoned catalogs entirely.

The Browsing Experience Is Different

Digital browsing is efficient, but it’s also directed. You search for what you’re already looking for. Print browsing is more exploratory. You might flip through a catalog looking for one piece of equipment and discover something else you hadn’t considered. “Most generally if there’s more information I would like to have. I just go to the website,” one farmer noted. This suggests a complementary relationship: print for discovery, digital for deep dives.

It Works Without Infrastructure

In 2025, despite widespread internet adoption, connectivity remains inconsistent in rural areas. Print requires no bandwidth, no device, no battery life, and no signal strength. It just works. For farmers operating in areas with spotty coverage or those who spend long hours in equipment without reliable connectivity, this isn’t a minor consideration—it’s a practical reality.

The Cognitive Load Is Lower

Looking at a screen requires active engagement with a device. Looking at a catalog just requires looking. After hours in the field staring at computer displays in modern equipment, some farmers prefer information delivery that doesn’t require more screen time. Print offers a mental break while still providing useful information.

Bridging the Gap: How Print and Digital Can Work Together

The most sophisticated approach doesn’t pit print against digital—it recognizes that they serve different purposes and can complement each other effectively.

Print for Broad Awareness, Digital for Details

One farmer captured this relationship perfectly: “Work in conjunction with online. Also, you can scan much more efficiently by flipping through the pages if you’re not dependent on computer response time.” Print can serve as an initial filter, helping farmers identify what’s worth investigating further. Once something catches their attention, they can go online for specifications, availability, and current pricing.

This approach respects how busy farmers actually make decisions. They’re not going to scroll through hundreds of equipment listings online when they’re not sure what they’re looking for. But they will flip through a catalog during downtime, marking pages or making mental notes about what deserves a closer look later.

QR Codes as Bridges Between Worlds

While none of the surveyed farmers specifically mentioned QR codes, integrating them into print catalogs offers a practical bridge. A farmer can browse print, then instantly jump to a specific product page on their phone when they’re ready for more information. This eliminates the friction of typing in URLs or searching for specific equipment models later.

According to recent research on print trends, modern catalogs increasingly function as hybrid experiences, with print serving as the entry point to deeper digital engagement. The key is making those transitions seamless.

Regional Print, Universal Digital

Several farmers wanted more regionally relevant content. This suggests a strategy where print editions are tailored to specific geographic markets, while the digital presence remains comprehensive. A farmer in Iowa gets a catalog featuring equipment from dealers they can actually visit, but the full inventory is available online if they’re willing to travel or arrange transport.

What This Means for Equipment Dealers and Manufacturers

The survey data provides clear direction for how businesses should approach print in 2025.

Don’t Abandon Print, But Be Strategic About It

Wholesale abandonment of print would alienate a significant portion of farmers who still find it valuable. But that doesn’t mean continuing business as usual. Print should be strategic, targeted, and designed to complement digital efforts rather than compete with them.

If You’re Going to Print, Do It Right

Based on farmer feedback, effective print catalogs in 2025 should:

• Include pricing information whenever possible
• Display contact information prominently
• Consider segmentation by farm size and operation type
• Feature both new and used equipment
• Maintain regional relevance
• Provide educational content alongside listings

Measure What Matters

Track which products generate inquiries from print versus digital sources. Monitor whether certain farmer segments respond better to print. Use this data to refine your approach continuously. At Fastline Marketing Group, we help agricultural businesses track and analyze which marketing channels drive the best results, so you’re not guessing about what works.

The Small Farm Opportunity Nobody’s Capitalizing On

One of the most consistent themes in the survey responses was the feeling that print catalogs focus too heavily on large operations. This represents a significant opportunity for dealers and manufacturers willing to serve smaller and mid-sized farms differently.

“We are small and can not justify the expense of the newer equipment,” one farmer explained. Another added, “Me? Personally? More used cheap equipment.”

The small farm segment often gets overlooked in marketing because individual transaction sizes are smaller. But there are far more small operations than large ones, and they buy equipment too—just different equipment, more frequently focused on the used market.

Looking Forward: What 2025 and Beyond Holds

As we move deeper into 2025, the trajectory seems clear: print will continue to decline in volume but may find a stable niche among farmers who value its specific advantages. This isn’t about print dying—it’s about print finding its proper place in a multi-channel marketing ecosystem.

The farmers who told us they hate to see print disappear aren’t wrong to feel that way. Print served agriculture well for decades. But neither are the farmers who’ve fully embraced digital wrong. They’re responding to the tools that work best for their operations.

The smartest approach recognizes that farming isn’t monolithic. Some farmers operate like technology companies, running sophisticated data analytics and making purchasing decisions entirely online. Others prefer traditional information gathering methods that don’t require constant connectivity. Most fall somewhere in between, using whichever tool is most convenient for the task at hand.

For marketers and equipment dealers, this means maintaining flexibility. Your marketing strategy shouldn’t be print versus digital. It should be print and digital, deployed strategically based on your specific customer base, budget, and goals.

What Farmers Are Really Telling Us

Beneath the specific feedback about pricing, contact information, and equipment selection lies a deeper message. Farmers want marketing that respects their time, provides genuinely useful information, and recognizes that they’re running businesses with tight margins and constant pressure.

Whether delivered through print catalogs, websites, email campaigns, or social media, the best marketing acknowledges these realities. It makes information easy to find, provides transparency on pricing and availability, and doesn’t waste time with unnecessary barriers between interest and action.

One farmer summed up the practical approach many take: “Most.Generally if there’s more information I would like to have.I just go to the website.” This isn’t about loyalty to a particular format—it’s about using whatever gets the job done most efficiently.

Practical Takeaways for Your Business

If you’re an equipment dealer or manufacturer trying to figure out your print strategy for 2025 and beyond, here’s what the data suggests:

For Those Continuing with Print:

• Make pricing as transparent as possible
• Ensure contact information is large and obvious
• Consider regional editions rather than one-size-fits-all
• Don’t ignore the used equipment market
• Add value beyond just equipment listings
• Design for easy scanning and quick reference
• Include clear digital pathways for more information

For Those Transitioning Away from Print:

• Do it gradually rather than abruptly
• Communicate clearly about where farmers can now find the same information
• Ensure your digital presence is as easy to browse as print was
• Recognize that some customers may be frustrated by the change
• Consider maintaining limited print presence for specific segments or regions

For Everyone:

• Track which channels generate qualified leads for different customer segments
• Don’t assume what works for one group works for all
• Remember that farmers value their time above almost everything else
• Test different approaches and let data guide decisions rather than assumptions

The PPC, SEO, and email marketing strategies that work for reaching modern farmers should complement, not completely replace, traditional methods that still deliver results.

Final Thoughts: It’s Not About the Format

What our Fastline Farmers Advisory Board really told us is that the format matters less than the function. Farmers don’t care whether information comes from print or pixels—they care whether it helps them make better purchasing decisions for their operations.

Some farmers find that print catalogs serve this function beautifully. Others prefer the depth and currentness of digital resources. Many use both, depending on context, location, and what they’re shopping for.

The businesses that thrive in agricultural marketing are the ones that recognize this diversity and adapt accordingly. They’re not locked into one approach because “that’s how we’ve always done it,” but they’re also not abandoning proven methods just because they’re traditional.

They’re testing, measuring, adjusting, and above all, listening to what farmers actually say they need. Our survey gave farmers a voice, and what they told us is worth paying attention to. Print isn’t dead, but it’s evolving. The farmers using it are evolving too. The question is whether the businesses serving them will evolve alongside them.

Want to develop a marketing strategy that actually reaches farmers where they are? Contact Fastline Marketing Group to learn how we combine digital expertise with deep agricultural industry knowledge to help your business grow. We understand farmers because we’ve been serving the agricultural community for over 45 years—and we’re still listening to what they tell us.

For more insights on agricultural marketing trends and strategies, check out our Ag Marketing resources and learn how we help equipment dealers and manufacturers connect with the modern farmer.