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On the edge of the 200th anniversary of
Farmers’ Almanac
, which is published by Lewiston, Maine-based
distributor Geiger, Peter Geiger, executive vice president of sales and almanac editor, along withManaging
Editor Sandi Duncan, spoke with
PPB
about the history and evolution of the beloved publication.
How has the content of
Farmers’ Almanac
evolved
in your tenure?
Geiger
Just like life, the
almanac is always evolving.
From1818 to 1994, the
only way you could get a
copy of the FAwas froma
business—it was
one of the original
promotional
products. My father,
Ray Geiger, edited
the book from1935
to 1994. When Sandi and I
took over, we immediately
started to produce a retail
edition. In 1995, you
could buy our almanac in
a retail store or receive a
promotional edition froma
sponsoring business.
In our first 10 years, we
emphasized how to save
money, and in recent years,
it has been about how to be
more self-sufficient. We also
started to add a large array of
helpful videos to our website.
In our 20-plus years, Sandi
and I have not only expanded
the physical book but have
grown the brand.
One of the joys of the past
year for me was reading back
copies on file and picking
and choosing items that are
relevant to the past and today.
The last 16-page section in
the 2017 Farmers’ Almanac is
fromearly editions.
The 2017 edition looks
at advice from the past and
how it relates to life today.
We talk about how physical
farming has changed
over the 200 years of our
existence. We are also
working with the American
Farm Bureau to
search for the
“Farmer of the
Year.” In 2018, we
will salute farmers
and ranchers,
including individuals who
make farming part of their
livelihood today. People
can view this information
at www.FarmersAlmanac.
com/FarmeroftheYear.
Duncan
While the first thing
that will always be a part
of the almanac is weather,
our long-range weather
predictions, added zones,
seasonal map and additional
weather stories are a few
of the things that I have
changed duringmy tenure.
The graphics in the
almanac have changed
since my time as editor, as
society has become much
more visual. We
also have more
bite-sized bits of
wisdom and advice
for the reader who
doesn’t have tons
of time to read a long article,
and of course, since I came
on board, how people can
access our content has
expanded through our
website, social media, etc.
In addition to the weather,
we are also includingmore
articles and information on
how to grow your own food,
even on a balcony or rooftop,
how to reconnect with
nature even if you don’t live
on a farm, and how to live
amore sustainable, natural
lifestyle.The almanac has
always been close to
the earth, but over
the past several years
I believe our content
has really reflected
valuable ways to live
amore natural and
enjoyable lifestyle.
What would you like to see
happen in the next five to
10 years for the FA?
Geiger
I’d like to see the
brand continue to grow.
We are online, people can
download information, our
social media engagement
is growing by leaps and
bounds. I joke
that we were the
internet before
there was an
internet.The
types of material
available to readers (book
or online) is rich, and we
have to continue to offer
information that is of value
to readers. Within the next
few years, I want Millennials
to realize the value of
the publication. We are
dealing with tainted foods
fromcountries unknown,
we realize that
processed foods
are affecting the
health of newborns
and society, and
we have a chemical
for everything.
I believe the next
generation will want to
be able to take control of
their lives. The Millennials
will inherit a different
world with their own set of
challenges. The
Farmers’
Almanac
will offer how-to
advice because it is what
our audience will continue
to demand.
Duncan
Ultimately we’d like
the
Farmers’ Almanac
to be
on everyone’s nightstand
or coffee table, but truly
A Guide For All Seasons
Geiger’s
Farmers’ Almanac
celebrates two centuries of wisdom, wit
continued on page 42
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