Upstream Ag Insights Year In Review for 2024
An Overview of 2024
I commonly get asked about the newsletter metrics and with the newsletter turning 5 years old in January I thought it would be a good time to share some background on some of the questions I get asked, like:
Where is your audience located?
How many people read Upstream?
What are the most popular articles?
Much of this is in the advertising information packages I send out (free subscribers see advertisements), so I thought I would share some of those stats.
This year, the newsletter has expanded its reach more rapidly than any year before, and has been read by thousands of agribusiness leaders from around the globe.
Growth in Numbers
19,312 total subscribers with a net addition of more than 5,300 subscribers this year, or 37% growth and over 100 new subscribers per week.
Upstream Ag Insights is now read across 122 countries, a >20% jump from ~100 last year.
Over 50% of subscribers are from the United States.
Canada has the second largest readership at 12%.
Australia, Brazil and India round out the top 5.
Content and Engagement
This year, 51 editions were published, alongside 77 individual articles, totalling ~376,000 words shared—If you read every word published in Upstream this year it would be the equivalent to reading six full-length books, not including any of the linked content!
There have been over 245 editions published since January 2020, totalling more than 1.4 million words shared.
Over 1,550 linked articles and resources were shared in the newsletter throughout the year. That’s an average of 30 links per edition.
2024 was the first year to hit over 1 million page/email views (combined).
Search functionality became a valuable tool for over 300 Upstream Ag Professional subscribers.
Expanding Media Formats
The audio component of the newsletter gained significant traction, with more than 15,000 listens.
I designed 40+ unique branded images to accompany articles, making agribusiness insights visually engaging, more easily consumable and sharable. One improvement I want to make for 2025 is have an accessible database to parse these images and make them accessible for Upstream Ag Professional members.
Special Projects and Resources
Delivered three in-depth reports, including the The Biological and Specialty Fertilizer Report, with two more currently in progress (A deep dive on Precision Spraying Technology) and plans to release one per quarter in 2025.
Launched an ebook (The Biostimulant Playbook), with another on the way (Mental Models for Agribusiness Professionals), offering frameworks for ares of agribusiness.
Thank you
None of this would be possible without the incredible support from you, the readers and Upstream Ag Professional members.
Your curiosity and engagement are what make Upstream possible, and I’m fortunate to wake up every day with the opportunity to explore the ever-evolving world of agribusiness.
Thank you for making 2024 such an impactful year. I’m excited for what lies ahead in 2025 for the companies moving the agribusiness industry ahead and looking forward to learning alongside you throughout the year.
10 Most Popular Articles (no particular order)
I often get asked “where do I start?” when individuals subscribe to Upstream and one natural starting point is the most popular editions.
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4. The Insight is the Edge Series
The Insight is the Edge: Why CNH Industrial Struggles to Keep Up
The Insight is the Edge: How Insights Drive Agribusiness Performance
