Dairy Processing - July/August 2022 - 69

SOSLAND PUBLISHING
years
Dedicated to
A
t less than two years old, Dairy Processing has already
made real achievements, according to L. Joshua
Sosland, president of Sosland Publishing Co. and editor
of Milling & Baking News.
The magazine debuted in April 2021 as a quarterly and moved
to a bimonthly schedule in 2022. It has a dedicated website,
www.dairyprocessing.com, and a variety of digital products. The
magazine reaches more than 12,000 decision makers in print and
over 20,000 digitally throughout the US and Canada.
" Simply put, Dairy Processing intends to be the 'go to'
source for news and information that will help dairy companies
make better products and bring them to market safely and costefficiently, "
said Matt O'Shea, its publisher.
The company had long considered adding a publication
addressing dairy processors, the second largest segment of the
food industry (second only to meat processing). For many years,
just one magazine served that market, and in 2020, it and the rest
of that publisher's portfolio went digital only. No print editions.
" That opened the door for us, " said Charlie Sosland, chairman
and chief executive officer of Sosland Publishing Co. " Matt had
been a publisher with a dairy magazine before he joined us, and
he kept getting calls from his previous accounts suggesting that
we step into the field. "
The value of print in the business-to-business market is well
understood by suppliers to the dairy industry. " We saw a big
point of difference and a big opportunity, " O'Shea said.
The dairy industry, like all food processing businesses,
is going through rapid transformation in terms of consumer
behavior, regulatory shifts, environmental concerns, workforce
challenges and the introduction of new technologies.
" Dairy Processing's mission is to bring timely news and
insights to key people in the industry as that happens, " said
Kristen Putch, its managing editor. " We want to tell the stories
that matter to our audience, highlight innovation and provide
useful information to those key decision makers. "
Sosland Publishing's new publication offers insight into a dynamic industry.
by Laurie Gorton | dairyprocessing@sosland.com
dairy
The magazine recruited a longtime Sosland contributing
editor, Donna Berry, to write for Dairy Processing. It also
brought in Pamela Accetta Smith, the former editor of a
competitive dairy magazine, as a contributing editor.
The magazine takes a processor-centric approach in its
editorial content. Cover stories feature major processors and
have included Dairy Farmers of America, Stonyfield Organic, Bel
Brands USA and Tillamook County Creamery Association.
" I don't see any other dairy media brand delivering those
stories, " O'Shea said. " People, products and companies drive
readership. We'll continue to write about innovative and
successful dairy processors. "
For example, Dairy Processing embraces milk alternatives, a
controversial subject treated gingerly by other dairy publications.
" Most of the plant-based 'milks' are actually being done by
dairies, " Berry said. " You read a lot about the decline in fluid
milk, but the dairy business is doing very well as it embraces
milk alternatives. Dairy Processing covers milk alternatives, the
plant-based dairy alternatives, as a main subject. We don't shy
away from the topic. The people who produce these items use
the same type of equipment as conventional dairy products. "
The magazine has been well accepted, and the feedback that
editors and publishers have received has been wholly positive.
But even the careful planning for the new magazine could not
anticipate a pandemic taking place in the middle of its launch.
" Starting a print magazine in today's media environment in
the midst of a pandemic is an accomplishment in and of itself, "
O'Shea said. " We ended 2021 in a very good place ... we have very
positive momentum moving forward. "
March 2022 marked 100 years since the founding
of Sosland Publishing Company, the publisher of Dairy
Processing. To mark the centennial anniversary, the company
commissioned retired long-time editor Laurie Gorton to author
histories of each of the company's publications.
DAIRYPROCESSING.COM | JUL-AUG 2022 69
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Dairy Processing - July/August 2022

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