Lessiter Media

Where Content Becomes Knowledge
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Since 1981, readers have trusted Lessiter Media to deliver the latest and most critical information through our magazines, newsletters, websites, email newsletters, books, reports and events. With knowledge being your most important tool, we provide valuable ideas to help you exceed your goals and objectives. A content-driven company, we leverage leading-edge technology to deliver the necessary information everywhere our readers want it: In Print, In Person, Online and On Demand.

12/29/2025

12/24/2025

A merry time was had by all at our team lunch and Christmas white elephant gift exchange yesterday! With several of our "office regulars" along with their parents for the day, we had our first-ever children's gift exchange as well! Lots of laughter and littles filled our space with the perfect amount of holiday joy.

Merry Christmas, from our families to yours!

12/23/2025

Last week our team gathered for the latest Lunch N Learn presentation in which several of our in-house gurus led us through how to capture high-quality visual content at events. Jeffrey Lazewski kicked off with photography tips, including camera settings, framing and lighting. Next up, Noah Newman walked us through some of his in-the-field tips & tricks for capturing video and photos, as well as how you can use your phone to get high-quality content on the fly. The session wrapped with American Farriers Journal editor Jeff Cota sharing how he shot his latest award-winning photograph (see the last photo), and some of the unique challenges he faces in his field and how he adapts (horses, barn lighting). A great session with a lot of practical takeaways we can put to immediate use during our upcoming winter events! National No-Tillage Conference, Precision Farming Dealer Summit, International Hoof-Care Summit

12/19/2025

Struggling to turn leads into loyal customers? Discover expert tips on lead nurturing, segmentation, and lookalike marketing that can boost your sales and grow your business. Don’t miss out—read the full blog now!

https://www.lessitermedia.com/marketing-minute/taser-lead-generation-and-nuturing-program/

12/09/2025

When clients ask, “Why didn’t this email campaign perform the way we expected?” the answer is usually more complex than open rates or CTR alone. Many factors influence performance — timing, audience, industry and even unexpected events like outages.

But one element has a powerful and often overlooked impact on results…

By Monica BrusnahanDigital Media Intern, Lessiter [email protected] When clients ask, “Why didn’t this email campaign perform the way we expected?” the answer is usually more complex than open rates or CTR alone. Many factors influence performance — timing, audien...

11/28/2025

Tagging is a powerful yet simple strategy that helps businesses expand their reach and strengthen engagement on social media. A smart tagging strategy enhances brand awareness, builds relationships and amplifies marketing efforts with minimal extra effort. It also boosts algorithmic performance and cross-promotional opportunities. Read more about why you should be utilizing tagging regularly in your social media marketing efforts in our latest Marketing Minute from Michelle Drewek. 🔗 https://ow.ly/kqQg50Xx9So

11/21/2025

This week, Lessiter Media Director of Data, Insights, and Circulation (ie our Data Guru) Bree Greenawalt gave a Lunch N Learn presentation on the over 114 data sources we use here to provide actionable data internally and how we use them to make decisions on content, marketing opportunities, partnerships, etc. It was an eye-opener for many about just how much goes into the "why." As Bree emphasized, the "why" helps us make sure we are getting staff the information they need, and even provide information they didn't know they needed. Another example of how teamwork makes the dream work! Thanks, Bree!

Address

16655 W Wisconsin Avenue
Brookfield, WI
53005

Telephone

+18006458455

Website

https://www.lessitermedia.com/

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Our Story

While Lessiter Media’s official birth certificate says 1981, the company’s real beginning took place 18 years earlier, when Pam and Frank Lessiter exchanged their wedding vows ... and brought together deep, family-founded passions for farming, writing, photography, education and business.

Frank was the son of a fifth-generation Michigan dairy farm father and ag engineer and whose mother, a high school English teacher, influenced his love of storytelling. Pam, a business education graduate, was the daughter of an elementary school teacher and an industrial education professor. Graduates of Michigan State University, Frank and Pam met on the MSU campus, where both were employed in the university’s information services offices.

On March 6, 1981, Frank and Pam hung out their own shingle upon acquiring a magazine, trade show and newsletter (with a staff of 5) from Reiman Publications (now part of Reader’s Digest), where Frank was executive vice president and chief editorial director. With a new company formed at the onset of the worst farm recession ever, their first decade in business brought challenges, yet also forged and annealed a foundation for what would become a very different kind of publishing company. And principles that would serve it as it evolved still several decades later.

Through those lean years and the period of growth that followed, the name “Lessiter” (which at one time depended solely on paid-subscriptions), became synonymous with words like “actionable, meaningful, practical and relevant” for the content it delivered to its highly targeted audiences. Not fluff, not advertorials nor PR-speak, but rather unbiased, independent information that its subscribers and attendees could weigh, and act upon. “Where content becomes knowledge” began to be woven into the fabric of the Lessiter name.

The decades that followed attracted new talent, and brought launches, acquisitions, new events and digital media channels. And yes, a few divestitures, too, as the company focused on the segments in which it could most make a difference. But the content-first approach has never wavered since that day in 1981 and Lessiter Media impacted the lives of hundreds of thousands of subscribers, marketers and employees — as well as their families and ensuing generations.

The small company launched an independent, unbiased conference for farmers when Monsanto was going to control the message to farmers. It unearthed lightning-rod topics that had be addressed when others didn’t want to “rock the boat” —unscrupulous practices affecting equine health, attempts at governmental regulation of farriers, and the brand purity and other “unwritten” tactics taking place in the farm equipment industry. On more than one occasion, the company elected to walk away from business rather than yield editorial independence.

“We’ve refused to compromise on editorial quality as we deliver practical, ‘meat-and-potato’ content in everything we do,” says Lessiter. “This means delivering content that readers need to advance their businesses and lives. This has allowed us to achieve number-one status as the information source in each segment of the Niche Markets we serve — because the needs of the audience are placed first.”

The family company is now in its second generation under Mike Lessiter, who joined the firm in 2003 after 12 years of prior trade publishing experience in Chicago. He became president in 2007 and as a second-generation ag editor, retains his editor/publisher role today. Following the firm’s move into modern and new collaborative-style offices in the spring of 2015, the firm was renamed Lessiter Media to better reflect its evolution beyond only the print channel — and into social media, video, broadcast, webinars, search and mobile access.

“Any company in this business is only as good as the people who make it happen,” says Lessiter. “Our group of over 40 hardworking professionals, and all those who came before whose shoulders they stand on today, have set the bar high. By working together and bringing our best every day, we’ll continue to share solutions in each of the niche segments we serve.”

Still residing in their same Brookfield home they’ve been in since 1972 and just a bike ride away from the new offices, Frank (who continues as chairman and editorial director) and Pam (retired CFO and company director) are also the proud parents of three daughters (Debbie Hansen, Susie Grabow and Kelly Fitch - all professional educators) and 14 grandchildren.

Learn more about Lessiter Media at lessitermedia.com/about/history.