Australian Community Media (ACM) has added three senior executives to its Agri division, naming Scott McCullough as Commercial Director, alongside new Head of Marketing, Lupe Prada. Laura Allen has been appointed as Research and Insights Manager for ACM's agricultural and regional specialist research agency, Chi Squared.

The appointments comes as ACM Agri reports a significant increase in digital subscribers, tripling from June 2022 to July 2024, and reaching an audience of 1.6 million each month.

McCullough is a seasoned professional with over 25 years of sales and marketing experience, with a career that spans roles at Auctions Plus, News Corp Rural, Pacific Magazines, SCA, and ARN. He is also the founder of the Melbourne Media Industry Hall of Fame.

Prada brings over 20 years' experience in media strategy, consumer insights and events, having worked with brands such as Gumtree, CarsGuide, Nine Entertainment, NBCUniversal, and Fairfax Events & Life Media.

Allen has over 15 years' experience as a quantitative and qualitative researcher, having held positions at top research agencies in Australia and London.

"ACM Agri is Australia's premier agricultural media business, and as such, we need industry experts and a depth of experience on our team who can lead, innovate and deliver for our advertising partners. Scott, Laura and Lupe’s appointments are part of our commitment to strengthening our commercial, sales, marketing and research divisions. The trio brings best in class experience to ACM Agri - I am confident their deep expertise will give advertisers even more opportunities to unlock our agricultural audience for their brands," said ACM Managing Director, Tony Kendall.

ACM Agri is part of the broader ACM network, which includes titles such as The Land, Queensland Country Life, Stock & Land, Farm Weekly, Stock Journal, North Queensland Register, Farmonline, Farmbuy, AgTrader and Farmers Finance Australia. ACM is Australia's largest independent media company, reaching an audience of more than 4 million each month.

"Agriculture is a multi-billion-dollar industry; and as Australia’s largest provider of agricultural news and information we connect with 78% of Australian farmers each month. With an extensive and diverse network, spanning print, digital, events, research, new products, partnerships and technology, ACM Agri has the farmer at the centre of everything we do. I’m really looking forward to working with Scott, Lupe and Laura and excited by the expertise they each bring to the team," said ACM Director of Marketing, Jarrah Petzold.

The appointments are effective immediately.