There are a number of agricultural and farming publications that allow advertisers to reach these important business-people in a medium they trust. Echo Media has developed an important niche market segment offering access to rural (C&D county) households through print media. And even more targeted is the farming segment. The readers of these publications are not only rural land-owners, they are business-people with specific needs for products and services related to their homes and businesses. Additionally, rural and small community households provide an excellent target for advertisers of mail-order goods and services, since the presence of retailers in their areas may be limited.