By DEB BENTLY
Staff Writer
Every three months, a glossy magazine is produced in Hartland, transmitted to a printer in Arizona, and mailed to about 1,300 enthusiasts, most of whom are located in the U.S. and Canada.
Prairie Gold Rush magazine has been produced since the 1980s under the leadership of four different publishers in turn. Its name refers to the distinctive shade of yellow–prairie gold–which was devised in the early 1900s to paint Minneapolis Moline machinery and tractors. Typically about 30 pages in length, the magazine shares research, history, and news having to do with the Minnesota-based machinery line which ceased production in 1974.
The publication has been under the leadership of Hartland resident Martin Johnson and his wife, Rachel Knudson, for the past year. It was passed on to them by Cheryl DeLap of Urbana, IL, who had been its publisher for 26 years.
“Back in the 1980s, it looked much different,” says Johnson of the earliest newsletters. “They were more or less typed text printed on paper, like you might get from a photocopier today.” As time–and technology–has moved forward, modern computers, scanners, photographic devices and the like have made it possible for the magazine to transform to a glossy, professional-grade publication.
As for how it came to Hartland, well, “I’m something of a fanatic when it comes to Minneapolis Moline equipment,” admits Johnson.
Johnson, 48, grew up on a family farm near Rush City. His grandfather shared stories of once owning steel-wheeled Cleveland Crawler “Cletrack” tractors and having to stop using them when roads became paved and the metal wheels were no longer allowed to drive on them. Since it was necessary to move between fields via roadways, the family made the transition to rubber-tired equipment in 1949, choosing to use the Minneapolis Moline (MM) brand.
Much of that equipment was still in use during Johnson’s childhood. Noticing his family’s loyalty to the brand, he acquired a fondness for it as well.
As he reached adulthood, Johnson became a railroad engineer, but never lost his enthusiasm for learning about and working on restoring MM equipment. What he calls “my incessant curiosity” kept him reading and researching about nearly any facet of the company, ranging from the products it created to the history which created it.
Forced to retire from the railroad because of an injury in an unrelated automobile accident, Johnson pursued his various interests, including becoming a certified auctioneer. When he decided to make his home in south central Minnesota, he met Knudson, a lifelong resident of the region. The two married in 2016 and now have an 18-month-old daughter, Katarina.
Thanks to his deep personal interest in the MM brand, Johnson had been associated with the Prairie Gold Rush magazine for about 10 years: He had been writing a column and communicating with publisher DeLap out of personal interest and brand loyalty.
In fact, however, Knudson and Johnson have concluded that they were also being gradually “groomed” to take over the publication as DeLap encountered complications which made it hard for her to stay at the helm, although they are quick to add that DeLap continues in a consulting role.
One important aspect of the magazine, Johnson says, is that every subscriber regards him or herself as a “member.” Given the specialized nature of the publication, those who pay the $22 a year to subscribe clearly share in his respect and appreciation for the MM brand. Many own vintage machines and either want to find parts and supplies for maintenance or simply want to share their pleasure in being an owner.
Readers are also interested in learning about upcoming shows. Events advertised in the current issue are located across much of the country. The Prairie Gold Rush will be a featured presenter at a September 14-16 gathering in Nappanee, Indiana.
Knudson shares that, as they have gained experience with the nuts and bolts operation of the magazine, she and Johnson have begun to incorporate new elements which reflect their knowledge and interests. As new-ish parents, they included “Kit’s Corner” in the most recent edition: Meant for members of the younger generation, it shares information about a recently-published children’s book that includes an MM tractor.
“The MM community can only continue if we find ways to keep all generations involved,” Knudson observes.
Johnson describes meeting a 13-year-old at an event who had acquired a vintage MM pedal tractor. “There it was, in its rusty glory,” Johnson recalls. “The young fellow was very excited with the idea of restoring it,” even to a point where he begged his grandfather to purchase him a subscription to the magazine.
Knudson and Johnson are pleased to be at the helm of a publication which so closely suits their interests while also connecting them with others who share them. Johnson says he will continue to research and collect materials, both for the sake of Prairie Gold Rush’s readers, and out of his personal interest and loyalty for the product.
Even a few minutes of conversation with Johnson make it clear where that loyalty comes from. He speaks of the roots of the company, of the remarkably high quality design and fabrication, of the innovations and “ahead of its time” engineering that went into MM products.
Just as an example, he shares that, although other tractors were available with sunshades above the driver seat, MM was the first to construct an enclosed cab. The company’s engines had dozens fewer parts than those put in competing equipment, and could be fully serviced “while sitting on a milking stool.”
A surprising number of vintage MM tractors are still used regularly on many farms. “Many folks use the modern equipment for the big jobs,” Johnson says. “But the Minneapolis Moline is the one they use for chores.”
Knudson says the loyalty of those who bought the equipment new is illustrated by the number of documents, records, and even advertisements which those buyers filed away.
“Those are coming to light all the time,” she says.
And since the Prairie Gold Rush is well known among MM fans, people frequently contact the magazine to share.
“It’s exciting,” enthuses Johnson. “We’re producing a quality publication about a quality product line, and people love learning about their prairie gold.”