The Land began publication in 1911 as the journal of the NSW Farmers and Settlers Association. The FSA represented farmers in particular with a strong focus on the often struggling small farmer. This could put put it at odds with the more conservative Grazier's Association, the industry body representing the bigger pastoralists.
In time, the paper became an unlisted public company owned by farmers. From this point it turned into a company called Rural Press, in time becoming an Australian regional media conglomerate.
Despite all the changes, The Land itself has remained one of the best sources of information about rural life, especially in NSW. I do not read it all the time, but whenever I do I find something new.