In 1966, the management, led by Emory Cunningham and the editors of "Progressive Farmer" launched "Southern Living" magazine fashioned after the lifestyle and home life section in the magazine. The "Progressive Farmer" had extended its appeal among suburban housewives, and that segment of its circulation received the new magazine, "Southern Living" to establish its distribution and advertising rate base. From the pages of "Progressive Farmer" rose the largest and most successful regional publication in history. Consequently, "Progressive Farmer" was able to editorially focus more completely on production agriculture and concentrate circulation efforts to the rural farm household. The launch of "Southern Living" was an outstanding strategic move for the Progressive Farmer Company. In 1980, the Progressive Farmer Company changed its name to Southern Progress Corporation in an effort to reflect its wider focus. In the early 1980s the editors of "Progressive Farmer" began a regional edition of "Progressive Farmer" in the twelve Midwestern states. It was distinctively different from the main Southern issue and was used to establish a circulation and advertising foothold in the Midwest. In 1985, Southern Progress Corporation was purchased by Time Inc. for $498 million. By the end of the decade, "Progressive Farmer Midwest" was incorporated into the main edition's editorial and circulation making "Progressive Farmer" a nationwide production agricultural and lifestyle publication with a circulation of over 700,000. During the 1990s "Progressive Farmer" enjoyed prominence among farm readers and advertisers with special editorial efforts in farm safety and rural recreation blended with production agricultural reporting. In 2007, after 130 years of publishing under the company it founded, Southern Progress Corporation, a division of Time-Warner, announced it had sold the "Progressive Farmer" magazine, circulation 620,000, to a former advertiser, DTN, based in Omaha, Nebraska. It was announced by DTN that "Progressive Farmer" would continue to be headquartered in Birmingham, Alabama. DTN was acquired by Telvent in 2008. In 2017, Schneider Electric, which had acquired Telvent in 2011, sold it to Swiss investment group TBG.