How to Join the National Cattlemen Magazine

Transcription

1 7(/ª!2%ª7% /00/245.)4)%3 The National Cattlemen s Beef Association is the oldest national organization representing cattlemen in Washington, D.C., and with the national media. The organization traces its roots back to Today it represents producers who control 90 percent of the U.S. fed cattle market and 18 million cows. NCBA is people people dedicated to producing safe and wholesome beef to feed the world s consumers. NCBA is a cattlemen controlled, industry inclusive organization. It is committed to being a catalyst for a profitable beef industry, building consumer confidence and strengthening beef demand. We work daily to secure a future for our industry..#"! 3æ#!44,%-%.æ4/æ#!44,%-%.æ ææ The newest media opportunity from NCBA provides sponsorship opportunities within a 30-minute TV show broadcast weekly on RFD- TV. The station is received in 28 million homes in 50 states. If you want to reach the cattlemen who can make a difference in your business and their industry, take a few minutes to look at these vehicles provided exclusively by the National Cattlemen s Beef Association. &ORæ-EMBERSæ/NLY æ!æ"etteræ7ayætoæ3tayæ)nformed Beginning in October 2007, National Cattlemen will return to its roots as a monthly members-only publication. The magazine is being re-tooled to place the emphasis on business, producer education and profitability combined with the association and policy information of the Beef Business Bulletin. It is designed to be a more useful tool for readers as well as a trusted source of news and knowledge to help them succeed on their cattle operation. Ten of the twelve issues will reach 27,000 dues paying members, plus members of AABP, AVC and beef extension specialists. The other two issues will be recieved by 70,000 state affiliate members for a total reach of 100,000+ producers. &ORæINFORMATIONæONæANYæOFæTHESEæPROGRAMS ORæTOæREACHæAæSALESæREPRESENTATIVEæCALL *ILLæ$E,UCERO æ +RISTINæ4ORRES æ -ARVINæ+OKES æ.#"!æ42!$%æ3(/7æ æ5,500+ cattlemen annually take time from their schedules to visit this three-day Trade Show and accompanying convention. The 2008 show is in Reno, Nevada. "%%&53! /2'æ æthe official Web site of NCBA provides cattlemen with instant access to the latest information from their association. 30/.3/23()03æ NCBA provides 60 different sponsorship activities that help companies put their names in front of some of the most successful cattlemen in the country.

2 .#"!ª/.ª4%,%6)3)/..#"! Sæ#ATTLEMENæTOæ#ATTLEMEN This 30 minute weekly news magazine show focuses on cattle industry news, markets, producer education, and producer profiles. Topics viewers have asked for include: herd health, marketing trends, range/pasture improvement, animal ID, AI, forage production, cattle handling, calving tips, genetics, fly-control, pre-conditioning programs, bull/heifer selection, de-worming strategies, value added opportunities and hunting leases. The show airs Tuesday evening 8:00-9:00 p.m. Eastern with three additional re-airs that week. It is available on RFD-TV on DirecTV Channel 379, Dish Network Channel 231, and many local cable systems. All shows are available on to viewers with high speed internet connection. +EYæ$EMOGRAPHICSæFORæ#ATTLEæ0RODUCERS 61% have watched RFD-TV 53% watch RFD-TV at least once per month 0ACKAGES 0RIMEæ3PONSORSHIPæ æ five education segments (5-6 minutes each) 20 airings minimum one live call-in show 4 airings minimum two taped Cattle Talk shows 12 airings minimum 23% of cattle producer viewers watch Cattlemen to Cattlemen weekly 62,600 producers two sponsor specials Sponsor recognition on show marketing efforts 58% of cattle producer viewers watch Cattlemen to Cattlemen monthly or more-157,800 producers #OMMERCIALæ/NLYæ æ Show appeals to all segments and herd sizes 1,500 unique visitors weekly to ª0ROPOSEDª4ELEVISIONª,INEª5P ªª /NE (OURªOFª0RIMEªTIMEª#ATTLEª0ROGRAMMING 3EASONæ)ææ æ-idæ*anuary -IDæ-AY NCBA s Cattlemen to Cattlemen - 1st half hour NCBA s Cattle Talk - 2nd half hour - Hosted roundtable of guest experts to discuss industry and production issues and solutions - Live call-in once per month 3EASONæ))æ æ!ugustæ æ.ovember NCBA s Cattlemen to Cattlemen - 1st half hour 30-second commercial spot each week 200 airings minimum 3ELECTæ æ Two part education series One sponsor special -ARKETæ7ATCHæ3PONSORæ æ.#"! Sæ&ARMæ æ2anchæ3olutions $25,000/solution $175,000/series(seven solutions)!ælaæ#arteæ0ackagesæ!vailable *research from July 2007 NCBA Readership and Advertising Study, Aspen Research, Boulder, Colorado NCBA s Farm & Ranch Solutions - 2nd half hour - Makeover style will focus on solving common production challenges on cattle operations - Features a couple of solutions/week Sponsor specials will run Season Breaks. #ONTACT For full benefits package, contact Marvin Kokes at or mkokes@beef.org

3 .!4)/.!,ª#!44,%-%. #IRCULATIONª ª 2EACHª ª æ#irculationæ æ æ0roducers WA 168 #OMPRISEDæOF OR ,000 NCBA members Members of: American Association of Bovine Practitioners, American Veterinary Consultants, and Beef Extension Specialists HI 106 CA 815 NV 105 ND 164 MT 383 ID 316 UT 245 AZ 228 WY 219 CO 809 NM 188 3CHEDULEæ 3ALESª#LOSE -ATERIALSª $UE %XTENDED!UG 3EP.OV 3EP /CT $EC /CT.OV *AN æ #ONVENTION.OV $EC &EB $EC *AN -ARCH *AN &EB!PRIL &EB -AR -AY -AR!PR *UNE æ $IRECTIONS!PR -AY *ULY -AY *UN!UG *UN *UL 3EPT %XTENDEDæ 0RODUCERæ%DUCATION *UL!UG /CT %XTENDED!UG 3EP.OV 3EP /CT $EC /CT.OV *AN.OV $EC 4YPE /CTæ ª &REQUENCYæ$ISCOUNTS 4X - 5% 8X - 10% KS 4335 OK 519 TX % of readers say advertising in the National Cattlemen has influenced their purchasing decisions 12X - 15% 2/3 Page 1/2 Island 1/2 Horizontal 1/3 Page 1/4 Page 1/6 Page Spread 1/2 Spread Full Page Producer Education 4pg Insert WI 380 MI 237 NY 95 PA 95 OH IN 590 IL WV VA KY MO NC 515 TN 391 SC AR GA AL 401 MS 353 LA IA 969 NE 1931 Average number of readers for a single copy of the National Cattlemen is 2 people )SSUE MN 519 SD 237 MD 52 FL 694 B&W $3,222 $2,416 $2,255 $1,450 $1,128 $725 $7,410 $4,510 $3,705 $9,750 4C $4,130 $3,324 $3,163 $2,358 $2,036 $1,633 $9,226 $6,326 $4,613 %XTENDEDæ#IRCULATIONæ æ æ0roducers 2/3 Page 1/2 Island 1/2 Horizontal 1/3 Page 1/4 Page 1/6 Page Spread 1/2 Spread Full Page Producer Education 4pg Insert B&W $7,325 $5,496 $5,128 $3,296 $2,564 $1,650 $16,845 $10,255 $8,423 $15,500 4C $8,406 $6,577 $6,209 $4,377 $3,645 $2,731 $19,007 $12,417 $9,504 Due to fluctuating membership in the individual states the membership numbers are not listed here. For actual state counts, please contact association marketing at or nationalcattlemen@beef.org.

4 .!4)/.!,ª#!44,%-%. -AGAZINEæ3PECIlCATIONS 0REFERREDæ0LACEMENT All advertising is ROP unless otherwise agreed. Preferred placement is available at a 15% premium above published rates.!gencyæ#ommission 15% discount allowed on the actual ad rate to recognize advertising agencies, if paid within 30 days of invoice date. No cash discounts. All advertisers in National Cattlemen are liable for the costs of their ads. Any agency placing advertising for an advertiser is considered a legal agent of the advertiser. -ATERIALæ&ORMAT 302%!$ª/04)/.3 Full Page 7½ x 10 Must receive files electronically. PDF preferred; can accept TIFF or EPS files. Files can be delivered by CD-ROM, via FTP or . Please ensure that all files are high resolution ready-to-print with embedded fonts. If you require assistance in creating a PDF or would like FTP information, please call Spread 15⅞ x 10 Half-Page Spread 15⅞ x 5 Trim Size - 8 3/8 x 10 7/8 Bleed Size - 8 1/2 x Line Screen Columns are 2 wide with 1/4 between each column. Three columns per page. All advertisements run stocastically. Color ads: Proofs, progressives, chromalines or color keys required. Allow 2 for live matter. 2/3 Page Vertical 4⅞ x 10 ½ Page Horizontal 7½ x 5 2/3 Page Horizontal 7½ x 6⅝ 5NIQUEæ-ARKETINGæ/PTIONS Bellybands, polybags, inserts and split runs are available upon request; first come, first served. Rates and specifications upon request. If insert order is the second one received or if it is a late request, it will be assessed an additional charge to cover extra production costs. 1/3 Page Vertical 2⅜ x 10 1/4 Page Vertical 2⅜ x 7½ 1/6 Page Vertical 2⅜ x 5 1/3 Page Horizontal 7½ x 3¼ 1/4 Page Horizontal 7½ x 2½ 1/6 Page Horizontal 4⅞ x 2½ 1/3 Page Square 4⅞ x 5 1/4 Page Square 4⅞ x 3¾ 1/6 Page Square 7½ x 1⅝

5 NAtional Cattlemen Editorial Editorial Calendar for National Cattlemen National Cattlemen magazine is the primary membership communications tool for the National Cattlemen s Beef Association. Produced monthly, the magazine mails to the professional beef producers of NCBA s membership. The magazine is sent exclusively to NCBA members 10 times a year. The September and October issues reach a circulation of 100,000 through use of a qualified prospect list members of professional organizations and NCBA members. Based on repeated surveys, NCBA members say they increasingly look to the association for producer education information. As such, that is the core of each magazine, with 45 percent of editorial space typically reserved for this information. This includes articles geared toward herd health, reproduction, nutrition, Integrated Resource Management (IRM), production management, business management and marketing. Each issue will include market information from Cattle-Fax or other invited experts, tips from veterinarians or invited experts, and firsthand advice from the operators of our feedyards and livestock auction markets. Of course, each issue will include updates on what is going on in Washington, D.C., and NCBA s efforts to protect the business climate for cattlemen. There also will be association news and industry updates. Throughout the year producer profiles and features will be included. OCTOBER 2007 JANUARY 2008 getting started with record keeping labor management, part 1 Your Herd s Health: Vaccination programs your cattle need to thrive Your Money: Ask Your Vet: Stocker Cattle Backgrounding Health Series: Livestock Marketing Council: Grouping cattle for sale Producer Spotlite: Market Analyst Q&A: tips from the Beef Range Cow Symposium, Historical perspective Improve your NRCS application for EQIP funds Series: Part 2 - Understanding genetic evaluation tools - Across breed EPDs get ready for calving season - diseases, symptoms, treatments and after effects Paul Hitch, new NCBA president Outlook for 2008 from leading market watchers NOVEMBER Your Herd s Health: Your Money: Ask Your Vet: DECEMBER Your Money: Series: Ask Your Nutritionist: get ready for tax season, Labor management, part 2, Corn Crop Update Winter feeding tips, feedstuffs, feed efficiency, DDG Cash Flow BVD testing and the effect on herds with BVD Understanding Land Values, Corn Crop Update Borrowing money, new sources of farm money part 1 - Understanding genetic evaluation tools - EPDs Nutrient requirements to improve body condition score Alternative marketing agreements - how to find and use them FEBRUARY Calving, how to do ear tags, keeping records and their value herd Inventory Report, what s it mean?, Estate Planning Your Herd s Health: Nutrition issues for spring Scours, Part 1 - medical treatment Series: part 3 - How do beef breeds see their role in the future?; Sidebar: is the gene pool too shallow?; Understanding composites, cross-breds and hybrids Livestock Marketing Council: TBD MARCH results from the Cow Audit; Castration issues Your Herd s Health: deworming, Focus on reproduction: nutrition for rebreeding Your Herd s Future: Management practices from the Cow/Bull Audit Scours, Part 2 - management to reduce exposure, Sidebar: tetany, Immunology Livestock Marketing Council: TBD

6 NAtional Cattlemen Editorial APRIL Your Herd: Your Herd s Health: Your Pastures: Your Herd s Nutrition: Ask an Expert: MAY Your Land: Your Herd: Marketing Your Cattle: genetics and economies of cow size pest control (internal and external), Provide whole herd health protection Make sure you mix the chemicals correctly Give them the right mineral mix Artificial Insemination pasture management (overseeding, rotational grazing, extended grazing, cross fencing for intensive grazing) Calf processing (know your markets, their protocol), castration, dehorning, branding, ID technology, Control nuisance flies Hedging your cattle BQA and record keeping SEPTEMBER Producer education issue: Animal health focus Your Herd s Health: Stocker treatment (catch things early) Your Management: Replacement females Your Pasture: pasture/range management BRD, why some cattle don t respond Livestock Marketing Council: Livestock Auction Market tips OCTOBER Your Herd s Health: Calf health Managing capital gains Your Management: Benefits of group and individual management, Body scoring and winter feed Make the right culls Livestock Marketing Council: TBD JUNE NOVEMBER Your Herd s Nutrition: Your Herd: Nutrient supplements, give your herd the minerals they need Cattle handling when moving them drought management how to ID Sick Animals Ask the Expert: estate planning tools, Get ready to meet your banker, Record keeping, Leasing vs. Purchasing Equipment, Ethanol Update labor/family Communication JULY Your Calves: Marketing Your Cattle: AUGUST Your Herd s Health: Your Herd s Future: Your Herd: Weaning, what are you going to do? Wildlife management lease agreements, Facility design Retained ownership Focus on pinkeye preconditioning - get them ready to go, Fall deworming, Managing BRD Bull and heifer development Stocker cattle management health protocols for stocker cattle DECEMBER The December issue will be a compilation of the four-page Producer Education inserts from the past year. This will be an excellent resource guide to keep on your shelf for the next year.

7 Segments Represented by Readership Cow/Calf 84% Livestock Operator 1% Seedstock Producer 9% Stocker Operator 10% Feeder 13% Total Head represented by readership 5,000-10,000 3% 10,000+ 4% 1,001-5,000 7% Under 50 31% 500-1,000 8% % 81% of readers plan to keep their operation the same size or expand over the next five years 65% of readers gross business sales come from cattle 71% of readers consider themselves a full time rancher/farmer Average age of reader: 58 Under 50 22% Cow/Calf by number of head % 1,000+ 6% % % % NCBA members represent 90% of the U.S. fed cattle market % % % 4, % Feedlot Operators by number of head % % % Under 50 10% NCBA readers represent at least 40% of U.S. cow herd 85% of readers have 100+ head compared to the U.S. average of 41 head Seedstock Operators by number of head % % 1, % *research from July 2007 NCBA Readership and Advertising Study, Aspen Research, Boulder, Colorado % Under 50 30% % % % Stocker Operators by number of head % % 1, % % % *based on results of 2007 readership survey conducted by Aspen Research. Margin of error +/- 5.7% Under 50 20% %

8 *research from July 2007 NCBA Readership and Advertising Study, Aspen Research, Boulder, Colorado

9 42!$%ª3(/7.#"!ª4RADEª3HOW NCBA hosts one of the largest trade shows for the cattle industry. Put your company in front of more than 5,500 of the nation s leading cattle producers; 68% of attendees will initiate product purchases at the NCBA Trade Show. The NCBA Trade Show is an excellent way to: Secure qualified leads at a fraction of the cost of a sales call Launch a new product or service Promote your brand image and increase your company s visibility Visit with current customers Survey the market and evaluate your competition Expand your sales into new markets Support the industry and the organization #ONTACT For more information on exhibiting or to request a prospectus contact Kristin Torres, Trade Show Manager at or ktorres@beef.org. 3PONSORSHIPª/PPORTUNITIES NCBA currently has more than 30 sponsorship opportunities to give you immediate access to the beef industry with various levels of financial commitment. æofætheæattendeesæsaidætheyæ WOULDæBEæMOREæLIKELYæTOæCONDUCTæ BUSINESSæWITHæTHEæ#ORPORATEæ 3PONSORSæOFæTHEæ.#"!æ4RADEæ3HOW )NDEPENDENTæRESEARCHæFROMæTHEæ CENTERæFORæEXHIBITIONæINDUSTRYæ RESEARCHæPROVESæTHATæADDITIONALæ TRADEæSHOWæMARKETINGæRESULTSæINæ ANæAVERAGEæOFæ æincreaseæinæ QUALIlEDæTARGETæAUDIENCEæBOOTHæ TRAFlCæ!.$æ æincreaseæinæ SALESæCONVERSATIONSæTOæYOURæTARGETæ AUDIENCE æ.#"!æsponsorshipæwillæ HELPæYOUæTOæMAKEæTHEæMOSTæOFæYOURæ EXHIBITINGæEXPERIENCE Cattle Represented at Annual Convention None 13% Over % % /URæSPONSORæPARTNERSHIPæCREATES Programs that work for your company s marketing strategy Relationships with awareness among leading beef producers % % % Association among allied industries to address important industry issues #ONTACT For more information on sponsorship opportunities contact Kristin Torres, Trade Show Manager at or ktorres@beef.org Your Target Audience at Annual Convention Vet/Consultant 3% Retail/Packer 1% Farmer/Feeder 6% Stocker/Backgrounder 8% Feedlot 8% Cow/Calf 50% Seedstock/Purebred 9% Other/None 12% *bases on results of 2007 convention attendee survey conducted by Cercher. Margin of error +/- 4%

10 3(/7ª'5)$% 3HOWª'UIDE 7HATæISæTHEæ.#"!æ3HOWæ'UIDE The Yellow Pages for Cattle Producers A comprehensive industry reference publication with company listings by category Reaches 30,000 producers as an insert in the January issue of the National Cattlemen Reaches an additional audience of 5,000 convention attendees Reaches an additional 10,000 prospects through direct mail Full listing of NCBA affiliated organizations!æ"eneltæforæ4radeæ3howæ%xhibitors All NCBA Trade Show Exhibitors receive a free company listing that includes contact information, a 50-word paragraph in the Show Guide and logo Advertising companies can use it as a tool to drive traffic to their trade show space Keeps your company top of mind when cattlemen are making purchase decisions 3HOWª'UIDEª2ATES 'ROSSæ2ATESæ æcirculation 2/3 Page 1/2 Island 1/2 Horizontal 1/3 Page 1/4 Page 1/6 Page Spread 1/2 Spread Full Page -ATERIALæ&ORMAT B&W $3,222 $2,416 $2,255 $1,450 $1,128 $725 $7,410 $4,510 $3,705 4C $4,130 $3,324 $3,163 $2,358 $2,036 $1,633 $9,226 $6,326 $4,613 Must receive files electronically. PDF preferred; can accept TIFF or EPS files. Files can be delivered by CD-ROM, via FTP or . Please ensure that all files are high resolution ready-to-print with embedded fonts. If you require assistance in creating a PDF or would like FTP information, please call #ONTACT For more information on advertising in the ShowGuide contact Kristin Torres, Trade Show Manager at or ktorres@beef.org.

11 Partner Members will receive: Priority sign-up for prime location at NCBA s annual Trade Show and discounted exhibit space. Special listing in the Products and Services Directory. Listing in every issue of the National Cattlemen magazine. A complimentary link on NCBA s BeefUSA.org Web site. Opportunity to utilize the Allied Industry logo. Ten subscriptions to the National Cattlemen magazine. Receipt of other NCBA information. Opportunity to vote for the Allied Industry Partner/Associate NCBA Board of Dorectors and committee representatives. Special Convention & Summer Conference recognition. Associate members receive ALL the PARTNER benefits, in addition to: Fifteen subscriptions to the National Cattlemen magazine. Priority Trade Show sign-up over exhibitors and Allied Industry Partners. Eligibility for appointment to serve as the Allied Industry Partner/Associate NCBA Board of Directors and committee voting representative. Eligibility for appointment to NCBA s special policy task forces or subcommittees. Council members receive ALL the PARTNER and ASSOCIATE benefits, in addition to: A seat on NCBA s Allied Industry Council. Eligible for a number of board and committee seats based upon total investment by Allied Industry Council members. Council members have the opportunity to vote for the AIC reps to serve on the NCBA Board of Directors and committees. The Allied Industry Council may appoint one representative to serve as an ex-officio member of the NCBA Executive Committee. Opportunity to reach NCBA s membership twice a year via access to NCBA s mailing lists. Special paragraph listing in the June Directions issue of National Cattlemen magazine. Fifty subscriptions to the National Cattlemen magazine. In addition to the general Allied Industry Council benefits, Gold Level companies will receive: Beef Day - NCBA can set up a program to fit each company s needs. This can be an educational session for company personnel or key customers. It may include sessions on market information, forecasting and public policy issues. Gold Level sponsors receive special priority in the Trade Show booth drawing and will be listed in each issue of National Cattlemen as a Gold Level Allied Industry Council sponsor. A full-page advertorial in one standard circulation issue of the National Cattlemen magazine.

12 7%"ª!$6%24)3).' "EEF53! ORGª!DVERTISING FY 2007 Unique Visitors Monthly Oct-06 Nov-06 Dec-06 Jan-07 Feb-07 Mar-07 Apr-07 May-07 Jun-07 Jul-07 /VERVIEW In 2006, NCBA launched BeefUSA.org which provides producers with a place to go for their beef industry needs. Highlights of the site includes: Home page for cattlemen Current local weather 53,252 51,299 50,995 49,715 52,740 57,036 55,385 58,174 78,146 48,458 Total Unique Visitors in FY 2007 Average Unique Visitors per day in FY 2007 Average Unique Visitors per month in FY 2007 Up-to-date market information 555,200 1,921 58,136 Timely industry news and information Message boards Science-based consumer information Recipes Stories from cattlemen!dvertisingæonætheæ7eb FY 2007 Unique Visitors Oct 06 With BeefUSA.org, we help our advertisers target their audiences efficiently and place their ads strategically within our editorial content to maximize their reach. For more information on advertising on BeefUSA.org, please contact Association Marketing at Nov 06 Dec 06 Jan 07 Feb 07 Mar 07 Apr 07 May 07 Jun 07 Jul 07 Months FY 2007 Page Views Monthly Oct-06 Nov-06 Dec-06 Jan-07 Feb-07 Mar-07 Apr-07 May-07 Jun-07 Jul-07 &ORæONLYæ æaæmonthæyouæhaveæaccessæto 84% of readers who own at least one home computer 93% of readers who have Internet access 88% of readers use 823, , , , , , , , , ,254 Total Page Views in FY 2007 Average Page Views per day in FY 2007 Average Page Views per month in FY ,120,701 21, ,911 FY 2007 Page Views Oct 06 Nov 06 Dec 06 Jan 07 Feb 07 Mar 07 Months Apr 07 May 07 Jun 07 Jul 07