National Cattlemen The official monthly publication of NCBA, National Cattlemen, provides a timely and cost-effective
opportunity to reach more than 26,500 NCBA members and affiliates each month. NCBA members are leaders in the beef industry and at the upper end of successful operators, making them a highly valuable target audience for industry advertisers. Proprietary research shows NCBA members appreciate advertisers who support the organization and are loyal purchasers of products offered by NCBA supporters. Each issue of National Cattlemen includes timely news articles about the issues and events affecting the beef industry and cattlemen and women. The editorial content also includes exclusive market information and insight as well as timely management pieces which highlight current trends and provide useful tips producers can use to improve their profitability and efficiency. New in 2013 is a coordinated editorial calendar that allows print and television advertisers to better leverage their advertising across multiple media platforms, allowing greater market penetration for your client messages.
National Cattlemen -Directions This annual magazine publication offers an in-depth review of NCBA and its activities, as well as a review of the state of the beef industry. The magazine format and important editorial included within gives this publication a long shelf life and includes significant bonus distribution to industry stakeholders and thought leaders. Directions includes in-depth editorial covering the state of NCBA, the beef industry and trends affecting the beef industry and markets as well as the popular CattleFax Top-25 lists. Directions serves as a comprehensive reference guide for the cattle industry with a distribution of 28,000. BeefUSA.org The official website of NCBA provides the association’s most up-to-date resources for cattle producers and allied industry representatives. The website includes a variety of news and management information critical for today’s connected producer. NCBA is placing more emphasis on fresh educational content for the beef industry and NCBA members during the year ahead. As more producers begin to seek information online, BeefUSA. org offers advertisers an opportunity to gain instant access to NCBA members and beef industry stakeholders who depend on up-to-the-minute information about the events affecting the cattle business.
NCBA’s Cattlemen to Cattlemen NCBA’s popular hour-long television news show provides in-depth feature segments on some of the industry’s top producers. The large weekly audience of NCBA’s Cattlemen to Cattlemen reaches an average of 222,000 viewers each week or more than 900,000 per month. The diverse viewership of NCBA’s Cattlemen to Cattlemen allows advertisers to reach a wide segment of the agriculture industry, from small cow-calf operations to commercial cattle feeders and agribusiness experts; NCBA’s television platform reaches them all.
Our Readership — Your Audience Manage 90 percent of the nation’s fed cattle market Manage nearly 10 million head of beef cows Farm an average of 1,380 acres Own an average of 2,400 acres for grazing and lease an average of 3,250 acres Readership Demographics 82% NCBA members plan to expand their operation or stay the same size over the next five years 50% Commercial cattle producer members own or manage herds of 100 head or more 28% Seedstock producer members own or manage more than 100 head 46% of NCBA members derive 75 percent or more of their income from cattle production 32% of NCBA members report income from cattle production in excess of $100,000 annually 84% of NCBA members own 2 or more horses, while 23% own 10 or more. 61% of NCBA members are more likely to make purchases from a company which supports or sponsors the organization. 88% of NCBA members say NCBA’s presence in Washington D.C. is extremely valuable. Buying Trends AI Equipment: 33%
Grass Seed: 61%
Animal Health Products: 96%
Hay Making Equipment: 32%
ATV: 29%
Livestock Handling Equipment: 44%
Bagged or Bulk Feed: 84%
Livestock Insurance: 34%
Chutes: 23%
Livestock Trailer: 29%
Scales: 13%
Livestock Watering Tanks/System: 51%
Electronic ID Tags: 23%
Pickup Truck: 48%
Feed Supplements or Trace Minerals: 97%
Skid Steer Loader: 15%
Fencing Supplies: 85%
Steel Farm Building: 18%
Fly Control: 84%
Swather/Mowing Equipment: 21%
Forage: 62%
Tractor: 30%
Genetic Tools: 16%
UTV/Gator: 25% Wheel/Pay Loader: 8% * All data derived from 2013 Aspen Market research
National Cattlemen Readership Nearly 1/2 of all readers say advertising in National Cattlemen has influenced their purchasing decisions. 63% of National Cattlemen recipients read half of the newspaper or more. An average of 1.7 people read each issue of National Cattlemen for a pass-through readership of more than 45,000 per issue. 60% of National Cattlemen readers ranked the newspaper as one of the better or one of the best industry publications they receive. 82% of readers plan to keep their operation the same size or expand over the next five years. 46% of National Cattlemen readers derive 75 percent or more of their income from cattle production. Nearly half of readers consider themselves a full-time rancher/farmer. 35% readers generate more than $100,000 in income from cattle each year. 65% of readers generate 50% or more business revenue from cattle. 50% of readers own or manage 100 head of beef cows or more. Average cattleman reader age: 57 Accessing NCBA’s Cattle Producers 85% of members say their primary source of news and information is a newspaper 85% of NCBA members have internet access 55% of NCBA members own a smart phone or phone with internet access 44% of NCBA members receive email on their mobile phones
Production Schedule EDITION
MATERIAL DEADLINE
APPROX. MAIL DATE
October 2013
Sept. 24, 2013
Oct. 1, 2013
November 2013
Oct. 22, 2013
Oct. 28, 2013
December 2013
Nov. 15, 2013
Nov. 22, 2013
January 2014
Dec. 16, 2013
Dec. 20, 2013
February 2014
Jan. 13, 2014
Jan. 20, 2014
March 2014
Feb. 25, 2014
March 3, 2014
April 2014
March 25, 2014
March 31, 201
May 2014
April 22, 2014
April 28, 2014
June 2014
May 27, 2014
June 2, 2014
July 2014
June 24, 2014
June 30, 2014
August 2014
July 22, 2014
July 28, 2014
September 2014
Aug. 25, 2014
Sept. 3, 2014
October 2014
Sept. 23, 2014
Sept. 29, 2014
November 2014
Oct. 27, 2014
Nov. 3, 2014
December 2014
Nov. 17, 2014
Nov. 24, 2014
Full Page Ad Sizes: Full Page ..................................10.38” (W) x 16” (H) Double Truck ..........................21.76” (W) x 16” (H) Center Spread Jr Page: .....................................7.73” (W) x 10” (H) Half-page Vertical ...................5.1” (W) x 15.65” (H) Half-page Horizontal ..............10.38” (W) x 7.875” (H) Quarter-page Vertical .............2.5” (W) x 15.65” (H) Quarter-page Horizontal ........5.1” (W) x 7.875” (H) One-third page Vertical ..........3.33” (W) x 15.65” (H) One-third page Horizontal .....10.38” (W) x 5.22” (H) PLEASE NOTE: No bleeds are available in this publication This publication prints on a high quality newsprint paper at a coldset newspaper printing facility. Dot gain will be higher on this grade of paper. Registration will be held as tightly as possible for newspaper printing. All advertisements must be submitted in a PDF/x1a format.
Inserts and other marketing options are available Call for more information. ASSOCIATION MARKETING • 303-694-0305 • nationalcattlemen@beef.org
Feature Editorial Calendar January 2014 – Herd Health and Vaccination and Congressional Session Preview February 2014 – Special Cattle Industry Convention and NCBA Trade Show Edition March 2014 – Genetic Tools and Trends April 2014 – Range and Pasture Management May 2014 – Hay and Forage Production and Spring Crop Outlook June 2014 – Insect Control July 2014 – Ag Real Estate and Finance August 2014 – Cattle Industry Summer Conference Edition, Marketing & Technology September 2014 – Range and Pasture Management October 2014 – Herd Nutrition November 2014 – Heavy Equipment and Maintenance Section/Year-end Tax Planning December 2014 – Ranch Equipment and Animal Handling Regular Features NCBA news and views
Public land news
Industry news briefs
Federation news
Regulatory news/Washington D.C. update
Stewardship/management columns
Market report/outlook
BQA column or feature
Leadership/executive staff columns
Retail channel news or profiles
Trade updates
Beef recipe features from culinary team
Congressional profiles
Ag lending perspectives
Ad Rates AD TYPE
COST
FULL PAGE
$5,000
FULL PAGE BACK COVER
$7,500
CENTER SPREAD
$15,000
JR. PAGE
$2,750
HALF PAGE VERTICAL
$2,500
HALF PAGE HORIZONTAL
$2,500
QUARTER PAGE VERTICAL
$1,500
QUARTER PAGE VERTICAL
$1,500
WHAT’S NEW IN 2014 Multiple ways to receive the
National Cattlemen Mail Email Digital Flip Book
Directions Edition The National Cattlemen Directions issue serves as the definitive voice of the beef industry. This annual reference guide for NCBA and the beef industry is filled with state-of-NCBA and state-of-the-industry information. It includes the popular CattleFax industry Top-25 lists, ensuring this publication’s long shelf life. Advertising in National Cattlemen Directions will keep your products and services in front of beef industry leaders year-round. Ad Rates
Ad Options
Agency Discount: 15% off gross rates Position Guarantee: 15% premium SIZE
COST
DOUBLE PAGE SPREAD
$9,000
OUTSIDE BACK COVER
$5,175
INSIDE FRONT OR INSIDE BACK
$5,175
FULL PAGE
$4,500
2/3 PAGE
$3,750
1/2 PAGE
$3,000
1/3 PAGE
$2,730
1/4 PAGE
$2,250 MATERIALS DUE: September 5 MAIL DATE: End of September
Full Page with bleed 8.625” (W) x 11.125” (H) FP no bleed: 7.25” (W) x 9.8725” (H)
Center Spread with bleed 17” (W) x 11.125” (H)
Half-page Vertical 3.74” (W) x 9.8725” (H) Half-page Horizontal 7.625” (W) x 4.98” (H)
Two-thirds page 4.8” (W) x 9.8725” (H)
Quarter-page Vertical 3.875” (W) x 4.82” (H)
One-third page Horizontal 7.25” (W) x 3.1725” (H)
Quarter-page Horizontal 7.625” (W) x 2.34” (H)
One-third page Vertical 2.3” (W) x 9.8725” (H)
Material Format All advertisements must be submitted electronically. PDF/X1a preferred. TIFF or EPS acceptable. Files can be delivered by CD/DVD or FTP (call your sales representative for instructions). Please ensure that all files are high resolution, ready to print with embedded fonts. If you require assistance in creating a PDF, please call NCBA Design Services at 303.850.3368.
BeefUSA.org The official monthly publication of NCBA, National Cattlemen, provides a timely and cost-effective opportunity to reach more than 26,500 NCBA members and affiliates each month. NCBA members are leaders in the beef industry and at the upper end of successful operators, making them a highly valuable target audience for industry advertisers. Proprietary research shows NCBA members appreciate advertisers who support the website. Site highlights include Homepage for NCBA members Useful educational information Weekly weather forecasts written for the cattle industry Timely industry news for producers Science-based beef information Up-to-date market information BeefUSA.org statistics Averages 64,000 page views per month Averages 15,000 unique visitors per month Accessing cattle producers 85% of NCBA members have internet access 55% own a smart phone or phone with internet access 44% of NCBA members receive email on their mobile phones 70% of NCBA members use the internet for learning about beef industry issues Ad Format
Ad Rates
THREE MONTH
$825
SIX MONTH
$1,350
TWELVE MONTH
$2,250
SPOTLIGHT TILE 300 x 250 pixels JPG, GIF, Flash/SWF* accepted Animation must be no longer than 25 seconds Note for both digital edition and Web ads: File size for ad submissions must not exceed 100 kb.
Advertise in the Beef Resource Guide Advertise in the Beef Resource Guide, the official onsite program of the 2014 Annual Cattle Industry Convention & NCBA Trade Show. The 166 plus page convention program will include convention details, event information, trade show exhibitor listings, key industry contacts and so much more. Yellow Pages for cattle producers Comprehensive industry reference publication with company listings Reaches all convention attendees All NCBA Trade Show Exhibitors receive a free company listing that includes contact information, a company description 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 purchasing decisions
Resource Guide Ad Rates AD TYPE
AD COST
AD SIZE & DESCRIPTION
RESOURCE TAB PAGES (ONLY 18 AVAILABLE)
FULL PAGE, 4-COLOR AD
$2,500
INSIDE FRONT COVER
FULL PAGE, 4-COLOR AD
$3,000
INSIDE BACK COVER NOTE PAGES
FULL PAGE, 4-COLOR AD
$3,000
FULL PAGE, WATERMARKED, 1 COLOR AD
$750
AD SALES CLOSE: December 4, 2013 AD MATERIALS DEADLINE: December 11, 2013 Please send all materials in a high res. pdf to smurin@beef.org
C2C PRIME PACKAGE
$275,000
Eight producer education segments (6-8 minutes each airing a minimum of three times each) One sponsor highlight DVD master and 25 copies Special segment sponsorship (Marketwatch, Day in the Life) One panel show 45 weeks (135 airings) of commercial time Streaming of all segments online at CattlemenToCattlemen.org Preferred placement of segments and advertisements Recognition on C2C marketing pieces as major sponsor All segments available for podcasting, YouTube, Facebook, Twitter, and streaming One - three minute interview from 2013 NCBA Trade Show airing on NCBA Convention Live broadcast PLUS 30 second commercial in the show
C2C CHOICE PACKAGE
$200,000
Five producer education segments (6-8 minutes each airing a minimum of three times each) One sponsor highlight DVD master and 25 copies One panel show 30 weeks (90 airings) of commercial time Streaming of all segments online at CattlemenToCattlemen.org Preferred placement of segments and advertisements Recognition on C2C marketing pieces as major sponsor All segments available for podcasting, YouTube, Facebook,Twitter, and streaming Three minute interview from 2014 NCBA Trade Show airing on NCBA Convention Live broadcast PLUS 30 second commercial in the show
C2C SELECT PACKAGE
$70,000
16 weeks (48 airings) of commercial time Streaming of all segments online at CattlemenToCattlemen.org One sponsor highlight DVD master and 25 copies All segments available for podcasting, YouTube, Facebook, Twitter, and streaming
C2C COMMERCIAL ONLY (YEARLY)
$100,000
30 second commercial spot each week (120 airings minimum) Sponsor provides fully produced commercial
C2C COMMERCIAL ONLY (QUARTERLY) $45,000 30 second commercial spot each week (36 airings) Sponsor provided fully produced commercial
C2C COMMERCIAL ONLY (MONTHLY) $15,000 30 second commercial spot for 4 weeks (12 airings) Sponsor provides fully produced commercial
C2C COMMERCIAL FULL PRODUCTION SERVICES $12,000 30 second commercial spot fully produced from concept to final edit
C2C COMMERCIAL LIMITED PRODUCTION SERVICES $8,500 30 second commercial spot fully produced from concept to final edit
NCBA’S CATTLEMEN TO CATTLEMEN LIVE (LIMITED AVAILABILITY)
$35,000
One hour live call-in show fully produced in studio. Includes full production crew, promo production and airing You provide the experts….we will take care of the rest
NCBA’S CATTLEMEN TO CATTLEMEN TAPED DISCUSSION SHOW (LIMITED AVAILABILITY) $35,000 One hour taped show fully produced from Denver Includes full production crew, promo production and airing You provide the content experts ** Inventory is limited and preferred placement is given to major sponsors
PRODUCTION INFORMATION All pre-produced spots must be received by NCBA’s Cattlemen to Cattlemen three weeks prior to schedule airdate. Most tape formats are welcome, including: XDCam, HDCam, Hard Drive, .wmv. Spots should be 16x9, 4x3 safe.
A Television Show by Cattlemen, for Cattlemen NCBA’s popular hour-long television show provides in-depth feature segments on the industry’s top stories. The diverse viewership of NCBA’s Cattlemen to Cattlemen allows advertisers to target the agriculture, equine and rural lifestyle in America. Join host Kevin Ochsner each week to learn about the latest cattle industry issues and market headlines.
www.CattlemenToCattlemen.org
First air date on RFD-TV in 2007 Celebrated its 300th episode in December 2012! Kevin Ochsner, Host and Cattle Rancher Airs 52 Weeks [3 episodes weekly (x) 60 minutes] Reaches 5.5 Million Adults 18+ Annually (NSI) rg
Cable Network: Airs Weekly on RFD-TV, RFD-HD Rural Media Group (RMG) owns and operates the world’s largest portfolio combining rural-based satellite/cable delivered media and entertainment companies including: RFD-TV, RFD HD, RURAL-TV and Family Network. RFD-TV is the nation’s first 24-hour television network dedicated to serving the needs and interests of rural America with programming focused on agriculture, equine and rural lifestyle, along with traditional country music and entertainment. 41.5+ Million Households (Cable/Satellite/Telco) or 36% of all U.S. Households 10 Million Weekly Impressions! 13.2 Million Adult 18+ Viewers Weekly #1 Cable Network C & D County (Audience Composition) #1 Cable Network Adults Age 50+ #1 Cable Network for Time Spent Watching+
EPISODES
SHOW SEGMENTS
3 episodes per week
Baxter Black
Cattle Learning Center
26 Original episodes annually
Cattlemen’s Capitol Concerns
Features
3 Annual live episodes (Convention, Spring and Fall)
Day in the Life
Interviews
Industry News
Management Minute
Legacy Photos
Recipes
23 Rerun/repurposed episodes
Market Watch 2013 Market ResearchMargin of Error: 5.1%
66% of cattlemen watch RFD-TV 33% watched NCBA’s Cattlemen to Cattlemen in the last month 39.3% viewership growth year to year 35% of viewers watch weekly 46% watch one to three times per month 29% watch entire episode 81% watch at least half of each episode RFD-TV reaches 50+ million television households Average Nielsen Ratings (Viewers 18+) TUESDAY 8:30PM
117,000 WEEKLY
WEDNESDAY 10:30AM
29,000 WEEKLY
SATURDAY 9:00AM
29,000 WEEKLY
WEEKLY AVERAGE
222,000 VIEWERS
2012 to 2013 year-to-year viewership increase 39.3% 2013 year-to-date viewership increase 44.3%
NCBA’s Cattlemen to Cattlemen Viewer Buying Intentions PLANNED PURCHASES OVER THE NEXT TWO YEARS ATV: 23%
Wheel Loader/Payloader: 32%
Combine: 3%
Animal Health Products: 95%
Gator/Utility Vehicle: 19%
Electronic ID Tags: 14%
Hay Making Equipment: 30%
Fencing Supplies: 76%
Livestock Trailer: 22%
Livestock Handling Equipment: 34%
Pickup Truck: 34%
Livestock Watering Equipment: 36%
Skid Steer Loader 15%
Steel Farm Building: 17%
Swather/Mowing Equipment: 20%
Chutes: 21%
Tractor: 25%
Scales: 8%