Who We Are The National Cattlemen’s Beef Association is the leading cattle industry organization with more than 30,000 individual members and 175 state affiliate, breed and industry partners. NCBA is the voice of the American cattle producer, representing more than 230,000 cattlemen and women. NCBA members are leaders in the beef industry and the key decision makers running successful operations, making them a highly-valuable target audience for industry advertisers. Our marketing vehicles provide highly-visible, cost-effective opportunities to showcase your products and services directly to our members.
NCBA’s Cattlemen to Cattlemen television show
National Cattlemen
Frequency: Weekly
Frequency:
Viewers:
550,000 viewers per month
Circulation: 32,000+
Audience:
NCBA members, cattle producers
Audience:
Monthly Newspaper NCBA members, allied industry representatives, members of Congress, state affiliates, industry stakeholders and thought leaders
National Cattlemen – Directions
BeefUSA.org
Frequency:
Frequency: Daily
Annual Magazine
Circulation: 33,000 Audience:
NCBA members, allied industry representatives, members of Congress, state affiliates, industry stakeholders and thought leaders.
Page views:
64,000 page views per month 15,000 unique visitors per month
Audience:
NCBA members, cattle producers, allied industry representatives, state affiliates
Who We Are Sales Team Marvin Kokes 303-850-3339 mkokes@beef.org
Samantha Murnin 303-850-3302 smurnin@beef.org
Jill DeLucero 303-850-3321 jdelucero@beef.org
Nicole Bechtel 503-756-1538 nbechtel@beef.org
Editorial and Production John Robinson, Senior Editor 303-850-3394 jrobinson@beef.org
Sharon Murano, Production 303-850-3468 smurano@beef.org
Brittany Schaneman, Associate Editor 303-850-3370 bschaneman@beef.org
Final Artwork Lissa Mokrohisky 303-850-3396 lmokrohisky@beef.org
Demographics and buying trends Our Readership – Your Audience n Manage 90 percent of the nation’s fed cattle market n Farm an average of 1,380 acres
n Own an average of 2,059 acres for grazing and lease an average of 3,305 acres
NCBA Member Demographics
88% 52% 43% 45% 35% 84% 66%
n Manage nearly 10 million head of beef cows
NCBA members plan to expand their operation or stay the same size over the next five years Commercial cattle producer members own or manage herds of 100 head or more Seedstock producer members own or manage more than 100 head NCBA members derive 75 percent or more of their income from cattle production NCBA members report income from cattle production in excess of $100,000 annually NCBA members own 2 or more horses, while 23% own 10 or more NCBA members are more likely to make purchases from a company which supports or sponsors the organization
Planned Purchases in the Next 2 Years
40% Animal Health Products: 96% Livestock Handling Equipment: 51% ATV: 31% Livestock Insurance: 38% Bagged or Bulk Feed: 82% Livestock Trailer: 32% Chutes: 30% Livestock Watering Tanks/System: 56% Scales: 15% Pickup Truck: 47% Electronic ID Tags: 20% Feed Supplements Skid Steer Loader: 21% or Trace Minerals: 96% Steel Farm Building: 25% Fencing Supplies: 89% Swather/ Fly Control: 86% Mowing Equipment: 28% Forage: 63% Tractor: 38% Genetic Tools: 16% UTV/Gator: 30% Grass Seed: 70% Wheel/Pay Loader: 10% AI Equipment:
63%
*All data derived from 2014 Aspen Market research
Hay Making Equipment:
Demographics and buying trends Our Readership – Your Audience
WA 193
MT 437
OR 326
ID 311
NV 106
HI 135
CA 930
ND 259
WY 256
MN 700
SD 217
IL 904
NE 2,072 UT 246
AZ 246
CO 894
KS 3,265
OK 732
NM 199 TX 5,456
WI 418
MI 282
IL 790
IN 328
MO 1,358
PA 600
OH 835 KY 868
WV 160
MS 439
AL 410
VA 501 NC 474
TN 859
AR 982 LA 449
NY 168
SC 196 GA 488
FL 621
National Cattlemen The official monthly publication of NCBA, National Cattlemen, is a trusted source of news and information as well as a valuable tool for readers to help them succeed in their cattle operations. The tabloid newspaper reaches NCBA members, state affiliates, industry stakeholders, members of Congress and beef extension specialists. Total circulation of National Cattlemen exceeds 30,000.
Feature Editorial Calendar November 2014
Heavy Equipment and Maintenance Section/Year-end Tax Planning
December 2014
Ranch Equipment and Animal Handling
January 2015
Herd Health and Vaccination and Congressional Session Preview
February 2015
Special Cattle Industry Convention and NCBA Trade Show Edition
March 2015
Genetic Tools and Trends
April 2015
Range and Pasture Management
May 2015
Hay and Forage Production and Spring Crop Outlook
June 2015
Insect Control
July 2015
Ag Real Estate and Finance
August 2015
Cattle Industry Summer Conference Edition
September 2015
Range and Pasture Management
October 2015
Herd Nutrition
November 2015
Heavy Equipment and Maintenance Section/ Year-end Tax Planning
December 2015
Ranch Equipment and Animal Handling
Regular Features n NCBA news and views
n Public land news
n Industry news briefs
n Stewardship/management columns
n Regulatory news/Washington D.C. update
n Beef Quality Assurance column or feature
n Market report/outlook
n Retail channel news or profiles
n Trade updates
n Ag lending perspectives
Ad Rates
Ad type
Full Page
Full Page Back Cover
Center Spread
Jr. Page
Cost
$
5,250
$ $
Ad type
Cost
Half Page Vertical
$
2,750
7,750
Half Page Horizontal
$
2,750
15,000
Quarter Page Vertical
$
1,750
3,000
Quarter Page Horizontal
$
1,750
$
National Cattlemen
Accessing NCBA’s Cattle Producers
n 86% of readers say their primary source of news and information is a newspaper
n More than half of all readers say advertising in National Cattlemen has influenced their purchasing decisions
n 64% of National Cattlemen recipients read half of the newspaper or more
n An average of 1.8 people read each issue of National Cattlemen for a pass-through readership of more than 54,000 per issue n 75% of National Cattlemen readers rank the newspaper as one of the better or one of the best industry publications they receive
n 88% of readers plan to keep their operation the same size or expand over the next five years
n 45% of National Cattlemen readers derive 75 percent or more of their income from cattle production
n Nearly half of readers consider themselves a full-time rancher/farmer
n 35% of readers generate more than $100,000 in income from cattle each year
n 64% of readers generate 50 percent or more business revenue from cattle
n 52% of readers own or manage 100 head of beef cows or more
n Average cattleman reader age: 55
National Cattlemen FY 2015 Production Schedule
Edition November 2014
Materials Deadline Oct. 27, 2014
Approximate Mail Date Nov. 3, 2014
December 2014
Nov. 17, 2014
Nov. 24, 2014
January 2015
Dec. 16, 2014
Dec. 22, 2014
February 2015
Jan. 20, 2015
Jan. 26, 2015
March 2015
Feb. 17, 2015
Feb. 23, 2015
April 2015
March 24, 2015
March 30, 2015
May 2015
April 21, 2015
April 27, 2015
June 2015
May 19, 2015
May 26, 2015
July 2015
June 23, 2015
June 29, 2015
August 2015
July 21, 2015
July 27, 2015
September 2015
Aug. 25, 2015
Aug. 31, 2015
October 2015
Sept. 22, 2015
Sept. 28, 2015
November 2015
Oct. 20, 2015
Oct. 26, 2015
December 2015
Nov. 17, 2015
Nov. 23, 2015
Advertising Information
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
3.33” (W) x 15.65” (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.
Quarter-page Horizontal 10.38” (W) x 5.22” (H) Inserts and other marketing options are available. Call the Association Marketing team for more information: 303-694-0305.
National Cattlemen Ad Sizes:
Full Page 10.38” (W) x 16” (H)
Half-page Vertical 5.1” (W) x 15.65” (H)
Double Truck 21.76” (W) x 16” (H) Center Spread
Half-page Horizontal 10.38” (W) x 7.875” (H)
Quarter-page Vertical 3.33” (W) x 15.65” (H)
Jr. Page 7.73” (W) x 10” (H)
Quarter-page Horizontal 10.38” (W) x 5.22” (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, if needed. Please ensure that all files are high resolution, ready to print with embedded fonts. If you require assistance in creating a PDF or uploading files to our FTP site, please call Association Marketing at 303.850.3396. Send all materials to Lissa Mokrohisky at lmokrohisky@beef.org.
Directions Directions Edition N A T I O N A L
CATTLEMEN nitive voice of the beef industry. The trusted leader and defi ON OF NCBA THE OFFICIAL PUBLICATI
N A T I O N
A L CATTLEMEN The trusted leader and
definitive voice of the
THE OFFICIAL PUBLICA TION OF NCBA BeefUSA.org
• 2013
beef industry.
BeefUSA.org
2012 DIRECTIONS
Report State of the Association Lists CattleFax Top 25 Industry Legislative Outlook
2013 DIRECTION
S
State of the Associati on Report CattleFax Top 25 Industry Lists Legislative Outlook
The National Cattlemen Directions issue serves as the annual reference publication for the cattle industry. The glossy four-color magazine offers an in-depth review of NCBA and its activities, a state-of-the-beef industry report, feature-length editorial and the popular CattleFax sector rankings and statistics, making it the most comprehensive reference guide in the beef cattle industry. Advertising in the Directions issue is the most cost-effective way to reach thousands of customers at the height of their fall purchases. Its long shelf-life and significant bonus distribution to industry stakeholders and thought leaders ensures your advertising will remain effective throughout the year. Circulation: 33,000 Cattle Producers
Ad Rates Agency Discount: 15% off gross rates Position Guarantee: 15% premium SIZE Double Page Spread Outside Back Cover Inside Front or Inside Back Full Page 2/3 Page 1/2 Page 1/3 Page 1/4 Page
COST $9,000 $5,175 $5,175 $4,500 $3,750 $3,000 $2,730 $2,250
Material Format All advertisements must be submitted electronically. PDF/X1a preferred. TIFF or EPS is acceptable. Files can be delivered by CD/DVD or FTP, if needed. Please ensure that all files are high resolution, ready to print with embedded fonts. If you require assistance in creating a PDF or uploading files to our FTP site, please call Association Marketing at 303.850.3396. n Materials Due: September 4
n Mail date: End of September
Directions Ad Options
Full Page with bleed 8.625” (W) x 11.25” (H)
Half-page Vertical 3.74” (W) x 9.875” (H)
Full Page no bleed 7.25” (W) x 9.8725” (H)
Half-page Horizontal 7.625” (W) x 4.98” (H)
One-third Page Horizontal 7.25” (W) x 3.1725” (H)
Double Page Spread with bleed 17” (W) x 11.125” (H)
Two-thirds Page 4.8” (W) x 9.8725” (H)
Quarter-page Vertical 3.875” (W) x 4.82” (H)
One-third Page Vertical 2.3” (W) x 9.8725” (H)
Quarter-page Horizontal 7.625” (W) x 2.34” (H)
BeefUSA.org BeefUSA.org The official website of NCBA, BeefUSA.org provides a timely and cost-effective opportunity to reach NCBA members, cattle producers, allied industry representatives and state affiliates. Proprietary research shows NCBA members appreciate advertisers who support the website.
Site highlights include • Homepage for NCBA members
• Timely industry news for producers
• Useful educational information
• Science-based beef information
• Weekly weather forecasts written for the cattle industry
• 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
83% 60%
of NCBA members have internet access own a smart phone or phone with internet access CONTACT US
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Summer Conference
“Waters of the U.S.”
Video Center
Latest News Wednesday, July 23, 2014
Southerland Introduces Legislation to EPA’s Land Grab
Summer Conference
Sink
Federal Spending Bill Includes Important Provisions for Producers
ON FEBRUARY 3, 2014 MCDONALDS WENT TO NASHVILLE, TN
See our Employment Opportunities
Friday, July 21, 2014
House Passes Bonus Depreciation Bill
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Registration Open for 2014 Cattle Industry Summer Conference NCRS: The Water Police
Upcoming Events August 2, 2014 • Denver, CO
Trade • Cattle Industry Convention & NCBA •
Six Month
$1,350
Twelve Month
$2,250
Animation must be no longer than 25 seconds
More News • Annual Summer Conference, July 30
$825
JPG, GIF, Flash/SWF* accepted
Quiet Sun the You may have recently heard or read in the news that the sun has “gone quiet.” Over past week, for the first...
Tuesday, July 8, 2014
Three Month
300 x 250 pixels
Weather Blog Wednesday, July 23, 2014
Tuesday, July 8, 2014
Spotlight Tile
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MY NCBA MEMBERS ONLY AREA
of NCBA members use the internet for learning about beef industry issues
Ad Format
Cattlemen to Cattlemen
BECOME A MEMBER
Tuesday, July 22, 2014
of NCBA members receive email on their mobile phones
Ad Rates Ad Format
Member Center
registration is The 2014 Cattle Industry Summer ConferenceCattle Industry for the now open! Join your fellow cattlemen in Denver, CO at the Summer Conference July 30 - August 2 information Hyatt Regency Denver. Click Here for more
National Cattlemen
48% 70%
BeefUSA Bob Langert a... Bob Langert
Note for both digital edition and Web ads:
Show, Feb. 4-7, 2015 - San Antonion, TX Legislative Conference, March 24 - 26, 2015
File size for ad submissions must not exceed 100 kb.
7/23/2014 11:57:48 AM
Beef Resource Guide Beef Resource Guide The Beef Resource Guide is the official onsite program of the 2015 Cattle Industry Convention & NCBA Trade Show. The 140 plus page convention publication includes convention details, event information, trade show exhibitor listings, key industry contacts and more. The Beef Resource Guide is distributed to all attendees of the Cattle Industry Convention & NCBA Trade Show for a readership of 6,500 +.
Why Advertise in the Beef Resource Guide?
n Comprehensive industry reference publication with company listings, descriptions and logos
n Reaches all convention attendees
n Advertising companies can use it as a tool to drive traffic to their trade show space
n Keeps your company top of mind when cattlemen are making purchasing decisions
n Serves as a year-round industry resource
Resource Guide Ad Rates
Ad Type
Resource Tab Pages
Ad Size & Description Full Page , 4-Color Ad
Ad Cost $2,500
(ONLY 18 Available )
Inside Front Cover
Full Page , 4-Color Ad
$3,000
Inside Back Cover
Full Page , 4-Color Ad
$3,000
Note Pages
Full Page , Watermarked, 1 Color Ad
$750
Ad specs: Resource tabs & cover page ads 6” (W) x 8.5” (H) with bleed Full page ads 5.5” (W) X 8.5” (H) with bleed – 5” (W) x 8” (H) no bleed Ad sales close: December 3, 2014 Ad materials deadline: December 10, 2014 Please send all materials in a high res. pdf to Lissa Mokrohisky at lmokrohisky@beef.org
Beef Resource Guide
Notes Ad Page 5.5” (W) x 8.5” (H)
Tab Ad 5.5” (W) x 8.5” (H)
Actual Tab Ad
NCBA’s cattlemen to cattlemen A television show for Cattlemen by Cattlemen • CattlementoCattlemen.org NCBA’s popular hour-long television show delivers in-depth coverage of the beef industry’s top issues. The diverse viewership of NCBA’s Cattlemen to Cattlemen presents opportunity for advertisers to target multiple sectors of the agriculture industry, including livestock, crops, equine, rural living and more. The audience of NCBA’s Cattlemen to Cattlemen averages more than 550,000 viewers per month. Celebrated its 300th episode in December 2012 – Fall 2014 will celebrate 400th episode Kevin Ochsner, Host and Cattle Rancher Airs 52 Weeks 2 episodes weekly (x) 60 minutes] Reaches 5.5 Million Adults 18+ Annually (NSI) rg
Cable Network: Airs Weekly on RFD-TV, FamilyNET 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.
n 41.5+ Million Households
(Cable/Satellite/Telco) or 36% of all U.S. Households
n 10 Million Weekly Impressions
n 13.2 Million Adult 18+ Viewers Weekly
n #1 Cable Network C & D County
(Audience Composition)
n #1 Cable Network Adults Age 50+ n #1 Cable Network for
Time Spent Watching+
Episodes 2 Airings per week 26 Original episodes annually 3 Annual live episodes (Annual Convention - February, Spring and Fall) 23 Rerun/repurposed episodes
Show Segments Industry News
Legacy Photos
Interviews
Cattlemen’s Capitol Concerns
Market Watch
Management Minute
Day in the Life
Cattle Learning Center
Recipes
Baxter Black
Producer Profiles
2014 Market Research Margin of Error: 5.1%
NCBA’s cattlemen to cattlemen Viewer Frequency NCBA Member Demographics
71% 35% 21% 56% 33%
Average Nielsen Ratings (Viewers 18+) NCBA’s Cattlemen to Cattlemen
of cattlemen watch RFD-TV
Monthly Average 550,000 viewers
watched NCBA’s Cattlemen to Cattlemen in the last month of viewers watch weekly watch one to three times per month
RFD-TV reaches 50+ million television households
watch the entire episode
Viewer Buyer Intentions Planned purchases over the next two years
23% Combine: 3% ATV:
19% Hay Making Equipment: 30% Livestock Trailer: 22% Pickup Truck: 34% Skid Steer Loader: 15% Swather/Mowing Equipment: 20% Tractor: 25% Wheel Loader/Payloader: 32% Gator/Utility Vehicle:
Animal Health Products:
14% Fencing Supplies: 76%
95%
Electronic ID Tags:
34% Livestock Watering Equipment: 36% Watering Tanks/System: 56% Steel Farm Building: 17% Chutes: 21% Scales: 8% Livestock Handling Equipment:
NCBA’s cattlemen to cattlemen Rates for Cattlemen to Cattlemen Commercial LIMITED Production Services........................... $8,500
n 30 second commercial spot fully produced from
concept to final edit
n Video footage provided by the client, two rounds of editing included
Commercial FULL Production Services. . ....................... $12,000
n 30 second commercial spot fully produced from
concept to final edit
n NCBA is responsible for shooting video footage, two rounds of editing included
Monthly Commercial Airing Package.... $15,000
n 30 second commercial spot for 4 weeks (8 airings)
n Sponsor provides fully produced commercial
Quarterly Commercial Airing Package.. ..$45,000
n 30 second commercial spot each week (24 airings)
n Sponsor provided fully produced commercial
Yearly Commercial Airing Package..... $100,000 n 30 second commercial spot each week (80 airings minimum)
n Sponsor provides fully produced commercial
Cattlemen to Cattlemen Producer Education Segment.. ............$25,000 n A 5-7 minute segment airing a minimum of three times
n Full production crew, produced from concept to
n Includes two rounds of edits
final edit
NCBA’s Cattlemen to Cattlemen LIVE..... $35,000
n One hour live call-in show fully produced in studio
n Includes full production crew, promo production
n Sponsor provides the content experts
and airing
NCBA’s Cattlemen to Cattlemen TAPED discussion show. . .............................$35,000
n One hour taped show fully produced from Denver
n Includes full production crew, promo production and airing
n Sponsor provides the content experts
Custom packages are available. Please contact the Association Marketing team for more information.
Production Information All pre-produced spots must be received by NCBA’s Cattlemen to Cattlemen three weeks prior to scheduled airdate. Most tape formats are welcome, including: XDCam, HDCam, Hard Drive, .wmv. Spots should be 16x9, 4x3 safe.