NATIONAL CATTLEMEN’S BEEF ASSOCIATION ADVERTISING
YOU
NEED
NOW
LIKE BEEF, ADVERTISING IS MUSCLE, NOT FAT. KEEP YOUR BRAND CENTER OF THE PLATE.
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NCBA.org April 2020 • Vol. 36, No. 6 •
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Don’t forg et to tune in to the Cattlem en’s Call podcast !
ity COVID-19 - Lessons in Biosecur for Cattle Producers (BQA) Program. As much
NCBA Working Hard to Provide Information to Cattlemen and Women
By Julia Herman, DVM, MS to whole. At this time, it’s impossible Beef Cattle Specialist Veterinarian, virus measure the full effects of the NCBA, a contractor to the Beef to or determine how it may continue Checkoff beef supply the full unfold. AlthoughTHE OF day cattle producers FIC the IAL PUBare Every chain is being challenged by steps to protect their industry LICtaking ATIanimals, outbreak, all segments of the ON OFand operations families, and risks NCBA are working closely together from various risks. These current must continue to do so. The could include inclement weather, is uncertainty facing beef producers poor nutrition, predators, viruses and every water, shared by all of agriculture and microbes, contaminated we together, working American. By among many others. will overcome these obstacles. For instance, one of this season’s in the As Coronavirus has spread protecting those on focuses is in daily this United States, NCBA has been newborn calves as they come into from production system communication with participants cattle The world. chain. every sector of the beef supply in the United States does an amazing cow-calf of We’re working closely with job of upholding high standards and operators producers, stocker animal care and handling, as outlined feedlots. We’re also communicating in the Checkoff-funded Beef Quality regularly with packing sector retail participants, restaurant and operations. Every one of these challenges operations is facing unique we and many shared burdens. As continue to work through this in our crisis, we must do everything of power to safeguard every sector while the business from disruption to ensuring cattle and beef continue move in an orderly manner. Continued on page 4
Assurance the as farmers and ranchers focus on world health of their animals, current to health concerns are forcing them to apply these high standards of care more their families and communities than ever before. What the current coronavirus around disease (COVID-19) response the world has taught us includes that many basic biosecurity principles transmission of will decrease the risk to other people. Social distancing, for instance, means deliberately increasing the physical space between people to avoid spreading illness. Therefore, social gatherings and large crowds are discouraged. Continued on page 5
2020 SP
COUPON INSIDE!!
ASSOCIATION NATIONAL CATTLEMEN’S BEEF 300 9110 E. NICHOLS AVENUE, SUITE CENTENNIAL, CO 80112
PRSRT STD U.S. Postage PAID Denver, CO Permit No. 1673
There is a great deal of uncertainty about the ongoing beef impact of Coronavirus on the as a industry and the United States
Listen, la ugh and learn with cattle pr these oducers. Subscrib e and never miss an episode . Listen Google Pl on ay, Spot ify, Stit cher, TuneIn & Apple Podc ast!
MARKET SNAPSHOT WEEK ENDING
2/21/2020 (prices vs. year ago)
RING DI
Visit NCBA
RECTIO
.org/cat tleme and lea nscall.aspx to list rn more. en
NS
NCBA.org
25% OFF ALL ROPER, STETSON AND TIN HAUL MERCHANDISE.
SOUTH CENTRAL 500-600 LB. STEERS $158.19
LIVE FED STEERS $109.35
CHOICE BOXED BEEF $207.15
OMAHA CASH CORN $3.56
5%
14%
9%
2%
$165.90
$127.14
$227.70
$3.63
IN THIS ISSUE Leadership Comments Governance Market Matters
2 10
12 & 13
Federation News
14
Checkoff
15
BROADCAST
DIGITAL
PRINT OPPORTUNITIES N A T I O N A L CATTLEMEN
National Cattlemen
The trusted leader and definitive voice of the beef industry April 2020 • Vol. 36, No. 6 • NCBA.org
NCBA Working Hard to Provide Information to Cattlemen and Women
PRSRT STD U.S. Postage PAID Denver, CO Permit No. 1673
There is a great deal of uncertainty about the ongoing impact of Coronavirus on the beef industry and the United States as a
The National Cattlemen is the official monthly publication of NCBA. Each issue focuses on current national and international topics that are relevant to the beef industry. This information, coupled with our regular Association features, makes the National Cattlemen a valuable monthly news source. • Frequency: Monthly Newspaper • Circulation: 25,000+ • Audience: NCBA producer members, corporate members, state affiliates, members of Congress and industry stakeholders
COVID-19 - Lessons in Biosecurity for Cattle Producers
whole. At this time, it’s impossible to measure the full effects of the virus or determine how it may continue to unfold. Although the full beef supply chain is being challenged by the outbreak, all segments of the industry are working closely together and must continue to do so. The current uncertainty facing beef producers is shared by all of agriculture and every American. By working together, we will overcome these obstacles. As Coronavirus has spread in the United States, NCBA has been in daily communication with participants from every sector of the beef supply chain. We’re working closely with cow-calf producers, stocker operators and feedlots. We’re also communicating regularly with packing sector participants, restaurant and retail operations. Every one of these operations is facing unique challenges and many shared burdens. As we continue to work through this crisis, we must do everything in our power to safeguard every sector of the business from disruption while ensuring cattle and beef continue to move in an orderly manner. Continued on page 4
By Julia Herman, DVM, MS Beef Cattle Specialist Veterinarian, NCBA, a contractor to the Beef Checkoff Every day cattle producers are taking steps to protect their families, animals, and operations from various risks. These risks could include inclement weather, poor nutrition, predators, viruses and microbes, contaminated water, among many others. For instance, one of this season’s focuses is on protecting those newborn calves as they come into this world. The cattle production system in the United States does an amazing job of upholding high standards of animal care and handling, as outlined in the Checkoff-funded Beef Quality
Assurance (BQA) Program. As much as farmers and ranchers focus on the health of their animals, current world health concerns are forcing them to apply these high standards of care to their families and communities more than ever before. What the current coronavirus disease (COVID-19) response around the world has taught us includes many basic biosecurity principles that will decrease the risk of transmission to other people. Social distancing, for instance, means deliberately increasing the physical space between people to avoid spreading illness. Therefore, social gatherings and large crowds are discouraged. Continued on page 5
COUPON INSIDE!!
NATIONAL CATTLEMEN’S BEEF ASSOCIATION 9110 E. NICHOLS AVENUE, SUITE 300 CENTENNIAL, CO 80112
Regular Feature Articles 25% OFF ALL ROPER, STETSON AND TIN HAUL MERCHANDISE.
MARKET SNAPSHOT WEEK ENDING 2/21/2020 (prices vs. year ago) SOUTH CENTRAL 500-600 LB. STEERS $158.19
LIVE FED STEERS $109.35
CHOICE BOXED BEEF $207.15
OMAHA CASH CORN $3.56
5%
14%
9%
2%
$165.90
$127.14
$227.70
$3.63
IN THIS ISSUE Leadership Comments Governance Market Matters
NCBA News and Updates Industry News Briefs NCBA Policy Updates
Market Reports and Outlook Public Lands News Beef Quality Assurance
Ag Lending Perspective Industry Education & Stewardship Federation News and Updates
Checking in on the Beef Checkoff Monthly Weather Report
2 10
12 & 13
Federation News
14
Checkoff
15
Build Brand Trust & Loyalty The advertising you do today will help you build your brand now and into the future. This is the time to build trust and loyalty with our producer members - your customers.
92% of customers think brands should continue to
advertise during the COVID-19 pandemic.*
*Source:https://www.marketingweek.com/ brands-advertising-coronavirus-crisis/
The trusted leader and definitive voice of the beef industry
N A T I O N A L CATTLEMEN
2020 Production Schedule and Editorial Features Edition
Editorial Features
Materials Deadline
Print Date
May
Hay & Forage Production, Spring Crop Outlook, NCBA Legislative Conference
4-17
4-24
June
Insect Control, Planting Season
5-15
5-22
July
Cattle Market Highlight
6-19
6-26
August
Cattle Industry Summer Business Meeting
7-17
7-24
September
Stockmanship & Stewardship
8-14
8-21
October
Supplemental Cattle Feeds
9-4
9-18
November
Preparing for On-farm Emergencies
10-16
10-28
December
Succession Planning
11-13
11-20
Advertising Rates and Sizes Agency Discount: 15% off
Ad Type
Cost
Full page Full page back cover Center spread Junior page
$5,250 $7,750 $15,000 $3,000
Ad Type
Cost
Half page vertical Half page horizontal Quarter page vertical Quarter page horizontal
$2,750 $2,750 $1,750 $1,750
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 7.825” (H)
Junior page 7.73” (W) x 10” (H)
Quarter page vertical 5.1” (W) x 7.825” (H)
Please note: There are no bleeds in the National Cattlemen. There is ½ inch of white space on all four sides of each page. White area in illustrations equals advertisement space.
Quarter page horizontal 10.38” (W) x 5.22” (H)
PRINT OPPORTUNITIES N A T I O N A L CATTLEMEN
Directions
The trusted leader and definitive voice of the beef industry
The semi-annual National Cattlemen Directions issues serve as reference publications for the cattle industry. The Fall edition offers an in-depth review of NCBA and its activities, a state-of-the-beef industry report, feature-length editorial and the popular CattleFax segment rankings and statistics. The Spring edition features management and industry education articles. • Frequency: Semi-Annual Magazine • Circulation: 25,000+ • Audience: NCBA producer members, corporate members, state affiliates, members of Congress and industry stakeholders 2020 SPRING DIRECTIONS NCBA.org
THE OFFICIAL PUBLICATION OF NCBA
Production Schedule
Advertising Rates and Sizes Agency Discount: 15% off
Edition
Materials Deadline
Approximate Mail Date
September 4, 2020 March 12, 2021 September 3, 2021
October 1, 2020 April 5, 2021 October 1, 2021
Fall 2020 Spring 2021 Fall 2021
Size Double page spread Outside back cover Inside front or inside back cover Full Page
Cost $9,000 $7,750 $5,175 $4,500
Size Two-thirds page Half page Third page Quarter page
Cost $3,750 $3,000 $2,750 $2,250
Feature Article Examples By Eric Bailey, Ph.D., University of Missouri Beef cow annual costs have increased in recent years, and producers across the country are feeling the pinch. At the 2020 NCBA Cattlemen’s College, I discussed strategies to lower feed costs for beef cows. The most significant annual expense in any beef cow business is feed. Remember, we market forages through beef cows. Cows are the only animal protein source that uses forages in their diet. Cows grazing forage and provided minimal supplement only when necessary is the least-cost strategy. Forage quality and cow nutrient requirements change a lot over a year; one of the most effective strategies to cut cow costs is to match cow nutrient requirements to your forage base. Appropriate matching of cow nutrient requirements to the forage base depends on your location, but the concept is simple. Try to make your cow’s peak nutrient requirements line up with high-quality forage. Beef cow nutrient requirements peak approximately sixty days postcalving. Calving in sync with nature can be a challenge for some operations when the calving season is picked based on labor. However, if your calving season is based on tradition, it is time to reevaluate. In parts of the country where warm-season forages are common, many have had success shifting calving from winter (Jan-Feb) to spring (April-May). In the Fescue Belt, many extension faculty promote switching from spring calving to fall calving, which avoids the late spring/ early summer peak of ergot alkaloids in tall fescue. Consumption of alkaloids by beef cows cause fescue toxicosis issues in many farms across the Southeast. To be clear, calving in sync with nature is the most effective tool for controlling cow feed costs. If that is not an option for you, here are some other strategies and tips to keep supplementation under control.
SUPPLEMENTING F O R AG E S
Many producers buy supplements without identifying the nutrient (protein, energy, minerals/vitamins) the cow truly needs. Many calls I get from producers are about minerals and vitamins, yet when I dig deeper, other issues stand out. A common issue in my region is hay quality. Producers regularly feed hay for over 100 days per year. They also make hay when time or weather allows, rather than when forage quality is best, so we end up with large quantities of hay that are not adequate to meet cow nutrient requirements.
Supplementing Forages on a Budget
In areas of the country where beef cows are managed on native warm-season rangelands, the first limiting nutrient in beef cow diets is protein. This nutrient deficiency occurs during the time of year when the forage is dormant. Nutritionists have long known that when the crude protein in a cow’s diet drops below 7 percent, forage intake declines. Provide a pound of crude protein per cow per day to increase forage intake. In a sense, we upgrade low quality forages with supplemental feeds. For cost-effective supplementation in this system, price supplement options on a per pound of crude protein basis. You will find large differences in price across feeds. In the presentation available online, a table is shown that will help you do the math on this calculation. 16
SPRING DIRECTIONS 2020
NATIONAL CATTLEMEN
SPRING DIRECTIONS 2020
1
7 18 15
14
10 4
1 5
Tejas Feeding Group Amarillo, TX
Owner: Mike Smith Mgr./CEO: Mike Smith Subsidiaries: Tejas Trading Company Capacity: 155,000 Number of Yards: 4 States of Operation: TX
16
Bar-G Feedyard Hereford TX
Owner: Livestock Investors LTD Mgr./CEO: Johnny Trotter Subsidiaries: N/A Capacity: 125,000 Number of Yards: 2 States of Operation: TX
46
Double page spread with bleed 17.25” (W) x 11.375” (H) Safety margin: 0.5” Bleed: 0.125”
12
Pinal Feeding Co. Laveen, AZ
9
6
JBS USA Greeley, CO
2
Tyson Foods, Inc. Springdale, AR
3
Cargill Wichita, KS
4
5
National Beef Packing Company, LLC
Kansas City, MO
Owner:
Owner: Northside Hay Company Mgr./CEO: Earl Petznick Jr. Subsidiaries: Sacate Pellet Mills, Northside Hay Company Capacity: 150,000 Number of Yards: 3 States of Operation: AZ
17
Barrett-Crofoot, Inc. Hereford, TX
Owner: Barrett Families Mgr./CEO: Ed Barrett Subsidiaries: N/A Capacity: 125,000 Number of Yards: 2 States of Operation: TX
NATIONAL CATTLEMEN
Harris Feeding Co. Coalinga, CA
Owner: Central Vally Meat Holding Company Mgr./CEO: Brian Coelho Subsidiaries: Harris Farms, Harris Ranch Beef Co. Capacity: 135,000 Number of Yards: 2 States of Operation: CA, NV
18
Half page Vertical: 3.36” (W) x 9.56” (H) or Horizontal: 7.14” (W) x 4.76” (H)
Owner: Publicly traded on NYSE
Owner: Cargill Family
CEO: Andre Nogueira
CEO: Noel White
CEO: David W. Maclennan
Subsidiaries: N/A
Subsidiaries: N/A
Subsidiaries:
National Carriers, Inc., National Beef Leathers LLC, Kansas City Steak Company, LLC,
N/A
Daily Slaughter Capacity: 29,000
Daily Slaughter Capacity: N/A
Daily Slaughter Capacity: 23,800
Daily Slaughter Capacity: 12,000
Daily Slaughter Capacity: N/A
2018 Sales: $13.5 Billion
2018 Sales: N/A
2018 Sales: $13.2 Billion
2018 Sales: $7.5 Billion
2018 Sales: $3.4 Billion
Slaughter Total: $6.7 Million
Slaughter Total: N/A
Slaughter Total: $6.5 Million
Slaughter Total: N/A
Slaughter Total: N/A
Number of Beef Plants: 9
Number of Beef Plants: 6
Number of Beef Plants: 6
Number of Beef Plants: 2
Number of Beef Plants: 10
Marfrig Global Foods S.A., Leucadia National Corporation, U.S. Premium Beef, LLC
CEO: Tim Klein
Art Requirements: • Make sure all text is within the live area • Outline all fonts (convert to object) • Use high resolution photography • Final pdf file must be 300 dpi
American Foods Group Green Bay, WI
Owner: N/A
Owner: Rosen's Diversified Inc. CEO: Steven W. Van Lannen
823 16 17 11 20
13
Two-thirds page 4.735” (W) x 9.56” (H)
17
19 12
11
Full page no bleed 7.125” (W) x 9.6” (H)
TOP 10 BEEF SLAUGTER OPERATIONS
TOP 20 F E E D L O T S
13
NATIONAL CATTLEMEN
Full page with bleed 8.625” (W) x 11.125” (H) Safety margin: 0.5” Bleed: 0.125”
Agri Beef Co. Boise, ID
Owner: Rebholtz Family Mgr./CEO: Robert Rebholtz Jr. Subsidiaries: N/A Capacity: 115,000 Number of Yards: 5 States of Operation: WA, ID
14
Adams Land & Cattle,LLC Broken Bow, NE
Owner: Bill & Jerry Adams Mgr./CEO: Jerry Adams Subsidiaries: N/A Capacity: 132,000 Number of Yards: 3 States of Operation: NE
15
Dinklage Feed Yard, Inc. Sidney, NE
Owner: Shareholders Mgr./CEO: Rex Trumbull Subsidiaries: N/A Capacity: 125,000 Number of Yards: 4 States of Operation: NE, WY, CO
6
CS Beef and Caviness Beef Packers Amarillo & Hereford, TX
Owner:
Caviness Family, JR Simplot Co.
CEO:
Terry Caviness; Steve Cherry, GM
19
Hitch Enterprises, Inc. Guymon, OK
Owner: Hitch Family Mgr./CEO: Chris and Jason Hitch Subsidiaries: Henry C Hitch Feedlot Inc. & Hitch Feeders 1 Inc Capacity: 111,000 Number of Yards: 2 States of Operation: OK
20
7
Harris Ranch Beef Holding Co. Selma, CA
N/A
8
Nebraska Beef Omaha, NE
Subsidiaries:
Subsidiaries:
9
Greater Omaha Packing Co., Inc. Omaha, NE
10
Agri Beef Co. Boise, ID
Owner: Brian Coelho
Owner: Corporation
Owner:
Owner:
CEO: Brian Coelho
CEO: William Hughes
CEO:
CEO:
Subsidiaries:
Subsidiaries:
Henry Davis
Rebholtz Family
Henry Davis
Robert Rebholtz, Jr.
Dean Cluck Feedyard, Inc. Amarillo, TX
Owner: Stockholders Mgr./CEO: Monte Cluck Subsidiaries: Jacoby Cattle Co., Latigo Land and Cattle Capacity: 105,000 Number of Yards: 3 States of Operation: TX
DIRECTIONS 2019
Subsidiaries: Palo Duro Meats Daily Slaughter Capacity: 2,500 2018 Sales: $1.1 Billion Slaughter Total: $900,000 Number of Beef Plants: 3
DIRECTIONS 2019
Subsidiaries:
Trex, High Country, Progressive Protein, GO Express, Packers Hide
Subsidiaries:
None
Daily Slaughter Capacity: 2,500
Daily Slaughter Capacity: 2,500
Daily Slaughter Capacity: 2,250
Daily Slaughter Capacity: 1,650
2018 Sales: N/A
2018 Sales: N/A
2018 Sales: N/A
2018 Sales: N/A
Slaughter Total: N/A
Slaughter Total: N/A
Slaughter Total: N/A
Number of Beef Plants: 2
Number of Beef Plants: 1
Number of Beef Plants: 1
Central Valley Meat Company, Harris Feeding Co., Harris Ranch Beef Co.
AB Foods, LLC, Washington Beef, LLC, PerforMix Nutrition Systems
Slaughter Total: N/A Number of Beef Plants: 1
NATIONAL CATTLEMEN
47
Third Page Vertical: 2.32” (W) x 9.56” (H) or Horizontal: 7.14” (W) x 3.2” (H)
Quarter-page Vertical: 3.36” (W) x 4.76” (H) or Horizontal: 7.14” (W) x 2.34” (H)
NCBA CATTLEMEN’S WEBINAR SERIES
Cattlemen’s WEBINAR SERIES
The Cattlemen’s Webinar Series are geared toward cattle producers and are open to both members and non-members. Each webinar is approximately an hour long and provides realtime interaction with the audience as a Q&A portion is built into each segment. Webinars are also recorded and posted online so that producers can listen at their convenience.
Webinar Sponsor - $3,000 • • • • • • •
Exclusive sponsor of one Cattlemen’s Webinar Series Ability to address and welcome participants at the beginning (or end) of the webinar Webinar can be posted on the sponsor website Sponsorship recognition at the beginning and close of each webinar Sponsor recognition on the Cattlemen’s Webinar Series webpage Ability to include up to three questions on the post-webinar participant survey Sponsor recognition in all marketing materials to include: Ղ National Cattlemen publication Ղ E-blasts Ղ Website Ղ Social Media
AVERAGE OF 400 VIEWS PER WEBINAR ON YOUTUBE
U P G R A D E
WEBINAR Webinar Content Sponsor $5,000 Includes all of the Webinar Sponsor benefits as well as the ability to provide third-party expert for webinar.
ENGAGEMENT IS 200+ CATTLEMEN PER WEBINAR
CLICK HERE TO WATCH PAST WEBINARS
CATTLEMEN’S CALL PODCAST CATTLEMEN’S
CALL
The Cattlemen’s Call Podcast shares stories and ideas from cattlemen and women across the nation. Montana rancher and broadcaster, Lane Nordlund, brings a “coffee talk” style to the country allowing listeners an inside look at the issue’s cattle producers are facing while sharing the stories of their lives and operations.
Podcast Sponsor - $3,000 • Two, 30-second, pre-produced commercial spots will be aired in podcast • Two “Brought to you by” sponsorship recognitions during podcast
U PODCAST P Podcast Content Sponsor (one podcast) - $6,000 all of the podcast sponsor benefits plus sponsor recognition on three G • Includes social media posts R Ղ Two days prior to podcast airing, day of airing and week after airing A NCBA reserves all rights to approve podcast content prior to airing. If interested in a being D Note: a Podcast Content Sponsor, NCBA will work with you to ensure the storyline is engaging for the E intended audience and complies with the intent of the Cattlemen’s Call Podcast. AVERAGING OVER 1,000 LISTENS PER EPISODE 69% OF PODCAST LISTENERS STATED THAT PODCAST ADS MADE THEM AWARE OF NEW PRODUCTS OR SERVICES* *https://www.podcastinsights.com/ podcast-statistics/
CLICK HERE TO LISTEN TO CATTLEMEN’S CALL PODCAST RECORDINGS
DIGITAL MEDIA NCBA works on behalf of its members to be the definitive voice and trusted leader of the beef industry. During this unprecedented time, NCBA has been active in developing industry resources and as a result our digital properties have seen a significant increase in traffic. NCBA.ORG
Digital Media Demographics TWITTER
Ad Rates Format: NCBA.org Home Page —Tile Ads • Three-month Placement • Six-month Placement • Twelve-month Placement
$1,500 $2,500 $4,800
Internal Page — Banner Ads • Three-month Placement • Six-month Placement • Twelve-month Placement
$1,200 $2,000 $3,800
NCBA.org • 127,611 page views per month • 44,921 unique visitors per month • 59,548 banner ad impressions/month
Social Media Standard Package • Four Facebook & Four Twitter Posts
$3,000
Customized Package Contact us to build a package that contains additional opportunities such as Twitter Chat, Instagram Story, or a Snapchat takeover to highlight your products/services.
Tile Ads: 300 x 250 pixels* • Banner Ads: 930 x 155 pixels* *Accepted files: JPG, GIF, Flash/SWF
• Facebook: 120,623 followers • Twitter: 28,277 followers • Instagram: 24,359 followers
TELEVISION OPPORTUNITIES NCBA’s popular television show can help you maximize your exposure to a broad audience. Your brand will be aired three times, which is great way to keep your products, services and brand loyalty front-of-mind to your customers. • Weekly Airings: Tuesday — 8:30 p.m. Wednesday, 12:30 a.m., Saturday — 9:00 a.m. (Eastern time) • Approximately 25 original productions per calendar year • Opportunities to customize messaging and target grid placement • Additional value-add airing via re-run episodes
Commercial Packages Monthly - $10,000: 12 airings of a fully produced 30-second commercial spot.
A Day in the Life – $3,500/segment
Closed Caption - $2,000/month
This is a favorite among Cattlemen to Cattlemen viewers!
•
Host Kevin Ochsner will announce the sponsor before and after the segment
Your company and/or product will be mentioned as the closed caption sponsor at the start and close of the show
•
Includes full-screen graphic at the close of the segment with your company and/or product logo and website
Includes full-screen graphic at the close of the segment with your company and/or product logo and website
•
12 airings
• • •
3 airings
CLICK HERE FOR OUR FULL MEDIA OFFERINGS