2017 Media Kit

2017-2018 NCBA Media Kit

National Cattlemen’s Beef Association N A T I O N A L C AT T L E M E N The trusted leader and definitive voice of the beef industry

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Initiated in 1898, the National Cattlemen’s Beef Association (NCBA) is the nation’s leading trade organization for America’s cattle farmers and ranchers. NCBA’s membership consists of 25,000 individual members as well as 175 state, breed and industry partners.

NCBA works to advance the economic and social interests of the U.S. cattle business and to be an advocate for the cattle industry’s policy positions.

2017-2018 NCBA Media Kit Meet the Association Marketing Team Dear Valued Partner, Thank you for your interest and support of the National Cattlemen’s Beef Association (NCBA). While NCBA’s primary mission is to serve as the trusted leader and definitive voice of the beef industry, we are also dedicated to providing resources that allow our supporting partners to reach their target customer base.

As beef producer and member of NCBA, access to the latest education and product information is of great value. NCBA is a trusted resource for the industry, so viewing your content and/or advertisement in an NCBA publication or post is equivalent to getting a recommendation from a trusted friend. The suite of media outlets NCBA has to offer will ensure that your message reaches myself as well as fellow beef producers.

The team at NCBA looks forward to meeting your advertising and marketing needs, and doing so with a focus on customer service and high quality media properties. Please contact any of our Sales Team members to inquire about the options and packages that are available.

Sincerely, Craig Uden NCBA President

Sales Team

Jill DeLucero 303-850-3321 jdelucero@beef.org

Nicole Bechtel 503-756-1538 nbechtel@beef.org

Editorial Team

Kate Maher 303-850-3300 kmaher@beef.org

Brittany Schaneman 303-850-3370 bschaneman@beef.org

Beka Wall 303-850-3345 bwall@beef.org

Becca Brown 303-850-3377 rbrown@beef.org

Production & Final Artwork

Sharon Murano 303-850-3264 smurano@beef.org

Lissa Mokrohisky 303-850-3396 lmokrohisky@beef.org

Data is this document is provided by the 2017 Aspen Media Advertising & Marketing Study.

NCBA Members Want to Buy Your Products!

Planned Member Purchases in the Next Two Years 39% AI Equipment 97% Animal Health Products 28% ATV 88% Bagged or Bulk Feed

25% Chutes 19% Electronic ID Tags 96% Feed Supplements/Trace Minerals 87% Fencing Supplies 84% Fly Control 60% Forage 25% Genetic Testing/Tracking Tools 63% Grass Seed 30% Hay-Making Equipment 45% Livestock Handling Equipment 25% Livestock Insurance 25% Livestock Trailer 54% Livestock Watering Tanks/Systems 43% Pickup Truck

NCBA’s media properties can help you reach your target customers and market your products.

18% Scales 8% Self-propelled Windrower/Swather 15% Skid Steer 24% Skid Steer Attachments

0

20% Steel Farm Building

20

40

40 r 25% Tracto

60

80

100

24% UTV or Side-by-Side

Percent

90%

NCBA members manage 90 percent of the nation’s fed cattle market.

10 Million

NCBA members manage nearly 10 million head of beef cattle.

52%

of NCBA members say they are more likely to purchase from a company that supports NCBA.

PRINT OPPORTUNITIES National Cattlemen

N A T I O N A L C AT T L E M E N

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.

The trusted leader and definitive voice of the beef industry July 2017 • Vol. 33, No. 10 • BeefUSA.org

Frequency: Monthly Newspaper Circulation: 25,000+ Audience: NCBA members, Allied Industry and Product Council members, state affiliates, members of Congress, industry stakeholders and thought leaders

NCBA Continues to Lead Fight NCBA’s Young Cattlemen’s Conference To Fully Repeal Death Tax Is the Industry’s Beef Boot Camp

By Danielle Beck, NCBA Director of Government Affairs M ore than 200 years ago, founding

PRSRT STD U.S. Postage PAID Denver, CO Permit No. 1673

father Benjamin Franklin famously noted that “in this world nothing is certain except death and taxes.”

While taxes on transfers of wealth and property at death have been temporarily enacted throughout U.S. history as a means of raising revenue in times of crisis, death and taxation have been inextricably linked since 1916 when the federal estate tax, appropriately referred to as the “death tax,” became a permanent part of the

U.S. tax code.

The death tax has evolved quite a bit over the last 100 years, and proponents of the tax have successfully expanded its scope based on the assertion that it raises revenue while reducing income inequality.

Current law provides an exemption of $5.49 million for individuals or $10.9 million for couples, with a marginal tax rate of 40 percent on transferred estates valued above those thresholds.

It’s easy to see how some in Washington may see the death tax as nothing more than a minor inconvenience for the wealthy: after all, $5 million sounds like a considerable sum. However, those familiar with agriculture know that the death tax is a primary obstacle to keeping family-owned agricultural operations intact and viable as each new generation of producers inherits the family business.

Continued on page 4

By Naomi Loomis, Circle L Ranch in Nebraska Last month, I and 60 agriculture leaders from across the country attended the 2017 Young Cattlemen’s Conference (YCC) to gain additional leadership skills, as well as to expose ourselves to all aspects of the beef industry.

“I am calling YCC my beef boot camp,” said Ben Petuchowski of Denver, Colo. “I cannot think of a better introduction to the agriculture and cattle community. While I’ve learned more in the past ten days than I ever could have anticipated, the friendships with producers are the most valuable things I’ll take away from this experience.”

Raising beef is my job, and sometimes in our business we don’t realize just how big the ag industry is. This opportunity opened my eyes about the process of getting beef

from pasture to plate. I learned about the different segments of the beef industry, from a cow-calf operation to a feedyard, and, ultimately, the harvest.

My class and I began at the NCBA headquarters in Denver, Colo., where we got an inside look at many of the issues affecting the beef industry. We got a comprehensive overview of the current cattle market and emerging trends from CattleFax Senior Analyst Kevin Good. We also heard from Safeway and Cargill representatives about the power of meat.

While in Denver we were given an organizational overview of NCBA and the Beef Checkoff Program.

NCBA’s vision: “To be the trusted leader and definitive voice of the beef industry,” became my go-to statement during YCC. I realized that our YCC class had a lot of work to Continued on page 4

NATIONAL CATTLEMEN’S BEEF ASSOCIATION 9110 E. NICHOLS AVENUE, SUITE 300 CENTENNIAL, CO 80112

New!

What is the value of your engagement in NCBA? To you? To the cattle industry? This special section each month will review the process by which NCBA operates – and the significance of your involvement with the nation’s largest and most powerful voice in the cattle industry. This month, see page 3. For Summer Meeting Committee materials, go to www.BeefUSA.com.

Directions

N Governance AT I O N A L

Governance

CATTLEMEN MARKET SNAPSHOT WEEK ENDING 6/17/2017 (prices vs. year ago)

IN THIS ISSUE Leadership Comments 2 3

Federation News

10

Market Matters

14

LIVE FED STEERS SOUTH CENTRAL OMAHA CASH CHOICE 500-600 LB. STEERS CORN BOXED BEEF $3.47 $166.63 The trusted leader and$130.23 definitive voice $250.86 of the beef industry 3%

THE OFFICIAL PUBLICATION OF NCBA$161.75 • 2017

8% $120.59

11%

12.3%

$225.53 $3.96 BeefUSA.org

2017 DIRECTIONS State of the Association Report CattleFax Top 25 Industry Lists Legislative Outlook

The semi-annual National Cattlemen Directions issue serves as the reference publication for the cattle industry. The fall edition offers an in-depth review of NCBA and its activities, a state-ofthe-beef industry report, feature-length editorial and the popular CattleFax segment rankings and statistics. The spring edition features management and producer education articles.

Frequency: Semi-Annual Magazine Circulation: 25,000+ Audience: NCBA members, Allied Industry and Product Council members, state affiliates, members of Congress, industry stakeholders and thought leaders

Beef Resource Guide

WELCOME

BEEF RESOURCE GUIDE

The Beef Resource Guide is the official onsite program of the 2018 Cattle Industry Convention and NCBA Trade Show. The publication includes convention details, event information, trade show exhibitor listings, key industry contacts and more.

Frequency: Annual Circulation: 6,500+ Audience: Annual Convention Participants

Readership by State WA 186 OR 321

HI 156

MT 385 Region V ID 272

NV 110 CA 947

ND 230

WY 255

UT 229

Region VI

AZ 204

CO 721 NM 161

MN 413

SD 268

Region VII

WI 179

Region III

NE 1,837

IA 793

KS 3,160

MO 1,211

OK 628

AR 464

Region IV

TX 4,860

IL IN 560 270

LA 309

NY 83

MI 176

Region I

OH 581

PA 210

WV VA KY 129 400 437 NC 378 TN 709 SC Region II 153 MS AL GA 314 317 463 FL 628

N A T I O N A L C AT T L E M E N The trusted leader and definitive voice of the beef industry

2017/2018 Production Schedule Edition

Editorial Features

2017 November Heavy Equipment & Maintenance Section, Year-end Tax Planning December Ranch Equipment and Animal Handling 2018 January Herd Health & Vaccination February Cattle Industry Convention & NCBA Trade Show

Environmental Stewardship Annual Award Program March Genetic Tools & Trends, Cattlemen’s College Highlights April Calving Seaon May Hay & Forage Production, Spring Crop Outlook,

NCBA Legislative Conference June Insect Control, Planting Season July Cattle Market Highlight August Cattle Industry Summer Business Meeting September Stockmanship & Stewardship October Supplemental Cattle Feeds November Preparing for On-farm Emergencies December Succession Planning Regular Features:

NCBA News and Updates Industry News Briefs NCBA Policy Updates

Market Reports and Outlook Public Lands News Beef Quality Assurance

Materials Deadline

Print Date

Mailing Date

10-19 11-10

10-27 11-17

10-30 11-20

12-8 1-12

12-15 1-19

12-18 1-22

2-16 3-16 4-20

2-23 3-23 4-27

2-26 3-26 4-30

5-18 6-15 7-21 8-17 9-14 10-19 11-9

5-25 6-22 7-28 8-24 9-21 10-26 11-16

5-28 6-25 7-30 8-27 9-24 10-29 11-19

Ag Lending Perspective Producer Education & Stewardship Federation News and Updates

Checking in on the Beef Checkoff Monthly Weather Report

Advertising Rates and Schedules

Ad Type

Cost

Full page Full page back cover Center spread Junior page

$5,250 $7,750 $15,000 $3,000

Full page 10.38” (W) x 16” (H)

Half page vertical 5.1” (W) x 15.65” (H)

Ad Type Half page vertical Half page horizontal Quarter page vertical Quarter page horizontal

Double truck 21.76” (W) x 16” (H) Center Spread

Half page horizontal 10.38” (W) x 7.825” (H)

Cost $2,750 $2,750 $1,750 $1,750

Junior page 7.73” (W) x 10” (H)

Quarter page vertical 5.1” (W) x 7.825” (H)

Quarter page horizontal 10.38” (W) x 5.22” (H)

Directions 2018 Production Schedule Edition

Materials Deadline

March 16, 2018 September 6, 2018

Spring 2018 Fall 2018

Approximate Mail Date April 6, 2018 October 1, 2018

Advertising Rates and Sizes Agency Discount: 15% off gross rates • Position Guarantee: 15% premium

Size Double page spread Outside back cover Inside front or inside back cover Full Page

Full page with bleed 8.875” (W) x 11.375” (H) Live area: 7.125” (H) x 9.6” (W) Trim size: 8.375” (W) x 10.875” (H)

Cost $9,000 $5,175 $5,175 $4,500

Full page no bleed 7.125” (W) x 9.6” (H)

Size Two-thirds page Half page Third page Quarter page

Double page spread with bleed 17.25” (W) x 11.375” (H) Live area: 15.5” (W) x 9.625” (H) Trim size: 8.375” (W) x 10.875” (H)

Two-thirds page 4.735” (W) x 9.56” (H)

Cost $3,750 $3,000 $2,750 $2,250

Half page Vertical: 3.36” (W) x 9.56” (H) or Horizontal: 7.14” (W) x 4.76” (H)

Quarter-page Vertical: 3.36” (W) x 4.76” (H) or Horizontal: 7.14” (W) x 2.34” (H)

Third Page Vertical: 2.32” (W) x 9.56” (H) or Horizontal: 7.14” (W) x 3.2” (H)

Beef Resource Guide Advertising Rates and Sizes

Ad Type

Ad Size and Description

Ad Cost

Resource Tab Pages

Full Page, 4-color (only 18 available)

$2,500

Inside Front Cover

Full Page, 4-color

$3,000

Full Page, 4-color

$3,000

Full Page, Watermarked, 1 color

$750

Inside Back Cover Notes Ad Page Tab Ad & Cover Ad 6” (W) x 9” (H) in6.5” (W) x 9” (H) including .25” bleed cluding .25” bleed all around. all around No bleed: 5.5” (W) x Allow .5” inset on 8.5” (H) spiral side to avoid any copy being cut off.

Actual Tab Ad

Note Page

Ad sales close: December 5, 2017 • Materials due December 11, 2017

Advertising Information All advertisements must be submitted electronically. PDF/X1a preferred. 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 NCBA Design Services at 303-850-3468.

Send all materials to Lissa Mokrohisky at lmokrohisky@beef.org.

READERSHIP DEMOGRAPHICS Type of Operation

100

Cow-calf

83%

Stocker operator

80

Farmer feeder Feeder or feedlot

60

Seedstock, purebred Dairy

40

Livestock Market operator 20

12%

11%

12%

13% 3%

2%

0

Feedlot

Cow-Calf

Size of Operation 40 40

Less than 50 head 50-99 head 100-199 head 200+ head

38%

35 35 30 30 24%

25 25 20 20

Number of Cattle Marketed Annually 20 20

16% 16%

15 15

13%

23%

19%

Less than 50 head 50-99 head 100-199 head 200-499 head 500-599 head 600-999 head 1,000+ head

18%

10 10

13%

15 15 10 10

8%

55 2%

55 00

00

Direct Access to NCBA Members 93%

57,500

of NCBA readers say their primary source of news and information is a newspaper.

40%

of National Cattlemen readers generate more than $100,000 in income from cattle every year

monthly readership of National Cattlemen when counting pass-through readership

61%

of National Cattlemen readers read half or more of the newspaper

33%

of members read the National Cattlemen to obtain information that helps their operation which is significant readership when compared to other leading ag

publications.

Cattlemen Cattlemen

TELEVISION OPPORTUNITIES

to

CATTLEMEN TO CATTLEMEN New in 2016 is the addition of NCBA’s in-house production studio.

Designed to provide maximum flexibility, our television studio is home for NCBA’s Cattlemen to Cattlemen and is available for production of your broadcast media. With full high-definition video and postproduction capabilities in house, NCBA can help you maximize your exposure to our audience or yours through video media for broadcast, webcast, social media and much more. Contact us today to discuss a custom video production package to meet your needs.

Segment Information Cattlemen to Cattlemen airs three times per week on RFD-TV (EST):

• Tuesday - 8:30 p.m.

• Wednesday - 12:30 a.m.

• Saturday - 9 a.m.

Approximately 25 original productions per calendar year to provide you with opportunities for customized messaging and target grid placement.

CATTLEMEN TO CATTLEMEN DEMOGRAPHICS Type of Operation 100 100

Cow-calf

89%

Stocker operator

80 80

Farmer feeder Feeder or feedlot

60 60

Seedstock, purebred 40 40

Dairy Livestock Market operator

20 20

11%

11%

9%

7%

3%

3%

0 0

Feedlot

Cow-Calf

1.0

0.8

0.6

0.4

0.2

0.0

Number of Cattle Marketed Annually

Size of Operation 35%

35 35

30 30

25 25

20 20

22%

24% 18%

Less than 50 head 50-99 head 100-199 head 200+ head

35 35

31%

30 30 25 25 20 20

15 15

15 15

10 10

10 10

55

55

0 0

00

16% 12.2%

19% 12.8% 4% 5%

Less than 50 head 50-99 head 100-199 head 200-499 head 500-599 head 600-999 head 1,000+ head

Cattlemen Cattlemen to

CATTLEMEN TO CATTLEMEN PACKAGES & RATES Commercial LIMITED Production Services................. $8,500 • 30 second commercial spot fully produced from concept to final edit

Producer Education Segment......$25,000 • A 5-7 minute segment airing a minimum of three times • Full production crew, produced from concept to final edit

• Video footage provided by the client, two rounds of editing included

• Includes two rounds of edits

Commercial FULL Production Services................ $12,000 • 30 second commercial spot fully produced from concept to final edit • NCBA is responsible for shooting video footage, two rounds of editing included

Monthly Commercial Airing Package...................... $15,000 • 30 second commercial spot for four weeks (12 airings) • Sponsor provides fully produced commercial

Quarterly Commercial Airing Package...................... $45,000

Live Panel Show..................... $35,000 • One hour live call-in show fully produced in studio • Includes full production crew, promo production and airing • Sponsor provides the content experts

Taped Discussion Show........... $35,000 • One hour taped show fully produced from Denver • Includes full production crew, promo production and airing • Sponsor provides the content experts

• 30 second commercial spot each week (36 airings) • Sponsor provided fully produced commercial

Yearly Commercial Airing Package.................... $100,000

Custom packages are available.

Please contact the Sales Team

• 30 second commercial spot each week (120 airings minimum)

for more information.

• Sponsor provides fully produced commercial

Advertising 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.

Send materials to Kate Maher at kmaher@beef.org, or Brittany Schaneman at bschaneman@beef.org.

WEBSITE AND SOCIAL MEDIA Reach your target audience and elevate your customer base through NCBA’s website and social media outlets. NCBA’s membership is interested in the information you have to share, so your media buy/package can be leveraged by including our social media marketing. Improve your brand presence and marketing message through our website as well as Facebook and Twitter posts. www.BeefUSA.org

NCBA.org • 67,000 page views per month • 25,500 unique visitors per month Facebook • 94,000 followers • 70% more followers compared to other agricultural organizations Twitter • 19,000 followers

Ad Rates/Format Three-month Placement

$825

Spotlight Tile: 300 x 250 pixels

Six-month Placement

$1,350

JPG, GIF, Flash/SWF accepted.

Twelve-month Placement

$2,250

Animation must be no longer than 25 seconds.

Four Facebook & Four Twitter Posts

$3,000

Note for both digital edition and web ads: File size for ad submission must not exceed 100kb.

Website & Social Media Demographics

Smart Phone Use

Facebook Account 50

100

70

90 8080 7070 6060 5050

70%

40

NCBA Members

35

46%

C2C Viewers

3030 25

4040

2020

3030

15

2020

1010

1010

5

00

00

Social Media Use 60

35%

NCBA Members

50 50

24%

C2C Viewers

40 40 30 30 20 20

10 10 00

43%

For News & 40% Current Evaluate or Events Research New Products

37%

For Education