JOURNAL HISTORY
As Always, the Voice of the Jersey Breed
J
anuary 2022 marks the last time the Jersey breed’s official publication, Jersey Journal, will be published as a monthly printed document. Far from an epilogue, the magazine and its publisher, the American Jersey Cattle Association (AJCA), are writing a new chapter. From February 2022 forward, Jersey news will be brought to folks electronically in a more contemporary, timely manner. Though the decision to discontinue the print edition was a difficult one for the AJCA Board of Directors, it was not unforeseen. Over the past decade, print publications like Jersey Journal have transitioned to digital or died altogether as printing and postage costs rise, technology advances and consumers demand greener products. For Jersey breeders, their beloved magazine will carry on because its purpose carries on. As a communications and marketing vehicle, the need for Jersey Journal is as great today as when the first issue rolled off the presses in October 1953. Consider the words of Frank B. Astroth, president of the American Jersey Cattle Club (AJCC), in the premier issue: “We own a magazine. Those of us who milk Jerseys for a living, and no one else, own this magazine. . .The purpose of the
JERSEY JOURNAL will be to give better news coverage, more helpful articles to breeders, lower rates to advertisers, larger circulation, and more promotion to the Jersey cow.” These words could be published verbatim today. But the world looks very different than it did back then, when Americans drove the Buick Roadmaster and watched Leave it to Beaver on black and white televisions. Today our world looks more like The Jetsons and life without computers and cell phones is unimaginable. Technology has not only changed the way we live, but our ability to deliver news as well. Information can be broadcast to readers across the globe in moments, relatively inexpensively, in a variety of formats, including video and audio. Analytics allows Jersey Journal to analyze statistics to determine what content is of interest to readers and tailor messages to specific audiences. It allows Jersey Journal to report news in a manner that does not destroy a tree in the process and uses less fossil fuels for delivery. It allows readers to digest content anytime, anywhere there is service and connect with people in ways that were impossible decades ago. With the last print issue, it is fitting to look at some of the milestones in Journal
history. The act celebrates what we have accomplished and reminds us that decisions and opportunities often are shaped by what happens to and around us. Change is a means of adapting, even in Jersey circles. Over the past 67 years, other changes have come to Jersey Journal, most largely unnoticed by readers. Mastheads change, nameplates change, staff come and go. In the next six decades, other changes are sure to follow. This pivot to digital will likely be but a footnote in the magazine’s story. For now, let us use the opportunity technology provides to continue telling the Jersey story across the globe, just in a different way. Timeline of Milestones and Parade of Covers October 5, 1953: Inaugural issue. Published by Greenfield Printing and Publishing Co., in Greenfield, Ohio, as bi-monthly magazine on the 5th and 20th of each month. More than 100 Jersey breeders advertise in the 92-page issue that features a pasture scene at Cedarcrest Farms, Faunsdale, Ala., on the cover. All 15 cows are Excellent. January 20, 1954: Pinnacle Royal Danna Countess, born on Clair Lake Farm, Olivet, Mich., becomes the two millionth Jersey to
October 5, 1953
January 20, 1954
November 20, 1954
June 5, 1955
July 20, 1955
May 20, 1956
July 5, 1956
February 5, 1957
July 5, 1957
January 20, 1959
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JERSEY JOURNAL
