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2017-2018 NCBA Media Kit
National Cattlemen’s Beef Association
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.
w w w .NCBA.org
N A T I O N A LC A T T L E M E NThe trusted leader and definitive voice of the beef industry
2017-2018 NCBA Media KitMeet 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 UdenNCBA President
Sales Team
Jill DeLucero303-850-3321
Nicole Bechtel503-756-1538
Beka [email protected]
Becca Brown303-850-3377
Editorial Team
Kate Maher303-850-3300
Brittany Schaneman303-850-3370
Production & Final Artwork
Sharon Murano303-850-3264
Data is this document is provided by the 2017 Aspen Media Advertising & Marketing Study.
0 20 40 60 80 100
Planned Member Purchases in the Next Two Years
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.
97% Animal Health Products
0 20 40 60 80 100
39% AI Equipment
28% ATV
88% Bagged or Bulk Feed
25% Chutes
18% Scales
19% Electronic ID Tags
87% Fencing Supplies
84% Fly Control
60% Forage
25% Genetic Testing/Tracking Tools
30% Hay-Making Equipment
45% Livestock Handling Equipment
25% Livestock Insurance
25% Livestock Trailer
54% Livestock Watering Tanks/Systems
43% Pickup Truck
15% Skid Steer
NCBA Members Want to Buy Your Products!
96% Feed Supplements/Trace Minerals
63% Grass Seed
8% Self-propelled Windrower/Swather
20% Steel Farm Building
Percent
25% Tractor
24% UTV or Side-by-Side
NCBA’s media properties can help you reach
your target customers and
market your products.
24% Skid Steer Attachments
52% of NCBA members say they are more likely to purchase from a company that supports NCBA.
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.
Frequency: Monthly NewspaperCirculation: 25,000+Audience: NCBA members, Allied Industry and Product Council members,state affiliates, members of Congress, industry stakeholders and thought leaders
National Cattlemen
State of the Association ReportCattleFax Top 25 Industry Lists
Legislative Outlook
2017 DIRECTIONS
N A T I O N A LCATTLEMENThe trusted leader and definitive voice of the beef industry
THE OFFICIAL PUBLICATION OF NCBA • 2017 BeefUSA.org
DirectionsThe 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-of-the-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 MagazineCirculation: 25,000+Audience: NCBA members, Allied Industry and Product Council members,state affiliates, members of Congress, industry stakeholders and thought leaders
Beef Resource GuideWELCOME
BEEFRESOURCEGUIDE
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: AnnualCirculation: 6,500+Audience: Annual Convention Participants
PRINT OPPORTUNITIES
WA186
OR321
CA947
NV110
AZ204
UT229
NM161
CO721
ID272 WY
255
MT385
ND230
SD268
NE1,837
KS3,160
OK628
TX4,860
AR464
LA309
MN413
IA793
MO1,211
WI179
IL560
MI176
IN270
OH581
KY437
WV129
PA210
VA400
NY83
NC378
HI156
SC153
GA463
FL628
AL317
MS314
TN 709
Region V
Region VI
Region VII
Region IV
Region II
Region III Region I
Readership by State
MARKET SNAPSHOT WEEK ENDING 9/23/2017 (prices vs. year ago)
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N A T I O N A LC A T T L E M E NThe trusted leader and definitive voice of the beef industry
October 2017 • Vol. 34, No. 1 • NCBA.org
Meet the 2018 Convention Marketing Ambassadors
NCBA’s Federation Division Chairman Jerry Effertz of Velva, N.D., recently received the North Dakota Stockgrowers Association’s (NDSA) highest honor, the Top Hand Award, at their annual convention in Fargo in September. Effertz joined an exclusive class of 20 cattle ranchers who have received this elite award over NDSA’s 88-year history.
“The Top Hand Award recognizes those individuals who have given unselfishly of themselves, demonstrated outstanding leadership and earned the highest esteem of friends and associates across the cattle industry,” explained
NDSA President Warren Zenker. “Jerry Effertz is one of those individuals who has always gone above and beyond for North Dakota and the nation’s beef producers, and it is a privilege to publicly recognize him for his service.”
Effertz, a third-generation producer, began farming and ranching in the 1970s. Through crossbreeding, artificial insemination, performance testing and genetic selection tools, he and his wife Norma developed a respected Limousin ranch, Effertz Black Butte Acres, that offers registered seedstock and backgrounded feeder calves. He was a founding member of the North Dakota Limousin Association. Committed to educating people about the cattle business and stewardship of the land, they also operate Black Butte Adventures, an agriculture and nature tourism destination that offers hiking and biking trails and farm tours.
Effertz and his wife have two daughters. Maria and her husband
Continued on page 3
IN THIS ISSUE
Leadership Comments 2
Governance 4
Market Matters 6
Federation News 8
SOUTH CENTRAL 500-600 LB. STEERS
$160.57
14%
$138.87
LIVE FED STEERS
$106.75
0.8%
$105.89
CHOICE BOXED BEEF
$191.98
2.9%
$186.48
OMAHA CASH CORN$3.16
1.5%
$3.06
Jerry Effertz Selected as North Dakota Stockgrowers Association’s Top Hand
Cattlemen and women across the country have faced unbelievable challenges courtesy of Mother Nature recently. From hurricanes to wildfires, cattle producers and others in the agriculture industry have experienced losses that put their livelihoods at risk.
According to a USDA inventory report, 1.2 million beef cows in 54 Texas counties were at risk as a result of Hurricane Harvey—which caused intense flooding in Texas at the end of August. The National Guard brought in Chinook helicopters loaded with donated hay in order to feed cattle that had been stranded in isolated areas due to the flooding in Texas. Cattlemen and women found themselves herding cattle through several feet of water in an effort to keep them safe.
Florida cattlemen and women experienced the same challenges shortly after Hurricane Harvey hit in Texas when Hurricane Irma made
landfall twice in Florida. Florida Senator Rob Bradley shared an image of cattle being herded through the floodwaters with the assistance of dogs.
In Montana, wildfires have raged across the state since June, burning more than a million acres. Cattle losses have been limited, but the overall cost to fight the fires, according to the USDA, has topped $2 billion. The wildfires are estimated to continue burning until snow and rain can assist firefighters with putting the fires out.
NCBA is sending prayers to all the cattlemen and women—and all the individuals in the agriculture industry—that have been affected by Hurricanes Harvey and Irma and the wildfires across the western states. We would like to encourage you to assist your friends and neighbors during this difficult time by donating to the recovery efforts.
Continued on page 3
Hurricanes and Wildfires Bring Challenges—How You Can Help
Cattle Industry Convention NCBA Trade Show&
a t�il to
PHOENIXJanuary 31-February 2, 2018
a t�il to
PHOENIX
Cattle Industry Convention NCBA Trade Show&January 31-February 2, 2018
Cattle Industry Convention NCBA Trade Show&
2018
January 31-February 2, 2018
See page 13 for details.
Full page 10.38” (W) x 16” (H) Double truck 21.76” (W) x 16” (H) Center Spread
Junior page 7.73” (W) x 10” (H)
Half page vertical 5.1” (W) x 15.65” (H)
Half page horizontal 10.38” (W) x 7.825” (H)
Quarter page vertical 5.1” (W) x 7.825” (H)
Quarter page horizontal 10.38” (W) x 5.22” (H)
Ad Type Cost
Full page $5,250 Full page back cover $7,750 Center spread $15,000 Junior page $3,000
Ad Type Cost Half page vertical $2,750 Half page horizontal $2,750 Quarter page vertical $1,750 Quarter page horizontal $1,750
Edition Editorial Features Materials Print Mailing Deadline Date Date 2017 November Heavy Equipment & Maintenance Section, Year-end Tax Planning 10-19 10-27 10-30 December Ranch Equipment and Animal Handling 11-10 11-17 11-20 2018 January Herd Health & Vaccination 12-8 12-15 12-18 February Cattle Industry Convention & NCBA Trade Show 1-12 1-19 1-22 Environmental Stewardship Annual Award Program March Genetic Tools & Trends, Cattlemen’s College Highlights 2-16 2-23 2-26 April Calving Seaon 3-16 3-23 3-26 May Hay & Forage Production, Spring Crop Outlook, 4-20 4-27 4-30 NCBA Legislative Conference June Insect Control, Planting Season 5-18 5-25 5-28 July Cattle Market Highlight 6-15 6-22 6-25 August Cattle Industry Summer Business Meeting 7-21 7-28 7-30 September Stockmanship & Stewardship 8-17 8-24 8-27 October Supplemental Cattle Feeds 9-14 9-21 9-24 November Preparing for On-farm Emergencies 10-19 10-26 10-29 December Succession Planning 11-9 11-16 11-19
2017/2018 Production Schedule
Advertising Rates and Schedules
NCBA News and UpdatesIndustry News BriefsNCBA Policy Updates
RegularFeatures:
Market Reports and OutlookPublic Lands NewsBeef Quality Assurance
Ag Lending PerspectiveProducer Education & Stewardship Federation News and Updates
Checking in on the Beef CheckoffMonthly Weather Report
N A T I O N A LC A T T L E M E NThe trusted leader and definitive voice of the beef industry
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)
Full page no bleed 7.125” (W) x 9.6” (H)
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)
Third Page Vertical: 2.32” (W) x 9.56” (H)
orHorizontal: 7.14” (W) x 3.2” (H)
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)
orHorizontal: 7.14” (W) x 2.34” (H)
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 Becca Brown at [email protected].
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 cover $5,175 Full Page $4,500
Size Cost Two-thirds page $3,750 Half page $3,000 Third page $2,750 Quarter page $2,250
Edition Materials Deadline Approximate Mail Date
Spring 2018 March 16, 2018 April 6, 2018 Fall 2018 September 6, 2018 October 1, 2018
Directions
Advertising Rates and Sizes
2018 Production Schedule
Advertising Information
Beef Resource Guide
Ad sales close: December 5, 2017 • Materials due December 11, 2017
Ad Type Ad Size and Description Ad Cost
Resource Tab Pages Full Page, 4-color $2,500 (only 18 available)
Inside Front Cover Full Page, 4-color $3,000
Inside Back Cover Full Page, 4-color $3,000
Note Page Full Page, Watermarked, 1 color $750 Tab Ad & Cover Ad 6.5” (W) x 9” (H)
including .25” bleed all around
Allow .5” inset on spiral side to avoid
any copy being cut off.
Notes Ad Page 6” (W) x 9” (H) in-
cluding .25” bleed all around.
No bleed: 5.5” (W) x 8.5” (H)
Actual Tab Ad
Advertising Rates and Sizes
Direct Access to NCBA Members
Less than 50 head50-99 head100-199 head200+ head
Less than 50 head50-99 head100-199 head200-499 head500-599 head600-999 head1,000+ head
0
5
10
15
20
25
30
35
40
0
5
10
15
20
Cow-calf
Stocker operator
Farmer feeder
Feeder or feedlot
Seedstock, purebred
Dairy
Livestock Market operator
0
20
40
60
80
100
READERSHIP DEMOGRAPHICSType of Operation
Cow-CalfSize of Operation
FeedlotNumber of Cattle Marketed Annually
40
35
30
25
20
15
10
5
0
20
15
10
5
0
38%
19%
24% 23%
18%
13%8%
13%
16% 16%
2%
83%
12%11% 12%
13%
3% 2%
93% of NCBA readers say their primary source of news and information is a newspaper.
57,500 monthly readership of National Cattlemen when counting pass-through readership
40% of National Cattlemen
readers generate more than $100,000 in income from
cattle every year
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.
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 post- production 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.
CATTLEMEN TO CATTLEMEN
TELEVISION OPPORTUNITIES
CATTLEMEN TO CATTLEMEN DEMOGRAPHICS
Less than 50 head50-99 head100-199 head200+ head
Less than 50 head50-99 head100-199 head200-499 head500-599 head600-999 head1,000+ head
0
5
10
15
20
25
30
35
Type of Operation
Cow-CalfSize of Operation
FeedlotNumber of Cattle Marketed Annually
Cow-calf
Stocker operator
Farmer feeder
Feeder or feedlot
Seedstock, purebred
Dairy
Livestock Market operator
0
20
40
60
80
100100
80
60
40
20
0
0
5
10
15
20
25
30
35
0.0
0.2
0.4
0.6
0.8
1.0
35
30
25
20
15
10
5
0
Segment InformationCattlemen 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.
22%
35%
24%
18%
35
30
25
20
15
10
5
0
12.2%16%
19%
12.8%
4% 5%
31%
89%
11% 11% 9% 7% 3% 3%
Cattlemen
Cattlemento
Commercial LIMITED Production Services ................ $8,500• 30 second commercial spot fully
produced from concept to final edit
• Video footage provided by the client, two rounds of editing included
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• 30 second commercial spot each week
(36 airings)
• Sponsor provided fully produced commercial
Yearly Commercial Airing Package ................... $100,000• 30 second commercial spot each week
(120 airings minimum)
• Sponsor provides fully produced commercial
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
• Includes two rounds of edits
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
CATTLEMEN TO CATTLEMEN PACKAGES & RATES
Custom packages are available.
Please contact the Sales Team
for more 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 [email protected], or Brittany Schaneman at [email protected].
Cattlemen
Cattlemento
Advertising Information
WEBSITE AND SOCIAL MEDIA
www.BeefUSA.org
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.
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
Website & Social Media Demographics
0
10
20
30
40
50
60
70
80
0
10
20
30
40
50
100
90
80
70
60
50
40
30
20
10
0 0
5
10
15
20
25
30
35
50
40
30
20
10
0
70
60
50
40
30
20
10
0
Smart Phone Use Facebook Account Social Media Use
70%NCBA
Members
46%C2C
Viewers
35%NCBA
Members
24%C2C
Viewers
43%For News &
Current Events
40%Evaluate or
Research New Products
37%For
Education
Three-month Placement $825
Six-month Placement $1,350
Twelve-month Placement $2,250
Four Facebook & Four Twitter Posts $3,000
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 submission must not exceed 100kb.