910 Currie St. Fort Worth TX 76107 www.livestockpublications.com e-mail: dianej@flash.net office: 817/336-1130 fax: 817/232-4820

News from the Livestock Publications Council

Newsletter of Livestock Publications Council, an international organization serving the dynamic livestock communications industry

Actiongram Late Nov. • Early Dec. 2004

The LivestockPublicationsCouncil reallymade a state-ment at its RoyalGala in lateOctober. I wishyou could haveall been there.

Elsewhere in this issue, you canread about the glitzy kickoff toestablishing our LivestockPublications Heritage Center at theAmerican Royal Headquarters inKansas City. The evening includeddinner, modest silent and outcryauctions, and a lot of mingling timefor guests. A total of about $6,000was raised that night toward realiz-ing LPC’s goal of a permanent LPCHall of History and Hall of Honorat the American Royal.

But more importantly a strongstatement was made regarding LPCand its important role in the U.S.livestock industry. Among theattendees of this swanky soireewere the American Royal’s topleadership and representatives ofevery beef-industry segment fromproduction to allied industry.

These folks were treated to anevening of top rank. The food, fur-nishings, table treatments andambience of the Royal Gala werefirst rate. We all owe a debt of grat-itude to the planning and labor ofLPC volunteers: AndyAtzenweiler, Laura Bodell, Jim

Bret Campbell, Marilyn Brink,Lisa Bryant, Sandy and StanCoffman, Amy Cowan, KeriGeffert, Kyle Haley, KathyLaScala, Sara Moyer, DebNorton, Neil Orth, Cheryl Oxley,Amber Spafford, Becky Terry,Jay Carlson, Todd Domer, DonNorton, Caryn Vaught, ChristyLee, and Scott Vernon.

The one thing I gleaned fromthe night’s proceedings was thehigh level of excitement for estab-lishing a permanent presence forLPC at the American Royal. Andthat interest level was not onlyamong LPC members but AmericanRoyal and allied industry folks, aswell.

Work is already underway onthe portraits that will line the LPCHall of Honor, a permanent shrinefor all past and future LPC Hall ofFame and Headliner honorees.What a great and fitting way to cel-ebrate LPC’s 30th anniversary year.

(Speaking of which, I encourageany of you who haven’t alreadyincorporated the new LPC logo inyour publication mastheads to doso. You can download the logo atwww.livestockpublications.com)

The wheels have only just begunto turn on the LivestockPublications Heritage Center. Staytuned for more exciting announce-ments in the months ahead.

Joe Roybal, LPC President

DONORS:Cliff BeckerCamp Cooley RanchJohn Deere, Barry NelsonBud SnidowBonnie MohrBill NewhamSuccessful Farming,

Tom DavisBEEF, Joe RoybalCasey WorrellCattleman’s Beef BoardCertified Angus Beef LLCAngus JournalGolden OxShowboat GraphicsAmerican SalersNational Swine Registry

BUYERS:Jim SpawnTom DavisDon NortonStan CoffmanKathy LaScalaAngie DentonBecky TerryChristy LeeLarry AtzenweilerCliff BeckerMarilyn BrinkAndy AtzenweilerIntervet, Jeff BaxterJerry DuffBarry Nelson

Joe

Other donors who helped support the Gala:Table sponsors:John Deere, Successful Farming, Vance FoodSystems Group/Vance PublishingIn-kind donations, time, money & printing:Certified Hereford Beef and Pork Check-off for themeat for dinner; Omaha Print, Boelte-Hall, Stephens& Associates Advertising and Kingston PrintingThank you also to the photographers extraordinaireJim Bret Campbell, Becky Terry & Lisa Bryant!

As a result of all of the efforts, the funds raised will help start the work on the Headliner and Hall of Fame portraits. No words canexpress my appreciation to all of you who gave hours of your time and dollars out of your pockets to make this first ever event a trulyRoyal occasion. Watch for progress reports as the year goes along and plan now for another event in 2005. Thank you so much ~ Diane

Be sure to check out a four page Gala Photo album at www.livestockpublications.com!

We’re on our way!

Thanks to following silent and live auction donorsand the generous buyers who purchased the items.

Classic AdvertisingIcons

In the last Actiongram we featured information about Advertising Week cele-brated this past fall in New York City. This was to recognize the contributions ofadvertising to pop culture and to recognize the importance of advertising to theeconomy. A special in USA TODAY included a list of classic icons and classicslogans. See last month’s Actiongram to catch the icons. Here are the most popu-lar slogans from readers. Read through them, pick your favorites and at the end ofthe column are the winners recently released through the USA TODAY website.

Winners:1. Melts in your mouth,not in your hands. M&M’s

2. Sometimes you feel like a nut,sometimes you don’t. Almond Joy/Mounds3. Where’s the beef? Wendy’s

4. A mind is a terrible thing to waste. United Negro College Fund 5. Can you hear me now? Verizon

A diamond is forever. DebeersA mind is a terrible thing to waste. United Negro College FundBe all you can be. U.S. ArmyCan you hear me now? VerizonDon’t leave home without it. American ExpressFly the friendly skies. United AirlinesFriends don’t let friends drive drunk. U.S. Department of Transportationgot milk? California Milk Processor BoardIt takes a lickin’, but it keeps on tickin’. TimexJust do it. NikeLet your fingers do the walking. Yellow PagesLook Mom, no cavitites! CrestMelts in your mouth, not in your hands. M&M’sReach out and touch someone. AT&TSometimes you feel like a nut, sometimes you don’t. Almond Joy/MoundsTastes great, less filling. MillerThe ultimate driving machine. BMWThink Different. AppleTime to make the doughnuts. Dunkin’ DonutsWassup!? BudweiserWe bring good things to life. General ElectricWe try harder. AvisWhen you care enough to send the very best. Hallmark CardsWhere’s the beef? Wendy’sYou deserve a break today! McDonald’sYou’ve come along way, baby. Virginia Slims

Don’t forget that you can download the newLPC logo from the LPC website (www.live-stockpublications.com) for use in your publica-tions. You can use the color as it is or change itto fit your publication. •

Advice forActiongramSubmission

Be sure to put the Actiongram on your dis-tribution list for newsworthy items that wouldbe of interest to LPC members. This wouldinclude employee promotions, staff changesand position openings. Keep in mind that LPCdoesn’t publish sale and show reports sothere’s no need to send these news releases.BUT if you have tips, tricks or ideas for othermembers, then please send those along so wecan share these.

TIP: If you think of something just as youreceive the newsletter, keep in mind it’s goingto be another month or so before anothernewsletter goes out, so please plan accordingly!

Send via e-mail to: dianej@flash.net•

Scholarship applications for the Forrest Bassford Student Award are now avail-able. This $2000 scholarship will be awarded in Milwaukee at the 2005 AgPublications Summit (APS). Also, up to four travel scholarships will be awarded todeserving students who must be able to attend the APS. If you need an application, goto the LPC web site at: www.livestockpublications.com or contact the LPC office. Forquestions, contact: Angie Denton, committee chairman 816/842-3757 oradenton@hereford.org. Deadline for applications is February 15, 2005. •

Forrest Bassford Student AwardApplications due February 15

UPCOMING EVENT INSAN ANTONIO AT NCBA:

Watch for information on thespecial LPCgathering to be held during the National Cattlemen’s

Beef Assn. (NCBA) Convention inSan Antonio, February 2-5.

Bud Snidow, artist and formerly assistant secretary of the American Hereford Assn.,donated a commissioned painting. He’s shown with Lisa Bryant and Kathy LaScala.

Major sponsors of the Gala were 1. VanceFood Systems Group/Vance Publishing(Greg & Ruth Henderson, Cliff Becker(center), Kathy LaScala, Bill Newhamand Cliff Becker II (far right); 2.Successful Farming, (Tom Davis) and 3.John Deere, (Barry Nelson). Barry alsoentertained the group with his magicaltalents and illusions. At right: Long timeLPC member Larry Atzenweiler joinedhis son and daughter-in-law Andy andGena Atzenweiler. The Atzenweilers pub-lish the Missouri Beef Cattleman andAndy is currently on the LPC board.

A Gala event like this wouldn’thave been complete without abeautiful ice sculpture andincredible food includingCertified Hereford Beef andpork courtesy of a donationfrom the Pork Check-off.

Thanks also to Boelte-Hall fortheir donation of the printingfor the invitations. (PaulShanks, Rob Giseburt, DonNorton) and representingCertified Angus Beef was SteveSuther and his wife, Anne.

Laura Bodell, North American Limousin Foundation; AmberSpafford, Spafford & Associates, Sheri Spader, Spader Farms andColleen Church-McDowall all get a hug from Colleen’s lucky husband,Robbie!

At right the LPC board posed for its official portrait: (l-r) Jim BretCampbell, Joe Roybal, Stan Coffman, Andy Atzenweiler, Steve Suther,Scott Vernon, Kyle Haley. (front row) Becky Terry, Marilyn Brink,Kathy LaScala, Lisa Bryant, Christy Lee, Diane Johnson. Not picturedare Shauna Hermel, Wayne Bollum & Allen Moczygemba.

American Royal CEO,George Guastello took timeout of his busy schedule togreet the crowd.

2 3

See many more photos at www.livestockpublications.com

1

It was

A Royal Gala

Indeed...

Lee Chastain spoke on digital pho-tography and cameras.

Above right, LynnStoecklein was

back by populardemand and cov-ered the topics of

Photoshop andAcrobat. At right

Keith Evans helpedthe group improve

the integration ofcopy, graphics and

headlines intodesign.

Vicki Kandt motivated the group andenlightened them on how to deal withdifficult working situations. Below Diane Johnson reviewed therules of etiquette and dining mannersduring lunch.

The Charolais Assn. staff hosted thegroup at their office after the first day ofthe workshop. A huge thanks goes to NeilOrth (above) and staff for their continuedgenerosity. Above Tammy Houk visitsNeil. Tammy and Scarlett Hagins were incharge of registration. Scarlett is shownbelow with Marilyn Brink another powercommittee member!

Overall chair,Becky Terry,

(above) greetsthe crowd

while CherylOxley (at

right), logisticschair, contin-ues to work.

A new feature in this year’s workshop was a design contestwith teams of four people who were challenged with creat-ing a full page ad within a limited time. Each team used acomputer and the same photos, copy, and logo informationfrom a “potential advertiser.” This turned into a very inter-esting competition and resulted in the team of Kelly Hale,Monica Ford, Natalie Odette and Joshua Hobson as thewinners of Blockbuster movie gift cards.

(left) Teammembers:MaggieMalson,KathrinGresham, JulieOlson andMolly Mader(hidden)

It was another successful Desktop Design Workshop held inKansas City in late October. Thanks to the planning committeeof: Becky Terry, Cheryl Oxley, Amy Cowan, Tammy Houk,Scarlett Hagins, Marilyn Brink and Gail Lombardino. Plansare in the works for two workshops this spring in both the Westand Southeast regions of the U.S. Watch for more details!

(right) GailLombardino andMarilyn Brinkobserve the teamof Christy Benigno,Megan Knight,and Tim Blumer.

Maggie Malson,Idaho Line Rider,won the “FarthestTraveled” awardand even celebrat-ed her birthdaywith us!

The roundtable discussions were popular once again.

THANK YOU SPONSORS!Quebecor World • Vance Publishing

American-International Charolais Assn. • Certified Hereford BeefBoelte-Hall • Modern Litho Printing

Job Postingsinternships

Assistant EditorThe Hereford World magazine is the communica-tion link between the American HerefordAssociation and its members providing compre-hensive breed news and features and is the pri-mary marketplace and advertising medium forHereford seedstock.Partial responsibilities:• Serve as the editor’s in-office liaison.• Coordinate sale and show reports. • Assist with proofreading editorial and help with

Creative Service projects.• Conduct interviews and write stories as

assigned.• Post editorial content and seedstock ads to web site.To apply contact: Angie Stump Denton, editor;Hereford World, P.O. Box 014059, Kansas City,MO 64101 adenton@hereford.org, 816/842-3757

Director of Communications and MarketingJob to include: industry and membership com-munication and public relations including devel-opment of external and internal communicationtools, write monthly newsletter to membership,write and/or submit news releases to industry pub-lications; strive to increase visibility of Shorthornarticles and/or information in livestock publications;communicate with State Shorthorn Associationsand coordinate with ASA staff to developShorthorn breed promotion opportunities; coordi-nate ASA displays and provide photographyexpertise at major PACE shows, Junior Nationalsand other national level Shorthorn events. Develop marketing strategies that targetShorthorn breed strengths; develop the plan andbudget for national advertising campaign andassist in the design and maintenance of promo-tional materials. Contact Ron Bolze, AmericanShorthorn Assn. 8288 Hascall St., Omaha, NE68124; 402/393-7051. •

Brown Printing Company Internship for AQHAPublications

AQHA’s Publications reach into all aspects ofthe horse industry. Qualified candidates will be chal-lenged to write features and short items for print andonline coverage of the American Quarter Horseindustry and related activities; develop relationshipswith trainers, breeders and industry leaders. AQHA’s Publications Department will have threepaid internships throughout the year – January-April, May-August, September-December. Pleasespecify which internship interests you. Resumes forall three internships are being accepted. Deadlinefor summer 2005 internship applications is April 15,2005. For the fall semester, the deadline is July 15,2005. All resumes, cover letters and writing samplesshould be submitted to: Jim Bret Campbell,jbcampbell@aqha.org, 806-376-4888 ext. 377;American Quarter Horse Association, P.O. Box32470, Amarillo, TX 79120Internships with American Angus Associationand Angus Productions Inc.The paid internships begin approximately June 1,2005, and conclude in mid-August. Applicationdeadline is February 1, 2005.

The junior activities department employs a col-lege sophomore, junior or senior to assist the planningand execution of junior Angus shows and leadershipevents. Applicants for the junior activities internshipshould have an agriculture-related major field.Applicants who can begin the internship around May20 will be given preference. Send resume to JamesFisher, director of activities and junior activities.

The Association’s communications depart-ment is looking for a junior or senior-level studentmajoring in agricultural journalism or agriculturalcommunications. Primary responsibilities of theposition include publicizing Angus events, whichincludes writing news releases and feature articlesand working with digital photography. Students whoare interested in the communications internshipshould have completed course work in news andfeature writing, as well as editing and photography.Send a resume, cover letter and writing samples toShelia Stannard, director of activity communica-tions and event coordinator.

API offers an editorial internship with theAngus Journal and Angus Beef Bulletin to a collegejunior or senior who is pursuing a degree in ag jour-nalism or ag communications. Applicants shouldhave experience with livestock and should havecompleted the following courses: Reporting I and II,editing, magazine writing or creative writing, pho-tography or photojournalism. Microsoft Word and/orQuark Xpress computer program knowledge andskills are also helpful. Interested students shouldsend a resume and writing samples to ShaunaHermel, editor of the Angus Journal.All resumes should be sent to the appropriate per-son listed above at the American Angus Association,3201 Frederick Ave., St. Joseph, Mo., 64506. Anystudents wanting more information can contactFisher, Stannard or Hermel at (816) 383-5100. National Pork Board Internship Positions Communications Department Intern (1 posi-tion): The Communication Department Intern willassist with day-to-day activities that include print,audio, and visual communications about the pork

industry and related news on a national level.Applicants must be interested in the pork industrywill benefit from having an agricultural back-ground and/or an academic emphasis in animal sci-ence, ag journalism, ag communications or jour-nalism. Photography and broadcasting skills are aplus.Producer Education Department Intern (2 posi-tions): (1) This internship would be a combinationProducer & State Relations and ProducerEducation position. Involves some travel to meet-ings, state fairs, and the Junior Swine show to rep-resent Pork Checkoff. Position based in DesMoines at the NPB office.(2) This intern will assist with the developmentand delivery of Producer Education programsoffered by the National Pork Board. The intern willcomplete one special project, will work at variouseducation activities during World Pork Expo andwith the PQA program as assigned. A familiaritywith the pork industry is helpful; an agricultureeducation major is preferred. Position based in DesMoines at the NPB office.Science and Technology Department Intern (1position): The candidate selected for this positionwill be expected to participate in various aspects ofdepartmental activities including: participation inthe planning and operation of meetings at local,state, and national levels; assistance with NPBactivities at World Pork Expo; involvement in day-to-day office operations. Interested candidatesshould be enrolled in, or have recently completed,an agricultural-related degree program. This mayinclude, but is not limited to both agriculture andveterinary sciences. An interest and commitmentto the U.S. swine industry is required. This posi-tion is expected to run from June to August 2005with flexible start and end dates. Relocation to theDes Moines, IA area is required.Marketing Department Interns (1-2 positionsavailable): Intern will assist overall marketingefforts including consumer advertising, public rela-tions, retail and foodservice marketing activities.These activities include development and coordina-tion of various promotions in targeted marketsthroughout the US, evaluating and compiling mar-ket research, and participating in formulation andimplementation of various marketing platforms. Applicant information: Applicants should be col-lege juniors, seniors, or recent graduates. Allintern positions require skills in MS Office Suite. How to apply: Applicants must submit a letter ofapplication specifying the internship they are mostinterested in. They must also submit a resume thatdocuments the applicant's work, leadership andscholastic experience. Two writing samples arealso requested at the time of application. Thesecan be published articles, brochures the applicantcreated, and/or papers (2-5 pages each) written forcollege classes. Persons applying for theCommunications Department Internship shouldsubmit a third sample. Telephone interviewing willbe scheduled for weeks of January 12-23, 2004.Submit information to: National Pork Board, Attn:Jill Criss, 1776 NW 114th St., Clive, IA 50325jill.criss@porkboard.org, fax: 515-223-2646No phone calls please. •

It’s not too early to startthinking about your

entries for the

2005 Critique

Contest Details to follow in January

Before applying we suggest that you obtain the full job descriptions on anyof these positions as all have been edited to fit the space available.