Another reason I love spring is it is time to register for Ag Media Summit, which this year is slated for July 27-30, in Rogers, Arkansas. AMS is one of my absolute favorite events of the year for the networking and educational opportunities. If you haven’t been to Rogers before, it is absolutely beautiful. And, yes, it is easily accessible, too. If I can get there from Western Illinois, anyone can get there! I might be biased — as chair of the steering committee I’m privy to a lot of the planning — but this might be one of the best AMS venues we’ve had in recent years. The program is slightly different in that we’ll have a mix of large general sessions and break outs, but the speakers that the program committee has planned has something for everyone! I’m very excited about the keynote speaker, Sean Dietrich, who I’ve been following on Facebook for several years. Finally, if you love photography and exploring new areas, you’ll want to check out the post-event tour lead by our own Lindsay Kennedy.
Spring — it’s a time of new beginnings. I hope your spring is off to a great start! See you in Rogers!
Regards,
Shelia Grobosky sgrobosky@biozymeinc.com
Red Ink: Tips for Editing Yourself and Others
By Angie Denton, Drovers Editorial Leader
Shauna Hermel, Angus Beef Bulletin editor, and Julie Mais, Angus Journal editor, shared insights into editing during the March Coffee and Collaboration.
They emphasized that effective editing begins with self-editing, highlighting several key strategies:
• Give yourself ample time to write and edit
• Conduct thorough interviews
• Listen carefully to sources
• Reflect on the writing before finalizing
• Read drafts aloud to check flow and conversational tone
Hermel says, “Each word should have merit.”
The editors discussed the importance of maintaining a writer’s unique voice while ensuring grammatical accuracy and style consistency. They believe editing should enhance, not eliminate, the individual writer’s style.
They discussed various editing tools, including:
• Spelling and grammar checks
• Style guides — AP Style Guide and Angus Media has its own comprehensive style guide
• Dictionary — pick your publication’s specific dictionary
• Industry resources like Merck Vet Manual (for veterinary terminology) and Compendium of Veterinary Products (for disease and product names)
Mais says all writers need to have this mindset: “I want this to be the best story it can be. And if that takes somebody else marking it up, that’s what I want.”
Both Hermel and Mais encourage editors to provide writers constructive feedback.
Other tips they shared, included:
• Ask clarifying questions
• Offer writers opportunities to improve their work
• Maintain story objectives
•Ensure accuracy and audience relevance
Key takeaways from the session, include:
1. Editing is a collaborative, skill-driven process
2. Good editing improves communication
3. Writers should be open to constructive feedback
4. Consistency and clarity are paramount
5. The goal is always to serve the audience’s information needs
Effective editing goes beyond correcting grammar — it's about enhancing communication, preserving individual voices and delivering highquality content.
You can watch the full conversation here:
Driving Engagement
By Rachel Waggie
“You can’t manage what you don’t measure.”
While we often hear this in reference to livestock management, the old saying also applies to developing content that will engage your audience. Farm Journal’s vice president of digital O&O Jen Richter shared insights for driving audience engagement in LPC’s April Coffee & Collaboration.
In today’s tech-driven, ultra-connected world, online content battles for the audience’s attention. In this “attention economy,” Richter says the attention time metric has a direct impact on revenue. The Farm Journal team utilizes tools like heat maps and attention indexes to analyze dozens of data points, helping editorial staff identify their hardest-hitting topics and plan content accordingly. This strategy allows Farm Journal companies to develop meaningful content, not only driving engagement on their platforms but also providing the kind of stories their audience is seeking.
Richter notes the data shows success in engaging readers by leaning into the editors’ individual voices and writing styles when creating headlines. Additionally, the ever-moving SEO targets currently place high value on content quality while keywords — once the kings of SEO — are no longer important, she says. Journalists often are competing with AI-written content, too, but Richter says a writer’s voice, expertise and personality is something AI can’t easily copy or produce.
“AI cannot make something feel authentic, but you can,” she says.
Farm Journal’s philosophy is that an audience generally follows a person rather than a brand, Richter explains. Taking into consideration the value a writer and their content brings to the brand, as well as on which other platforms their audience is present, provides further opportunity to engage an audience and drive attention to their content. Today, ag communicators are more than ‘just’ writers; they often are also podcast hosts, video experts, social media gurus, photographers and more — they are influencers in their respective spaces.
Of course, data is only as good as how it is interpreted and implemented, she says. Having the appropriate support and resources to analyze measurements and develop a strategy helps the writer capitalize on opportunities to drive attention and engagement rates.
Richter describes herself as an editorial feedback loop, providing summaries of the data for editors to adjust and optimize. She encourages writers to ask questions about content performance, which pushes the team as a whole to chase answers through data and continue getting better. But, she reminded writers that data is only a tool for creating content — not the entire playbook.
“Stay true to yourself,” she says. “Don’t let the data dictate to you how you should write.”
To hear Richter’s full presentation, as well as great follow-up discussion with attendees, click here.
Call for Judges: LPC Contest
LPC is looking for industry professionals to serve as judges for our annual contest! Judges play a key role in helping others grow by providing valuable feedback to contest entrants — making it a true learning experience.
By volunteering as a judge, you’ll not only support LPC and recognize excellence in livestock communications, but you’ll also help fellow professionals refine their skills and advance in their careers. Whether you have experience in writing, design, photography, public relations, media relations or marketing, your expertise makes a difference!
Interested in judging? Sign up here.
Update Membership Information
Visit the LPC membership portal to ensure we have your most updated contact information. You can also add any other staff members to your membership there. Click here to access the portal. Just use your membership email address to log in.
Reach out to Stacy Fox at execdirector@livestockpublications.com if you have any questions.
Thank you for being part of LPC in 2024. Membership renewals have gone out. Thank you to everyone who has renewed so far. If you haven't renewed your membership, please look for a reminder soon. Help us grow LPC by sharing the benefits of membership with your peers. Together, we can strengthen our community. Learn more.
Looking for a new career opportunity or the perfect candidate? Visit LPC’s Job and Internship board, a dedicated page for members to post and browse openings in livestock publishing and communications. If you’re hiring or searching for your next role, this is the place to connect.
