2016 Media Kit

Integrated marketing solutions

Who

we

are

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 more than 30,000 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.

N A T I O N A L

CATTLEMEN The trusted leader and definitive voice of the beef industry

we

are

National Cattlemen Frequency: Monthly Newspaper Circulation: 33,000+ Audience: NCBA members, allied industry and product council representatives, members of Congress, state affiliates, industry stakeholders and thought leaders

N A T I O N A L

CATTLEMEN

Directions

The trusted leader and definitive voice of the beef industry.

THE OFFICIAL PUBLICATION OF NCBA • 2014

BeefUSA.org

Frequency: Semi-Annual Magazine Circulation: 33,000+ Audience: NCBA members, allied industry and product council representatives, members of Congress, state 2014 DIRECTIONS State of the Association Report CattleFax Top 25 Industry Lists Legislative Outlook

affiliates, industry stakeholders and thought leaders

Dear Valued Partners, Thank you for your interest and continued support of the National Cattlemen’s Beef Association (NCBA). At NCBA, we take our obligation to the beef community seriously and work each day to ensure that all media products meet the high standards our members have come to expect. The Association’s media outlets are designed to provide the industry with important information such as editorials that help members make informed farm, ranch or business decisions.

While the primary mission of our media properties is to serve as the trusted leader and definitive voice of the beef industry, we are also dedicated to meeting the needs of our advertisers and sponsors. We work hard to ensure your products and services are featured in a way which appeals to our audience and builds your business. As the bridge between your company and the most progressive audience in the beef industry, we believe that your investment in our media properties will pay dividends for years to come.

We look forward to meeting your advertising and sponsorship needs and doing so with a focus on customer service and high quality media properties. If there is ever anything I can do, please do not hesitate to contact me directly.

Sincerely, John Robinson Executive Director, Organizational Communications

c at t l e m e n BeefUSA.org Frequency: Daily Page views: 64,000 page views per month and 15,000 unique visitors per month Audience: NCBA members, allied industry and product council representatives and state affiliates

NCBA’s Cattlemen to Cattlemen television show Frequency: Weekly Viewers: Averages 580,000 viewers per month Audience: NCBA members, allied industry and product council representatives and state affiliates

your team Sales team Marvin Kokes 303-850-3339 mkokes@beef.org

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

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

Beka Gill 303-850-3345 bgill@beef.org

Editorial John Robinson 303-850-3394 jrobinson@beef.org

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

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

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

snapshot of our readership 87%

46%

of seedstock producer members own or manage more than 100 head

of commercial cattle producer members own or manage herds of 100 head or more

39%

of NCBA members derive 75 percent or more of their income from cattle production

39%

60%

of NCBA members plan to expand their operation or stay the same size over the next five years

52%

88%

of NCBA members own one or more horses, while 72% own them for ranching purposes

of NCBA members say NCBA’s presence in Washington, D.C. is extremely valuable

of NCBA members report income from cattle production in excess of $100,00 annually

readership by state WA 195 OR 321

HI 144

ID 306 NV 110

CA 938

MT 437

ND 256

WY 256

UT 259 AZ 242

CO 890 NM 219

MN 716

SD 213 NE 2,015 KS 3,265 OK 785 TX 5,514

WI 418

MI 279

NY 159

PA 600 OH IL IN 795 WV VA 790 347 KY 173 517 MO 941 1,3401 NC TN 469 SC 859 AR 189 997 MS GA AL 488 LA 443 472 497 FL 627

IA 873

Data from 2015 Aspen Market Readership Survey

Planned member Purchases in the next two years 32% AI Equipment 95% Animal Health Products 33% ATV 81% Bagged or Bulk Feed

28% Chutes 12% Scales 20% Electronic ID Tags

95% Feed Supplements/Trace Minerals 86% Fencing Supplies 86% Fly Control 61% Forage

23% Genetic Tools 62% Grass Seed 31% Hay-Making Equipment 46% Livestock Handling Equipment 38% Livestock Insurance 32% Livestock Trailer 52% Livestock Watering Tanks/Systems 45% Pickup Truck 20% Skid Steer Loader 23% Steel Farm Building 22% Swather/Mowing Equipment 35% Tractor 34% UTV/Gator

0

20

40

60

80

100

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

Data from 2015 Aspen Market Readership Survey

Did you know?

MORE THAN 70% OF MEMBERS

SAY THEY ARE MORE LIKELY TO PURCHASE FROM A COMPANY THAT SUPPORTS NCBA

print opportunities National Cattlemen 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.

Regular features • NCBA news and views

• Public land news

• Industry news briefs

• Stewardship/management columns

• Washington, D.C. updates

• Beef Quality Assurance columns

• Market reports

• Retail channel news

• Trade updates

• Ag lending perspectives

N A T I O N A L

CATTLEMEN The trusted leader and definitive voice of the beef industry.

THE OFFICIAL PUBLICATION OF NCBA • 2014

BeefUSA.org

Directions 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-of-the-beef industry report, feature-length editorial and the popular CattleFax segment rankings and statistics. The spring edition features management and producer education

2014 DIRECTIONS State of the Association Report CattleFax Top 25 Industry Lists Legislative Outlook

articles, plus updates on NCBA and the beef industry.

NATIONAL CATTLEMEN/DIRECTIONS DEMOGRAPHICS TYPE OF OPERATION 2% 2%

Cow-calf

10%

Stocker operator

12%

Farmer feeder

9%

Feeder or feedlot

12%

Seedstock, purebred

84%

Dairy Livestock Market operator

Cow-calf

FEEDLOT

size of operation

number of cattle marketed annually

2% 21% 31%

25%

11%

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

11%

13%

16%

9%

22%

2%

Less than 50 head 50-99 head 100-199 head 200-499 head 500-599 head 600-999 head 1,000-3,999 head 4,000+ head

9%

27%

direct access to NCBA’s members 95%

of National Cattlemen readers say their primary source of news and information is a newspaper

39%

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

50%

of National Cattlemen readers consider themselves a full-time rancher/farmer

64%

of National Cattlemen recipients read half of the newspaper or more

63,000

monthly readership of National Cattlemen when counting pass-through readership

75%

of National Cattlemen readers rank the newspaper as one of the better or one of the best industry publications they receive

web opportunities B eefusa.org The official website of NCBA, provides a timely and cost-effective opportunity to reach your target audience. BeefUSA.org averages 64,000 page views per month and 15,000 unique visitors per month.

site highlights • Homepage for NCBA members • Useful educational information

• Timely industry news and policy updates for producers

• Weekly weather forcasts written for the cattle industry

• Up-to-date market information

• Science-based beef information

Beefusa.org statistics 64,000

15,000

average page views per month

unique visitors per month

accessing cattle producers 83%

of NCBA members have internet access

65%

of NCBA members own a smart phone or phone with internet access

79%

of NCBA members have a tablet or computer with internet accesss

ad rates/Format Three-month Placement

$825

Six-month Placement

$1,350

Twelve-month Placement

$2,250

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 submissions must not exceed 100 kb

annual convention “yellow-pages” Beef resource guide The Beef Resource Guide is the official onsite program of the 2016 Cattle Industry Convention and NCBA Trade Show. The publication includes convention details, event information, trade show exhibitor listings, key industry contacts and more.

The Beef Resource Guide is distributed to all attendees of the Cattle Industry Convention and NCBA Trade Show for a readership of more than 6,500.

ad sizes/rates

Notes Ad Page 5.5” (W) x 8.5” (H)

Tab Ad 5.5” (W) x 8.5” (H)

Ad Type

Actual Tab Ad

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

Inside Back Cover

Full Page, 4-color

$3,000

Note Page

Full Page, Watermarked, 1 color

$750

ad specs Resource tabs and Cover page ads: 6.5” (W) x 9” (H) including .25” bleed all around.

Allow .5” inset on spiral side to avoid any copy being cut off.

Full page and note page ads: 6” (W) x 9” (H) including .25” bleed all around.

No bleed: 5.5” (W) x 8.5” (H) Ad sales close: December 7, 2015 • Materials due December 11, 2015 Please send all materials in a high-resolution PDF to Lissa Mokrohisky at lmokrohisky@beef.org.

television opportunities NCBA’s Cattlemen to cattlemen NCBA’s popular hour-long television show delivers in-depth coverage of the beef industry’s top issues. The diverse viewership of NCBA’s Cattlemen to Cattlemen presents several opportunities for advertisers to target multiple sectors of the agriculture industry including livestock, crops, equine, rural living and more.

show segments • Industry News

• Market Watch

• Cattlemen’s Capitol Concerns

• Cattle Learning Center

• Day in the Life

• Producer Profiles

• Baxter Black

• Interviews

• Legacy Photos

• Management Minutes

CATTLEMEN TO CATTLEMEN DEMOGRAPHICS TYPE OF OPERATION 2% 3% 1%

Cow-calf Stocker operator

8%

Farmer feeder

9% 6%

Feeder or feedlot

8%

Seedstock, purebred 84%

Dairy Livestock Market operator Other

Cow-calf

FEEDLOT

size of operation

number of cattle marketed annually 1% 1% 1%

2% 16%

25%

19%

37%

10%

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

16%

9%

23%

38%

Less than 50 head 50-99 head 100-199 head 200-499 head 500-599 head 600-999 head 1,000-3,999 head 4,000+ head

Rates for Cattlemen to cattlemen Commercial LIMITED Production Services................................ $8,500

NCBA’s Cattlemen to Cattlemen Producer Education Segment.................. $25,000

• 30 second commercial spot fully produced from concept to final edit

• A 5-7 minute segment airing a minimum of three times

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

• Full production crew, produced from concept to final edit

Commercial FULL Production Services..... $12,000

• Includes two rounds of edits

• 30 second commercial spot fully produced from concept to final edit

NCBA’s Cattlemen to Cattlemen LIVE....$35,000

• 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)

• One hour live call-in show fully produced in studio • Includes full production crew, promo production and airing • Sponsor provides the content experts

• Sponsor provides fully produced commercial

NCBA’s Cattlemen to Cattlemen TAPED discussion show...........................$35,000

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

• One hour taped show fully produced from Denver

• 30 second commercial spot each week (36 airings)

• Includes full production crew, promo production and airing

• Sponsor provided fully produced commercial

• Sponsor provides the content experts

Yearly Commercial Airing Package.....$100,000 • 30 second commercial spot each week (120 airings minimum)

Custom packages are available.

Please contact the Association Marketing team for more information.

• Sponsor provides fully produced commercial

Production 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.

National Cattlemen 2016 Production Schedule Edition

Materials Deadline

Approximate Mail Date

November 2015

October 20, 2015 November 17, 2015 December 15, 2015 January 19, 2016 February 16, 2016 March 21, 2016 April 19, 2016 May 17, 2016 June 21, 2016 July 26, 2016 August 23, 2016 September 20, 2016 October 25, 2016 November 15, 2016 December 13, 2016

November 2, 2015 November 23, 2015 December 21, 2015 January 22, 2016 February 19, 2016 March 24, 2016 April 22, 2016 May 20, 2016 June 24, 2016 July 29, 2016 August 26, 2016 September 23, 2016 October 28, 2016 November 18, 2016 December 16, 2016

December 2015 January 2016 February 2016 March 2016 April 2016 May 2016 June 2016 July 2016 August 2016 September 2016 October 2016 November 2016 December 2016 January 2016

Advertising rates and sizes

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 7.875” (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 7.875” (H)

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

Advertising Information For more information or a customized marketing package contact: Jill DeLucero – jdelucero@beef.org Nicole Bechtel – nbechtel@beef.org • Beka Gill – bgill@beef.org 303.694.0305 • www.beefusa.org

directions 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

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

Full page with bleed 8.625” (W) x 11.25” (H)

Two-thirds page 4.8” (W) x 9.8725” (H)

Full page no bleed 7.25” (W) x 9.8725” (H)

Half page Vertical: 3.74” (W) x 9.875” (H) or Horizontal: 7.25” (W) x 4.98” (H)

Size Two-thirds page Half page Third page Quarter page

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

Double page spread with bleed 17” (W) x 11.25” (H)

Third Page Vertical: 2.3” (W) x 9.8725” (H) or Horizontal: 7.25” (W) x 3.1725” (H)

Quarter-page Vertical: 3.875” (W) x 4.82” (H) or Horizontal: 7.25” (W) x 2.34” (H)

Advertising information All advertisements must be submitted electronically. PDF/X1a preferred. TIFF or EPS is acceptable. Files can be delivered by CD/DVD or FTP. 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.

Fall Issue: Materials Due: September 4 • Mail Date: End of September Spring Issue artwork deadline February, 2016

Keep up with the latest news

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