media kit - progressive publish

4
2013 MEDIA KIT • Cattle Q&A – A question-and- answer feature with industry experts and newsmakers in the beef industry. • Center spread illustration Bilingual pages dedicated to providing easy-to-read tools for Spanish-speaking cattlemen. A key training tool for many managers. News and events – Read news and analysis with direct impact on beef producers and the industry. Coverage regularly includes trade shows, symposiums and conventions. Market reports – Follow prices in our regional Market Watch, read USDA market and cattle inventory reports. Editors and contributing writers seek out, interview and write about hardworking, successful beef producers and the issues in their industry. Producer profiles Modified-Live Vaccines: Mixing, Handling & Administration Manejo, mezcla y administración de vacunas de virus vivo modificado Cortesía de Novartis Sanidad Animal Remember These Guidelines: Recuerde estas pautas: • Follow label instructions. • Siga las instrucciones de la etiqueta. • Check the expiration date on the vaccine packaging. • Verifique la fecha de caducidad en el embalaje de las vacunas. • Contact your veterinarian if you have questions. • Póngase en contacto con su veterinario si tiene alguna pregunta. • Modified-live vaccines are best suited for use in weaned calves. • Las vacunas de virus vivo modificado son las más adecuadas para su uso en terneros destetados. • Use of modified-live vaccines in pregnant cows has been associated with abortions. • El uso de vacunas de virus vivo modificado en vacas preñadas se ha asociado con abortos. • Don’t mix MLV vaccines with other vaccines with which they are not compatible. • No mezcle las vacunas de virus vivo modificado con otras vacunas con las que no son compatibles. • Use the vaccine on the class of livestock indicated on the label. • Utilice la vacuna en la clase de ganado que se indica en la etiqueta. 1 2 3 4 5 6 7 8 9 Leer la etiqueta– Diferentes vacunas pueden tener diferentes pautas en cuanto a la mezcla (también conocido como la reconstitución o la rehidratación), el manejo y la administración de la vacuna. Siempre lea las instrucciones de la etiqueta antes de mezclar o administrar una vacuna. Póngase en contacto con su veterinario si tiene alguna pregunta sobre cómo preparar o administrar una vacuna. Read the Label – Different vaccines may have different guidelines for mixing (also called reconstituting or rehydrating), handling and administration. Always read the label instructions prior to mixing or administering a vaccine. Contact your veterinarian if you have any questions about how to prepare or administer a vaccine. Don’t Mix Before UsingModified-live vaccines should be administered within 1 hour of mixing. If you take too long to administer the product after mixing, the vaccine may become ineffective. No mezclar antes de usar Las vacunas de virus vivo modificado deben ser administradas dentro de una hora después de ser mezcladas. Si usted toma demasiado tiempo para administrar el producto después de la mezcla, la vacuna puede ser ineficaz. Storage Prior to Use– Modified-live vaccines (MLVs) must be stored in a cool, dark place, preferably a refrigerator. Extreme temperatures such as freezing or exposure to warm temperatures may render the vaccines ineffective. Almacenamiento antes de uso – Las vacunas de virus vivo modificado (MLV, por sus siglas en inglés) deben almacenarse en un lugar fresco y oscuro, de preferencia en un refrigerador. Las temperaturas extremas como la congelación o la exposición a altas temperaturas pueden hacer que las vacunas se inactiven. Mix Only Amount You Intend to UseMLVs have to be utilized in a timely fashion to work properly. You can’t store them for future use. Only mix an amount you expect to use right away. Different bottle sizes are usually available—10-dose or 50-dose. Mezclar únicamente la cantidad que va a utilizar– lAs vacunas de virus vivo modificado tienen que ser utilizadas en el momento oportuno para que funcionen correctamente. No se pueden almacenar para uso futuro. Sólo mezcle la cantidad que vaya a utilizar de inmediato. Suelen estar disponibles diferentes tamaños de botellas, de 10 dosis o 50 dosis. Mixing– Most MLVs must be rehydrated by mixing a sterile diluent with the freeze-dried material. e vaccine bottle is vacuum-packed, so the diluent can be pulled through a transfer needle into the vaccine vial. A standard needle and empty syringe can also be used to rehydrate vaccines. Gently shake, swirl or rotate the bottle to dissolve the freeze-dried fraction. Mezcla– La mayoría de las vacunas de virus vivo modificado deben de ser rehidratadas mediante la mezcla de un diluyente estéril con el material liofilizado. El frasco de la vacuna es envasado al vacío, por lo que el diluyente puede ser aplicado a través de una aguja de transferencia al frasco de la vacuna. Una aguja estándar y una jeringa vacía también se pueden utilizar para rehidratar las vacunas. Agite suavemente en forma de remolino o gire la botella para disolver el material liofilizado. Protect from Heat and Sunlight – Heat and sunlight can compromise the live virus after the vaccine is mixed. Keep the reconstituted vaccine bottle cool and shaded throughout the time you’re administering it to animals. In warm weather, keep mixed vaccine bottles in a small cooler with an ice pack during vaccinations. Proteger del calor y la luz del sol – El calor y la luz solar puede poner en peligro el virus vivo después de que la vacuna se haya mezclado. Mantenga el frasco de la vacuna reconstituida fresco y sombreado mientras esté administrando vacunas a los animales. En climas cálidos, mantenga las botellas mezcladas de vacunas en un termo pequeño con una bolsa de hielo durante la aplicación de las vacunas. Shake Periodically– Keep MLVs thoroughly mixed until the bottle is completely empty. Shake or swirl the bottle periodically after it’s been mixed. Agite periódicamente– Mantenga las vacunas de virus vivo modificado bien mezcladas hasta que la botella esté completamente vacía. Agite o gire la botella periódicamente después de que la vacuna haya sido mezclada. Make Sure Animal is Properly Restrained– Injections can cause a small amount of discomfort, causing animals to move. Ensure cattle are sufficiently restrained to avoid accidents, injury or ineffective administration of the vaccine. Asegúrese de que los animales estén bien sujetos– Las inyecciones pueden causar un poco de incomodidad a los animales, causándolos a moverse. Asegúrese de que el ganado esté lo suficientemente restringido para evitar accidentes, lesiones o la mala administración de la vacuna. Inject Correct Dose of Vaccine– Follow the labeled instructions to give the proper dose, which is usually 2 mL. Use the route of administration that’s indicated on the directions, either subcutaneous or intramuscular. Follow Beef Quality Assurance guidelines by administering vaccine in the neck. Inyectar la dosis correcta de la vacunaSiga las instrucciones de la etiqueta para obtener la dosis adecuada, que es generalmente de 2 ml. Utilice la vía de administración que se indica en las direcciones, ya sea subcutánea o intramuscular. Siga las pautas del programa Beef Quality Assurance (Garantía de Calidad de la Carne) mediante la administración de la vacuna en el cuello del animal. hour hora 1 18 Progressive Cattleman Progressive Cattleman May 2012 QA cattle & with Philip Seng A A A A A A A Q Q Q Q Q Q Q Philip Seng is the president and CEO of the U.S. Meat Export Federation. He spoke with Progressive Cattleman about the trends that continue making exports a critical factor in growing beef demand. With the downgrade of the U.S. debt rating on the S&P, how might that affect exports and trade as it relates to beef and other products? Initially, I think there will naturally be concern about the impact of this. But as we take a look at agriculture and especially at what we are doing in the export market ... this really has not been a negative impact for us internationally. I think one of the things that probably has the most impact would be the dollar. Obviously we have had a weaker dollar for the last few years. Of course this has been helpful as far as accessing most of these markets and markets that we are not as aggressive in. It would be helpful if we even had more access in that regard. So trade partners will not be looking at too much of the U.S.’ finances, as long as they are creating the products that they need? at’s right, and you know there are different firms that do these ratings and of course S&P was the only one that did this. e other ones held up quite strongly. If you take a look at some of the other economies of people that we deal with, their credit ratings ... are actually much worse than the U.S.’ There is a USDA report saying that for every $1 billion worth of agriculture goods exported that approximately 8,000 jobs are created. What possibilities exist for building upon that type of potential in the job market? is year we are anticipating the USDA’s forecast doing close to $135 billion worth of exports. at’s 8,000 jobs for every billion dollars. at’s pretty exciting when you take a look at what this means, especially in rural America where you have a lot of agriculture and, of course, where you have a lot of people that have been impacted by the downturn in the economy. So as you start to look at what the bright spots are – especially if you are in rural America – the export market is definitely the most positive dividend that you have, whether you are producing corn, soybeans, cattle or pigs. It is a major market. Just on the livestock side this year we think we will export close to $10 billion for the first time ever. The trade agreements that the U.S. is working on relate a bit to South America. We think so much about Brazil providing to those countries, but what exists for U.S. potential on trade? What we do, because of the size of our industry, we can export different types of items to different customers. ey can procure from the U.S. exactly what they want and exactly the specifications they want. We are not just saying, ‘Here’s our specifications – buy it.’ We are actually tailor-making to these customers. What we are finding in South America is that, for example, the culotte muscle, there are different items that we have been very successful with in South America that have been extremely [popular] and very positive for our export interest in South America. ... When you have a zero duty going into these markets, and you have our product and you have the exchange ratio as it is, it is an opportunity for us to go into places that we haven’t been before. Talk about where Japan now stands months after the tsunami, earthquake and nuclear tragedy. I think everyone was very concerned that, from our export standpoint, this was going to really impede our efforts to sell product into Japan. Frankly, it’s just the opposite. If we take a look at beef export numbers to Japan, we are up about 45 percent in volume. We are up about 50 percent in value over the same corresponding period from January to July of last year. So actually they have wanted to buy our product. I would say that also the U.S. industry has really stepped up as a result of this. USMEF is working with our industry partners. We have already delivered close to 150,000 meals to the people who were affected there in the Tohoku area in northern Japan area. We have also worked on a big recovery effort just recently. Are these efforts helping make the case for greater access with officials in Japan? All the major retailers, the major hotels, the major food service establishments ... have all decided and have elected to utilize fully U.S. beef. If we look back just four years ago in Japan, about 70 percent of the consumers were against consuming our product. ey did not trust the product. Today about 70 percent of those consumers say they do trust the product. So over the course of the last four years ... we have been able to actually turn that negative into a positive very much like we have done also in Korea. e answer to your question, frankly, I think it will help because we have spread a lot of goodwill. e ministries over there are quite familiar with what we are doing and what the industry is doing. And it’s had a lot of positive impact. It’s been reported very, very positively. Huge political change has happened in the Middle East. How has it affected the demand for U.S. beef? When we take a look at the Middle East, this is an area that has been growing the last two or three years. ere is tremendous oil wealth there ... and there is also interest in buying our product. ...If we take a look at some of the top markets for us, Egypt – even though ABOVE: Members of the Nebraska contingent that participated in USMEF’s Japan Relief and Recovery Effort recently include (from left) Bill Schuster of Nebraska Corn, U.S. Olympic bobsledder Curt Tomasevicz and Bill Rhea of Nebraska Beef. RIGHT: U.S. Meat Export Federation officials worked with industry partners to deliver meals to Japanese in the weeks after the Tohoku earthquake. 4 Progressive Cattleman November 2011 Anne Burkholder Will Feed, Inc. Cozad, Nebraska Ron McBee McBee Cattle Company Fayette, Missouri New Products – Learn about the newest technology, services and products on the cattle market. Humor/Human Interest – Columnists Lee Pitts and Baxter Black offer a lighter look at cattle production, along with cartoons from artist Leigh Rubin. Keep the factory running Adding longevity to your cowherd genetics PG. 22 AUGUST 2012 In this issue Rebuilt on bred heifers Breeders suggest ways to rebound after drought. PG. 16 Serving it up hot Catch up on research for heat stress and feeding. PG. 24 Grass vs. grain Recent studies show how feed finishes. PG. 4 Circle of friends Friendships help Jimmy Thomas produce quality cattle. PG. 20 Progressive Cattleman is the Beef Industry Resource for the innovative beef cattle producer. Each month readers learn about the most current news, markets, production methods and research all relevant to the beef trade. All segments of the cattle industry – from cow-calf, feeder, stocker and seedstock operators – will find the newest content that helps them produce successful and healthy livestock. Readers can expect a publication that embodies the true spirit and lifestyle of cattle production, with the highest quality of production, design, story-telling and advertising. Contributors to the magazine come from all areas of expertise, including freelance writers and field editors, extension specialists and allied industry partners. Each monthly edition of Progressive Cattleman is dedicated to a main theme, as well as a focus topic that is rotated through the year. Readers can expect to find compelling news, features and topic articles to help them succeed. North-Central region Cattle/calves (# of head) 22,520,000 Calf crop 7,760,000 Cattle on feed 5,040,000 Cattle marketings 12,622,400 Calf marketings 1,318,800 Cattle/calves operations 156,700 100-499 head (operations) 43,100 500+ head (operations) 8,800 Average operation size (# of head) 146.4 Cash receipts $18,294,418,000 top 3 commodities: Corn, Soybeans, Cattle/calves South-Central region Cattle/calves (# of head) 28,860,000 Calf crop 10,915,000 Cattle on feed 5,755,000 Cattle marketings 17,414,000 Calf marketings 2,013,000 Cattle/calves operations 338,100 100-499 head (operations) 50,800 500+ head (operations) 8,600 Average operation size (# of head) 96.4 Cash receipts $25,021,284,000 top 3 commodities: Cattle/calves, Corn, Soybeans West region Cattle/calves (# of head) 20,323,000 Calf crop 8,509,000 Cattle on feed 2,644,000 Cattle marketings 10,645,300 Calf marketings 2,095,700 Cattle/calves operations 116,130 100-499 head (operations) 17,040 500+ head (operations) 7,800 Average operation size (# of head) 178.9 Cash receipts $13,784,754,000 top 3 commodities: Dairy, Cattle/calves, Greenhouse Source: USDA NASS

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Page 1: MEDIA KIT - Progressive Publish

2013 MEDIA KIT

• Cattle Q&A – A question-and- answer feature with industry experts and newsmakers in the beef industry.

• Center spread illustration – Bilingual pages dedicated to providing easy-to-read tools for Spanish-speaking cattlemen. A key training tool for many managers.

• News and events – Read news and analysis with direct impact on beef producers and the industry. Coverage regularly includes trade shows, symposiums and conventions.

• Market reports – Follow prices in our regional Market Watch, read USDA market and cattle inventory reports.

Editors and contributing writers seek out, interview and write about hardworking, successful beef producers and the issues in their industry.

Producer pro� les

Modified-Live Vaccines: Mixing, Handling & AdministrationManejo, mezcla y administración de

vacunas de virus vivo modificado

Cortesía de Novartis Sanidad Animal

Remember These Guidelines:

Recuerde estas pautas:

• Follow label instructions.

• Siga las instrucciones de la etiqueta.

• Check the expiration date on the vaccine packaging.

• Verifique la fecha de caducidad en el embalaje de las vacunas.

• Contact your veterinarian if you have questions.

• Póngase en contacto con su veterinario si tiene alguna pregunta.

• Modified-live vaccines are best suited for use in weaned calves.

• Las vacunas de virus vivo modificado son las más adecuadas para su uso en terneros

destetados.

• Use of modified-live vaccines in pregnant cows has been associated

with abortions.

• El uso de vacunas de virus vivo modificado en vacas preñadas se ha asociado con

abortos.

• Don’t mix MLV vaccines with other vaccines with which they are not compatible.

• No mezcle las vacunas de virus vivo modificado con otras vacunas con las que no son

compatibles.

• Use the vaccine on the class of livestock indicated on the label.

• Utilice la vacuna en la clase de ganado que se indica en la etiqueta.

12 3 4 5

67 8 9

Leer la etiqueta – Diferentes vacunas pueden tener diferentes pautas en cuanto a la mezcla (también conocido como la reconstitución o la rehidratación), el manejo y la administración de la vacuna. Siempre lea las instrucciones de la etiqueta antes de mezclar o administrar una vacuna. Póngase en contacto con su veterinario si tiene alguna pregunta sobre cómo preparar o administrar una vacuna.

Read the Label – Different vaccines may have different guidelines for mixing (also called reconstituting or rehydrating), handling and administration. Always read the label instructions prior to mixing or administering a vaccine. Contact your veterinarian if you have any questions about how to prepare or administer a vaccine.

Don’t Mix Before Using – Modified-live vaccines should be administered within 1 hour of mixing. If you take too long to administer the product after mixing, the vaccine may become ineffective.

No mezclar antes de usar – Las vacunas de virus vivo modificado deben ser administradas dentro de una hora después de ser mezcladas. Si usted toma demasiado tiempo para administrar el producto después de la mezcla, la vacuna puede ser ineficaz.

Storage Prior to Use – Modified-live vaccines (MLVs) must be stored in a cool, dark place, preferably a refrigerator. Extreme temperatures such as freezing or exposure to warm temperatures may render the vaccines ineffective.

Almacenamiento antes de uso – Las vacunas de virus vivo modificado (MLV, por sus siglas en inglés) deben almacenarse en un lugar fresco y oscuro, de preferencia en un refrigerador. Las temperaturas extremas como la congelación o la exposición a altas temperaturas pueden hacer que las vacunas se inactiven.

Mix Only Amount You Intend to Use – MLVs have to be utilized in a timely fashion to work properly. You can’t store them for future use. Only mix an amount you expect to use right away. Different bottle sizes are usually available—10-dose or 50-dose.

Mezclar únicamente la cantidad que va a utilizar – lAs vacunas de virus vivo modificado tienen que ser utilizadas en el momento oportuno para que funcionen correctamente. No se pueden almacenar para uso futuro. Sólo mezcle la cantidad que vaya a utilizar de inmediato. Suelen estar disponibles diferentes tamaños de botellas, de 10 dosis o 50 dosis.

Mixing – Most MLVs must be rehydrated by mixing a sterile diluent with the freeze-dried material. The vaccine bottle is vacuum-packed, so the diluent can be pulled through a transfer needle into the vaccine vial. A standard needle and empty syringe can also be used to rehydrate vaccines. Gently shake, swirl or rotate the bottle to dissolve the freeze-dried fraction.

Mezcla – La mayoría de las vacunas de virus vivo modificado deben de ser rehidratadas mediante la mezcla de un diluyente estéril con el material liofilizado. El frasco de la vacuna es envasado al vacío, por lo que el diluyente puede ser aplicado a través de una aguja de transferencia al frasco de la vacuna. Una aguja estándar y una jeringa vacía también se pueden utilizar para rehidratar las vacunas. Agite suavemente en forma de remolino o gire la botella para disolver el material liofilizado.

Protect from Heat and Sunlight – Heat and sunlight can compromise the live virus after the vaccine is mixed. Keep the reconstituted vaccine bottle cool and shaded throughout the time you’re administering it to animals. In warm weather, keep mixed vaccine bottles in a small cooler with an ice pack during vaccinations.

Proteger del calor y la luz del sol – El calor y la luz solar puede poner en peligro el virus vivo después de que la vacuna se haya mezclado. Mantenga el frasco de la vacuna reconstituida fresco y sombreado mientras esté administrando vacunas a los animales. En climas cálidos, mantenga las botellas mezcladas de vacunas en un termo pequeño con una bolsa de hielo durante la aplicación de las vacunas.

Shake Periodically – Keep MLVs thoroughly mixed until the bottle is completely empty. Shake or swirl the bottle periodically after it’s been mixed.

Agite periódicamente – Mantenga las vacunas de virus vivo modificado bien mezcladas hasta que la botella esté completamente vacía. Agite o gire la botella periódicamente después de que la vacuna haya sido mezclada.

Make Sure Animal is Properly Restrained – Injections can cause a small amount of discomfort, causing animals to move. Ensure cattle are sufficiently restrained to avoid accidents, injury or ineffective administration of the vaccine.

Asegúrese de que los animales estén bien sujetos – Las inyecciones pueden causar un poco de incomodidad a los animales, causándolos a moverse. Asegúrese de que el ganado esté lo suficientemente restringido para evitar accidentes, lesiones o la mala administración de la vacuna.

Inject Correct Dose of Vaccine – Follow the labeled instructions to give the proper dose, which is usually 2 mL. Use the route of administration that’s indicated on the directions, either subcutaneous or intramuscular. Follow Beef Quality Assurance guidelines by administering vaccine in the neck.

Inyectar la dosis correcta de la vacuna – Siga las instrucciones de la etiqueta para obtener la dosis adecuada, que es generalmente de 2 ml. Utilice la vía de administración que se indica en las direcciones, ya sea subcutánea o intramuscular. Siga las pautas del programa Beef Quality Assurance (Garantía de Calidad de la Carne) mediante la administración de la vacuna en el cuello del animal.

hourhora

1

18 Progressive Cattleman Progressive CattlemanMay 2012

Remember These Guidelines:

Recuerde estas pautas:

• Siga las instrucciones de la etiqueta.

• Check the expiration date on the vaccine packaging.

• Verifique la fecha de caducidad en el embalaje de las vacunas.

• Contact your veterinarian if you have questions.

• Póngase en contacto con su veterinario si tiene alguna pregunta.

• Modified-live vaccines are best suited for use in weaned calves.

• Las vacunas de virus vivo modificado son las más adecuadas para su uso en terneros

• Use of modified-live vaccines in pregnant cows has been associated

• El uso de vacunas de virus vivo modificado en vacas preñadas se ha asociado con

• Don’t mix MLV vaccines with other vaccines with which they are not

• No mezcle las vacunas de virus vivo modificado con otras vacunas con las que no son

• Use the vaccine on the class of livestock indicated on the label.

• Utilice la vacuna en la clase de ganado que se indica en la etiqueta.

– Diferentes vacunas pueden tener diferentes pautas en cuanto a la mezcla (también conocido como la reconstitución o la rehidratación), el manejo y la administración de la vacuna. Siempre lea las instrucciones de la etiqueta antes de mezclar o administrar una vacuna. Póngase en contacto con su veterinario si tiene alguna pregunta sobre cómo preparar o administrar una vacuna.

– Different vaccines may have different guidelines for mixing (also called reconstituting or rehydrating), handling and administration. Always read the label instructions prior to mixing or administering a vaccine. Contact your veterinarian if you have any questions about how to prepare or administer a vaccine.

Storage Prior to Use – Modified-live vaccines (MLVs) must be stored in a cool, dark place, preferably a refrigerator. Extreme temperatures such as freezing or exposure to warm temperatures may render the vaccines ineffective.

Almacenamiento antes de uso de virus vivo modificado (MLV, por sus siglas en inglés) deben almacenarse en un lugar fresco y oscuro, de preferencia en un refrigerador. Las temperaturas extremas como la congelación o la exposición a altas temperaturas pueden hacer que las vacunas se inactiven.

18 Progressive CattlemanMay 2012May 2012

Q Acattle & with Philip Seng

A

A

A A

A

A

A

Q

Q

Q Q

Q

Q

Q

Philip Seng is the president

and CEO of the U.S. Meat

Export Federation. He spoke

with Progressive Cattleman

about the trends that continue

making exports a critical factor

in growing beef demand.

With the downgrade of the

U.S. debt rating on the S&P,

how might that affect exports and

trade as it relates to beef and other

products?

Initially, I think there will

naturally be concern about

the impact of this. But as we take a

look at agriculture and especially

at what we are doing in the export

market ... this really has not been a

negative impact for us internationally.

I think one of the things that probably

has the most impact would be the

dollar. Obviously we have had a

weaker dollar for the last few years. Of

course this has been helpful as far as

accessing most of these markets and

markets that we are not as aggressive

in. It would be helpful if we even had

more access in that regard.

So trade partners will not

be looking at too much of

the U.S.’ finances, as long as they

are creating the products that they

need?

That’s right, and you know

there are different firms that

do these ratings and of course S&P

was the only one that did this. The

other ones held up quite strongly.

If you take a look at some of the

other economies of people that we

deal with, their credit ratings ... are

actually much worse than the U.S.’

There is a USDA report

saying that for every $1

billion worth of agriculture goods

exported that approximately 8,000

jobs are created. What possibilities

exist for building upon that type of

potential in the job market?

This year we are anticipating the USDA’s

forecast doing close to $135 billion

worth of exports. That’s 8,000 jobs

for every billion dollars. That’s pretty

exciting when you take a look at

what this means, especially in rural

America where you have a lot of

agriculture and, of course, where you

have a lot of people that have been

impacted by the downturn in the

economy. So as you start to look at

what the bright spots are – especially

if you are in rural America – the

export market is definitely the most

positive dividend that you have,

whether you are producing corn,

soybeans, cattle or pigs.

It is a major market. Just on the

livestock side this year we think we

will export close to $10 billion for the

first time ever.

The trade agreements

that the U.S. is working

on relate a bit to South America.

We think so much about Brazil

providing to those countries, but

what exists for U.S. potential on

trade?

What we do, because of the

size of our industry, we can

export different types of items to

different customers. They can procure

from the U.S. exactly what they want

and exactly the specifications they

want. We are not just saying, ‘Here’s

our specifications – buy it.’ We are

actually tailor-making to these

customers. What we are finding in South

America is that, for example, the

culotte muscle, there are different

items that we have been very

successful with in South America that

have been extremely [popular] and

very positive for our export interest in

South America. ...When you have a zero duty going

into these markets, and you have our

product and you have the exchange

ratio as it is, it is an opportunity for us

to go into places that we haven’t been

before.

Talk about where Japan

now stands months after

the tsunami, earthquake and

nuclear tragedy.

I think everyone was very

concerned that, from our

export standpoint, this was going

to really impede our efforts to sell

product into Japan. Frankly, it’s just

the opposite. If we take a look at beef export

numbers to Japan, we are up about 45

percent in volume. We are up about

50 percent in value over the same

corresponding period from January to

July of last year. So actually they have

wanted to buy our product.

I would say that also the U.S.

industry has really stepped up as

a result of this. USMEF is working

with our industry partners. We have

already delivered close to 150,000

meals to the people who were affected

there in the Tohoku area in northern

Japan area. We have also worked on a

big recovery effort just recently.

Are these efforts helping

make the case for greater

access with officials in Japan?

All the major retailers, the

major hotels, the major food

service establishments ... have all

decided and have elected to utilize

fully U.S. beef. If we look back just four years

ago in Japan, about 70 percent of the

consumers were against consuming

our product. They did not trust the

product. Today about 70 percent of

those consumers say they do trust

the product. So over the course of the

last four years ... we have been able

to actually turn that negative into a

positive very much like we have done

also in Korea.The answer to your question,

frankly, I think it will help because

we have spread a lot of goodwill.

The ministries over there are quite

familiar with what we are doing and

what the industry is doing. And it’s

had a lot of positive impact. It’s been

reported very, very positively.

Huge political change has

happened in the Middle

East. How has it affected the

demand for U.S. beef?

When we take a look at the

Middle East, this is an area

that has been growing the last two

or three years. There is tremendous

oil wealth there ... and there is also

interest in buying our product.

...If we take a look at some of the top

markets for us, Egypt – even though

AA

ABOVE: Members of the Nebraska

contingent that participated

in USMEF’s Japan Relief and

Recovery Effort recently include

(from left) Bill Schuster of

Nebraska Corn, U.S. Olympic

bobsledder Curt Tomasevicz and

Bill Rhea of Nebraska Beef.

RIGHT: U.S. Meat Export

Federation officials worked with

industry partners to deliver meals

to Japanese in the weeks after

the Tohoku earthquake.

Photos courtesy of U.S. Meat Export Federation.

4Progressive Cattleman

November 2011

Mixingmust be rehydrated by mixing a sterile diluent with the freeze-dried material. The vaccine bottle is vacuum-packed, so the diluent can be pulled through a transfer needle

Mezcla – La mayoría de las vacunas de virus vivo modificado deben de ser rehidratadas mediante la mezcla de un diluyente estéril con el material liofilizado. El frasco de la vacuna es envasado al vacío, por lo que el diluyente puede ser aplicado a través de una aguja de transferencia al frasco de la vacuna. Una aguja estándar y una jeringa vacía también se pueden utilizar para rehidratar las vacunas. Agite suavemente en forma de remolino o gire la botella para disolver el material liofilizado.

Shake Periodically – Keep MLVs thoroughly mixed until the bottle is completely empty. Shake or swirl the bottle periodically after it’s been mixed.

Agite periódicamentede virus vivo modificado bien mezcladas hasta que la botella esté completamente vacía. Agite o gire la botella periódicamente después de que la vacuna haya sido mezclada.vacuna haya sido mezclada.

Producer pro� les

Anne Burkholder Will Feed, Inc.Cozad, Nebraska

Ron McBeeMcBee Cattle Company

Fayette, Missouri

• New Products – Learn about the newest technology, services and products on the cattle market.

• Humor/Human Interest – Columnists Lee Pitts and Baxter Black offer a lighter look at cattle production, along with cartoons from artist Leigh Rubin.

Keep the factory runningAdding longevity to your cowherd genetics PG. 22

A U G U S T 2 0 1 2

In this issueRebuilt on bred heifers Breeders suggest ways to rebound after drought. PG. 16

Serving it up hotCatch up on research for heat stress and feeding. PG. 24

Grass vs. grainRecent studies show how feed finishes. PG. 4

Circle of friendsFriendships help Jimmy Thomas produce quality cattle. PG. 20

Progressive Cattleman is the Beef Industry Resource for the innovative beef cattle producer. Each month readers learn about the most current news, markets, production methods and research all relevant to the beef trade. All segments of the cattle industry – from cow-calf, feeder, stocker and seedstock operators – will fi nd the newest content that helps them produce successful and healthy livestock.

Readers can expect a publication that embodies the true spirit and lifestyle of cattle production, with the highest quality of production, design, story-telling and advertising. Contributors to the magazine come from all areas of expertise, including freelance writers and fi eld editors, extension specialists and allied industry partners.

Each monthly edition of Progressive Cattleman is dedicated to a main theme, as well as a focus topic that is rotated through the year. Readers can expect to fi nd compelling news, features and topic articles to help them succeed.

North-Central regionCattle/calves (# of head) 22,520,000 Calf crop 7,760,000 Cattle on feed 5,040,000 Cattle marketings 12,622,400 Calf marketings 1,318,800Cattle/calves operations 156,700 100-499 head (operations) 43,100 500+ head (operations) 8,800 Average operation size (# of head) 146.4Cash receipts $18,294,418,000

top 3 commodities: Corn, Soybeans, Cattle/calves

South-Central regionCattle/calves (# of head) 28,860,000 Calf crop 10,915,000 Cattle on feed 5,755,000 Cattle marketings 17,414,000 Calf marketings 2,013,000Cattle/calves operations 338,100 100-499 head (operations) 50,800 500+ head (operations) 8,600 Average operation size (# of head) 96.4Cash receipts $25,021,284,000

top 3 commodities: Cattle/calves, Corn, Soybeans

West regionCattle/calves (# of head) 20,323,000 Calf crop 8,509,000 Cattle on feed 2,644,000 Cattle marketings 10,645,300 Calf marketings 2,095,700Cattle/calves operations 116,130 100-499 head (operations) 17,040 500+ head (operations) 7,800 Average operation size (# of head) 178.9Cash receipts $13,784,754,000

top 3 commodities: Dairy, Cattle/calves, Greenhouse

Source: USDA NASS

Page 2: MEDIA KIT - Progressive Publish

Total circulation 31,000 – 2013 projectedServing cattlemen in the following industry segments:• Commercial Cow/Calf producers (200+ head)• Seedstock producers (100+ head)• Stocker/Growers (200+ head)• Feedlots (500+ head)

In mailboxAd order deadline

Editorial calendarEditorial deadline

Extra distribution

January 12/24/12 11/30/12Breeding/GeneticsFocus topic: Equipment/Facilities

11/15/12National Western Stock Show

American Forage and Grassland Council

February 1/25/13 1/2/13CalvingFocus topic: Nutrition/Feed

12/17/12NCBA Annual Convention

World Ag ExpoWestern Farm Show

Mid-American Alfalfa Expo

March 2/25/13 1/22/13Pest controlFocus topic: Range/Pasture

1/14/13 Idaho Alfalfa and Forage Conference Houston Livestock & Rodeo

April 3/25/13 2/28/13Stocker/growerFocus topic: Herd health

2/18/13TSCRA Convention

Wisconsin Public Service Farm Show

May 4/25/13 4/1/13Beef quality and food safetyFocus topic: Nutrition/Feed

3/18/13 Farm Progress Hay Expo

June 5/25/13 5/1/13Industry Outlook; U.S. Beef StatsFocus topic: Range/Pasture

4/15/13 BIF Symposium

July 6/25/13 5/31/13Stockmanship/Animal WelfareFocus topic: Equipment/Facilities

5/15/13Wisconsin Farm Technology Days

3i Show

August 7/25/13 6/27/13Horse managementFocus topic: Herd health

6/17/13 Dakotafest

September 8/24/13 7/31/13Fall calving/geneticsFocus topic: Range/Pasture

7/15/13AABP Annual Business Conference

National Angus ConferenceBig Iron Farm Show

National Hay Association Convention

October 9/25/13 8/30/13Feedlot - Fall runFocus topic: Equipment/Facilities

8/15/13Northern International Livestock Expo

Ozark Fall FarmfestSunbelt Ag Expo

November 10/25/13 10/1/13Ranch machineryFocus topic: Nutrition/Feed

9/16/13San Antonio International Farm and Ranch

Amarillo Farm and RanchNorth American International Livestock Expo

Red Angus National Conference

December 11/25/13 10/31/13Christmas and year-in-reviewFocus topic: Herd health

10/15/13Montana Stockgrowers ConventionCalifornia Cattlemen Association

Range Beef Cow Symposium

EDITORIAL CALENDAR2013

Qualifi ed subscribers in Eastern states receive one of the two central regional editions as outlined above.

SC-EAST500

NC-EAST500

Serving cattlemen in the following industry segments:

Qualifi ed subscribers in Eastern states receive one of the two central regional editions as outlined above.

SC-EASTSC-EAST500

NC-EASTNC-EAST500

SOUTH-CENTRALEDITION

10,000

WESTEDITION

10,000

NORTH-CENTRALEDITION

10,000

InsertsReach our readers with your customized inserts to be stitched in or glued in our magazines. We can work with pieces printed from your own printer or we can bid the job out at our printers, where you can take advantage of our high-volume discounts.

Costs are $175 per thousand for a 2-4 page insert (all sides counted), or $275 per thousand for a 8-12 page piece.

Ask about special insert sizes.

Why should I use inserts with Progressive Cattleman?

Your mailer gets credibility as it’s delivered with an established product with a loyal readership.

Magazine opens up right to your insert, drawing more attention to your message.

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Progressive Publishing 2013 MEDIA KIT | Progressive Cattleman2

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Display advertising1X per year net rate

All regions Any two regions Any one region

Size Black & white Color Black & white Color Black & white Color

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6 months 12 months

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Seedstock DirectoryWD & Jim Pipkin9770 W. State Hwy 266Springfi eld, MO 65802W.D. 417-732-2707 Jim 417-732-8552

www.clearwaterangus.comCattle for Sale, At Private Treaty

2.24 inches

1.17 inch

All listings are black and white and organized by state.

Value packageWhen two or more ads are purchased.• Two display ads (you choose the size)

• 12-month free listing in the Seedstock Directory included

• Website ads are available at discounted rates: $150/one month OR $250/two months

All regions Any two regions Any one region

Size Black & white Color Black & white Color Black & white Color

Full page $2,054 $2,465 $1,597 $1,917 $914 $1,096

Jr. page $1,335 $1,602 $1,038 $1,246 $594 $712

1/2 page $1,172 $1,405 $911 $1,092 $520 $625

1/3 page $842 $1,011 $655 $785 $375 $449

1/4 page $699 $838 $407 $652 $311 $372

Any one regionAny two regionsAll regions

Producer rates

Sample of glued-in insert

Why should I use inserts with Progressive Cattleman?

Your mailer gets credibility as it’s delivered with an established product with a loyal readership.

Magazine opens up right to your insert, drawing more attention to your message.

More cost-effective than sending a brochure in the mail (and you get the added bonus of having an audited mail list provided already).

You can tell more of your story in an insert vs. traditional advertising.

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2013 MEDIA KIT

Because our publications are tabloid size, our full-page ads are 35% larger than other publications who use regular magazine-size paper.

Trim Size 10.5” x 14.5”Bleed Size 11” x 15” (Bleed is offered for full-page ads.)

Jr. Page7.08” x 10”A

AA

*Full Page9.5” x 13.33”A

ABC

D

1/4 Page9.5” x 3.33”7.08” x 4.17”4.66” x 6.5”

2.24” x 13.33”

A

B

C

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1/2 Page9.5” x 6.5”A

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B

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1/3 Page9.5” x 4.33”

4.66” x 8.83”B

A

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For fi les larger than 20 MB please place camera-ready artwork and/or packaged .zip or .sitx fi les on our FTP site in addition to sending notifi cation to your sales representative:FTP Address: ftp://www.progressivepublish.comUsername: [email protected]: ads(If you are experiencing problems or have not used FTP before, please download our FTP instructions at http://bit.ly/ProPublish_FTP)

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(208) [email protected]

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(417) [email protected]

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(208) [email protected]

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Banner adDimensions: 728 pixels by 90 pixelsMaximum fi le size: 220 KB (JPEG or GIF*) 1 MB (Flash)Position: Top and bottom of pages

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Website and e-newsletters

Digital Edition Sponsorship: $300 per month

E-newsletter Top banner ad: $300 per issueE-newsletter Middle block ad: $200 per issue

Website rate: $200 per month (regular monthly rate)

Progressive Cattleman’s website and e-newsletters are excellent opportunities to get your sales dates and catalog information in front of seedstock producers across the country. The website provides the following features, just to name a few:• Focus Topics section • Beef Events • Frequent updates• Related and most-read articles • Search capabilities • Social media center

E-newsletters are delivered to over 7,000+ subscribers twice per-month.