Media Kit - The Cattleman Magazine

2014
Media Kit
thecattlemanmagazine.com
The voice of TSCRA,
The Cattleman goes to
more than 19,000 member
ranches, businesses and
subscribers, reaching more
than 50,000 readers.
91.5% of our subscribers
are active cattle producers. Our readers are stewards
of 74.4 million acres.
Maximize your marketing
dollars. Advertise in
The Cattleman.
Reaches Your Clients
Relevance
January 2013 $5.00
Our editorial calendar addresses
our readers’ top 5 issues
Stallion
Showcase
Special in
this issue
Special Advertising Section
TSCRA
Allied
Industry
Members
83.4 percent – range and pasture
management
EQUINE
MANAGEMENT
76.1 percent – animal health
 Getting broodmares ready for breeding
 Equine parasite treatment plans
71.2 percent – water and
water rights
 Feeding the right food at the right time
70 percent – nutrition
Loyalty
Bovines
an d
Buckshot
Our average subscriber has been
with us for 15 years.
Readers spend an average of 2
hours with each issue.
Don’t Mix
By Larry Stalcup
84.4 percent keep The Cattleman
as a reference
74.7 percent read front to back
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TSCRA Special Ranger Recovers Horse
Missing for Nearly a Decade
Information and photos provided by NetPosse
I
Crime
Organized
and
Lowdown
Deception
By Carol Hutchison
n 2003, MIchelle Pool’s A MerIcAn sAddlebred horse
Sultan’s Modern Opus, nicknamed “Opie,” was stolen
from her father’s pasture near San Antonio. Pool
reported the theft, posted fliers and listed the horse on
NetPosse.com, a nonprofit organization that operates as
a division of Stolen Horse International Inc., providing
information on lost or stolen horses.
NetPosse posted Opie’s information to its website and
sent out theft alerts in an attempt to locate the horse.
However, there were no leads in the case, and years
passed with no clue to Opie’s whereabouts.
Nearly 10 years later, on July 30, 2012, a tipster called
Stolen Horse International to report a horse that might
be Opie on the online classifieds website Craigslist.
The tipsters found the ad while searching for a horse
to buy and checked NetPosse’s list of stolen horses to
make sure he wasn’t stolen.
Upon confirmation that the horse for sale was Opie,
NetPosse president and founder Debi Metcalfe tracked
down Pool, now living in Eureka Springs, Ark.
“I was in shock, and part of me did not believe it at
first because I had been let down so many times,” Pool
said of the news. “Debi said she was sure it was him.”
With Pool on the phone, Metcalfe emailed pictures
of the horse in the ad and heard Pool gasp as the pictures came into view.
“I never thought I’d see him again. Look! It is really
him!” she exclaimed to her children, who were sitting
with her at the computer.
After talking with Pool, Metcalfe notified the Dayton County Sheriff’s Office and TSCRA Ranger Jimmy
Belt, while Pool called the Bexar County Sheriff’s office.
Hours later, Special Ranger Belt and a Dayton County
Deputy went to the residence where Opie was known
to be and seized the horse.
“I am so thankful to Jimmy for helping us retrieve
Michelle Pool reunites with her horse Opie, which had been
missing for nearly a decade.
Opie,” says Metcalfe. “We would not have this happy
ending without him, I don’t think. We made a good
team.”
Alert volunteers are “our eyes, ears and the hands
that post our flyers and information worldwide,” says
Metcalfe. “Stolen Horse International is an all-volunteer
organization. We are totally supported by donations
and fundraising events, so any donation is appreciated
and none are too small,” she says.
The details of Opie’s last 9 years remain unknown
and involve families who didn’t know the horse was
originally stolen. But even if Pool isn’t sure of where
Opie’s been these last few years, she knows where he
is now.
Subscribers and Beef Cattle by Region
1,052 Subscribers
1,754,000 Beef Cows
1,319 Subscribers
250,800 Beef Cows
Whether promoting a sale
or selling cattle private
treaty The Cattleman can
help you market your bulls
to the customers you want.
3,076 Subscribers
355,400 Beef Cows
4,766 Subscribers
1,086,750 Beef Cows
1,148 Subscribers
105,400 Beef Cows
4,750 Subscribers
751,100 Beef Cows
Central and Southwest Texas
East Texas and the Coastal Bend of Texas
Far West Texas
Our subscribers manage
3.8 million head of beef
bulls, cows and calves –
almost a quarter of the
Texas herd.
1,907 Subscribers
249,200 Beef Cows
Oklahoma
Rolling Plains of Texas
South Texas
Texas Panhandle and South Plains
For a complete breakdown of numbers by county, visit www.
thecattlemanmagazine.com/advertise and click on “About our Subscribers”.
Shapes and Dimensions
Commercial Print Advertising Rates (per insertion)
4-color
1 PAGE
6.875"w X 9.375"d
2/3 PAGE
4.5"w X 9.375"d
1 page 2/3 page 1/2 page 1/3 page 1/4 page 1 time $ 2,400.00
1,760.00
1,380.00
880.00
690.00
6 times $2,350.00
1,725.00
1,350.00
865.00
675.00
12 times
$2,250.00
1,650.00
1,297.00
828.00
648.00
Classified and Per-Inch Display Advertisements, Minimum 1 inch
84.00 81.00 78.00
Black/White
1/2 PAGE VERTICAL
3.313"w X 9.375"d
1/2 PAGE HORIZONTAL
6.875"w X 4.5625"d
1 page 2/3 page 1/2 page 1/3 page 1/4 page 1 time $1,600.00 1,160.00 880.00
580.00
440.00
6 times $1,550.00
1,125.00
850.00
565.00
425.00
12 times
$1,450.00
1,050.00
797.00
528.00
398.00
Classified and Per-Inch Display Advertisements, Minimum 1 inch
55.00 52.00 49.00
Livestock Print Advertising Rates (per insertion)
1/3 PAGE SQUARE
4.5"w X 4.5625"d
1/3 PAGE VERTICAL
2.125"w X 9.375"d
1/4 PAGE
3.313"w X 4.5625"d
Print Requirements
Trim Size: 8” x 10.875”
Bleed Size: 8.25” x 11.125”
Live Area: 6.875” x 9.375”
Margins:
Top — .6667 inches
Bottom — .8333 inches
Inside/Gutter —.5625 inches
Outside —.5625 inches
Line Screen:150 Cover —133 Inside
Ad Size:
1 Page Live Area — 6.875”W x 9.375”D
2/3 Page — 4.5”W x 9.375”D
1/2 Page Vertical — 3.313”W x 9.375”D
1/2 Page Horizontal — 6.875”W x 4.5625”D
1/3 Page Vertical — 2.125”W x 9.375”D
1/3 Page Square — 4.5”W x 4.5625”D
1/4 Page — 3.313”W x 4.5625”D
1 Column Width — 2.125”
1-1/2 Column Width — 3.313”
2 Column Width — 4.5”
3 Column Width — 6.875”
4-color
Breeder Bulletin Board $64.00
1 time 1 page $1,560.00
2/3 page 1,197.00
1/2 page 878.00
1/3 page 650.00
1/4 page 515.00
6 times $1,530.00
1,175.00
860.00
635.00
505.00
12 times
$1,470.00
1,130.00
825.00
615.00
490.00
Classified and Per-Inch Display Advertisements, Minimum 1 inch
84.00 81.00 78.00
Black/White
Breeder Bulletin Board $35.00
1 time 1 page $960.00
2/3 page 697.00
1/2 page 528.00
1/3 page 350.00
1/4 page 265.00
6 times 930.00
675.00
510.00
335.00
255.00
12 times
870.00
630.00
475.00
315.00
240.00
Classified and Per-Inch Display Advertisements, Minimum 1 inch
55.00 52.00 49.00
Premium Placements
Commercial or Livestock (4-color only)
Back cover $1,000.00
Inside front cover 400.00
Inside back cover 400.00
Interior premium placements 200.00
Attached to front cover (See The Cattleman Special Printing Projects or
www.thecattlemanmagazine.com/advertise/specialprojects.pdf)
Special Handling
A.Advertisers requesting extra advertising materials for other publications or
personal use will be charged $50 per ad per CD or $50 per ad for one-time (or
time-limited) access to the advertisers’ ad files on The Cattleman FTP site. This
service available only on ads placed in The Cattleman.
B.Unless production materials are requested to be returned within 1 year of
date of insertion, they will be discarded.
C.Advertising proofs will be sent on request only if all material (photos, logos
and copy) are in The Cattleman office by deadline — last day of the month,
2 months prior to publication (for example, Nov. 30 for the January issue).
The Cattleman magazine
The voice of Texas and
Southwestern Cattle
Raisers Association and
the business journal of
the Southwestern
cattle industry
Preferred Materials and Mechanical Requirements
Files NOT Accepted: Microsoft Publisher; PictureIt; any graphics placed in
Word; PowerPoint
Graphic Requirements:
• All photo files must be a minimum of 266dpi
All line art files must be a minimum of 600dpi
• If using a digital camera, shoot at highest quality mode
(1200 x 800 minimum)
• Do not send low-resolution files taken from websites
• Do not send files placed in Word
• Convert all files to CMYK. We will not guarantee the color if we have to
convert from PMS or RGB to CMYK or GRAYSCALE.
• PDF files must be grayscale or CMYK. All graphics must be highresolution. All fonts must be embedded. We will not guarantee quality of
print if you send low-resolution files. We will not guarantee the color if we
have to convert from PMS or RGB to CMYK or GRAYSCALE.
The Cattleman Plus
A unique combination
of up-to-date news
and The Cattleman
magazine content for
the tablet and iPad
Include all necessary files:
• Send a copy of the FINAL VERSION of the file
• Native files (including layers of Photoshop and Illustrator files)
• All graphic files for illustration art and images
Send a hard copy proof:
• Print the file at 100%
• PDF files accepted for proofs
Email requirements:
• Do not email files that are larger than 6MB. Send elements in separate
emails if necessary or call sales representative for instructions.
Mailing instructions
Send insertion orders and all advertising materials to your
advertising sales representative, or to:
Ellen H. Brisendine, ehbrisendine@tscra.org
1301 W. Seventh St., Suite 201, Fort Worth, TX 76102-2660
Fax: 817-332-5446
For more information
Discounts, agency commissions, mechanical requirements and
contract regulations: www.thecattlemanmagazine.com/advertise/
specsheet.pdf
NOW
The Cattleman NOW
A daily resource for cattle
raisers — news, end-of-day
market reports, TSCRA special
rangers and more
The Cattleman Plus Sponsorship
and Advertising Rates
The Cattleman Plus is a hybrid of daily news and monthly editorial/
educational content for the iPad and Android tablet user. This unique app
provides readers the same quality educational material, news of TSCRA
law enforcement activities, and issues analysis published monthly in The
Cattleman magazine, combined with a specially designed, always-current
news cover page.
Readers will be able to relax with their tablet to enjoy the long read of
feature articles tailored to the ranching and cattle production cycle of
Texas and the Southwest, and still flip through the news of the day on
The Cattleman Plus landing page.
Sponsorship
Premier sponsor
$17,000 per year
Sponsor logo featured on the launch page for The Cattleman Plus
Advertising Rates
1 time
6 times
12 times
Full-screen interactive advertising
$500.00 $480.00$450.00
Hyperlink, video, image slideshow
Full-screen static advertising
350.00 336.00315.00
NEW! References
55.00 52.0049.00
Deadline: Last business day of the month, 2 months prior to
publication; for example, Nov. 30 for the January issue.
Please submit full-screen ads in TIFF format, 1536 x 2048 pixels
(portrait orientation).
Please submit logos as vector artwork (EPS, PDF) or as a highresolution raster version (JPG, TIFF).
Sponsor featured on The Cattleman Plus landing page – the news page
Sponsor receives the first full-screen advertisement in each monthly edition
of The Cattleman Plus. This ad may contain a hyperlink.
Feature section sponsor
$12,000 per year
Sponsor is recognized on the table of contents in each monthly edition
Sponsor receives the first full-screen advertisement in the Features section
each month
Section sponsor
$7,500 per year
Sponsor is recognized on the table of contents, next to the chosen section,
in each monthly edition
Sponsor is recognized on the first page of the chosen section in each
monthly edition
The Cattleman NOW Departments
News*
Markets*
Events
Classifieds
Premier Sponsor
References
Featured Products
Videos
* Taken for 2013
$7,500 per year
Sponsor logo on The Cattleman NOW launch page
Sections:
Sponsor mini-banner ad on each item in the News department, with
hyperlink
Cattle Raisers Community
Department Sponsor
News of things that concern cattle raisers, industry and association news,
product news, sale and seedstock news, bereavements, accomplishments
and ranch gatherings
Sponsor mini-banner ad on each item in the chosen department
Theft and Law
TSCRA special ranger activities, arrests, cases being investigated, cases
closed, sentences and restitution
Ranching
News and educational articles about the business of ranching, livestock
management, animal health, natural resources management and wildlife
management
TSCRA References
TSCRA officers, directors, honorary directors, brand inspectors and auction
markets and TSCRA special rangers
Opinions
Feedback from our readers and Facebook friends on timely topics
$4,500 per year
Featured Products
1 time
6 times
12 times
$195.00 $186.00$175.00
A limited showcase of products from our advertisers and sponsors. Up to 6
featured products will rotate for 1 month at a time. 50 words and 1 image
Deadline for Featured Products on The Cattleman NOW is the 20th
of the month prior to publication. Products may be posted at any
time during the month; however, the rate will not be pro-rated.
Classified ads
1 time
6 times
12 times
$55.00 $52.00$49.00
100 words, maximum
Deadline for classsified ads on The Cattleman NOW is Wednesday
of each week
TSCRA Connects Cattlemen Like Never Before
Dr. Tommy Perkins of Beefmaster Breeders United says the Beefmaster industry is growing by leaps
and bounds and credits The Cattleman Plus.
“I really like what you’re doing with your new applications for your magazine… Technology as it is
today — you’re the forefront of that — and we at the Beefmaster Breeders appreciate that a ton.”
Shapes and Dimensions
The Cattleman Website and
The Cattleman Update Advertising Rates
BUTTON
150 X 150
pixels
thecattlemanmagazine.com
1 time
6 times 12 times
Super leaderboard
$500.00 $480.00 $450.00
Leaderboard (banner)
350.00
336.00
315.00 Skyscraper
250.00 240.00 225.00 Button
150.00 144.00 135.00 Deadline: 20th of the month prior to publication
SKYSCRAPER
150 X 450
pixels
The Cattleman Update
12-time advertisers receive a free button ad on thecattlemanmagazine.com
1 time 6 times
12 times
Leaderboard (banner) $195.00 $186.00 $175.00
Button
85.0078.00 75.00
Deadline: 20th of the month prior to publication
Leaderboard
468 X 60 pixels
SUPER LEADERBOARD
970 X 120 pixels
Editorial Schedule
January4Equine Management
Editorial deadline: Nov. 1
Special advertising section:
Stallion Showcase
February4Range and Pasture
Management
Editorial deadline: Dec. 1
March4Cattle Raisers
Convention Preview
Special focus on the Beefmaster breed
Editorial deadline: Jan. 2
Special advertising section: Cattle Raisers
Expo Exhibitors
April4Spring Herd Health
Editorial deadline: Feb. 1
May4The Water Issue
Special beef cattle focus: Charolais in Texas
and Oklahoma
Editorial deadline: March 1
June4The Well-Equipped and
Safe Ranch
Editorial deadline: April 1
Special advertising section: Solar power,
ranch vehicles
July4Cattle Business Partners –
Livestock Auction Markets
Special beef cattle focus: Angus
in the Southwest
Editorial deadline: May 1
August4Preparing for Healthy Herds
this Fall
Special beef cattle focus: The Hereford
community of the Southwest
Editorial deadline: June 1
Advertising deadline: June 28
September4From Stocker Cattle
to the Feedyards
Editorial deadline: July 1
October4Bull Buyer’s Guide
Editorial deadline: Aug. 1
Special advertising section: Bull Buyer’s
Guide
November4Wild Resources – Wildlife
and Wildscapes
Editorial deadline: Sept. 3
December4History and Holidays
Editorial deadline: Oct. 1
Special advertising section: Cattle Raisers
Holiday Gift Ideas
Ad Deadlines
January4Nov. 29
February
4Dec. 27
March
4Jan. 31
April
4Feb. 28
May
4March 31
June
4April 30
July
4May 30
August
4June 30
September
4July 31
October
4Aug. 29
November
4Sept. 30
December
4Oct. 31
“We receive a better
response from ads
placed in The Cattleman
than from any other
advertisements.”
Wes Schneider
Schneider Ranch
TSCRA Communications Services Staff
Executive Director:
Ellen H. Brisendine, ehbrisendine@tscra.org, 800-242-7820, ext. 134
Technical Support:
Dianne Long, systems/operations manager, dlong@tscra.org,
800-242-7820, ext. 141
Kristin Hawkins, web content manager, khawkins@tscra.org,
800-242-7820, ext. 135
Client Support:
Gina Bryson, media consultant, gbryson@tscra.org,
817-916-1793, 817-614-3830 cell
(specializing in commercial advertising)
Shawn McCoy, media consultant, smccoy@tscra.org, 817-929-8597
(specializing in livestock, feedyards, auction markets and AI/ET services)
Clay Murray, independent sales consultant, Spur Mercantile,
clay@spurmercantile.com, 817-626-7787
Christina Sebesta, advertising coordinator, csebesta@tscra.org,
800-242-7820, ext. 131
Multi-platform packages and discounts available
Published by Texas and Southwestern Cattle Raisers Association
1301 W. Seventh St., Suite 201 • Fort Worth, TX 76102-2660
800-242-7820 Office • 817-332-5446 Fax
thecattlemanmagazine.com