trails 2016 Media Planner

tlbaa.org/trails
2016 Media Planner
The Association We Serve
The Texas Longhorn and the TLBAA
From it's taurine and indicine ancestors arriving
in the Americas during the 15th and 16th
century to the iconic American breed known
today as the Texas Longhorn, this hardy breed
embodies the characteristics that helped shape
this country; resilience, strength, and
adaptability.
Not only are they survivors, but they are beautiful
creatures with a vast palette of hide colors,
markings, and majestic horns. This beef breed
has grown from near extinction to a thriving
widely popular one from the show ring, to horn
measuring, and lean beef production.
What We Do
Since TLBAA's humble beginnings in 1964, the association has
grown into the premier Texas Longhorn registry. We serve not
only as a preserver of records, but as industry leaders in
educating the public and marketing the Texas Longhorn for its
desirable breed traits, historical importance, and vast array of
ownership benefits.
Texas Longhorn Breeders Association of America hosts
competitive shows for all ages and cattle sales all throughout
the year all over the country. These events become a gathering
place for fellowship, recognition, and marketing opportunities.
Additionally, our affiliates and members host annual events in
their local region including futurities, ranch tours, and cattle
sales. Sales averages range from $5,000-$8,000 per animal
with high selling lots often going for over $80,000 and some
up to six figures.
Who Are Our Readers?
The majority of our 13,000+ readers
are landowners between the ages of
35-65 with high income levels and
operate their Longhorn program as a
business. They are interested in
Longhorns for several reasons,
ranging from showing competively to
breeding. The majority of our readers
love the nostalgic and historical
significance of the breed and have
developed
registered
breeding
programs to ensure the preservation
of the breed they love. They not only
read their Trails Magazine cover-tocover, they refer to back issues
regularly.
They don’t just need your equipment
and services, they want them. Only
the best will do for the cattle they so
highly prize. Many own horses and
other livestock as well and value them
just as highly. Our readers demand
quality products for maintenance of
their herds and property from fencing
& equipment to supplements, feed and
veterinary supplies.
Our readership is international, with
the majority residing in the United
States. Our online magazine furthers
your exposure and your online
magazine ad links straight to your
web site and/or email.
If your product or service benefits
cattle, showcases the beauty and
history of the Texas Longhorn and the
American West or can enhance the
home & ranch of individuals who
appreciate quality, this is the target
audience for you.
The Survey
Says...
What format do you prefer?
Print
63.4%
Online
6.7%
Both
29.4%
Neither
.5%
How often do you refer to back
issues of Trails?
Often
35.1%
Occasionally
58.8%
Never
6.2%
How often do you read your Trails?
Every issue
87%
Regularly (3 of 4)
7%
Often (2 of 4)
2%
Occasionally (1 of 4)
2%
Never
1%
46.3% of Readers read from cover to
cover!
Membership Demographics
Male
Female
72%
28%
Over 65
50 - 65
35 - 49
26 - 34
under 25
11%
42%
32%
12%
3%
In which income bracket does your
household fall?
Over $150,000
32%
$125,001 - $150,000
16%
$100,001 - $125,000
11%
$75,000 - $100,000
18%
$50,001 - $75,000
15%
$25,001 - $50,000
7%
Under $25,000
1%
Why do you raise Longhorns as a:
Secondary business
52%
Hobby
42%
Primary business
6%
Member Involvement with
Longhorns (checked up to 3):
Texas
Breeding & Marketing Longhorn
Seed Stock to Longhorn industry ........72%
Marketing Longhorn Seed Stock to
the cattle industry ............................31%
Beef Cattle Production ......................38%
Longhorns for nostalgic reasons ........62%
Marketing to recreation/entertainment
(ropers) ..........................................20%
Showing Longhorns in Competition ....31%
Other ............................................10%
Trails Magazine Editorial Content
Every issue of Trails Magazine
features the magnificent Texas
Longhorn and the dedicated breeders
working to preserve the breed.
Feature articles range from interviews
with breeders discussing their
programs to highlighting outstanding
Longhorn genetics and history. Our
contributors identify new and share
product highlights, sharing the latest
and greatest health and herd
management
articles
covering
everything from immunizations to
supplements, fencing, feed and
beyond. Any information which can
aid our breeders in furthering their
success of the Longhorn programs is
communicated.
The Trails magazine showcases
photography from both professional photographers and from
breeders. Our readers are eager to
receive the next issue to see the
beautiful photos and if their animals
are being featured within.
Contact:
Myra Basham, Editor
817-625-6241
myra@tlbaa.org
Advertising:
Lindsay Maher
Advertising Sales Manager
817-625-6241 ext 109
lindsay@tlbaa.org
ISSUE FEATURES:
Health Feature and/or Herd Management: At least one
feature-length article reagarding the health/nutritional care of Longhorns
and month-by-month synopsis of herd management requirements.
Product Highlight:
Sharing with our readers the lastest and greatest
products and services that improve efficiency, profits, and ranch life.
Shows and Sales: The results of any shows, sales or field days held
by our association or membership.
Breeder Spotlight:
A column allowing breeders to answer a few
questions which introduces them to our readers.
Breeder Profiles: A feature length story highlighting the breeding
program and story of one of our members.
TLBT Update:
In Box:
Communication from the youth division of the TLBAA
Photos and interesting emails from our readers
Affiliate News:
Reports from our global affiliates.
Save the Date: Calendar of upcoming industry events.
2016 Editorial Calendar
JANUARY
FEBRUARY
MARCH
APRIL
MAY / JUNE
COMBINED
ISSUE
JULY
AUGUST
Agri-Business Spotlighting the tools, methods and services necessary
to keep your cattle business in operation.
Herd Sire Edition Preparing bulls for breeding and selection.
Showcasing progeny and semen sales.
Longhorn Weekend Wrap-Up Hall of Famy Induction 2016,
Year End Awards, and Eddie Wood Cowtown Classic Sale Results
Youth Issue Interviews with TLBT members, a featured Showmanship
article, and gorgeous reader submitted Youth photos.
Brood Cow Issue Genetics selection and pregnancy checking tips.
Spring Sale Results Sales totals, buyer/seller info for high selling
lots, volume buyers, and photo coverage from the Spring auctions.
Even Years - A.I. Issue / Odd Years - Beef Issue
Both are reference issues with a two-year shelf life.
World Show Wrap-Up Full coverage of the TLBAA World Show
with class winners, point results and photos.
SEPTEMBER
Sales & Marketing Unique ways to promote and build awareness for
OCTOBER
Herd Health & Nutrition Utlizing the latest cattle research to build
your program/ranch.
and maintain a healthy productive herd.
NOVEMBER
Apparel/Home Furnishings/Christmas Gifts Unique and
DECEMBER
Horn Showcase Issue Reference edition, with official measurements.
special styles for the Longhorn lover.
Lindsay Maher • Advertising Sales Manager • 817-625-6241 ext 109 • lindsay@tlbaa.org
Go Beyond The Printed Page
While the printed readership gains you solid, focused exposure, there are
additional avenues for your message to reach a wider audience.
Trails ON-LINE
•
•
•
•
Average views per month: 10,000
Average number of in-depth reads: 1,500
Read in 14 countries, mostly U.S., Canada and Mexico.
Advertisers can hyperlink to web site or email.
E-Blasts and Social Media Marketing
• Expand your reach to our exclusive subscriber list
• Your custom design will reach 1,800 readers and over 3,700 Facebook followers
• Average open rate 25%, well above industry average
TLBAA Website Advertising
In 2015, TLBAA.org received approximately 153,000 page views with 43.1% from NEW visitors!
• Website Ads- various sizes and page locations available, includes hyperlinks to your site or email.
• Online Breeder Directory- custom web-listing on our website, allows anyone anywhere to find YOU!
TEXAS LONGHORN TRAILS
www.tlbaa.org
Lindsay Maher • Advertising Sales Manager • 817-625-6241 ext 109 • lindsay@tlbaa.org
AD SPECS & RATES
H A L F PA G E
F U L L PA G E
vertical
4.914 x 7.5”
horizontal
7.5” x 4.914”
Full Bleed: 8.875”X11.375”
Live Area: 7.5”X10”
Trim: 8.5”X11”
1X
$800
3X
$775
6X
$750
9X
$725
12X
$700
1X
$550
3X
$525
6X
$500
9X
$475
12X
$450
PREMIUM POSITIONS
Back Cover $1000 Inside Front $950 Inside Back $900
F O U R T H PA G E
T H I R D PA G E
block
3.626” x
4.914”
horizontal
7.5 x 3.25
vertical
2.325” x 10”
1X
$450
3X
$425
6X
$400
9X
$375
12X
$350
1X
$350
F I F T H PA G E
3X
$205
6X
$200
9X
$195
6X
$300
9X
12X
$275 $250
S I X T H / N I N T H PA G E
1/6 vertical
2.333” x 4.914”
horizontal
4.875” x 3.125”
1X
$215
3X
$325
1/9
2.389” x 3.181”
1/6 horizontal
2.325” x 4.908”
12X
$190
1/6
1/9
1X
$165
$100
3X
$150
$95
6X
$130
$90
9X
$110
$85
12X
$105
$75
*Additional options are available, including: advertorials, as well as the
custom design and printing of brochures, inserts and sale catalogs.
TEXAS LONGHORN TRAILS
www.tlbaa.org
Lindsay Maher • Advertising Sales Manager • 817-625-6241 ext 109 • lindsay@tlbaa.org
WEB ADVERTISING SPECS & RATES
H O M E PA G E A D V E R T I S I N G
Square
336x228 pixels
Square
336X228 pixels
3.5X2.92 inches*
Skyscraper
160X400 pixels
1.67X2.92 inches*
Button
160X120 pixels
1.67X1.25 inches*
3 mo. - $575
6 mo. - $475
12 mo. - $375
3 mo. - $450
6 mo. - $350
12 mo. - $250
3 mo. - $200
6 mo. - $160
12 mo. - $125
N O N - H O M E PA G E A D V E R T I S I N G
Skyscraper
160x400 pixels
Square
336x228 pixels
3.5 x 2.92 inches*
Skyscraper
160x400 pixels
1.67 x 2.92 inches*
3 mo. - $475
6 mo. - $375
12 mo. - $275
3 mo. - $300
6 mo. - $275
12 mo. - $200
DITIAL MEDIA MARKETING
Button
160x120 pixels
*Ad sizes in inches are based on a
computer screen with a 96 DPI flat
screen. The size of your ad may
differ based on the viewer's computer
screen, as ad size remains
proportionate to screen size.
Breeders Online Directory - $240
Promote your Ranch/Program in our online directory, includes a custom
webpage with highlights of your program, website link, map and contact
info. Directory is searchable by alpha and state.
E-Blast and Social Media Package - $70
Design and creation of your custom hyperlinked e-blast with targeted
exposure to 1,400+ subscribers and a social media post with links to your
e-blast on TLBAA’s Facebook/Twitter page with over 3,700 followers!
E-Trails add on - $20
Include your e-blast in our weekly newsletter E-Trails!
*Additional packages are available, contact Lindsay for a complete list of our current offerings.
TEXAS LONGHORN TRAILS
www.tlbaa.org
Lindsay Maher • Advertising Sales Manager • 817-625-6241 ext 109 • lindsay@tlbaa.org