tlbaa.org/trails 2016 Media Planner

Transcription

1 tlbaa.org/trails 2016 Media Planner

2 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.

3 Who Are Our Readers? The majority of our 13,000+ readers are landowners between the ages of 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 . 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 72% Female 28% Over 65 11% % % % under 25 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 Texas Longhorns (checked up to 3): 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%

4 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. 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: Communication from the youth division of the TLBAA In Box: Photos and interesting s from our readers Affiliate News: Reports from our global affiliates. Contact: Myra Basham, Editor myra@tlbaa.org Save the Date: Calendar of upcoming industry events. Advertising: Lindsay Maher Advertising Sales Manager ext 109 lindsay@tlbaa.org

5 2016 Editorial Calendar JANUARY FEBRUARY MARCH APRIL 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. MAY / JUNE COMBINED ISSUE 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. JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER 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. Sales & Marketing Unique ways to promote and build awareness for your program/ranch. Herd Health & Nutrition Utlizing the latest cattle research to build and maintain a healthy productive herd. Apparel/Home Furnishings/Christmas Gifts Unique and special styles for the Longhorn lover. Horn Showcase Issue Reference edition, with official measurements. Lindsay Maher Advertising Sales Manager ext 109 lindsay@tlbaa.org

6 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 . 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 . Online Breeder Directory- custom web-listing on our website, allows anyone anywhere to find YOU! TEXAS LONGHORN TRAILS Lindsay Maher Advertising Sales Manager ext 109 lindsay@tlbaa.org

7 AD SPECS & RATES F U L L PA G E H A L F PA G E Full Bleed: X Live Area: 7.5 X10 Trim: 8.5 X11 horizontal 7.5 x vertical x 7.5 $800 $775 $750 $725 $700 $550 $525 $500 $475 $450 PREMIUM POSITIONS Back Cover $1000 Inside Front $950 Inside Back $900 T H I R D PA G E F O U R T H PA G E block x horizontal 7.5 x 3.25 vertical x 10 $450 $425 $400 $375 $350 $350 $325 $300 $275 $250 F I F T H PA G E S I X T H / N I N T H PA G E horizontal x /6 vertical x /6 horizontal x / x $215 $205 $200 $195 $190 1/6 1/9 $165 $150 $130 $110 $105 $100 $95 $90 $85 $75 *Additional options are available, including: advertorials, as well as the custom design and printing of brochures, inserts and sale catalogs. TEXAS LONGHORN TRAILS Lindsay Maher Advertising Sales Manager ext 109 lindsay@tlbaa.org

8 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 3.5X2.92 inches* Skyscraper 160X400 pixels 1.67X2.92 inches* Button 160X120 pixels 1.67X1.25 inches* Square 336x228 pixels 3 mo. - $575 6 mo. - $ mo. - $375 3 mo. - $450 6 mo. - $ mo. - $250 3 mo. - $200 6 mo. - $ mo. - $125 N O N - H O M E PA G E A D V E R T I S I N G Square 336x228 pixels 3.5 x 2.92 inches* Skyscraper 160x400 pixels 1.67 x 2.92 inches* Skyscraper 160x400 pixels 3 mo. - $475 6 mo. - $ mo. - $275 3 mo. - $300 6 mo. - $ mo. - $200 D I T I A L M E D I A M A R K E T I N G 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 Lindsay Maher Advertising Sales Manager ext 109 lindsay@tlbaa.org