The Association We Serve The Texas Longhorn and the TLBAA: The Legacy Continues

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2 The Association We Serve The Texas Longhorn and the TLBAA: The Legacy Continues From ancestors arriving in the Americas in the 15 th and 16 th century to the iconic American breed known today as Texas Longhorns, this breed embodies the characteristics that helped shape this country: toughness, resilience and hardiness. Not only are they survivors, but they are beautiful creatures with a vast palette of hide colors and markings and majestic horns in a large variety of shapes. This beef breed has grown from near extinction to a thriving breed with popularity for many different interests from the show ring, to horn measuring, lean beef production and beyond. Since the TLBAA s humble beginnings, it has grown into the premier Texas Longhorn registry, serving not only as a preserver of records, but as forerunners in educatiing the public and marketing the Texas Longhorn for its desireable breed traits, historical importance and the vast array of benefits of owning Texas Longhorns. After 50 years, the total number of registered Texas Longhorns has grown to over 500,000 head and the TLBAA has over 4,500 members across the United States, Canada and the world. The Association hosts shows and sales in Fort Worth, Texas and Lawton, Oklahoma which become a gathering place for members for fun, fellowship, competition and marketing opportunities. Our members host big events across the nation as well, including ranch tours and several major sales each year. Recent sale averages range from $5,000 - $8,000 per animal with high selling animals often going for $20,000+. Cows have been seen to bring 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. They are a group of people interested in Longhorns for several reasons, ranging from showing to beef production, but the majority of our readers love the nostalgia and historic significance of the breed and have developed registered breeding programs to ensure the future of the breed they love. They not only read their Trails Magazine cover-to-cover, they also refer to back issues regularly. They don t just need your equipment and services, they want them and only the best will do for the cattle they so highly prize. Many own horses and other livestock as well and they value them just as highly. They demand quality products for maintenance of their herds and property from fence and 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 . So, 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 or ranch of individuals who appreciate quality, this is the targeted audience for your product or service. The Survey Says... Do you read your Trails Magazine each month and if so, in what format? 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% When asked which departments do you usually read in Trails Magazine each month All of the Above received 46.3% which takes readers from cover to cover. Membership Demographics Male 72% Female 28% 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% Do you raise Longhorns as a: Hobby 42% Secondary business 52% Primary business 6% Member Involvement with Texas Longhorns (checked up to 3): Breeding and 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% Over 65 11% % % % under 25 3%

4 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 still. Online version of Trails Average views per month: 6,000-8,000 Average number of in-depth reads: 1,500 Being read online in 14 countries, most readership in U.S., Canada and Mexico. All advertising has live link to advertiser s web site or . E-Blasts and Social Media Marketing Reach members who opt-in and are especially interested in your message. Reaches over 1,800 readers and 3,000 followers on Facebook Average open rate 25%, above industry average Reach an even wider audience by featuring your E-blast on our weekly e-newsletter, E-Trails. TLBAA Website Advertising In 2014, In 2014, TLBAA.org received approximately 140,000 page views last year and 41.4% of those views were from NEW visitors! All new website design and modern layout that is tailored to ease accessibility and user interaction. Coming in March 2015!

5 PRINT ADVERTISING SPECS & RATES FULL PAGE FOURTH PAGE Full Bleed: x Live Area: 7.5 x 10 Trim: 8.5 x 11 block x Color $ $ $738 BW $588 $ $ COVERS Back Cover $1034 Inside Front $ HALF PAGE Color $ $ $ BW $294 $274 $ SIXTH PAGE horizontal 7.5 x vertical x 7.5 vertical x horizontal x Color $588 $ $ BW $ $ $ THIRD PAGE Color $ $148 $ BW $ $74.50 $58.75 ADDITIONAL PRINT MARKETING horizontal 7.5 x 3.25 Sale Pen x Sale Pen x x vertical x 10 Color $ $ $ BW $ $ $ * Advertising Contract required for these rates specified. RATES Sale Pen (1/9 pg. B&W) $57.75/each or 2/$ Sale Pen (1/9 pg. color) $94.50/each or 2/$179 Sale pens limited to two per issue; one photo per sale pen. Other options available as packages with your advertising include advertorials, as well as design and printing of brochures, inserts and catalogs. TEXAS LONGHORN TRAILS (817) trails@tlbaa.org

6 WEB ADVERTISING SPECS & RATES HOME PAGE ADVERTISING 336x280 pixels 3.5 x 2.92 inches* 1 mo. - $ mo. - $900 6 mo. - $ mo. - $ x400 pixels 1.67 x 2.92 inches* 1 mo. - $700 3 mo. - $550 6 mo. - $ mo. - $ x120 pixels 1.67 x 1.25 inches* 1 mo. - $275 3 mo. - $220 6 mo. - $ mo. - $140 NON-HOMEPAGE ADVERTISING 336x280 pixels 3.5 x 2.92 inches* 1 mo. - $700 3 mo. - $560 6 mo. - $ mo. - $ x400 pixels 1.67 x 2.92 inches* 1 mo. - $500 3 mo. - $400 6 mo. - $ mo. - $250 E-BLAST AND SOCIAL MEDIA MARKETING E-Blast and Social Media Package - $70 -This package includes the design and creation of your custom e-blast, exposure to 1,800+ patrons who have opted in to see your e-blast, and a social media post with a link to your e-blast on TLBAA s Twitter and Facebook page. Add-On E-Trails Classified - $15 - If you would like to add-on a classified in E-Trails to your e-blast package, please let us know! *Ad sizes in inches are based on a computer screen with a 96 DPI flat screen, which is average for most home computers. The size of your ad may differ based on the viewer's computer screen, as the ad size remains proportionate to the size of the screen. Other options available as packages with your advertising include advertorials, as well as design and printing of brochures, inserts and catalogs. TEXAS LONGHORN TRAILS (817) trails@tlbaa.org

7 EDITORIAL CALENDAR JANUARY FEBRUARY MARCH 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. Showcases progeny and semen sales. Livestock Equipment Latest and useful equipment for the farm/ranch. APRIL MAY JUNE JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER Youth Issue/ Hay & Forage Getting ready for summer, preparing for possible drought. Brood Cow Issue Features highlighting the importance of the cow in any breeding program. Supplies An examination of what supplies and equipment is needed to effectively raise and/or show a Longhorn. Even Years - A.I. Issue / Odd Years - Membership Directory Reference issues with two-year shelf life. World Show Issue Coverage of the TLBAA World Show with results and photo coverage. Herd Nutrition What are the best types of nutrtitional programs available today and how to best utilize them. Herd Health Building and maintaining the health and productivity of the herd, including the latest cattle research. Apparel/Home Furnishings/Christmas Gifts The special styles that Longhorn breeders use to decorate. Horn Showcase Issue Often-referenced edition including all the measurements from the TLBAA Horn Showcase.

8 What s In Trails Magazine? Every issue of Trails Magazine features the magnificent Texas Longhorn and the dedicated breeders working to preserve and improve the breed. Feature articles range from interviews with breeders discussing their programs to highlighting outstanding Longhorn genetics and history. Additional features are 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 with their Longhorn programs is communicated. The magazine also features photography from both professional photographers and from breeders, an aspect that keeps our readers eager to get the next issue to see the beautiful photos and to see if their animals are being featured within the magazine. EACH ISSUE FEATURES: Health Feature and/or Herd Management: At least one featurelength article reagarding the health/nutritional care of Longhorns and month-by-month synopsis of herd management requirements. 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 spotlighting 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 association affiliates across the U.S, Canada and occasionally beyond. Contact: Myra Basham, Editor (817) myra@tlbaa.org Save the Date: a calendar of upcoming events constantly referenced by our readers. Advertising: Laura Standley Ad Sales/Production Manager (817) ext 105 laura@tlbaa.org