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July 2006 Herdsire Issue
Advertise your new models
by Sam Howell
I wonder, in the history of breed associations, how many similar articles have been written by breed secretaries and magazine staff, encouraging their membership to do more advertising.
There is no doubt in my mind that Seedstock EDGE has become the publication of choice for producers, regardless of breed affiliation. In terms of size, quality, circulation and price, we offer the best deal in the industry. From showpig production to producing commercial seedstock, there is an issue of our magazine tailor-made to advertise your product. By advertising in Seedstock EDGE, you are sending your message to people who are involved in the swine industry, not the cattle, sheep and goat industries!
The age-old question has always been, “How much advertising is enough?” I wish I had the answer – I don’t. Sows get bred every day and there aren’t many months out of the year that someone, in some part of the United States, isn’t hunting for open or bred gilts and showpigs.
A few years ago, I had a producer in California tell me that he had a market 10 months out of the year for showpigs! I also had a man tell me about a seedstock producer who allocated the sale price of one market hog per litter to advertise and sell the rest of the litter. Like the saying goes, “Advertising doesn’t cost, it pays.”
Sometime ago, at one of our NSR staff meetings, we were discussing the magazine. Mike Paul made the statement that, as an industry, we do a fairly good job of thanking our buyers after each hog show, but we do a poor job promoting what we have to sell. As popular as they were, John Deere didn’t spend a lot of advertising dollars thanking buyers for purchasing 4020 diesels. They were busy producing and promoting new models. Every time you have a litter of pigs, you have new models to sell. Let people know about them.
The questions I get when making farm visits are interesting. Without a doubt, the one question you folks ask every time is, “What have you seen?” You want to know what new boars are at the studs and what prospects are out there. “If you find one, call me,” you’ll say. The right pictures in a well-thought, thorough ad will make your phone ring. I had one person tell me he had five phone calls before he had received his magazine because of the pictures of young boars he had ran in his ad. A little time with a camera might be the best investment you could make.
A listing in the Seedstock Source keeps your name in front of the public in all nine issues. At $75, $8.33 per issue, can you afford not to be listed? If everyone is looking, then there must be a demand. We have never been out produced in this industry, although we have been out promoted!
For the last three years, Ralph Doak and I have called for ads. Ralph makes calls in the East, and I contact the Midwest, Southwest and Western states. As strange as it might sound, I enjoy it! It gives me an opportunity to visit with the best people I know – you folks.
While we are on the subject of calls, I would like to remind you that as much as I enjoy talking to you the first time, I don’t enjoy calling the second and third times to remind you to get your ad copy in! It’s very simple: The sooner your ad copy gets to the office, the better your ad will be.
We are fortunate to have a talented staff in charge of our magazine. Megan Sheridan, Kati McQueen and Dan Akers are among the best in the livestock publication industry. We are a team – a team that wants to see you succeed.
Thank you to Christy Couch Lee for the tremendous job you did over the last few years. The saying, “leave it better than you found it” has never been more evident. Thanks to you and your staff, our magazine has never been better. Thank you for your leadership, dedication and friendship. Good luck with your new endeavors. Take care of that little boy and the guy with the fancy belt and cowboy hat.
Congratulations to Megan Sheridan on becoming our new managing editor. We’ll take it to the next level, Megan.
