Actiongram Dec. 2008
Critique and Contest
LPC EXECUTIVE COMMITTEE Jim Bret Campbell
Jim Bret Campbell, President
The American Quarter Horse Journal
Marilyn Brink, 1st Vice President
Kanwaka Communications From its beginning, one of the basic tenants for the contest. By agreeing
of the Livestock Publications Council has been to critique a category, the
Andy Atzenweiler, 2nd Vice President to help its member publications improve in judges take on a large bur-
Missouri Beef Cattleman
email@example.com quality. The writing, design and photography den. Many of our categories
should meet the high standards of the people have 20 or more entries and
Scott Vernon, Secretary/Treasurer
Brock Center for Ag Communication
and industry we’re trying to reach. it requires a considerable
Cal Poly State University That’s why the critique and contest has and amount of time to ask a pro-
firstname.lastname@example.org continues to be such an important part of LPC. fessional to accurately evaluate each piece,
Kyle Haley, Immediate Past President The contest has always been a way for publica- place them and write a thoughtful, complete
Limousin World tions and service members to submit their and helpful critique. I know in the past that
works and have them be evaluated by an outside some judges have not provided the type of feed-
BOARD OF DIRECTORS source. back that many of our members would like to
Carey Brown (‘09)
Now, there are lots of reasons why members see, so we’re implementing some ways to fix
email@example.com enter the contest. Here’s a top-four list of why that problem.
you should: During the recent board meeting, the LPC
Jay Carlson (‘11)
BEEF *It never hurts on your circulation efforts or board made a new commitment to recruiting
firstname.lastname@example.org promotional material to be able to place and securing the number and type of quality
Stan Coffman (‘11) “award-winning” in front of your name. judges needed to give you value for your entry
Ozarks Farm & Neighbor Even if you don’t impress your subscribers, to the contest (plus, there’s that chance of win-
your mom will be proud of you. ning and impressing your mom thing). You can
Cindy Cunningham (‘11) *Gauge your work against competing publi- help by submitting names of qualified people to
National Pork Board cations or organizations. committee chair Beverly Moseley at
*Get extra recognition for your employees, email@example.com by January 15.
Angie Denton (‘11) after all, they have moms, too. The board will then beg, plead, bribe and/or
firstname.lastname@example.org *Get outside feedback about your writing, intimidate the highest quality nominated people
layouts, designs, photography, catalogs, etc. into judging the contest.
Scarlett Hagins (‘10)
Let’s admit, mom isn’t always the most In the future, we are also looking at opportu-
email@example.com objective critic. nities for developing a system in which you
could have your entire publication or product
Kathy LaScala (‘10)
Food 360 While you might not always agree with the reviewed by a panel of your peers or a profes-
firstname.lastname@example.org opinion of the judge or judges, I would argue sional consultant at a reduced price. If you
Christy Lee (‘11) that there’s almost always something that we would like to have that opportunity, please send
Seedstock Edge can take away from the critique to help us your thoughts to Beverly, as well.
improve our products. We have always strived Get your entries in this year. If you don’t, I’ll
Beverly Moseley (‘09) to get the most qualified and competent judges tell your mom! •
Land & Livestock Post
Thank you to all of you who make LPC such a great organization. It has been an incredible
Don Norton (‘09) year for LPC, yet we know that it has also been a year of challenges for many in different ways.
email@example.com I hope that we all can look at wealth in a new light and it see it through our friendships, in
being happy in our daily lives and for an appreciation of what we have in America.
Stephanie Veldman (‘09)
Broadhead + Co. May the spirit of Christmas take you into the new year with a renewed energy for life.
firstname.lastname@example.org Merry Christmas and Happy New Year!
Diane E. Johnson, executive director
910 Currie St. Fort Worth TX 76107
email@example.com • www.livestockpublications.com
office: 817/336-1130 fax: 817/232-4820 Newsletter of the Livestock Publications Council, an international organization serving the dynamic livestock communications industry.
Compiled by Megan Brownell, Cal Poly State University
10. Do you keep a day planner or
Wants to Know
life, from a kitten held
in my hand, to a photo remember everything in your head?
of the two of us toward I’m a list writer. There’s always way too
the end of his life. It’s much going on to remember everything
one of my most precious in my head. And, there’s the satisfaction
possessions. of crossing things off until the list is
6. Do you buy lottery complete.
or Powerball tickets? 11. What did you want to be when you
Neither. The stock grew up? A veterinarian. I was always
market is enough of a nursing animals back to health and bring-
Name: Kathy LaScala
ing home strays. I even had rats, mon-
Age: ? gamble.
7. Milk or soy? Definitely milk. I grew keys, alligators, rabbits, sheep and every-
Board Position: Director
thing else as pets.
Hometown/State: Sardinia, N.Y. up on a dairy farm and still have cattle of
12. What is your family like: Waltons,
Number of years in LPC: 6 my own.
Brady Bunch or Beverly Hillbillies? I
8. Would you rather walk through a
wouldn’t even know how to describe my
photo or contemporary art gallery? A
1. How did you get involved in LPC? family; none of these choices could even
photo gallery. I really enjoy seeing the
Greg Henderson blackmailed me. come close.
perspective of others and how they view
2. The last thing I do before I go to bed 13. Jelly beans or licorice? Licorice –
at night is... pray – I need all the help I the world around them. Like the saying strawberry. It’s fat free and you can eat a
can get. goes, a picture says a thousand words. Or whole bag without feeling guilty.
3. Where do you wish you could go something like that. Or you can just 14. What is a dream/hope you have?
right now? Italy – I planned to go there make up your own story to go with the To build the log cabin I’ve always
in 2007, but bought land and cows picture. I take tons of pictures myself and dreamed of, up on a hill, with that mil-
instead. love going through them year after year. lion dollar view. I have the land, now all
4. What car would you buy with an It’s funny to see how people can change. I need is the cabin!
endless money supply? A cherry red 9. What is your favorite thing about 15. What is your favorite time of year?
Lamborghini Concept S. Wouldn’t that starting a new year? Those New Year Spring. It’s a new beginning for so many
be cool! resolutions that always seem to be forgot- things. Calves are being born, trees are
5. Describe your favorite photograph. ten by January 2nd. It sounds good at the growing leaves, flowers are starting to
Key Words and Copywriting for the Web
It’s actually a painting of my cat Fluffy. It beginning though. The thought of new bloom. And there’s the anticipation of
has several poses of him throughout his possibilities is exciting too. perfect Harley riding weather!
by Emily Whitmoyer,
2008 student travel award winner
Texas A&M University
Google search queries are everything to Mequoda Group Nicholas said that it becomes the responsibility of the online
Managing Partner Don Nicholas, an expert on increasing web- editor to use this information to improve the copy on his website
site traffic and meeting the consumer’s search demands. in order to maximize its GVI. He detailed seven steps for “search
Nicholas presented “Key Words and Copywriting for the engine optimization,” or SEO:
Web” at the 2008 Agricultural Media Summit at Saddlebrook 1. Choose keyword clusters;
Resort, Fla. 2. Build conversion architecture;
“Seventy percent of United States-based users use Google on 3. Optimize headlines and subheads;
a daily basis,” he said. This is the reason that the Mequoda 4. Optimize keyword density;
Group analyzes keyword search trends from that search engine to 5. Optimize meta-tags;
determine a websites “Google Visibility Index,” or GVI. 6. Optimize URL-tags;
He explained that a website must appear ideally on the first 7. Build links.
page of results to increase traffic to a website from keyword By following these steps and adding the phrases most fre-
searches. The second and third pages see some activity, but in the quently searched by consumers to web copy you are able to
majority of searches, the first results page dominates. rocket your website to the first or second page of Google search
How can your company’s website achieve this goal? By utiliz- results, thereby increasing traffic to your website and hopefully
ing keyword search tracking software such as “Word Tracker” or increasing revenue for your company.
“Keyword Discovery” to determine what words consumers enter These search analysis software programs are an exciting addi-
into search queries that are related to your particular company’s tion to the field of web publishing and should be used to meet
website. These software programs will spew out data from your company’s online goals. Visit the Mequoda Group’s website
weeks, months, or years relating to keyword search queries and at www.mequoda.com for more information about using key-
also analyze the number of hits to your website. word search analysis to improve your website copy.
Board actions of interest: Bassford Student Award
The LPC board met in Fort Worth on December 8th for its annu-
Applications due February 15
al mid-year meeting. The following are a few points of discussion Scholarship applications for the Forrest Bassford Student
worth noting. Award sponsored by LPC are available on the Web site and
A A membership drive will start on January 1, 2009 and go through included in this newsletter This $1500 scholarship will be
June 30, 2009. The prize will be $500 cash! So start recruiting and awarded in Fort Worth, Texas, at the 2009 Ag Media
make sure your contacts put YOUR name down as the recruiter. If Summit (AMS). Also, up to four travel scholarships of $750
there is a tie in the number recruited, there will be a drawing during each will be awarded to deserving students who must be
this summer’s AMS. More details to follow, but you can go ahead able to attend the AMS. If you have questions, contact:
and start thinking of potential members. Angie Denton, committee chairman,firstname.lastname@example.org.
Make sure you are using
A The board decided to suspend all regional workshops until fall of Deadline for applications is February 15, 2009. •
2009. This is to due to the extra time that volunteers are spending
the correct LPC logo!
on next year’s AMS which is a joint event with the International
Federation of Ag Journalists.
A Be sure to note that all job descriptions (including internships)
are now on the LPC web site. They are no longer within the
newsletters due to space limitations. To sign up so you can post go
to www.livestockpublications.com and click on “New to Job
Postings”. Follow the rules and then you will receive approval to In case you are still using the old logo with 30th
post as many jobs as you wish. Of course, you must be a member to anniversary tagline...well you’re now FIVE years out of
post jobs however anyone can search for a job without registering. date! You can download the correct LPC logo from the
A One on-going project that should be completed soon is a Policies LPC web site www.livestockpublications.com. You can
and Procedures manual which will cover tasks and descriptions for use the color as it is or change it to fit your publication.•
LPC activities, committees, etc. This is so anyone can step in to any
position and/or committee and follow the protocol of what has been
done in the past.
The organization is in very stable financial condition and contin-
ues to thrive. Anyone who is interested in being part of committees
or serve as a board member in the future is encouraged to contact
Jim Bret Campbell, president. •
As we start 2009 all plans will focus on the Ag Media Summit which will be held in
Fort Worth, Texas August 1-5. This will be held in conjunction with the
International Federation of Agricultural Journalists Congress (IFAJ) that will be
July 31 - August 4. Both events have many exciting developments. Watch for news in upcoming
Annual LPC Luncheon
issues of the Actiongram along with updates at www.agmediasummit.com and www.ifaj2009.com.
During the National Cattlemen’s Beef Assn. (NCBA) Convention, Phoenix
January 29, 2009 • 11:30 am to 1 pm
Ellis Room East, Hyatt Regency
(across the street from Convention Center)
Open to the world -- bring a friend, client, yourself!
Cost: $40 for buffet lunch
Please RSVP by January 24 to email@example.com or 817/336-1130.
No-shows will be billed.
MerryChristmas of Directors
from your LPC Board
Jay Carlson, BEEF; Jim Bret Campbell, president, The American Quarter Horse Journal; Marilyn Brink, first vice president, Kanwaka Communications;
Andy Atzenweiler, Missouri Beef Cattleman, second vice president; Scott Vernon, secretary-treasurer, Cal Poly State University; Kyle Haley, immediate past
president, Limousin World; second row: Don Norton, Boelte-Hall; Carey Brown, Cow Country News; Beverly Moseley, Land and Livestock Post; Cindy
Another welcome to all of our new members from 2008. seeing you in 2009!
Cunningham, National Pork Board; Christy Lee, Seedstock Edge; Stephanie Veldman, Broadhead + Co.; Scarlett Hagins, Kansas Stockman; Kathy LaScala,
Vance Publishing/Food 360; Stan Coffman, Ozarks Farm & Neighbor; Angie Denton, Hereford World; Diane Johnson, LPC executive director.
We look forward to Farms.com, Linden, IA Alltech, Nicholasville, KY
Ag Journal, LaJunta, CO JoAnn Alumbaugh Billy Frey
Jeanette Larson Mid-Atlantic Dairy Assn., Harrisburg, PA Creative Media, St. Joseph, MO
Appaloosa Journal, Moscow, ID Lisa Perrin Eric Grant
Steve Taylor American Hereford Assn., Kansas City, MO The Hondo Group, Fort Worth, TX
Alpacas Magazine, Tatamagouche, NS, CAN Amy Cowan Susan Watt Foster
Dave Belt American Shorthorn Assn., Omaha, NE Staci Frazier, Tonkawa, OK
AgWeek Magazine, Fargo, ND Amanda Reeson Staci Frazier
Kim Deats and Mikkel Pates Texas Corn Producers Board, Lubbock, TX KFRM Radio, Clay Center, KS
Tri-State Livestock News, Spearfish, SD Lindsay West Kyle Bauer
Scott Engel and Aaron Nelson Texas Peanut Producers Board, Lubbock, TX ADSIT Design, Ryan, OK
Working Ranch Magazine, Henderson, NV Lindsay West Corral Creek Communications, Miles City, MT
Drew Lawler and Tim O’Byrne U.S. Animal Health Assn., St. Joseph, MO Martha Ostendorf
SERVICE Ben Richey Alpha Scouts, Kansas City, MO
US Premium Beef, Kansas City, MO Thornridge Consulting Co., Mechanicsburg, IL Dave Anderson
Bill Miller Drew Earles Truffle Media Networks, Indianapolis, IN
Hansen Communications, Kankakee, IL Filament Marketing, Madison, WI Brown Printing, New York City
Pat Hansen Ed Peck Morgan Lightfoot
Cattle Guard, Arvada, CO Martin Williams Advertising, Minneapolis LiveAuctions.tv, Lexington, MO
Amy Bader Jill Spiekerman-Carrothers Brad Fahrmeier
Fiona Lockhart, Hearne, TX