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Agrimarketing : November December 2006
US beef cattle. The market for beef inputs isn't determined by where cattle are born. It's where they are treated and fed. While the region covered by HIGH PLAINS JOURNAL is a major cow-calf area, it is also America's premier stocker and feedlot region. Consider these facts: The JOURNAL's circulation area represents 75% of US cattle in-shipments. Research shows that two thirds of all cattle are treated within the first three days after arrival. Beef is a $23 billion (yes, that's a b) industry in the JOURNAL's circulation area. Cattle producers in the region buy $8.3 billion of feed and $2.4 billion of other supplies, including vaccines, dewormers, antibiotics and livestock equipment. Seventy percent of JOURNAL readers produce beef. According to an independent national survey, the beef verticals don't even reach a majority of them. Beef misses 62% Beef Today misses 59% Drovers Journal misses 78% JOURNAL readers not covered by other magazines* * From results of 2005 Farm Publication Editorial Poll, a national survey of farm publications based on 2,000 reader responses. US beef cattle.