01/31/06 Participating in cattle convention

American Rancher January 31, 2006 Cattle and beef producers who want to tell Checkoff leaders how they want their dollar-per-head spent will have the opportunity to do so at the 2006 Cattle Industry Convention and Trade Show. The convention in Denver begins February 1st and runs through the 4th. Mark Thomas, Vice President of Global Marketing for the National Cattlemen's Beef Association, says checkoff funded advertising is one critical issue that is going to be addressed. Thomas: "The Joint Advertising Committee is going to have an important discussion considering what approach should be taken in the next year. Specifically we have had a Checkoff funded radio and print national advertising campaign. With the positive decision on the Checkoff now the joint committee is going to have to discuss should they stay the course on print and radio or is it time to go back to national TV." Cattle producers who can't attend the Denver meeting can still take an active part. Cattlemen's Beef Board Vice Chairman Jay O'Brian says a web log has been created, www.beefboardmeeting.com O'Brian: "We're trying to get information out to the producers to let them know exactly what is going on at the convention. Even allow them to have input back into the committees so that all the people who pay the Checkoff will be part of the process." That website not only provides information but allows for input as well. I'm Bob Hoff.