Trying to reach the landowners and cattle producers of Texas, Oklahoma and the Southwest?

We go right to them every month and we want to take you with us!

"Have you made purchases from advertisements you've seen in The Cattleman?" This is our favorite question to ask in our annual subscriber survey.

"YES!" our readers say this year, and have said the same for the 20 years we've surveyed them. In fact, the 2009 survey shows more than half our readers based buying decisions on ads they saw in The Cattleman magazine.

Cattle Raisers are unique: They manage more than 2.8 million head of cattle and own or manage 59,029,078 acres of land. The Cattleman magazine is the tool to reach the managers and owners of these resources.

The Cattleman readers buy quality products from reputable providers to help improve their herds, manage their land and handle the challenges of daily ranch life more easily and effectively.

Our readers need bulls, replacement females, improved genetics, horses, custom cattle feeding operations, animal health supplies, feed, seed, fencing, pickups, tractors, ATVs, haying equipment, auction markets, auctioneers, implements, software, realtors and more.

Our readers tell us what they want to learn. With their guidance, we provide articles that are useful, practical and readable. When their interests grow and change, our content follows, keeping The Cattleman fresh and useful to both established and new readers.

We must be doing it right, because for 20 years our readers have told us they keep issues for reference, and they share each month's issue with at least two more readers. Based on this habit, more than 40,000 people read The Cattleman on a regular basis.

Texas, Oklahoma and the Southwest make up the leading cattle producing area in our nation. More than 90 percent of Texas is held by private landowners. Advertisers can reach this highly targeted audience in the most cost-effective manner by letting The Cattleman magazine carry your message.

Take a look at our numbers, editorial calendar and livestock or commercial rates. Call us with your questions about the beef market we represent. We'll carry your message about your goods and services to our readers. 800/242-7820

2009 Subscriber Survey and Media Kit

Table of Contents

About our readers

Page 15      Demographics

Page 5        Subscribers by county

Page 7        Number of active producers

Page 7        Decision makers

Page 7        Sources of income

Page 13      How our readers use advertisements

Page 10      How our readers market their cattle

Page 15      Memberships in other organizations

Page 13      Subjects of interest to our readers

Page 12      Other media for news

Page 14       Internet use

About the livestock our readers own

Page 7        Herd size

Page 8        Number of stocker calves and yearlings

Page 8        Registered and purebred cattle herds

Page 6        Horse ownership and purchase plans

Page 4        Beef cows by county in Texas

Page 6        Cattle inshipments/imports to Texas

Herd management

Page 8      Heath management practices

Page 8      Mass arrival medication program

Page 9      Where our readers purchase animal health supplies

Page 9       Bull and replacement female purchase plans

Page 9       Use of artificial insemination

Land use and management

Page 10      Acres owned and managed by our readers

Page 10      Land management practices

Page 10      2009 crop plans

Page 11      2009 fencing plans

Page 11      Lease for hunting and fishing

What our readers plan to purchase soon

Page 11      Equipment

Page 11      Vehicles

Page 12      Communications equipment

The Cattleman general information

Livestock advertising rate card

Commercial advertising rate card

Page 2        Editorial Calendar

Page 3        File requirements

A little about the survey method:

A questionnaire was developed, including several tracking questions from previous surveys in 1979, 1982, 1985, 1988, 1990, 1991, 1992, 1993, 1994, 1995, 1996, 1998, 1999, 2000, 2001, 2002, 2003, 2004, 2005, 2006, 2007, and 2008.

A sample of 3,360 subscribers was randomly selected from the computerized The Cattleman magazine. The questionnaires were mailed during January 2009. By February, 694 questionnaires had been returned, for a return rate of 20 percent, somewhat higher than in previous surveys.The returned questionnaires resulted in a maximum sampling error of plus or minus 3.7 percent.

Because of the random selection procedures used, results can be projected to the total of all paid subscribers.

Based on the Dec. 31, 2008, Audit Bureau of Circulations report, The Cattleman had a paid circulation of 16,800. All projections in this report are based only on the paid subscribers.