Over the past 10 years, I’ve written this column quite a few times as the field representative serving the Western territory. However, this will be the first column I write as the new president of Western Livestock Journal LLC. I am excited for this opportunity, but I don’t want this to be about myself—I want this to be about what we, as a team, are facing and what we plan to do about it.
There are several key areas where WLJ will be making some changes, but I wanted to address our readers as we enter a transitional phase with the company. Pete Crow will continue to write this column as long as he would like to, but you’ll see other names from the company here as well.
We have an excellent staff assembled who are all eager to grow and expand the WLJ reach. In just the few short weeks since we entered our official transition phase, our team has generated creative ideas and set up opportunities to build and grow the WLJ brand. Each person brings a fresh outlook, innovative thought process and a desire to build upon the foundation that has been developed over the last century.
Since our acquisition with National Livestock, it has become apparent this was the right fit for everyone. They are fully invested in the beef industry and want to help us grow, evolve and expand.
First, we have an excellent editorial staff. To us, this is the most important asset we have. It is the information they develop and produce that arms our readership with the information they need to help better their livelihoods. We understand how important this is, and we aim to maintain that level of excellence and then plan to make it even better.
We also realize we need to provide this information to our readers as quickly as possible. We will be exploring new ways to deliver this information by way of an app, updated website and push notifications on hand-held devices.
In our current time, there is a fast-paced news cycle with a plethora of information to cover. It is our mission to deliver that information in an unbiased, timely manner. It is understood by our staff that the information we need to deliver to our readership is crucial to their daily and long-term decision making. We don’t take that lightly. With the technologies that are available today, we aim to explore the best options so readers can rely on us for the best and most accurate information.
I am thrilled with the sales staff we have, led by the industry legend Jim Gies. I’d also like to introduce Jared Patterson as the newest member of our team. Jared will serve as the field representative for the Western region. He brings a wealth of knowledge and a common-sense approach backed by critical thinking to the team, and we are thrilled to have him on board. He and his wife, Lauren, and son, Kellen, reside in Caldwell, ID.
I plan to continue to travel the country to attend sales and build the WLJ footprint. Along with the field staff we have in place, I will assist them at sales, cover for them at sales they cannot attend and help with key accounts. I will also focus on building our commercial and corporate advertising as the field staff continues to work with producers and various accounts.
With the talented editorial and field staff working together, they filter information to a production team that is efficient, professional and creative. We have also just added a graphic designer, Tristan Martin, to our team to assist with graphic design and production. We plan to undergo a rebranding so all our information is consistent, professional and easy to read. What we really want is for you to enjoy your experience with WLJ by having relevant editorial presented in a professional manner.
As we look into the future, we will be exploring several key ideas involving expanding more into a digital phase, but we plan to never forget the importance of print. Print is so valuable, and every study I see comparing the two shows the effectiveness of print. A combination of the two avenues shows an increased efficacy of 80 percent for advertisers in nearly every study I look at. WLJ has worked tirelessly through three generations to build a reputation that we will continue to respect, admire and build.
The core principles of our company will continue to be our core principles. It is our readership, which is so loyal and vast, that drives our success each year. We are thankful for all of you that read WLJ and aim to give you the product you expect and then some.
Our world of information has changed and continues to change every day, and we plan to be a driving force in that realm. Our readership deserves the best information in the timeliest manner possible. We plan to provide excellent service to all those who rely on WLJ. As we launch new products, we will educate our readership with each medium.
We also invite our readers to suggest areas they’d like to see WLJ improve. Please reach out to us with ideas you may have so we can better serve you, or get in touch with me at logan.ipsen@gmail.com. — LOGAN IPSEN
