News Update
Sept. 23, 2009

Angus YouTube Channel Reaches Viewership Milestone

Nearly 60,000 Internet users have viewed Angus and Angus-related videos on American Angus Association®’s YouTube channel during the last year. The majority of those views have taken place during just the last six months — and traffic continues to grow each day.

In fact, during August and September alone, the channel garnered more than 20,000 unique views, an indication that producers and consumers alike have identified the channel as a popular web-based destination for news, information and entertainment.

“The Association has been an industry leader in using social networking web sites not only to inform the industry about Angus cattle, but also to advance a positive message about cattle producers and their commitment to producing humanely raised, high-quality beef,” says Bryce Schumann, Association chief executive officer.

Interestingly, viewers between the ages of 45 and 54 comprised the largest portion (42%) of the channel’s audience; 58% of viewers were male.

The Association will leverage its accelerating YouTube presence to reach an even wider audience in the future. Two weeks ago, it used the web site to launch its national advertising campaign, enabling anyone in the world to learn about the economic advantages of the breed, and for Angus breeders to use 30-second video ads on their own web sites — at no cost.

In addition, Certified Angus Beef LLC, the world’s largest branded beef company and subsidiary of the Association, now uses many of these videos in a new consumer-promotion section on its web site called “Angus Ranchers — committed to quality.” This can be viewed at www.certifiedangusbeef.com.

The Association’s YouTube channel is underpinned by Angus-oriented segments that began airing on AgDay TV and U.S. Farm Report in mid-August. AgDay reaches nearly 250,000 households, Monday through Friday; 500,000 households receive U.S. Farm Report on the weekends.

Visit www.youtube.com/apicreativemedia to view 52 individual Angus-oriented videos.

The American Angus Association® is the world’s largest beef breed organization, serving members and their customers across the United States and Canada. It provides programs and services to farmers, ranchers and others who rely on the power of Angus to produce quality genetics for the beef industry and quality beef for consumers.

For more information about Angus cattle and the American Angus Association’s program and services, please visit www.angus.org.

Angus Juniors Achieve Facebook Goal: 700 Members in Less Than Two Months

Back in late July, the National Junior Angus Association (NJAA) Board of Directors set out to build the industry’s premier social networking community on Facebook.

After less than two months, the NJAA Fan Page now claims 700-plus members — and the ranks continue to grow each day.

“We set a target to have 700 members by September 25 — and we achieved that goal with three days to spare,” says Robin Ruff, director of youth activities for the American Angus Association®. “We’ve been astounded by how rapidly it’s grown, — and there’s no doubt the community will continue to grow in the coming days.”

The Facebook community is just one example of how the Association is leveraging social networking sites to increase its presence, advance the interests of the Angus breed, and communicate efficiently with members across the country.

Members of the NJAA Fan Page receive Association press releases, postings on internship opportunities and career development, and up-to-date information on conference and show dates, deadlines, and coverage. They also can network with each other while learning about management, show preparation and animal husbandry practices.

“The NJAA Fan Page is a great tool for junior Angus members to meet new friends, build relationships and network with other youth from across the United States,” says Ruff. “The sky’s the limit on just how big this community can become. Our use of social networking sites will no doubt help to solidify the future of the Angus breed and the American Angus Association.”

“The NJAA Fan Page is open not only to juniors, but also to parents, Angus producers and anyone else interested in cattle production, career development or junior activities,” says Ruff.

To locate the page and become a fan, simply visit www.facebook.com and type “National Junior Angus Association” in the search window.

The NJAA promotes involvement of Angus cattle, while enhancing leadership and development skills for its nearly 7,000 junior members. For more information about the NJAA, go to www.njaa.info.

— Releases provided by the American Angus Association.

Michigan House Passes Animal Care Legislation

Last week, the Michigan House of Representatives voted 87-20 to pass farm animal welfare legislation, according to Cattlenetwork.com. The committee bill reportedly calls for confinement standards primarily championed by the Humane Society of the United States (HSUS).

According to Cattlenetwork.com, the Michigan Pork Producers Association (MPPA) and Michigan Farm Bureau are among agricultural groups pursuing substitute legislation advocating scientific-based animal care standards for all livestock species through the establishment of a Michigan Livestock Animal Care Standards Board, with oversight from the Michigan Department of Agriculture.

Calf-Weaning Workshop to Show New Ways to Solve Old Problem

A “Weaning Calf Management Workshop” will take place 5-8 p.m., Oct. 15, at the Forage Systems Research Center (FSRC) in Linneus, Mo.

The workshop will present new research on calf weaning along with proven practices from years past, said David Davis, superintendent of the University of Missouri (MU) farm in Linn County. All the tips aim to make the old problem of separating calves from their mamas easier.

Rob Kallenbach, MU Extension forage agronomist, and Justin Sexten, MU Extension beef nutritionist, will talk about weaning and receiving calves. Emphasis will be on weaning calves on pasture rather than in dry lots to reduce stress and illness. That system promotes continued gains during the transition away from cow milk.

“One system that most producers don’t believe until they see it is fenceline weaning,” Sexten said. “Weaned calves are kept within sight of their mothers, across an electric fence.

“That requires a very hot fence,” Sexten added. “When weaning, you want the calves very close to their mamas — or very far away. When calves are kept within sight of the cows, the weaning process is much quieter.”

The MU specialists will tell ways to wean or receive newly purchased calves without a complete standstill in average daily gains.

Sexten will explain feed supplements for weaned calves. Byproducts from ethanol plants can reduce costs and fill nutritional needs of calves.

The specialists will talk about the quality of hay needed and how to feed it for best intake if calves are weaned in dry lots.

Kallenbach and Davis will emphasize the pasture forages to feed the calves. They will tell how to grow good-quality pastures.

Davis said that FSRC is testing nose flaps on calves to wean those left with cows in the herd.

The workshop is free, but Davis asks attendees to pre-register by calling 660-895-5121.

To reach the farm, go west from Brookfield, Mo., on U.S. Highway 36, then north six miles on Highway FF to Genoa Road. Go west 1.5 miles to the headquarters. Signs are at the intersections.

FSRC is a part of the Missouri Agricultural Experiment Station in the MU College of Agriculture, Food and Natural Resources. For more details, visit aes.missouri.edu/fsrc.

— Release provided by MU Extension.

— Compiled by Crystal Albers, associate editor, Angus Productions Inc.