Ag media covers all the bases of BSE crisis.When the BSE See Bombay Stock Exchange. BSE See Boston Stock Exchange (BSE). news broke on Dec. 23, the beef industry was not the only one shaken up. Agricultural news media were left scrambling for information, as many publications had put their January issues to bed and broadcasters were heading out for the holidays. But the media responded quickly. Vacations were interrupted, front pages were pulled, and Web sites were updated. To get a clearer picture, Agri Marketing conducted a survey of some of the key ag media players to find out how they handled the crisis. "After an editorial conference call, a team of editors and artists stayed late on Christmas Eve to rip apart some previously written stories to be as current as possible," says Sonja Hillgren of Farm Journal Media. This was a common refrain among print publications as staff worked to keep the coverage current, a difficult task in monthly and even weekly issues. Even among broadcasters used to constant change, it was challenging to keep up. Many companies produced special issues or reports outside of those regularly planned. "Today's Ag," a weekly magazine program, produced a half-hour special that aired on commercial TV stations and RFD-TV. The special, "The Science and Facts about Mad Cow Disease mad cow disease: see prion. mad cow disease or bovine spongiform encephalopathy (BSE) Fatal neurodegenerative disease of cattle. Symptoms include behavioral changes (e.g. ," featured university and industry experts, with sponsor support from state beef councils. "The Cattle Show an exhibition of domestic animals with prizes for the encouragement of stock breeding; - usually accompanied with the exhibition of other agricultural and domestic products and of implements. - Bartlett. See also: Cattle " also produced a one-hour program designed to educate the viewer on BSE and highlight the work of cattle producers. High Plains Journal created a special section of the paper for all stories pertaining per·tain intr.v. per·tained, per·tain·ing, per·tains 1. To have reference; relate: evidence that pertains to the accident. 2. to BSE. Most media outlets relied heavily on online coverage. "BSE news contributed to a surge in Web traffic that led Agriculture Online to a record 7.9 million page views in December," notes Loren Kruse of Successful Farming. BEEF magazine produced four special editions of the weekly e-newsletter. Vance Publishing's Web sites featured targeted BSE news, along with links to information from the USDA USDA, n.pr See United States Department of Agriculture. and NCBA NCBA National Cattlemen's Beef Association NCBA North Carolina Bar Association NCBA National Cooperative Business Association NCBA North Carolina Biomedical Association NCBA National College of Business and Arts . Even amidst the chaos, some media found time to reach out to consumers and producers. "In the community where the infamous BSE infected cow was discovered, we sponsored a beef barbeque," says Susan Allen of the Northwest Ag Information Network. The event drew more than 2,500 people, with numerous public officials on hand to answer questions. As the immediacy of the crisis slows down, many media are turning to more in-depth coverage of the topics involved, such as downer down·er n. A depressant or sedative drug, such as a barbiturate or tranquilizer. cattle or an animal identification system. "We're working now on creating a section of our sites devoted to BSE due to new issues that have come up in the wake of the crisis," says Willie Vogt of Farm Progress Companies. While everyone in the industry hopes this will be the only crisis of its kind, the situation did give the ag media a chance to do what it does best--inform and educate. "This crisis gave us the opportunity to show how effective farm broadcasting can be," says Cyndi Young of the Brownfield See greenfield. Network. "It was great to see my team working hand-in-hand to cover this issue." RELATED ARTICLE: Coverage highlights. BROWNFIELD NETWORK * Daily e-mail newsletter with breaking news on BSE; interviews with top industry officials, veterinarians Veterinarians and veterinary surgeons (vets) are medical professionals who operate exclusively on animals. Well-known and notable veterinarians include:
THE CATTLE SHOW/HOT SHOTS VIDEO PRODUCTIONS * One-hour educational special featuring BSE and animal nutrition experts, with additional ones planned FARM JOURNAL MEDIA: * Replaced some of January editorial with BSE coverage; special issue of Pro Farmer newsletter; comprehensive coverage on AgWeb.com FARM PROGRESS COMPANIES * Up-to-the-minute information on Web sites; wrap-up of USDA technical briefings online; local response and coverage of issue in each of the regional publications HIGH PLAINS JOURNAL: * Pulled front page to run latest BSE info; special area of paper & logo relating to relating to relate prep → concernant relating to relate prep → bezüglich +gen, mit Bezug auf +acc BSE HOARD'S DAIRYMAN Hoard's Dairyman is an American magazine featuring articles about and for the dairy industry. History Hoard's, as it is more simply known by its readers, was started in 1885 as a supplement to the Daily Jefferson County Union. : * Feature article and editorials; online article on downer cows A downer cow is a live cow that cannot walk. This state can be caused by disease or injury. In nearly all cases it is considered by most farmers to be both humane and cost-effective to slaughter the animal when it becomes a downer, rather than keeping it alive and unhealthy. NORTHWEST AG INFORMATION NETWORK * Targeted special programming for various audience groups; sponsored a beef barbeque in community where the BSE-infected cow was discovered--event drew 2,500+ people and media; distributed columns on the topic to news media PRIMEDIA BUSINESS MAGAZINES: * 16-page section on BSE in February issue of BEEF; special editions of e-newsletters; conducted a reader survey that was picked up by Dow Jones Dow Jones the best known of several U.S. indexes of movements in price on Wall Street. [Am. Hist.: Payton, 202] See : Finance newswire RED RIVER FARM NETWORK * In-depth coverage during daily newscasts; daily updates online and special coverage in e-mail newsletter RFD-TV * Carried all USDA press conferences; produced and aired two 90-minute programs from NCBA/CBB, with call-ins from viewers SUCCESSFUL FARMING/ AGRICULTURE ONLINE * BSE news on Agriculture Online led to record views in December; February issue on animal health; special report that the Ag Online staff produced for BHG BHG Better Homes and Gardens (magazine) BHG Bloodhound Gang (band) BHG Big Huge Games BHG Bounty Hunter's Guild (web game) BHG Belgian Hand Group BHG Blown Head Gasket .com was the most viewed story in January TODAY'S AG * Half-hour television special on BSE with university and industry experts; online coverage U.S. FARM REPORT/WON * Featured conversations with cattlemen; market reports providing interpretation of cattle futures VANCE PUBLISHING * Weekly e-mail newsletters to provide BSE information; special feature in February issue of Drovers; addressed animal ID system and downer cows in Dairy Herd Management |
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