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Our History
The history of the livestock press could contain accounts of
mighty struggles among competitors within the species. Before the
early 70s, seldom if ever was any cooperation or quarter given to
one's peers since many were looked upon as fierce adversaries.
Through the existence of the Livestock Publications Council (LPC),
this situation has for the most part been put aside as a relic of
yesteryear. Today a spirit of comradeship under an umbrella of
common interest prevails. In July 1988, Dale and June Runnion and
Bob Day compiled this brief history. It is now updated each year
to reflect new points of interest.
LPC has become a vital driving force in the livestock publication industry, involving scholastic and governmental matters as well as maintaining a steady vigilance on its members to aid them in improving their publications esthetically, financially and in content. Today the organization spans the species that represent the livestock industry with 105 Publication members, 61 Service members and six Student members.
Late in 1973, Henry King and Orin Whitten of the Ranchman, Tulsa, Oklahoma, invited several publishers to meet in Tulsa to discuss mutual problems and to explore the possibility of forming an association of livestock publications. Whitten's desire was to create an organization of privately-owned livestock periodicals to compete more effectively with the growing number of association-owned breed publications. Meeting with Whitten and King in Tulsa were Frazier Biggs, Record Stockman, Denver, Colorado; Charles W. (Chuck) Whitney, Charolais Way, Mt. Vernon, Ohio; Forrest Bassford, Western Livestock Journal, Denver, Colorado; Duke Neff, Heart of American Horseman and Paint Horse Racing News, Belton, Missouri.
All agreed on
the need to organize. Whitney and Neff were delegated to call an
organizational meeting. A few months later they fixed time and
place and sent messages inviting representation from a number of
publications.
Results: The original six, representing seven magazines and newspapers, were joined by four more at the La Quinta Inn, Irving, Texas, on July 13, 1974. The four: Bob Cody, Florida Cattleman, Kissimmee, Florida; Ted Gouldy, Weekly Livestock Reporter, Fort Worth, Texas; Paul W. Horn, The Cattleman, Fort Worth; and John T. (Johnny) Jenkins, Livestock Breeder Journal, Macon, Georgia.
Chuck Whitney presided with Duke Neff as temporary secretary. Those present, representing 11 publications, readily agreed to organize. And they carried word that several publishers unable to attend were potential members.
Most of the
meeting was spent discussing the purpose of the organization and
the direction it should take. It was soon apparent that Whitten's
desire for restricting membership to privately-owned publications
had little support, consensus being that membership should be open
to all. Throughout the meeting a pattern developed that was
destined to become a trademark of future meetings — the free
exchange of ideas and policies among participating members.
Topics mentioned in minutes of the session included postal problems, publisher representatives, methods of handling slow pay accounts, establishing accountability for payment on advertising received from sale managers, ring service, agency commissions, exchange subscriptions, free subscriptions to advertisers, obtaining commercial rates at hotels, cooperative handling of advertising layout and copy, photo exchange charges and amounts charged for use of lists for special mailings.
Cody
recommended the name that was unanimously approved — Livestock
Publications Council. Membership eligibility was defined as "all
agricultural livestock and horse
publications on the North
American continent (later broadened to international), published
four times or more a year." Dues were established at $50 per
publication. A committee was appointed to draw up a proposed
constitution and the by-laws.
The organization was incorporated as a non-profit corporation in the state of Colorado as Livestock Publications Council, Inc., on Nov. 4, 1974. Article 2 of the bylaws defined its purpose as:
- To promote
understanding and cooperation among publications serving the
livestock industry. That industry being the production and
marketing of beef cattle, dairy cattle, horses, swine, sheep and
goats.
- To conduct
meetings, workshops and seminars on matters involved in
livestock publishing.
- To publish a
periodic newsletter to keep members informed on matters germane
to livestock publishing enterprises.
- To promote
understanding and cooperation among all facets of the livestock
industry.
- To encourage
and support research and activities designed to further the
livestock industry.
- To foster and
preserve the traditions of the livestock industry that are
consistent with its progress.
- To provide a
forum whereby members may benefit through the exchange of ideas
and information.
- Through
cooperative effort to foster relations between publishers and
legislators, administrators and regulators at all levels of
government, as well as between publishers and people in all
segments of the livestock industry and allied enterprises.
- To carry on other activities deemed by the membership and/or officers and directors to meet with the standards and goals of the organization.
These officers were elected to serve until the first annual meeting, set for Friday, the second week of July, 1975:
-
Charles W. Whitney, chairman
-
Paul W. Horn, vice chairman
-
Duke Neff, second vice chairman
-
Forrest Bassford, secretary-treasuer
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