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In 1979 Associate memberships were inaugurated with this qualification bylaw: "Individuals or firms devoting 50 percent or more of their endeavors to livestock promotion — but not meeting eligibility requirements for active Council membership — are eligible to Associate Membership."
Over time, these qualifications became loosely applied, and Associate membership was granted to individuals in allied enterprises. Associates had the privileges of membership except for the vote. Special contest categories were established for them. Many of the associates freelanced in editorial, advertising and photography, supplying member publications.
They add substantially to LPC's progress, help in meeting planning and conduct, and participate actively, including leading workshop sessions.
In 1990 LPC members voted to change the Associate Member bylaw limiting membership to individuals and firms devoting 50 percent or more of activities related to livestock publishing. The focus was on individuals rather than on their organizations. The reworded bylaw broadened the category and put the focus on firms and organizations.
It opened the membership to those involved directly or indirectly with livestock publishing. It also suggested that listings in the Directory be headed by an organization name rather than that of an individual. Regularly published livestock newspapers, magazines and newsletters still are not eligible to Associate membership.
An additional change to the Associate category was made during the 1996 annual meeting. At that time members approved bylaw changes giving the vote to Associate members, allowing them to have two members serve on the board of directors, increasing their dues from $75 to $150 a year and changing their designation from Associate to Service member.
LPC changed its membership year effective January 1, 1993. From its beginning the organization operated on a fiscal year, and dues were paid from July 1 through June 30.
Because the greatest financial activity was tied to the annual meeting and contest, it was decided to change the membership and financial year to the calendar year. This kept both expenses and income in the same reporting year rather than in separate fiscal years as had been the case previously. The change was approved in July, 1992, at the annual meeting held in Chicago, Illinois.
- Headliner
- Hall of Fame
- Distinguished Service Award
- Forrest Bassford Student Award and Chicago Mercantile Exchange Scholarship
LPC's Headliner Award program inaugurated in 1980 was designed to annually salute an individual for meritorious service to the livestock and/or livestock publishing industry. From the beginning, this award has been one of the top honors bestowed in the field of animal agriculture.
LPC's Hall of Fame Award, instituted in 1990, honors livestock publishing leaders. At the same time eligibility for the Headliner Award was limited to livestock industry leaders. For consistency, publishing personnel previously honored with the Headliner Award are listed in this Directory under Hall of Fame.
In 1984 a Student Award Program was instituted by LPC with the first recipient named in 1985. The program is designed to recognize an outstanding student with special interest, skill or background in both livestock and communications.
The award is an all expense-paid trip to, and participation in, LPC's annual meeting. The program's purpose is fostering closer relationship and exchange among member publications, university journalism and communication departments and Agricultural Communicators of Tomorrow (ACT), the student Ag Journalism organization.
Chester Peterson, Simmental Shield, and Susan Wagner, The Cattleman, did yeoman work in getting the program established. It is funded by donations from member publications and Service members and by fund raising activities that take place during annual meetings.
Upon Forrest Bassford's retirement announcement in 1991, the LPC Board approved changing the name of the LPC Student Award to the Forrest Bassford Student Award. This was done to honor Bassford's special interest in the student program. The first student named to receive the Forrest Bassford award was Doyce L. Elliott of Texas, in 1992.
In 1993, an associate member, Mary Hearn of the Chicago Mercantile Exchange (CME), introduced a proposal to officials of the CME that a $2,500 scholarship be awarded to LPC's Forrest Bassford Student Award winner. The first CME Scholarship was awarded to the 1993 student winner.
A Distinguished Service Award was initiated by President Larry E. Mead in 1994. Purpose is to annually recognize an individual who has provided special service to LPC over a period of time. In addition to an individual award the one selected for the honor has his or her name engraved on a perpetual trophy. Winner of the first DSA award in 1994 was Audie Rackley, executive editor of the Quarter Horse Journal and of the Quarter Racing Journal, both publications of the American Quarter Horse Association of Amarillo, Texas. Rackley is also a past board member and president of LPC, who remained an active member following his term as a board member and officer.
Next person to receive the Distinguished Service Award, in 1995, was an Associate member, Wes Ishmael, director of communications and advertising for the North American Limousin Foundation of Englewood, Colorado.
In 1996, Amber Spafford, former LPC president and now a Service member, was presented the award for her contributions. In 1997, Wayne Bollum, was honored and in 1998, long-time LPC supporter, Cheryl Oxley, Angus Journal was presented with the award.
At the 1999 winter meeting the board decided to honor the late Ed Bible and renamed the award to include his name.
LPC's charter membership included eight breed magazines, six livestock newspapers, five general livestock magazines (primarily beef), two state cattle association magazines and one horse publication. Membership broadened in the early 1980s, becoming truly representative of the livestock industry, encompassing beef and dairy cattle, horses, sheep, hogs, goats, llamas, bison and elk. Purebred books, state and multi-breed magazines and newsprint publications are all well represented.
Early thrust of the organization zeroed in on dialogue for self-improvement, concentrating on getting the advertising and editorial messages across to readership in the most effective manner.
As the organization grew it was evident some self-promotion needed to be done. An LPC logo was designed by Karla King of the Angus Journal, and adopted for use by member-publications. Closer dialogue was established with academia through the student award program and internships. National publicity has been given to the Publications Contest, the Headliner, Hall of Fame, CME Scholarship and the Forrest Bassford Student Award.
One of the best media for LPC communications has been Actiongram, the monthly newsletter. Circulation has been expanded beyond members and associates to include journalism professors, students, livestock association leaders and allied individuals.
The four-page monthly is packed with news of LPC members, resumés of successful campaigns and stories appearing in member publications.
Help wanted and situation wanted blurbs appear in nearly every issue, resulting in helping many young people find their first jobs and also benefiting the livestock publishing industry.
A major step was made in 1988 at the direction of President Paul D. Andre. He asked Audie Rackley, 1st vice president of LPC and editor of the Quarter Horse Journal, to conduct a salary and compensation survey of members. Rackley and Dr. Edward Smith of Texas A & M University organized and conducted the survey and published the results for members-only use. Forty-two publications participated.
In 1994 at the close of the 20th anniversary annual meeting held in Irving, Texas, Cheryl Oxley proposed to the LPC board that a mentoring program be established between LPC and members of Agricultural Communicators of Tomorrow (ACT). Following approval for the idea at that meeting she began a program to research the subject. This led to a pilot program held during the 1995-96 school year. Purpose of the program is twofold. It is designed to better prepare ag communications students to enter the field as well as to provide a qualified pool of people to work on livestock publications. The pilot program has been successful and the mentoring program will be expanded in the years ahead.
After four years of planning the first ever joint meeting of the American Agricultural Editors’ Association (AAEA), American Publishers Association and LPC will meet in 1999. The convention, appropriately named Agricultural Publications Summit will be held in Denver, Colorado and will also include the collegiate group of Ag Communicator’s of Tomorrow (ACT). This event is projected to be a turning point for LPC.
In 1998, Bill Shepard resigned as executive director and Diane Johnson, Fort Worth, was named as only the third exeutive director in the 25 year history. The organization continues to thrive and move forward with new ideas and programs as the century proceeds.
Since its beginning in 1974, LPC has grown and prospered through the efforts of members and Associate (now Service) members, even during the livestock industry's lean years. In 1999 LPC’s membership continues to exceed 160 members.
The Livestock Publications Council has been blessed with active, unselfish officers and board members. To them the livestock business owes a debt of gratitude. Under their leadership the livestock press has dramatically improved the dissemination of news, advertising and developments pertinent to the industry.
Wisdom of the founders in setting up an organization in which a free exchange of ideas and practices is possible is admirably exemplified by the leadership of Jim Flanagan of the Florida Cattleman. It was Flanagan who, as president, set LPC's course with the newsletter, the contests, the workshops and seminars. His examples and the work of other early officers and directors have been carried on by able successors.
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