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Full-Text Articles in Life Sciences
Print Grades Prime: A Quantitative Analysis Of Producer Communication Preferences Of U.S. Beef Breed Association Magazines Through The Lenses Of Uses, Gratifications, And Gatekeeping, Megan Underwood, Katherine J. Starzec, Nellie Hill-Sullins, R. L. Weaber
Print Grades Prime: A Quantitative Analysis Of Producer Communication Preferences Of U.S. Beef Breed Association Magazines Through The Lenses Of Uses, Gratifications, And Gatekeeping, Megan Underwood, Katherine J. Starzec, Nellie Hill-Sullins, R. L. Weaber
Journal of Applied Communications
The United States beef industry is a major stakeholder in national and international agriculture and is driven by technological innovations and beef producers in all 50 states. Beef cattle breed associations are essential to the success of the industry as they not only maintain breed pedigrees but also disseminate vital information to their members. The magazines of beef cattle breed associations are a primary source of communication for U.S. beef producers. Goals for this study were to determine what information beef producers use from their beef breed association magazines, what information they want to see more of in beef breed …