Meat+Poultry - March 2022 - 18

SOSLAND PUBLISHING
years
TODAY'S MEAT+POULTRY
In Sosland Publishing's portfolio,
MEAT+POULTRY is the protein-focused
platform. The company acquired the magazine
in 1996. As company Chairman Charles
Sosland explained, there has always been an
important link between grain and commercial
livestock. " Grain-based feeds sustain and
finish herds, " he said.
Its circulation stands at 23,082 print
and 3,573 digital for a unique total qualified
circulation of 25,025, per the B.P.A. audit of
June 2020. Job functions of recipients include
the C-suite, plant operations, production, R&D,
QC, marketing, sales and purchasing.
" Consolidation continues to happen in the
meat industry, " Crost observed, " but we've
seen our digital circulation rise substantially. "
Compared with the meat industry of
the 1950s through the 1980s, industry
demographics have changed, thus altering
the magazine's circulation profile. " Like
the industry, our readership is still male
dominated, " Crews said, " but more women are
coming into the business, and the workforce
is growing more diverse and inclusive. It
has also started to trend younger, which
you can readily see at industry conferences
and conventions. "
Western Meat Industry was
first published in 1955.
The magazine evolved into
Meat Industry in 1975 and
was purchased by Sosland
Publishing in 1996, when
it became the publication it
is today - MEAT+POULTRY.
" Companies need young, highly educated
staff to manage technology and operations, "
Crost said. " They aggressively recruit from
other industries and actively seek engineering
graduates from major universities. "
The magazine pushes hard to reach these
new demographics. " That's why our digital
products are so important to M+P, " Crews said.
" That's why we strive to offer original content
through our digital media, not limiting it to the
magazine's contents only. "
OUT OF THE WEST
Launched in January 1955 by Oman Publishing,
based in the San Francisco Bay area, and
originally titled Western Meat Industry, the
magazine was specifically written for meat
handlers and processors in the far Western
states. It was sent to approximately 10,000
recipients. It had two full-time writer/editors
covering the northern California area and
tapped experienced business news reporters
throughout in the 11-state region. Its lead-off
issue carried 48 folio pages, printed primarily
in black and white, with red as a spot color on
the cover and several ads.
In the first issue, founder Donald Oman
wrote to his new readers: " There is little doubt
in the minds of men who know this western
industry best that the West needs and deserves
its own magazine. "
This was an auspicious time. In 1960, Oman
reported to readers, " During this past five
years, western population has increased by 3
or 4 million. Meat production and consumption
have increased. The industry has seen many
changes and improvements. Two more western
states - Alaska and Hawaii - have been
admitted to the US, making the western empire
bigger and more closely knit than ever before. "
Typical of magazines of this era, Western
Meat Industry reported extensively on
industry association meetings and conventions.
" At that time, the editors and publishers
were very tight with the West Coast meat
associations, " Crews said. And like all good
reporters, they used these relationships to gain
story leads and insights.
For its first 20 years, Western Meat
Industry served beef, pork and lamb
processors and purveyors in the now-14
western states exclusively. Availability of
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Meat+Poultry - March 2022

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