VB, could that be because you don't read the special interest magazines the usual beef ads appear in? I like the idea that we are 'telling our story' and not just showing the great piece of beef, too.
There is a requirement that a certain percentage of checkoff $$$ be used to show producers what is being done with their money. believe most of those ag publications are bargain priced for checkoff ads, compared with other media, and are the only place some producers would be likely to see them in any case.
I believe that animal ag alliance is relatively new, isn't it? It has been a few weeks since I looked at the website, but found it interesting.
mrj