At the American Angus Association, our mission is to serve you — the breeders, cattlemen and industry partners who make Angus the leading beef breed in the world. One of the most important ways we fulfill that mission is through communication. But in today’s fast-paced, technology-driven environment, communicating effectively is more challenging than ever.

Our membership is diverse, and our recent membership survey clearly illustrated that fact. Some of you prefer a printed magazine delivered to your mailbox. Others want quick updates on social media or detailed information via email. Many of you rely on our website and Angus Journal for in-depth articles, while others expect real-time notifications through AAA Login or a mobile app. 

We recognize this diversity as a strength, but it also means we must work harder to ensure every member receives the information they need — when and how they want it.

The days of a single publication serving everyone are long gone. Today, information flows through multiple channels, and expectations are higher than ever regarding frequency and speed. If we send too many emails, important updates can get lost. If we rely solely on print, we miss members who live online. And if we don’t adapt to new technologies, we risk falling behind.

Clearly, the challenge is: how do we meet these varied preferences without overwhelming you, or missing you altogether? 

The good news is we have opportunities for us to serve you better. 

Personalization: We’re exploring tools that allow us to better tailor communication based on your preferences. Whether you want Board updates by podcast, education material in webinars, account updates by email or industry news in print, we aim to deliver information that matters most to you.
Strategic use of each platform: Each channel has its strengths. Social media is great for quick highlights and reminders. Email works for detailed information. Print remains a trusted source for in-depth stories and more technical topics. By using each platform strategically, we can keep you informed. 

Two-way engagement: Communication isn’t just about sending information — it’s about listening. Through surveys and member feedback, we’re learning what works and what doesn’t. Your input helps us improve and ensures we’re meeting your needs.

Interestingly, I’m sure you can relate to these same challenges. As a registered Angus seedstock producer, your customers are also diverse. Some buyers want a printed sale book, others prefer videos and online bidding options. Some like personal phone calls, but others prefer a text; and many expect updates on social media. Your customer feedback can help you meet expectations, building trust and keeping your program top-of-mind. Our team at Angus Media can help you get started or fine-tune what you are doing now.

Our commitment

We are committed to meeting you where you are — whether that’s in your mailbox, inbox or on your mobile device. By embracing diverse communication preferences and leveraging technology, we can turn complexity into connection and ensure that every member feels informed, engaged and valued. 

Ultimately, whether you’re an association serving thousands of members or a seedstock producer marketing elite Angus genetics, the goal is the same: connect in ways that matter to your audience. By embracing this complex challenge, we can turn it into a powerful opportunity for growth.