Fri., Jan 03 03 -- Nutrition Messages Targeted to Young Girls

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Editors for key magazines and Web sites aimed at young girls received a special visit from the beef industry in December.  The visits were coordinated on behalf of the Cattlemen’s Beef Board and state beef councils by the National Cattlemen’s Beef Association.  Mary Young is NCBA executive director of nutrition and helped lead the New York media tour.  She says the messages were especially designed for girls ages 8 to 13 – sometimes called “tweens.” 

Cut #1    :16       Outcue: "...at this developmental period."

According to Young, who is a registered dietitian, this audience is an important one for food producers.

Cut #2    :36       Outcue: "...nutrients in their health."

Young says it’s just as important to reach out to the editors as it is to reach out to their readers.

Cut #3    :19       Outcue: "...process for the editor."

According to Young, getting the message through the editors isn’t always as easy as laying out the facts.

Cut #4    :23       Outcue: "...in beef nutrition messages."

Young says the tour provided an opportunity not just for pitching story ideas, but for developing relationships with editors that would establish the industry as a resource for other stories that might come down the line.