A new look and some new directions

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You’ve probably noticed this issue of Bovine Veterinarian looks different from those of the past. We’ve updated the design, changed the paper and hopefully improved the reader-friendliness of the publication overall. And as you read this and upcoming issues, you’ll find we’ve “tweaked” the editorial content as well.

We didn’t make wholesale, random changes, because the magazine didn’t need any major overhaul. But we will have some new content, articles from new sources and a small shift in editorial philosophy. That shift is illustrated by the new tagline on our cover: “The business and science of cattle health and well-being.”

Moving forward, we plan to expand our coverage of the diverse factors that contribute to animal health and well-being in dairy and beef operations, including nutrition, genetics and animal husbandry, along with veterinary medicine, and the interactions between these factors. We’ll continue providing scientific information relating to veterinary medicine, in staff-written articles and contributions from experts in the field. This month we have guest-written science-focused articles from Jason Lombard, DVM, with the National Animal Health Monitoring System within USDA’s Animal and Plant Health Inspection Service, and Julia Ridpath, PhD, with the National Animal Disease Laboratory in Ames, Iowa.

Looking to the business side of veterinary practice, John Wenz, DVM, MS, from Washington State University, outlines how veterinarians can expand their role as primary health-management advisors to their dairy clients.

This month we also introduce a nutritionist column that will appear in every issue, rotating between dairy and beef nutrition. This month focuses on beef, with feedlot nutritionist Dave McClellan.

Bovine Veterinarian has covered issues peripheral to traditional veterinary medicine in the past, but we plan to expand that emphasis because the role of the veterinarian continues to evolve. In Vance 2012 research, 79 percent of beef veterinarians and 82 percent of dairy veterinarians indicated their clients will need more types of services over the next five years, including welfare audits, nutritional consulting and financial services.

At Bovine Veterinarian, we embrace these changes as we strive to provide useful information and ongoing dialog for our audience. We also recognize our audience includes nutritionists, geneticists, animal scientists and other professionals in addition to veterinarians.

Those factors have driven the changes you will see in the magazine. Also, on our website BovineVetOnline.com, we cover food, agricultural and economic trends that affect your clients’ businesses, and feature a growing list of bloggers addressing issues from consumer perceptions of food production to on-farm animal stewardship.

So let us know what you think, and feel free to send me your constructive suggestions.



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