Trade publications are windows on history. Associated with individual industries, they cater to specific interests and reflect particular times. One Cold War-era joke held Soviet spying on American aircraft and rocket programs was accomplished largely with an Aviation Week and Space Technology subscription. In time, trade publications depict change and the fortunes of an industry and its owners, managers, and employees.

American agricultural trade publications have a long history. They have informed, mobilized, and educated and entertained since the nineteenth century. Before television or radio, American farm families might subscribe to a county newspaper, perhaps another newspaper from a nearby city, and an agricultural publication. The latter offered news for field and farm, and fiction, poetry, humor, advice, and items for women and children. Mailed or “clubbed” with other titles for delivery, agricultural trade publications passed through everyone’s hands, preserved for future reference and respite from rainy-day boredom.

Nineteenth- and early-twentieth-century agricultural trade publications depict almost unfathomable productivity increases and corresponding decreases in the American farm and ranch population. By the 1910s – when the absolute number of farm residents peaked at some thirty-two million, or one of three Americans – the proportion of Americans on farms and ranches was already down dramatically. Thereafter, the absolute and relative number of Americans engaged in agriculture declined. In 1993, the U.S. Census Bureau ceased its farm survey, noting less than two percent of Americans engaged directly in agriculture.

Post-World War II agricultural trade publications, such as the Arizona Cattle Growers’ Association Arizona Cattlelog, reflect shared interests and concerns. Stories on breeding, feeds, and early efforts in artificial insemination appear beside opinion, recipes, and advertising for modern ranch requisites, including troughs, fencing, water tanks, clothing and saddles, and a staggering variety of cattle. Cattlelog also provides a window onto gender roles, nostalgia for an industry, and insight into the politics of agricultural policy.

The first issue of Cattlelog appeared in September, 1945, and offered this account of its place and purpose:

TO OUR BOARD OF DIRECTORS who gave us the “go signal”, we present this first issue of ARIZONA CATTLELOG.

It has no axe to grind.

It’s too young to have a policy.

It’s just a baby, feeling its way.

It belongs to the Arizona Cattle Growers’ Association and will grow up the way they wish it to go.

It has two purposes – to send more news and information to the members of the Association and to give them better contact with those who have goods and services to sell.

And how about a recipe from the inaugural issue?

ALL-IN-ONE MEAL

(Frank’s Special)

Mrs. Frank Harrison, Elgin, Arizona

Fry diced bacon – about 3 or 4 sclices [sic] – until half done. Drain off grease. Add 1 large onion, finely sliced. Cook until onion is clear. Add 1 can tomatoes, salt and pepper. Boil slowly for 30 minutes. Add 4 fresh eggs and cover until poached (hard or soft as you like).

This is a good balanced meal, with a bit of bread and coffee to top it off.

Cattlelog (1946 to 2001) and other trade publications are available in Special Collections. Trade publication content is less frequently digitized and indexed than scholarly and popular publications, so browsing is essential. Cattlelog continues today.

-Wendel Cox