CONTENTS

Effects of Supply Response on Returns to Catfish Promotion

Effectiveness of Almond Export Promotion Programs in Pacific Rim Markets

Manager's Viewpoint

Editor's Notes

Director’s Corner

Selected Reading

Next Meeting

Editor's Notes

by John E. Lenz

With this issue, we close the first volume of the NICPRE Quarterly. In a slight departure from the theme-oriented approach we’ve taken with the first three issues, in this issue we offer a bit more diversity.

In our lead article, Henry Kinnucan summarizes a forthcoming journal article that he and his colleagues Robert Nelson and Hui Xiao collaborated on. Their focus is on catfish promotion, and the question of whether or not producers’ responses to higher prices diminish the profits attributable to increased advertising to the point where the increase is unwarranted. In the article here, they highlight several interesting aspects of their research.

In the other commodity-specific article in this issue, Shida Rastegari Henneberry summarizes a recent journal article on which she collaborated with Karen Halliburton. Their focus is on the effectiveness of almond promotion in selected Pacific Rim markets and differences in effectiveness attributable to promotion intensity.

The Manager’s Viewpoint in this issue comes from Jeff Manning, Executive Director of the California Milk Processor Board. Jeff draws on his experience in the advertising and promotion arenas to highlight some issues he believes are crucial in defining the role of a commodity board CEO.

Olan Forker, in his Director’s Corner, discusses the role of economic analysis in program evaluation. Olan makes the case that even in the absence of legal challenges, economic evaluation is an important aspect of program management.

We’ve also included a brief reader survey with this issue. Please take a couple minutes to complete the postcard and drop it in the mail. If you have additional comments about the newsletter, we’d like to hear them.