by Callie Cooley, ASA Publication Business Manager
Sire Source has been a trusted reference for cattle producers since its initial release over 15 years ago. Since then, it has expanded in size and evolved with the times.
Last year’s refreshed format was a resounding success, combining sire listings with educational content that readers could immediately apply to their operations. Building on that momentum, the 2026 edition is expanding its reach and impact in a big way.
For the first time, the print edition will be mailed directly to all SimTalk subscribers, which includes over 40,000 ASA members, commercial producers, universities, and industry professionals. That’s a fivefold increase from the previous 8,000, giving all sires included unprecedented visibility with a nationwide audience actively seeking genetics. The value doesn’t stop with the printed edition. Every bull listing is also added to simmental.org, where it remains accessible for a full year after the release of the print publication.
Sire Source is no longer just about introducing the newest sires to the industry, and it certainly isn’t just another semen catalog. Exposure here can open doors in unexpected ways. Beyond semen sales, it’s about building recognition for your program. The right producer may see your genetics in Sire Source and decide to attend your bull sale next year or connect with you on a future purchase. Whether you’re highlighting new sires or proven sires with staying power, this publication gives advertisers the platform to reach both current and future customers. Also new this year, Sire Source will be released as a stand-alone publication, allowing for more desirable delivery timing and even greater reader engagement. While the deadlines may feel early, don’t let that deter you. Participating in this issue ensures that your sires are front and center in the most widely distributed edition yet.
Advertising is open to all breeders whose bulls meet the Sire Source guidelines*, regardless of ASA membership. To get started, email Nancy Chesterfield (
* Bulls must be registered with the ASA and have all required DNA testing completed to qualify as approved AI sires.
Deadlines
Ad sales close: March 5, 2026
Ad materials due: March 9, 2026
