American Salers Magazine: American Salers Association History, Content and Staff
Profile updated November 2026
American Salers Magazine is the official publication of the American Salers Association, the registry for a red, long-horned French breed that reached the United States in 1972. Produced a few times a year from the association's office in Big Horn, Wyoming, it carries show results, breeder news and sale advertising for Salers and Optimizer cattle.
| Publisher | American Salers Association |
|---|---|
| Official status | Official publication of the American Salers Association |
| Mailing address | P.O. Box 850, Big Horn, Wyoming 82833 |
| Frequency | Seasonal issues, such as Spring and Winter editions |
| Association tax-exempt since | July 1976 |
| Breed in the U.S. since | 1972 |
| Official website | American Salers Magazine on Issuu |
History of American Salers Magazine
The Salers breed takes its name from the town of Salers in the Cantal area of south-central France, where the cattle were bred first for work and later for milk and beef. The thick, mahogany-red coat and long horns are the breed's trademarks, and in France Salers milk still goes into appellation-controlled cheeses such as Cantal and Salers.
The first Salers arrived in the United States in 1972. The American Salers Association followed, receiving its federal tax exemption in July 1976. For years it was headquartered in Parker, Colorado, before the office moved to Big Horn, Wyoming, near Sheridan, where its IRS filings now place it.
Alongside the purebred herdbook the association built the Optimizer Registry, a program for commercial producers that accepts cattle with roughly 6.25 to 75 percent Salers breeding. The magazine grew up as the communication link between registered breeders, Optimizer users and the commercial buyers who use Salers in crossbreeding.
American Salers Magazine Today
American Salers Magazine is published in seasonal editions, with recent issues posted online through the design firm Cowboy Designs. The Spring 2024 issue, for example, led with results from the National Salers Show and Sale and the 2024 Salers Junior National Show in McPherson, Kansas.
The association also sells sale-marketing packages that bundle magazine ad space with calendar listings, email blasts and promotion on its Facebook page, so the magazine works as both a news outlet and the main print marketplace for Salers seedstock. The association remains small, reporting about $466,000 in revenue for 2024.
What American Salers Magazine Is Publishing Now
Shows and youth
National Salers Show and Sale results, Junior National coverage and cover features on winning cattle.
Breeder and herd management
Seasonal reminders such as pre-turnout checklists, inventory submission deadlines and registry year letter codes.
Industry and community
Industry sources columns, the calendar of events, advertiser index and obituaries of longtime Salers breeders.
American Salers Magazine Editors and Staff
The Spring 2024 masthead of American Salers Magazine lists:
- Sherry Doubet - Vice President and Editor
- Kim Cress - Registry Specialist
- Amy Clarkson - Cowboy Designs, magazine design
- Gregg Jasperson - President, American Salers Association (2024 filing)
- Mark Slusher - Vice President, board
The association's 2024 board also included secretary Marla Wingert, treasurer Stan Sayler and directors from across Salers country.
Who Reads American Salers Magazine
Readers are registered Salers breeders, Optimizer cattle owners, junior exhibitors and commercial cow-calf producers looking for Salers genetics. Cattle and calves are the single largest source of U.S. animal receipts, about 37 percent in 2021 according to USDA's Economic Research Service, and small breed magazines like this one help guide the genetics behind that business.
Salers people spend a lot of time explaining that the S is silent and the horns are not optional. For a break from pronunciation lessons, farm.FM runs farm satire and farm humor with a straight face, and its ranch humor suits anyone who has sorted long-horned cows through a narrow alley. Its farm jokes travel well from Wyoming to the Cantal.
For context, farm.FM is the nation's first satirical farm site and the home of Tractor Tunes, country music for farmers. Its contributors each keep an archive, and this one is a good sampler of ranch humor and farm jokes.
American Salers Magazine Sources and Agriculture Authority Links
- American Salers Magazine, Spring 2024 - a recent issue with the masthead and show results.
- Midwest Messenger: Beef breeds, Salers - background on the breed and the Optimizer registry.
- ProPublica Nonprofit Explorer: American Salers Association - filings, officers and revenue.
- USDA ERS: Animal product receipts - cattle as the largest share of livestock receipts.
- USDA NASS Quick Stats - federal cattle inventory and sales data.
American Salers Magazine FAQ
Who publishes American Salers Magazine?
The American Salers Association, from its office in Big Horn, Wyoming.
Who edits American Salers Magazine?
Sherry Doubet is listed on the masthead as vice president and editor.
When did Salers cattle come to the United States?
The first Salers arrived in 1972.
What are Optimizer cattle?
Commercial cattle registered through the association's Optimizer Registry, carrying about 6.25 to 75 percent Salers breeding.
From a French mountain town to the Wyoming foothills, American Salers Magazine keeps a small, loyal breed community informed and selling.