About tReg

tReg, the Register and SimTalk

ASA Publication, Inc., the official publisher of the American Simmental Association (ASA), focuses on providing quality communication to its membership and the commercial industry, including editorial content on Association, education, science, and industry news. ASA’s two print magazines: the Register, mailed nine times annually, with a circulation of 6,000, focuses primarily on ASA’s paid membership; and SimTalk published five times annually, circulation of 40,000 plus, targets commercial users of SimGenetics.

Launched in 2013, tReg, ASA Publication’s blog, is designed to be an electronic extension to ASA’s readership, connecting with the beef industry on a larger, digital scale.

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Click here to view the current issue of the Register

About Our Editors:


Dr. Jackie Atkins, Managing Editor

Jackie Atkins Ph.D., Bozeman, Montana, is the Director of Science and Education at the American Simmental Association. No newcomer to the cattle industry, Atkins is a native of Mandan, North Dakota, where she was raised on a commercial cattle operation and family owned veterinary clinic. Atkins graduated with a Bachelor of Science in Veterinary Molecular Biotechnology from Montana State University, and then attended the University of Missouri where she earned a Master of Science and later a Ph.D. in Animal Science with an emphasis in Reproductive Physiology under Michael Smith, Ph.D. While attending the University of Missouri, Atkins also completed a minor in College Education. Upon completion of her education, Atkins worked as an embryologist at Progenesis Embryo Transfer of Belgrade, MT.

Dr. Rachel Endecott, Managing Editor


Rachel Endecott, Ph.D., Director of Youth Development and Special Projects, grew up on a red baldy cow-calf operation near Ennis, Montana, and remains an integral part of the operation. She received her B.S. in Animal Science at Montana State University (MSU) and her M.S. and Ph.D. in Ruminant Nutrition at New Mexico State University. She has served as the MSU Extension Beef Cattle Specialist in Miles City, MT, in addition to Beef Cattle Specialist in Bozeman since 2012. Endecott’s Extension program focused on adult and youth education in beef cattle nutrition, genetics, reproduction, and management. She also administered the statewide 4-H/FFA Steer of Merit contest and facilitated county agent training in carcass grading as well as other beef cattle professional development opportunities.
lilly_platts Lilly Platts of Willow Creek, Montana, is an Editor for ASA Publication, Inc. and works for ASA’s DNA department. Platts is a fifth-generation Gallatin County native, and grew up with cattle, both owning her own and working for several local ranches, both commercial and registered. She graduated from Montana State University where she studied English Writing and Agricultural Business. After working for a ranch after college, she took a position at ASA. She continues to work for a local ranch and plays fiddle in her husband’s band.

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Emme Troendle, Editor

Emme Troendle of Belgrade, Montana, is an Editor for ASA Publication, Inc. and ASA’s commercial herd options. Emme grew up in the Pacific Northwest raising and showing a variety of livestock through her 4-H and FFA years. She graduated with a Bachelors of English from Montana State University and then pursued a Graduate Certificate degree in publishing from the University of Denver. After college, Troendle joined the ASA team, and she pursues her love for editing, writing, and Simmental cattle.


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