During the late 1960s and into the 1970s, tremendous consolidation in milling and baking prompted many industry publishers to fold. Seizing the opportunity to reach a wider audience, The Southwestern Miller changes its name to Milling & Baking News.

“With the loss of competing magazines, we knew we had a ‘call’ on advertising to bakers that had previously been a hard sell, but we also knew we had to change to capture this opportunity,” said Morton Sosland.