National Horseman Publishing Media Kit - 2023

A“ripple effect” is a series of consequences caused by a single action—like an earthquake in the middle of the ocean causing a tsunami to hit the coast, or the moment you first lock eyes with the person who will become your life partner. Over 30 years ago, a mother in Minnesota signed her daughter and herself up for riding lessons. What began as a fun hobby would soon form a ripple effect so large it would change the course of both their lives. That one seemingly small decision set me on the path to the woman I would become. My mom introduced me to the world of horses—a world to which I have since devoted my entire life.

We eventually bought one horse, then two, and started competing at shows around the country. Nine years later, my mom decided to turn our mother/daughter hobby into a career and bought National Horseman, becoming the first female publisher in its history. Growing up, I always admired my mother for being the savvy, unapologetic businesswoman that she was, but it wasn’t until I purchased the business and took up the mantle of publisher myself that I truly came to appreciate the courage it took to make a daring move seem so effortless.

I am proud to be at the helm of National Horseman, the leader in show horse publications. At National Horseman, we are not afraid to take risks and tread new ground. Our beautiful, contemporary office space next to WestWorld Equestrian Center in Scottsdale, Arizona, is the perfect breeding ground for new ideas, progressive design and inspired content. I designed every detail of our new headquarters with my staff in mind, to encourage their creativity and fashion a space that reflects the same stylish, upscale aesthetic as the magazines we produce.

National Horseman is proud to be a trailblazer in the show horse industry, and even more so of the name we have built over the past 155 years. From the quality of our print and design to our innovative technologies and customer experience, National Horseman is a brand that is synonymous with excellence—a standard we’ve set from the beginning and will carry into the future.

ALLISON LAMBERT PUBLISHER

W A TRADITION SINCE 1865

e at National Horseman pride ourselves on being at the forefront of innovation in the show horse publication industry. However, we maintain ties to our deep-rooted tradition. We are proud to have borne witness to some of the greatest moments in show horse history—and to be there for the greatest yet to come. Since its beginnings in 1865, National Horseman has had a long history of setting the standard in the show horse world. What began as “The Farmer’s Home Journal,” which brought farming and agriculture news to agrarian America, grew into a publication focusing largely on the “American Horse,” offering Saddlebred breed histories, sales information, editorial columns and news. Today, we continue to be a smart, innovative publication covering all aspects of the equestrian lifestyle. We cater to a large, multi-generational following who use us as a valued resource for the latest in equestrian news, technologies, health and general care, as well as other relevant information pertaining to the industry.

I HISTORY MEETS INNOVATION

n our effort to stay at the forefront of show horse media, we have evolved over the years to meet the needs of a changing industry and establish new markets. In 2014, National Horseman branched out to another facet of the show horse industry, Morgan horses; in 2016, we launched National Horseman Arabian, a publication dedicated exclusively to the Arabian breed; in 2018, we created our sister company, Stylish Equestrian, a luxury retail destination for the modern equestrian; and in 2020, we reimagined our annual breeder’s guide to be an all-inclusive compendium featuring Saddlebred, Morgan, Arabian and Dutch Harness stallions to highlight the increasing crossover in the show horse industry. Through all of the changes and growth, our publication continues to gain new followers daily with our world-class design and engaging content, all while carrying on the traditions that National Horseman was founded on more than 150 years ago. We publish 20 high-end issues per year between both of our titles. Our subscribers and advertisers return year after year because we offer a superior product. From the quality of our paper and ink, to our cutting-edge layouts and design, having the highest quality product in the business is one of our top priorities.

DEMOGRAPHICS

According to the American Horse Council Federation, the show horse industry is responsible for $29 billion in cash flow. Our audience has spending power and appreciates quality. Furthermore, the show horse industry is a niche market, and National Horseman reaches a demographic untouched by most mainstream equestrian publications. Our subscribers include not only high-profile celebrities, Fortune 500 Company owners, entrepreneurs, CEOs and heirs to publicly traded corporations, but also horse trainers, owners and other equine enthusiasts. Our team of expert editors, designers and representatives develop content tailored to our affluent audience and provide an unparalleled customer experience. Readers and advertisers count on us to bring timely and engaging material, all in a beautiful package that is just as at home on a coffee table as it is in a barn aisle.

93% OWN HORSES

50% OWN MORE THAN ONE HORSE

22% OWN TWO OR MORE HOMES

40% OWN A HORSE FARM

60% OWN 10 ACRES OR MORE

ON AVERAGE…

$500k HOUSEHOLD INCOME (7X HIGHER THAN NATIONAL AVERAGE)

$3.5 MILLION NET WORTH

$65k AVERAGE SPENT ON ONE HORSE PER YEAR

$17k SPENT ON HORSE-RELATED PRODUCTS PER YEAR

3+ VEHICLES OWNED

50+ NIGHTS SPENT IN HOTELS ANNUALLY

In addition to arriving in the mailboxes of all our subscribers, our magazine is distributed at over 150 equine-related events annually, from horse shows to end-of-year banquets. Horse show exhibitors and trainers alike wait with anticipation for our beautiful issues to arrive in their hotels, barn aisles and ringside boxes. Our considerable digital presence gives horse enthusiasts a new way to engage and presents advertisers with an additional platform with which to reach their target audience.

1.25m

CONTENT & COVERAGE

EQUESTRIAN CONTENDERS

A large portion of each issue of National Horseman (50% on average) is dedicated to equestrian contender pages. A practice that is unique to the show horse industry, competitors pay to reserve individually designed pages for their horses to advertise their most recent wins and broadcast the next stop on their show campaign. These pages keep our readers engaged from cover to cover. A common sight at horse shows across the country is that of trainers, exhibitors and spectators flipping through their copy of National Horseman to read about the industry’s top horses and determine who will be appearing at their show next.

PACKAGES

INCLUDES

8 PRINT ADS

2 WEB BANNERS

2 E-MAIL BLASTS

8 SOCIAL MEDIA BOOSTS

Curated to maximize your exposure across our print, digital and social platforms, with the possibility of reaching nearly 6.5 million equine enthusiasts. The total reach of each package is displayed below.

INCLUDES

10 PRINT ADS

2 WEB BANNERS

5 E-MAIL BLASTS

10 SOCIAL MEDIA BOOSTS

6.5M

REACH

PHOTO SPONSORSHIPS

Maximize your exposure with a photo sponsorship at one of the many equine events we attend during the year. Our beautiful candid photos set National Horseman apart from other publications, and with a photo sponsorship, your logo will appear on every candid posted on social media for the event. Our show photos receive a lot of attention, and so will your business or product as our readers and followers like, comment, share and repost our photos for weeks, months and even years after the show. Your logo will never be removed from the photo, so your exposure will last long after the event ends.

$250 PER DAY

1,000+ PHOTOS PER EQUINE EVENT

136,800 POST ENGAGEMENT

244,150 TOTAL REACH

1,196,376 IMPRESSIONS

*Events are first come, first serve, and subject to availability.

EXAMPLES

E-MAIL BLASTS

Our average open and click rates for our email blasts far exceed the national average, and we can tailor a subscriber list to reach your target audience or send to our entire list of more than 19,000 subscribers. Our e-blast packages grants you access to an impressive list of subscribers from the show horse industry and provides unparalleled exposure for your ad.

ABOVE AVERAGE RESULTS National average: 18% & 2.6%

6% CLICK RATE 47%OPEN RATE

$500

WHAT’S INCLUDED?

• AD DESIGN

• E-BLAST INCLUDES VIDEO OR WEB LINK (37k SUBSCRIBERS)

• FACEBOOK POST (71K FOLLOWERS)

• INSTAGRAM POST (25k FOLLOWERS)

EXAMPLES

JANUARY BREEDER’S GUIDE PREMIUM EXPOSURE ISSUE

Industry’s Top Stallions and Breeding Programs • Stallion Rankings • Registration Trends • Insights from Experts

Distribution Includes Industry Conferences (UPHA, ASHBA, AMHA), Stallion Service Auctions, Scottsdale Arabian Horse Show (AZ), All Active Breeders of Saddlebreds, Arabians, Morgans and Dutch Harness Horses

FEBRUARY AWARDS ISSUE

National Horseman’s All-American Awards

• Regional and National High Point Awards

Distribution Includes LASHA Spring Kickoff (LA)

MARCH JUNIOR EXHIBITOR ISSUE PREMIUM EXPOSURE ISSUE

• National Horseman’s Icon Award

Youth Show Contenders • Insights from Kids • The Graduating Class • Where Are They Now? • Horseplay Games

Youth Best Photo Contest • Rising Young Professional Feature

Distribution Includes Gasparilla Charity (FL), Carousel Charity (AZ), Raleigh Spring (NC), Pin Oak (TX), Mid-America Spring Fling (IL), ASAC (NC)

APRIL SHOW SEASON LAUNCH

First Horse Shows of the Season • Amateur and Professional Best Photo Contest

• Industry Leader Feature • Spring Trends

Distribution Includes Pro-Am (GA), Diamond Jubilee (CA), Bridlespur (MO), Kentucky Spring Premier (KY), Citrus Cup (FL), J.D. Massey (SC)

MAY SPRING HORSE SHOWS

Spring Show Coverage • Boss Mare Pairs: Ladies and Their Mares • Industry Leader Feature • Derby and Mother’s Day Prep

Distribution Includes Southern Saddlebred Spring Fling (TN), Big D Charity (TX), UPHA Chapter 14 Spring (MA), Des Moines Springfest (IA), California Springfest (CA), Dixie Cup (GA), KASPHA May Classic (KY), FASH Spring (MN)

MAY EXTRA SPRING HORSE SHOWS CONTINUED

Spring Show Coverage • Industry Leader Feature • Lifestyle Feature

Distribution Includes Bonnie Blue (VA), UPHA Chapter 5 (MO), Silicon Valley (CA), Asheville Saddlebred Classic (NC), Mid-South Spring Premiere (AL), Great River Benefit (IA), Greater Boston Charity (MA)

JUNE SUMMER HORSE SHOW KICKOFF

Early Summer Show Coverage • Industry Leader Feature • Father’s Day Guide

Distribution Includes Southern States (NC), Indianapolis Charity (IN), Devon (PA), Connecticut Morgan (MA)

JUNE EXTRA SUMMER HORSE SHOWS CONTINUED

Summer Show Coverage • Industry Leader Feature • Summer Lifestyle Highlights

Distribution Includes Rock Creek (KY), Cleveland Tri-State Charity (TN), Morgan Gold Cup (IN), Charity Fair (CA), Midwest Charity (IL), Shenandoah Classic (VA), Shelby County Fair (KY)

JULY SUMMER SIZZLER PREMIUM EXPOSURE ISSUE

Peak Season Horse Shows

• Industry Leader Feature

• Outdoor Lifestyle

• Summer Travel

Distribution Includes ASAW Summerfun (WI), Lexington Junior League (KY), Blue Ridge (NC), Central States Benefit (MO), Mercer County Fair (KY), Santa Barbara (CA), Denver Queen City (CO), New England Morgan (MA), Morgan Medallion (CA), Buckeye Morgan (OH)

AUGUST WORLD’S CHAMPIONSHIP CONTENDERS OUR BEST-SELLING ISSUE OF THE YEAR

Headed to Louisville

• Versatility Showcase

• Peak Season Horse Shows

• Louisville City Guide

• Industry Leader Feature

Distribution Includes World’s Championship (KY), Jubilee Morgan (IL), NY Morgan (NY), All American Horse Classic (IN)

SEPTEMBER COVERAGE OF THE WORLD’S CHAMPIONSHIP HORSE SHOW

World’s Championship Horse Show by Division

Distribution Includes North Carolina State Championship (NC), Wisconsin Futurity (WI), Eastern States (MA), St. Louis National Charity (MO), Kentucky Fall Classic (KY)

MORGAN GRAND NATIONAL CONTENDERS PREMIUM EXPOSURE ISSUE

OCTOBER

All

Distribution

NOVEMBER

ARABIAN 1 SHOW SEASON LAUNCH

ARABIAN 2 SCOTTSDALE COVERAGE ISSUE

ARABIAN 3 THE YOUTH

AD SPECIFICATIONS

PDF FILE FORMAT / CMYK / 300 DPI

SEND FILES TO INFO@NATIONALHORSEMAN.COM / QUESTIONS? CALL (480) 922-5202

FULL PAGE

TRIM: 10” X 12”

WITH BLEED: 10.25” X 12.25”

LIVE AREA: 9” X 11”

TWO-PAGE SPREAD

TRIM: 20” X 12”

WITH BLEED: 20.25” X 12.25”

LIVE AREA: 19” X 11”

1/2 PAGE

HORIZONTAL

TRIM: 9” X 5.3444” NO BLEED

1/4 PAGE

TRIM: 4.3575” X 5.3578” NO BLEED

1/6 PAGE

TRIM: 4.3845” X 3.5072” NO BLEED

WEBSITE BANNERS

WEB BANNER TRIM: 15.833” X 1.097” NO BLEED, 72 DPI

DIRECTORY BOX AD

TRIM: 2.5” X 2.5” NO BLEED

MOBILE BANNER TRIM: 8.889” X 1.667” NO BLEED, 72 DPI

IN-HOUSE DESIGN

DON’T HAVE YOU R OWN DESIGNER? NOT A PROBLEM.

Our superb team of designers is on standby to craft the perfect advertisement for your product or business. Custom ad design is included in the cost of your ad or package, giving you meticulously designed, perfectly branded pages at no additional cost to you.

We love National Horseman because the quality of the magazine is unbeatable, and the service we receive from the reps is the best.”

BARBE SMITH SADDLEBRED TRAINER & JUDGE

National Horseman’s beautiful editorials and engaging content perfectly align with our brand ethos of quality and artistry. Working with the team at National Horseman has been an absolute pleasure.”

NICOLE FREEDMAN FREEDMAN’S HARNESS

We so enjoy working with National Horseman. They provide a level of design detail that we feel works so effectively to showcase our clients’ horses.”

LIONEL & GEORGIA FERREIRA MONNINGTON

FARM

[National Horseman] is a wonderful publication that stands apart from all of the other magazines in this industry. It is really more of a high-end lifestyle magazine that uses the American Saddlebred world as its backdrop. It is interesting and beautifully put together. And working with the staff of National Horseman is unparalleled.”

ALLEN BOSWORTH ASHA BOARD OF DIRECTORS & PRESIDENT OF EP & CO.

Trusted By Trainers Enjoyed By All

I love National Horseman. It combines all of the things I am most interested in: beautiful photography showcasing the spirit of our breeds, in-depth and interesting articles, the best of the best in advertising, and style that rivals Vogue!”

ELISABETH M. GOTH

WORLD’S GRAND CHAMPION EXHIBITOR

National Horseman is like a fashion magazine for horses. It’s the magazine I want on my coffee-table even when my non-horse friends come over because it always impresses and sparks conversation.”

NELSON GREEN

WORLD’S CHAMPION SADDLEBRED TRAINER & JUDGE

National Horseman puts the ‘style’ in equestrian lifestyle magazines. And I like to think I know a thing or two about style!”

CARSON KRESSLEY

TV PERSONALITY & SHOW HORSE EXHIBITOR

National Horseman is a uniquely beautiful magazine which really showcases both the Saddlebred and Arabian horse breeds.”

JIM & SHAWN STACHOWSKI

STACHOWSKI FARM