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.

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