Equiery Media Guide

MEDIA GUIDE

FRE

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MARYL AND’S SOU

INFORMATION SINCE 1990

NOVEMBER 2011

www.equiery.com Bob LaPorta of Summerwind Farm Reining Horses riding Fraulein Gold Pine, pg 23 © K Bar M Photography

Western The Equiery’s First Western Winner pg 15 Maryland’s Quarter Horse Queen pg 17 Plenty of Pics! starting on pg 20

Plus... Trail Riding Troubles pg 8 134 Counts of Cruelty in Canterbury Case pg 9

Start you holiday shopping today. Great gift ideas inside!

FRE

E

MARYL AND’S SOURCE OF EQUINE INFORMATION SINCE 1990

NOVEMBER 2011

www.equiery.com Bob LaPorta of Summerwind Farm Reining Horses riding Fraulein Gold Pine, pg 23 © K Bar M Photography

Western The Equiery’s First Western Winner pg 15 Maryland’s Quarter Horse Queen pg 17 Plenty of Pics! starting on pg 20

Plus... Trail Riding Troubles pg 8 134 Counts of Cruelty in Canterbury Case pg 9

Start you holiday shopping today. Great gift ideas inside!

FRE

E

MARYL AND’S SOURCE OF EQUINE INFORMATION SINCE 1990

NOVEMBER 2011

www.equiery.com Bob LaPorta of Summerwind Farm Reining Horses riding Fraulein Gold Pine, pg 23 © K Bar M Photography

Western The Equiery’s First Western Winner pg 15 Maryland’s Quarter Horse Queen pg 17 Plenty of Pics! starting on pg 20

Plus... Trail Riding Troubles pg 8 134 Counts of Cruelty in Canterbury Case pg 9

Start you holiday shopping today. Great gift ideas inside!

......Mar land’s source for horse infor ation

Table of Contents What is The Equier .................................................................................3 Why Mar land .......................................................................................... 8 Why The Equier ..................................................................................... 12 Products, Ser ices & Rates ...................................................................16 Digital Requirements .............................................................................18 Dist ibutors ..................................................................................................

Publisher/Editor - Crystal Brumme Kimball - crystal@equiery.com Associate Publisher/Advertising Sales Jennifer Sponseller Webster

Advertising Sales Manger/IT Tracy McKenna

Office ext. 106

Office ext. 101

Cell: 240-215-5486

Cell: 410-802-4219

Jennifer.webster@equiery.com

tracy@equiery.com

Managing Editor/Art Director Katherine Rizzo

Customer Service/Classifieds Ads Emily Stangroom

Office ext. 107

Office ext. 103

Cell: 443-537-6754

carolyn@equiery.com

Katherine.rizzo@equiery.com Customer Service/Bookkeeping Copy Editor

Carolyn del Gross

Anne Moe

Office ext. 102 carolyn@equiery.com

Web Design Village Works, Inc.

Advertising Design Zoe Cohen

Production & Website Alliance:

Peggy Ingles

Horsetrader, Inc. A TUTTLE ENTERPRISES, INC. PUBLICATION Equiery is an independently owned and operated information and advertising publication for the Maryland equestrian community. The Equiery is published 12 times a year (monthly), and is distributed, free, in tack shops and feed shops in & around Maryland. For more information on equestrian services in Maryland, please call 1-800-244-9580 or 410-489-7826.

......Mar land’s source for horse infor ation

What Is The Equiery What’s In A Name

Equi: Latin root for horse - ery: Latin suf ix for “collection of” (jewelry, inery, crockery) “A place to buy and sell” (bakery, saddler) Equiery: A collection of equine-related information and a place to buy and sell horses and horse-related products and services.

1990 - The Founding of Maryland’s Free Equine-Information Source The Equiery was founded in 1990 to be the central source of information of the Maryland horse industry.

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n 1990 most tack stores were still writing hand tickets for purchases, as not only had computerized inventory management not caught up with the horse industry, those newfangled electronic cash registers were considered an extravagance!

In 1990, the primary method for information sharing in the equestrian community was the tack shop or feed store bulletin board. If one were new to horses and wanted to learn how to ride, one would have to first stumble into a tack store and then check out the bulletin board and hope to get lucky. The eager-to-ride neophyte may have also checked out stables in the yellow pages. They would certainly have seen one or two listed under “Riding Academies” or “Horse Back Riding,” but the yellow pages list was woefully incomplete, prohibiting the prospective rider from knowing all their true options. This was pre-internet age!

If you were already involved with horses, but wanted to do something different, or go somewhere different, go beyond the sub-circle or current breed group or discipline, you either had to know someone, or hoped to find the information on the bulletin board.

The Equiery founders had the revolutionary idea that there should be one central warehouse of information for all horse people (and all want-to-be horse people), that this central source of information should be as complete and exhaustive as possible, and that this information should be made available, for free, to all.

This central source or warehouse of information would have contact information for ALL of the stables in Maryland that offered boarding or lessons to the general public, all the equine vets and all the equine farriers, all the associations and clubs, and anyone and everyone who did anything with or for horses. The Equiery founders had the radical idea that every horse person (or wannabe horse person) should have available to them - for free - all their options, so that they could make informed choices.

The founders set about gathering data and building Maryland’s first (and still the largest and most detailed) electronic database starting with visiting every bulletin board in the state of Maryland and driving down every country lane with board fencing, looking for farm signs.

The Equiery founders had the revolutionary idea that there should be one central warehouse of information for all horse people…

......Mar land’s source for horse infor ation ...how were the founders going to let people know that this warehouse of information existed?

But, how were the founders going to let people know that this warehouse of information existed? And how were the founders going to financially support this concept of a free information warehouse?

The Maryland equestrian industry, despite how large it was even then, had no free and publicly available publication that was by, for and about Maryland horses and horse people, of all breeds and for all sporting disciplines.

The founders realized if they packaged key lists and services in a free, monthly publication, there would be some that would be willing to pay extra to have their business more prominently featured.

The heart of the publication would be certain free services, including: -

a free list of all the stables in Maryland that offered riding lessons or boarding, to appear in every issue

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a free list of all upcoming horse-related activities for the next three issues, to appear in every issue

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routine publication of lists of associations, hay suppliers, and other basic services - for free

The free listing of all riding and boarding stables was - and still is the heart of the publication (first in print, now online). By making this list available, the want-to-be horse person had a better chance of finding the stable that was right for them (because the founders knew that sometimes it takes a few tries to find the right relationships).

The founders knew that the horse industry lost many potential riders because the newbies gave up and left horses - not realizing that they had options. The founders believed that if they could keep these neophytes riding by letting them know they had options, that the entire horse industry would benefit, as a “rising tide lifts all boats.”

Advertising would underwrite the costs of maintaining and growing the free information warehouse.

In December 1990, the inaugural edition of The Equiery was published, just in time for Christmas. Tack shop and feed store clerks immediately loved The Equiery, as it meant that they no longer had to supply paper and pens so that shoppers could copy information from their The free listing of all bulletin boards. Shop clerks were happy to just hand customers a copy of The riding and boarding Equiery pointing the shopper to the inside back page for the list of Riding & Boarding stables. stables was-and still

is - the heart of the publication...

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Today, over 20+ years later and after the digital revolution, that simple, modest contact list is still one of the most used features in The Equiery.

The Equiery Launches 1-800-244-9580 & Consumer Brochures efore the internet provided free access for information, the only way to get information was to make a phone call.

The Equiery founders knew that the Maryland horse people (and wannabe horse people) needed their own 411 number, and shortly after the print publication was launched, The Equiery launched its toll free number.

The Equiery placed ads in national equine industry directories, encouraging horse people who were moving to Maryland to call if they needed to find boarding stables, vets, farriers, whatever they needed. The Equiery would provide contact information for all their choices, regardless of whether or not that business was an advertiser (although we always provided our advertisers information first). We never provided recommendations (as that would be biased), but we believed in educating consumers so that they could learn how to make the choices that were best for them. We developed tools such as the still popular and relevant “How To Find the Right Lesson Stable.For You.”

......Mar land’s source for horse infor ation

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Editorial Features

hen The Equiery was founded, the intent was to just be a central source of contact information, a yellow pages for the horse world. But new readers immediately began clamoring for news and articles.

The founders, now publishers, knew that they did not want to run the kinds of articles (such as how-tos) that could be found in other horse publications. If the publishers were going to run any editorial copy whatsoever, than it had to be unique to Maryland.

Since the bulletin board was the inspiration for the information content in The Equiery, the proverbial water cooler, the tack store front porch, the canteen at the horse show all become the inspiration for The Equiery’s first monthly column: Out & About, which featured news and information tidbits about Maryland horse people and Maryland horses. Two decades later, Out & About is still The Equiery’s most popular editorial feature, now filled with photos of Marylanders who are out and about, doing their thing.

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2000: The Equiery becomes equiery.com

he mission of The Equiery (to be a central source of information) dovetailed perfectly with the driving premise behind the internet: free, digitally accessible information. In 2000, equiery.com was launched.

Now, The Equiery could do digitally what it had always done in print, but it could do it better. Instead of only 3 months of Coming Events, equiery.com could feature all upcoming events for months and even years.

A photo classified could feature only one photo, but an online photo classified could become a photo show, featuring multiple photos.

Contact information in print required the potential buyer to pick up a telephone or type in a domain name or an email address. Contact information in ads on equiery.com required the potential buyer to do nothing more than click once.

As a public service, and before equiery.com, The Equiery would annually publish certain lists or background information that it published every year and that took up valuable print real estate. Now that background information and those resources could be archived indefinitely on equiery.com, and The Equiery in print could drive readers to that archived information.

Sporting news, which by the time it appears in print is stale, could now be more effectively featured in blogs on equiery.com.

With the migration of sporting news and archivable free services to equiery. com, The Equiery print edition could feature more unique editorial.

......Mar land’s source for horse infor ation

Out & About grew, becoming a multipage photo feature of Maryland horse people “out and about,” in state and out of state, with horses and without horses.

Out & About also spun off two other editorial features: News & Views and Equiery Life.

As The Equiery grew, the publishers began to realize that there was more “hard news” in the Maryland equestrian community than anyone had realized, that what happened in the Maryland legislature and in Maryland government agencies had a profound impact on the equestrian community. From tax issues to land use issues, from animal health to camp and stable regulation, Maryland horse-people’s lives were impacted in myriad ways by the decisions of legislators and government agency employees.

Maryland (Because the mission of The Equiery was to be a central source of information for the Maryland equestrian community, following these issues (as best as possible on a shoestring budget) fit into that mission.

Equiery Life spun off from Out & About in order to focus on those life-changing events, such as marriage and babies, but also to provide a more suitable space to honor those venerable questrians whose lives had ended.

horsepeople’s lives were impacted in myriad ways by the decision of legislators and government agency employees.

......Mar land’s source for horse infor ation

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Today: Equiery Direct Print Marketing & Digital E-Marketing

he Equiery’s mission is to connect and grow the horse industry by growing our clients’ businesses. We provide our clients with multiple ways to market and grow their businesses.

In 1990, The Equiery was founded on the principal that a database drives business, and we methodically set about building the most comprehensive database of Maryland horse people and businesses in existence.

For twenty years, Equiery advertisers have had exclusive access to that database, allowing them to rent one time use of that database for direct mail pieces. Whether an advertiser wants to reach just dressage riders in the central Maryland area between Washington and Baltimore or all the hunter jumper riders on the Eastern Shore, or all the foxhunters in Western Maryland, or just all the horse people in the zip codes that border the Washington beltway, The Equiery can customize a robust mailing list, and help the client develop their direct mail piece.

In recent years, The Equiery has been able to expand our clients’ direct marketing opportunities with digital emarketing, with amazing results for our clients.

As a result, The Equiery provides our clients with the most effective combination of multi-media marketing opportunities.

It’s a unique combination of print and digital, of marketing that pushes out with marketing draws in ... the only way to build a brand in today’s competitive market.

The Equiery can customize a robust mailing list, and help the client develop their direct mail piece.

^

In Print Online All the Time

......Mar land’s source for horse infor ation

Why Focus Equine Ad Dollars in Maryland

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aryland of opportunity Maryland horse people are Marylanders.

The overwhelming majority of horse owners have disposable income, which they choose to spend on horses.

Quite often, horse industry participants have a tendency to think of “horse people” as being a population group that is somehow unique and separate from the general population of a region. While professional horse people may be a unique and distinct population group, the vast majority of horse people do not make their living in the horse industry, but in the “real world,” as doctors, lawyers, computer analysts, software programmers, research scientists, and architects.

The overwhelming majority of horse owners have disposable income, which they choose to spend on horses.

Thus, a look at regional demographics is a look at the demographics of the regional equestrian community.

It is because of Maryland’s robust and healthy demographics (one of the healthiest and most robust in the United States) that Maryland has a robust and healthy horse industry.

According to every study from the last decade, the vast majority of those involved with horses are women, and according to a report on the economic status of women in the ·U.S., Maryland ranks second overall, trailing only the District of Columbia. (Institute for Women’s Policy Research, the Best and Worst State Economies for Women, December 2006)

Income and Wealth

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aryland has the highest median household income for 2009 at $69,272, which is 38% above the national median.36

Maryland is home to four of the top 25 counties in the nation for median household income. Among counties with a population of 20,000 or more, Howard County ranks fifth ($101 ,003), Montgomery 13th ($92,213), Calvert 14th ($90,621) and Charles 21st ($86,141).38 Among combined metro areas in the U.S., the Washington-Baltimore-Northern Virginia Combined Statistical Area (CSA) ranks third in total Effective Buying Income, with $237 billion. The CSA ranks fourth in total retail sales ($153 billion), and is home to 8.3 million residents.39

Maryland has the highest median household income for 2009 at $69,272, which is 38% above the national median.

......Mar land’s source for horse infor ation Workforce

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aryland has the highest concentration of employed doctoral scientists and engineers. The state ranks first in employed PhD scientists and engineers per 100,000 employed workers. Maryland also ranks first in mathematical sciences (60), first in biological sciences (367), first in health (66), and third in physical sciences (193) per 100,000 employed workers.1 

Maryland ranks second in the percentage of professional and technical workers (26.1%) in the workforce.2



Maryland ranks second in the percentage of the population age 25 and above with a graduate or professional degree (16.0%), and third in the percentage with a bachelor’s degree or higher (35.7%).3

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Maryland ranks second in active physicians per 100,000 population, with over 23,650 doctors statewide.41 American Medical Association and U.S. Department of Commerce, Bureau of the Census, data for 2006; ranking excludes Washington, D.C.

Maryland has the highest concentration of employed doctoral scientists and engineers.

Recession Proof Maryland has one of the lowest unemployment rates in the country...

Maryland has one of the lowest unemployment rates in the country; during this recession, property values have had more stability in Maryland.

......Mar land’s source for horse infor ation

Maryland Horse Facts According to the American Horse Council •

Maryland has more horses per square mile than any other state - twice as many as Kentucky!

•

65,600 Marylanders are involved in the industry as horse owners, service providers, employees, and volunteers. Even more participate as spectators.

•

The Maryland horse industry directly provides 10,000 full-time equivalent (FTE) jobs.

•

Spending by suppliers and employees (in Maryland and other states) generates additional jobs in Maryland for a total employment impact of 28,000.

•

There are 153,000 horses in Maryland, over 40 percent of which are involved in showing and recreation.

According to the Maryland Department of Agriculture  Marylanders own $5.6 billion in equine assets  Maryland horse people spend $512 million annually on equine operational and capital expenditures.  10% of the land (and 25% of the tillable farmland) in Maryland is either owned or controlled

by Maryland horse owners and/or their families, with over 188,000 acres devoted strictly to horses.  There are over 16,000 stables and farms in Maryland which house horses.  Maryland has three Thoroughbred or flat racetracks, two Standardbred/Harness racetracks, two major Thoroughbred training centers, and is a major international exporter of equine genetics.

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Plus

 Maryland horses are worth over $700 million dollars.  Maryland has more horse shows than anywhere else in the country.

•

Maryland is home to 22 U.S. Pony Clubs, 55 high school interscholastic riding teams, and 13 colleges with riding teams or clubs, and over 200 clubs and associations representing all breeds and riding disciplines.

WHY FOCUS YOUR MARKETING DOLLARS IN MARYLAND?

Whether you are launching a new product or maintaining a branding campaign, the Maryland equestrian community provides a concentrated equestrian population, which increases the efficiency of every marketing dollar you spend.

WHY WOULDN’T YOU?

......Mar land’s source for horse infor ation

Why The Equiery The Equiery is the only publication online and in-print exclusively by, for and about the Maryland equestrian community.

The Equiery is all breed, all sport, all Maryland horses.

The Equiery is the only publication (digital or print) providing political and economic news, sporting and social coverage of the Maryland horse world.

The Equiery and equiery.com reach over 30,000 horse people every month.

According to the University of Maryland, more Maryland horse people read The Equiery and equiery.com than all other equine media combined.

The Equiery is the only way to fully access the desirable Maryland equestrian demographic…

Why the Equiery? BECAUSE IT WORKS! “Equiery.com is the number one referring equine-website to our website!”

Daniel Glick, B&D Builders (advertiser since YEAR) “Just want to tell you how pleased I was with our ad. We sold Kirby and you were a big part of that sale. You will be part of our marketing strategies in the future.”

Cindy Chetti «Our pasture walk seminar registration went from 15 to 40, directly as a result of one Equiery Event Marketing EBlast! They really work!» Dr. Amy Burk, PhD, Associate Professor & Extension Horse Specialist, University of Maryland “Since we have begun advertising in The Equiery we have seen over a 1000% return on our investment (no exaggeration). Often folks ask us where is the best place to advertise to reach the Maryland equine community and we tell them to contact the Equiery. They know their stuff.”

Andrew Rose, Naden/Lean - The Equine CPAs “I find The Equiery one of the most useful magazines to find out what services are out there, who is doing what, schedules of events, horses for sale, and more. I have looked forward to reading The Equiery for the last 21 years. It really is an all-around information center for all breeds and disciplines. I have been an advertiser with the magazine for most of its lifetime. It is easy now also with the website and the new facebook page too, it is almost like live streaming. ” Nancy D Ashway, Country Comfort Farm, St. Michael’s Maryland “For over 15 years, my best spent advertising dollars have gone to The Equiery (and now equiery.com). It has always been and will continue to be the cornerstone in my marketing of equestrian properties.” Tracy Diamond, CDPE, Re/Max Advantage Realty

......Mar land’s source for horse infor ation “We founded Reddemeade Farm in 1984 and Equishare in 1986, and when The Equiery was established in 1990, it quickly became a critical component of our marketing plans. Our target markets included both experienced riders as well as newcomers to the sport. Throughout the years, 50% of our new business was from word-of-mouth referral, a big part of which we attribute to our monthly presence in The Equiery and later on equiery.com. Maryland horse people trust in the Equiery’s regular, long term advertisers, and we believe that gave them confidence to refer their friends and family to us. A big part of Reddemeade’s market position as an industry leader in Maryland comes from the awareness and name recognition afforded by our monthly ads in the Equiery.”

Jane Seigler and Paul Schopf, co-owners and operators of Reddemeade & Equishare from 1984-2011. ”I learned the hard way not to take my ad out of The Equiery! I had a full barn, so I stopped advertising. Once I stopped advertising, my waiting list for stalls dried up… which didn’t matter until I had some empty stalls and no wait-list. With potential boarders, out of site is out of mind. Now, even if I am full, I leave my ad in The Equiery! I’ve learned - you’ve got to keep your business name in front of the public at all times!”

- LuAnne Levens, Periwinkle Farm “The Equiery has been THE MOST effectual tool for marketing my business from the very beginning. It provided me with a way to compare and contrast my product and services with others in the industry while informing me about all the salient news within the local horse community. The Equiery staff have always provided great editorial assistance in designing the ads as well as the patience to deal with people like me who wait until the last second (or longer) to submit raw data and expect incredible results!”

Chrissy Keys Heard, Founder Oatland Stables, Olney, Maryland “I wanted to thank you again for placing the manure hauling ad for us. We have received an overwhelming response to it.

We now have a list of places in the area to go to when we need more manure for deer composting. You can stop running the ad since we have so many for offers. Would you mind if I contacted you again if something changes and we want to run the ad again at a later date?”

Geoff McCammon. Maryland State Highway Administration “Thank you for service above and beyond. That’s why the Equiery is the only info for horsepersons.”

“Again, The Equiery did GOOD--I know that’s not proper English should have said “done good” LOL equally bad!! But I had a good response--well, that means I have been paid, have a tenant and all seems to be “looking up!” And I can certainly attest to the success of placing an ad in the Equiery.”

Carole “Absolutely keep my ad running! Sold the 2 horses that I advertised and an additional 2, too.”

Phoebe Devove “Right now, I have two good leads from the ad. Thanks so much.

Ad was very effective.”

Helen Tuel, Therapeutic & Recreational Riding Center “I’ve received more customers from you than any other magazine ad.”

Mary Ann Powell

Donna Almond

......Mar land’s source for horse infor ation “Please remove my ad for a 2002 Shoop trailer. Thanks to your ad, I sold it! I also have an ad under the boarding section. My ad states that I have a two-stall barn and a four-stall barn for rent. My two-stall has been filled.

Could you please remove the information regarding the two-stall barn and renew with the information regarding the four-stall?

Valerie Johnson Have I told you how much I love your magazine? The latest issue came today. Couldn’t go up the driveway without giving it a good go through before going home and having a nice long read with a cup o’ tea.”

I also told a friend of mine to have her agent list her farm which is for sale, in Equiery. She did and possibly has an offer coming in.

Pat Firey A couple months ago you had a write up of the death of a good friend. If it hadn’t been for your article, I wouldn’t have known of his death. I sent a condolence letter to his wife, telling her where I had heard about it and she hadn’t even known it was in Equiery. Without you guys, how would we ever know what is going on?

“Since I moved from MD to Ohio, I can’t tell you how much I’ve missed your great publication. In Ohio, we have NOTHING! If you want to buy a horse, you have to look on the bulletin board of the local feed store, or look in the Trading Post in between all the cars for sale and garage sale notices. Back in Maryland if I wanted to buy a horse, sell a horse, look at trailers, find out about horse show dates, join a club or do anything that has anything at all to do with horses, I’d just pull out my trusty Equiery. I know Virginia has their own version, and the NY/NJ area has something similar. Why does Ohio, a state with LOTS of horses, have nothing like it? I don’t think KY has a magazine either? Any theories? Gosh I miss Maryland. I remember back when the Equiery was just a bi-monthly black & white magazine. Just wanted to say how much I miss you and thank you for your great mag.”

Angela “The Equiery has proven itself many times over to be the sole communication vehicle with the capacity to deliver the attention and response from Maryland’s extensive and diverse regional horse community.”

-Ellie Trueman, Trueman Communications ”I sold my horse in one week thanks to the ad in the Equiery and found and bought my new horse a month later.”

-Susan Carr Davis “We are interested in continuing advertising; we actually have received some phone calls referencing your publication and where they saw our ad!”

Elizabeth Webb, Suncoast Bedding “Thanks to your well-read and very popular magazine, I was able to sell my pony cart as soon as the issue came out. I got a lot of calls and was lucky to sell it to the first person who called. Thanks for putting together such a great horse related magazine. I just wanted you to know that your hard work is appreciated.”

Carol Abbott “I really love the magazine. Keeps me up on things. Your advertisers are a real blessing if I’m looking for something in particular.”

Barbara Thanos

......Mar land’s source for horse infor ation “I am loving your magazine. I have gotten many calls from my ads as well as a listing and a sale. Thanks!”

Maggie Osborne, Realtor “I only do print ads in your magazine, and the connection between your website and mine does wonders. You guys do a great job.”

Larry B. Miller, Farm and Equine Services “Just want to tell you how pleased I was with our ad. We sold Kirby and you were a big part of that sale. You will be part of our marketing strategies in the future. Thank you.”

Cindy Chetti “Wow! The Equiery really works! We sold our trailer on the second day that the issue was on the streets!” Bill & Rita Bush “The Equiery is the single greatest and most reliable advertising source in the region; believe me - our barn cats know and appreciate it every month.”

Kathy Blumenstock, Barn Cats “I sold this year’s colt through my ad in the Equiery! And I also wanted to tell you that whoever is responsible for designing Leslie Bosley’s Four Quarters Farm ad, it turned out great! I also run ads in the Equiery when I have horse properties listed and have always gotten calls on my real estate for sale ads. I just wish I had a horse property to advertise right now!!!”

Lynne Bare, Coldwell Banker Realtor and proprietor of Blueberry Hill Minis “I LOVE The Equiery! While I subscribe to The Chronicle & Dressage Today it’s usually The Equiery that gets read cover to cover. Kind regards.”

Suzanne Neal, subscriber “The Equiery has been a key part of my advertising for over 14 years. It’s always at the top of my list when planning my marketing efforts each year.”

MaryAnne Ridgely, Long & Foster

......Mar land’s source for horse infor ation

Equiery Advertising Rates & Requirements Deadline for all Advertising, unless otherwise indicated, is the 10th of the month preceding publication.

PRINT/DIGITAL OPTIONS The following ads appear in print and online at equiery.com.

DISPLAY ADS AD SIZE

WIDTH X HEIGHT

B/W

COLOR

1/8 pg

3.6875 x 2.375 inches

$110

$150

1/6 pg

3.6875 x 3.25 inches

$140

$190

1/4 pg

3.6875 x 4.875 inches

$185

$260

1/3 pg horiz

7.5 x 3.25 inches

$255

$355

1/3 pg pie

3.6875 x 6.5 inches

$255

$355

1/2 pg horiz

7.5 x 4.875 inches

$330

$480

1/2 pg vert

3.6875 x 10 inches

$330

$480

2/3 pg horiz

7.5 x 6.5 inches

$445

$645

Full Page

7.5 x 10 inches

$620

$920

Page 3 or 5

4.9375 x 10 inches

$515

$715

Back Cover

7.5 x 10 inches

$690

$990

Inside Front Cover

7.5 x 10 inches

$690

$990

Inside Back Cover

7.5 x 10 inches

$655

$955

Two-Page Spread

(2) 7.5 x 10 inches

$1100

$1400

Center Spread

15.625 x 10 inches

$1130

$1430

Front Cover

(Photo and Caption)

$460

→ Premium or special placement is an additional 15% of the space rate. →Display Ad prices are for camera ready ads. →Design services provided for an additional 10% of the space rate.

Service Directory The Equiery Service Directory is designed for the equestrian professional who is marketing a skill. Ads run consecutively for 3, 6 or 12 issues. We provide free, one time layout and set up for your ad.

All service directory ads are 2.375 x 1.5 inches (width x height) # of Issues B/W Color 3 months

$145

$205

6 months

$275

$325

12 months

BEST BUY! $525

$565

......Mar land’s source for horse infor ation Please Select One Category For Your Type of Business: ❍ Accounting

❍ Cabinetry

❍ Hay & Straw

❍ Shipping

❍ Acupuncture

❍ Carriage Rides

❍ Homeopathy

❍ Signs

❍ Alternative Therapies

❍ Contractors

❍ Insurance

❍ Sports Psychology

❍ Animal Communicator

❍ Custom Apparel Horse

❍ Jumps

❍ Tailor

❍ Animal Cremation/Burial

❍ Custom Apparel Rider

❍ Leather Work/Repair

❍ Trailer Repair

❍ Appraisals

❍ Dentists ❍ Embroidery

❍ Massage

❍ Vehicle Detailing

❍ Artists

❍ Equine Nutritionist

❍ Personal Services

❍ Vets

❍ Attorney

❍ Farm Services

❍ Pet/Horse/Farm Sitting

❍ Miscellaneous or

❍ Bedding

❍ Farriers

❍ Photography

❍ Other

❍ Braiding/Grooming

❍ Fencing

❍ Printers

❍ Blanket Repair

❍ Financial Services

❍ Saddle Fitting

All advertising must be submitted with payment & the name of a contact person, phone number, & address.

All advertisements are accepted & published on the representation that the advertisers and/or agencies are properly authorized to publish the contents & subject matter thereof.

The Equiery is not responsible for any copyright infringement on the part of the advertisers.

The Equiery reserves the right to refuse any advertising.

CLASSIFIED ADVERTISING All classified ads appear on equiery.com with exclusive upgrades available (see Digital Advertising) Basic Classified

3 lines of test

$5

Extra Lines

1 line of test = 25 spaces

$3 per line

Bold Centered Header

Up to 3 headers

$4 per header

Photo Classified

$50

COMING EVENTS Coming Events in Maryland

FREE

Coming Events outside of Maryland

$5 per listing

Bold Print

FREE (with display ad)

TRAINER/INSTRUCTORS 6 lines of text, 5 words each line, $1 each additional line per month 3 Months

$125

6 Months

$225

12 Months

$400

......Mar land’s source for horse infor ation GREENER PASTURES: Special Memorial Packages!

All Greener Pasture prices include layout & ad design.

AD SIZE

B/W

Color

1/6 vertical (1 photo, up to 100 words)

$100

$125

1/3 square (1 photo, up to 100 words)

$200

$250

2/3 vertical (up to 2 photos, up to 200 words)

$335

$435

Full Page (up to 3 photos, up to 250 words)

$425

$575

DIGITAL-ONLY MARKETING OPTIONS EQUIERY.COM BANNER 300 x 127 pixels at 72 dpi 1 Online Only Photo

$10

Photo Show (up to 6 photos)

$15

Video (30 second video)

$20

Online Pedigree

$5

Online link (to your website or to YouTube

$5

EQUIERY.COM CLASSIFIED UPGRADES Upgrade our Print Classified with the following online-only options Eblast with full page print ad

$250

Eblast with 2/3 page print ad

$275

Eblast with 1/2 page print ad

$300

Eblast with 1/3 page print ad

$325

Eblast with 1/4 page print ad

$350

Equiery Event E-Marketing Eblasts will use the same PDF as the Print Ad. Custom designs available for an additional design fee.

EQ E-MARKETING Only available with purchase of a Display Ad Standard Rate

$200

Rate with Print Ad

$100

Rate w/12 month full page ad contract

FREE

......Mar land’s source for horse infor ation

Display Ads - Digital Art To maximize the benefits of The Equiery’s digital and print capabilities (eg. live links when the ad appears on equiery. com), clients must submit ads as PDFs with embedded fonts. All artwork within the PDF should be prepared at 300 dpi grayscale (for black and white) or CMYK for color (no RGB). All text/copy should be entered through a vector based program (e.g. Illustrator, QuarkXpress, Indesign). Raster programs should NOT be used for text/copy (e.g. PhotoShop). The Equiery cannot accept electronic art as camera ready other than PDFs. Camera Ready ads must be submitted at the correct print size (listed below). Crop Marks and Registration Marks are not necessary. The Equiery will not be responsible for unworkable links from incorrectly prepared PDFs.

AD SIZES AD

WIDTH x HEIGHT

1/8 page

3 11/16” x 2 3/8”

1/6 horizontal

3 11/16” x 3 1/4”

1/4 page

3 11/16” x 4 7/8”

1/3 pie

3 11/16” x 6 1/2”

1/3 horizontal

7 1/2” x 3 1/4”

1/2 horizontal

7 1/2” x 4 7/8”

1/2 vertical

3 11/16” x 10”

2/3 horizontal

7 1/2” x 6 1/2”

Full Page

7 1/2” x 10”

PREMIUM AD SPACES* AD

WIDTH x HEIGHT

Page 3 or 5 ad *

4 15/16” x 10”

Full page Inside Front Cover *

7 1/2” x 10”

Full page Inside Back Cover *

7 1/2” x 10”

Full page Back Cover *

7 1/2” x 10”

Front Cover—- Photo & Caption†* 2 Page Spread (2)

7 1/2” x 10”

Center Spread *

15 5/8” x 10”

Deadline is the 10th of the month prior to publication date.

Don’t have camera ready?

If you do not have camera ready art or PDFs, The Equiery can design your ad. Ads are designed at the discretion of our Art Department. We will follow any directions or “roughs” provided by you, and will make every effort ensure your ad is correct, effective, and aesthetically pleasing. The Equiery assumes no liability for errors in ads from handwritten copy).

Layout charges are 10% of the space. There is also a $10 per photo scan charge.

......Mar land’s source for horse infor ation Equiery Distributors The Equiery is distributed at over 500 locations in and around Maryland, including all feed and tack stores as well as popular gathering places and “water holes” for horse people. If you would like to distribute The Equiery, or know of a place that would like to distribute The Equiery, or to make corrections, please call 800-244-9580 or email info@equiery. com

LIST OF DISTRIBUTORS

THIS PAGE IS NOT DONE YET - NEED COPY BUT HERE ARE SOME NOTES: - STILL HAVE TO LEARN HOW TO DO PAGE #S - SO SORRY CAN’T EXPLAIN THIS TO YOU BY TELLING YOU THE PAGE # JUST YET BUT PERHAPS YOU COULD HAND WRITE THEM ON THE PAGES FOR NOW. - THERE IS A 1/2 PAGE (PAGE 9 IF YOU COUNT THE COVER AS PAGE 1) WE CAN STILL WORK WITH BUT HAVE NOT SEEN ANY COHESIVE LIST THAT WOULD ALLOW US TO DO A PIE CHART OR GRAPH CHART. BUT I WILL REVIEW AGAIN TO SEE IF I CAN COME UP WITH SOMETHING - BUT THE KEY HERE IS THAT WE HAVE A PLACE TO PUT THIS. - I WANT TO REDUCE THE # OF TESTIMONIALS AND DISCUSS WHAT WE SHOULD INCLUDE IN THERE TO ENHANCE THAT SECTION. MAYBE PHOTOS OF THE PEOPLE THEMSELVES WOULD WORK OR THEIR ADS. - PAGE 7 - IF YOU START BY COUNTING THE COVER AS PAGE 1 - READ THE LAST PARAGRAPH SECOND SENTENCE - I THINK THERE ARE SOME WORDS MISSING. ON THE BOTTOM OF THAT PAGE I’D LIKE TO DO A SCREEN SHOT OF YOUR WEB SITE ON ONE SIDE AND A MAGAZINE COVER ON THE OTHER. JUST WANTED TO TRY AND GET A DIFFERENT ONLINE SCREEN SHOT AS I USE IT SOMEWHERE ELSE IN THE PUB AND DON’T WANT TO DUPLICATE. - PAGE 3 - WANT TO USE A DIFFERENT EQUIERY LOGO WHERE I HAVE RED ON BLACK AS ISN’T VISIBLE ENOUGH - HAVE TO THINK ABOUT COLORS. - HEADING ON TOP OF ALL PAGES - I WAS WONDERING IF THERE WAS A WAY TO CREATE A GRAPHIC OF THE HORSES INSIDE THE SHAPE OF MARYLAND. IT’S SOMETHING I COULD TRY AND WORK ON BUT WANTED YOUR THOUGHTS FIRST AS IT WILL TAKE A LITTLE TIME FOR ME TO FIGURE IT OUT. - SAMPLE ADS - I USED WHAT I COULD FIND IN VARIOUS ISSUES. IF YOU HAVE ORIGINALS THAT WOULD BE CLEANER AND/OR IF YOU HAD SPECIFIC ADVERTISERS YOU WANTED TO SHOWCASE WE COULD ALWAYS REPLACE. - KEEP IN MIND I AM STILL LEARNING INDESIGN SO THERE ARE STILL THINGS I HAVEN’T FIGURED OUT HOW TO DO YET.

FRE

E

MARYL AND’S SOU

INFORMATION SINCE 1990

NOVEMBER 2011

www.equiery.com Bob LaPorta of Summerwind Farm Reining Horses riding Fraulein Gold Pine, pg 23 © K Bar M Photography

Western The Equiery’s First Western Winner pg 15 Maryland’s Quarter Horse Queen pg 17 Plenty of Pics! starting on pg 20

Plus... Trail Riding Troubles pg 8 134 Counts of Cruelty in Canterbury Case pg 9

Start you holiday shopping today. Great gift ideas inside!

FRE

E

MARYL AND’S SOURCE OF EQUINE INFORMATION SINCE 1990

NOVEMBER 2011

www.equiery.com Bob LaPorta of Summerwind Farm Reining Horses riding Fraulein Gold Pine, pg 23 © K Bar M Photography

Western The Equiery’s First Western Winner pg 15 Maryland’s Quarter Horse Queen pg 17 Plenty of Pics! starting on pg 20

Plus... Trail Riding Troubles pg 8 134 Counts of Cruelty in Canterbury Case pg 9

Start you holiday shopping today. Great gift ideas inside!

FRE

E

MARYL AND’S SOURCE OF EQUINE INFORMATION SINCE 1990

NOVEMBER 2011

www.equiery.com Bob LaPorta of Summerwind Farm Reining Horses riding Fraulein Gold Pine, pg 23 © K Bar M Photography

Western The Equiery’s First Western Winner pg 15 Maryland’s Quarter Horse Queen pg 17 Plenty of Pics! starting on pg 20

Plus... Trail Riding Troubles pg 8 134 Counts of Cruelty in Canterbury Case pg 9

Start you holiday shopping today. Great gift ideas inside!