$9.95AUD
ISSUE 12
EXCELLENCE
FEBRUARY 2011 - APRIL 2011
Western ♦ Dressage ♦ Horsemanship ♦ Eventing ♦ Endurance ♦ The Love of Horses ♦
www.equineexcellence.com.au
Mission Statement: To help horse and rider become the “BEST” they can be in their chosen discipline by offering inspiration, motivation and education with the most up to date information on all aspects of training and care of the horse.
Table of Contents Pages
Company Profile Vital Statistics Our Demographics Our Values Advertising booking form Advertising PRICES and parameters File requirements Article extracts (examples for up coming issue) Testimonials
......... 3 ......... 3 ......... 5 ......... 5 ......... 7 ......... 8 ......... 9 ......... 10 - 15 ......... 16 - 17
Australia’s Equine Magazine for YOU about YOU
EQUINE
Australia’s Equine Magazine for YOU about YOU
EXCELLENCE
www.equineexcellence.com.au
EDEE Publications 39 Bates Street VIC Australia 3977 PH: +61 3 599 66 228
◆ Western ◆ Dressage ◆ Show Jumping ◆ Eventing ◆ Endurance ◆ ◆ The Love of Horses ◆ Company Profile Equine Excellence is Australia’s most exciting and dynamic riding, training, horse and lifestyle magazine. A magazine set apart from other publications offering horse lovers and riders a visual journey of informative and inspirational content that provides up to date practical advice on all aspects of horse care, training, breeding, veterinary, alternative therapies, nutrition, clothing, equipment and associated accessories for horse and rider. Equine Excellence caters for all disciplines for the aspiring competitor in western, dressage and jumping, leisure riding through to the horse lover providing articles that are not only reference material to be referred to time and time again but also enjoyed as a “coffee table” piece. This also offers advertisers the opportunity for increased exposure and brand awareness for their products and services which again will be viewed over and over.
There is NO other magazine like it Vital Statistics:
EXC
ELL
◆ Readership 20,000+ ◆ RRP: $9.95 ◆ Frequency quarterly
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◆ Circulation 8,000
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It is written and presented in a practical easy to understand format that is visually attractive with stunning photography and imagery. Encouraging readers to grow and improve skills for their chosen horse pursuits, and everyday relationships. Availability: Australia wide through newsagents and Borders Book Stores, selected saddlery, feed and produce stores and selected equestrian/training centres. Available by mail subscription across Australia and internationally. Purchased predominantly by women from age 18 yrs to 54 yrs group. Readers have expressed the importance on the time spent with their horse and the need to continually improve and enhance their knowledge and skills. The articles are written clearly and are easy to understand. Our contributors are professional experts who express their knowledge that all levels of riders find interesting and useful. Our readership continues to grow and is over 20,000. Our subscription readership continues to grow and is reaching over 1,300. We currently have a sales efficiency of 68% a fantastic result for a relatively new magazine! A phenomenal result, given industry averages are around 30%. Why you may ask? Targeted and aggressive marketing. We constantly monitor real time sales nation wide, relocating magazines to
“Average 12% increase in retail sales per issue� Contributors range from top riders and trainers and leading professionals found throughout the equine industry nationally and globally ensuring that information is well researched and accurate. Equine Excellence also encourages the reader to be part of the magazine with real life experiences to inspire, encourage and to advise on their own experiences.
With Equine Excellence you will maximise your advertising dollar
better performing stores and regions. Equine Excellence has given 1000’s of copies away in show bags coupled with intelligent use of internet marketing techniques. Some demographics that may also interest you are as follows: ►
75% of our readers are female
►
25% are male.
►
16% are aged between 18 and 24yrs
►
24% are aged between 25 and 34 yrs
►
25% are aged between 35 and 44 yrs
►
16% are aged between 45 and 54 yrs
►
9% are aged between 7 and 13 yrs
►
7% are aged at 55+ yrs
►
42% are all rounder riders with an interest in Horsemanship/general riding
►
30% are English/ Dressage based.
►
25% like jumping
EQX readers spend a considerable amount of time and money on their horses and value the most up to date information on products and services available within the industry. This is a wonderful opportunity for the advertiser to reach the target audience in a visual and informative format individually created.
Our values ◆ Strong branding and awareness ◆ Ethical representation of all contributors ◆ Cost effective marketing and advertising campaigns ◆ Growth of distribution of Equine Excellence within the Equine Industry ◆ Longevity in the market place ◆ Explore opportunities for EQX and all contributors.
Mission Statement: To help horse and rider become the “BEST” they can be in their chosen discipline by offering inspiration, motivation and education with the most up to date information on all aspects of training and care of the horse. I hope Equitana was as prosperous for you as it was for us. Equine Excellence was there, stronger and more prominent as ever. After last years fantastic response we’d like to hear from your marketing team to see how we can help maximise your exposure for the lead up and into EQUITANA 2011. Equine Excellence is also a sponsor for 3SER 97.7FM, Equine Talk Show, please visit our website for further details. Come be part of something special! Kind Regards
Daphne McNeill Advertising, Design and Photography Equine Excellence EDEE Publications
Attached are examples of lead pages to articles published in ISSUE 12 EQX artwork services guidelines We can create your artwork for you right from the beginning including a slogan if required at an affordable price. Product photography is available in our studio. Images sent via emailed to us as an attachment. You can also send the photographs to us and we can scan for you – please supply self addressed envelope for photos to be returned. Images from the internet are not suitable and it is the responsibility of the owner to ensure that copyright permission has been arranged from the photographer.
EQUINE
EXCELLENCE
EQUINE EXCELLENCE ADVERTISING BOOKING FORM 2010 EQUINE EXCELLENCE ADVERTISING RATES 2010 Effective size
Cost per 1 Issue
Cost per 3 to 6 Issues
Back cover (EXTERNAL)
1 x A4, (29 x 21 cm) ADD 5mm bleed
$1100
$880
Back cover (INTERNAL)
1 x A4, (29 x 21 cm) ADD 5mm bleed
$960
$770
Inside front cover
1 x A4, (29 x 21 cm) ADD 5mm bleed
$960
$770
430mm x 290mm
$960
$770
1 x A4, (29 x 21 cm) ADD 5mm bleed
$650
$590
Double page Banner
420mm x 50mm
$440
$330
Half page Horizontal
280mm x 90mm
$380
$330
Quarter page Standard
90mm x 125mm
$235
$235
Quarter page Horizontal
190mm x 60mm
$235
$235
Full double page spread Full page
Advertorial-Information with images.
Up to 8 pages x A
Number of Issues
Cost
$POA
Please prices are effective from 1st July 2010 and are subject to change without notice. *All prices include GST* Total Issues and Total Cost
Company Name:________________________________ ABN:__________________ Contact:_______________________________________ Position/Title_______________________ Address:_______________________________________ _______________________________________
Office use only
Town/Suburb:__________________State_________Postcode_______
Status
Phone:_______________________Fax:_________________________ Email:_______________________________________ Payment Options: ☐EFT ☐Cheque ☐Money order ☐VISA ☐M/card ☐Amex ☐Diners(Diners & Amex attract 4%) EFT/Cheque PAYMENTS: EDEE Publications Your EFT Identity_______________(Invoice number)
BSB: 083597 Account No: 826847048
Credit card number:
☐☐☐☐ ☐☐☐☐ ☐☐☐☐ ☐☐☐☐
☐☐☐☐.☐☐ Expiry Date: ☐☐☐☐
Amount:
Name on Card:_______________________________Signature:_______________________________ Please fill in form as per your requirements then fax to : 03 599 66 228 or email to andycole7@bigpond.com PAYMENT IS REQUIRED PRIOR TO PRINT DATE
EDEE Publications or its associates will not be held responsible for any proclamations or claimed abilities of any product or service from this point onward to any aftermentioned point in the future. EDEE Publications or its associates will not be held responsible for any damage or claims of usage which may arise from any use or application of a published article and or product or service. EDEE Publications offer NO WARRANTIES or GUARRANTEES at all to any advertisers or users of any product or service. EDEE Publications Hereby INDEMNIFIES itself against all action against issues of breach of copright, infringement of trademarks or names and titles, breach of unfair trade practices legislation, infringement of royalties, violation of slander defamation and breaching the rights of privacy. Whist every effort has been made to ensure the accuracy of statements published, EDEE Publications will not be held responsible for any claims which may infringe upon the Trade Practices Act, the Fair Trading Act and any other legislation to which may protect consumers. EDEE Publications reserves the right not to publish any material and or advertisement. All material published and printed is protected by COPYRIGHT © be it by design, literature and or intellectual property. All material designed by EDEE Publications belongs to EDEE Publications and must not be reproduced in any form or media unless express written permission is granted.COPYRIGHT ©
Equine Excellence advertising space parameters DOUBLE page spread 440mm x 307mm (5mm bleed)
$960.00
HALF page HORIZONTAL 190mm x 125mm
$380.00
QUARTER page STANDARD 90mm x 125mm
$235.00
Double page BANNER 420mm x 50mm
$440.00
FULL page 220mm x 307mm (5mm bleed)
$650.00
HALF page VERTICAL 90mm x 280mm
$380.00
QUARTER page HORIZONTAL 190mm x 60mm
$235.00
Compare our rates with our competitors, they are increasing, but we have held our rates down!
EQUINE
EXCELLENCE
Files to be supplied as follows: • All artwork and files are to be supplied via Email or CD/DVD. At a resolution of 300dpi
EQUINE
EXCELLENCE
• Files are to be in print ready PDF (Portable Document Format). • Files supplied must be TIFF, EPS or JPG • TIFF files must not be compressed. • PDF files must be flattened with fonts and graphics embedded in CMYK.
Whilst all effort is made to correctly represent the colours supplied with your files, at times slight colour shifts can occur.
What is NOT an acceptable file: • Files created in Microsoft Publisher or Word are not useable. • Images or LOGOS from internet/website • Low resolution images (under 300dpi)
Images from the internet are not suitable and it is the responsibility of the owner to ensure that copyright permission has been arranged from the photographer. Equine Excellence can supply a complete design service from concept to completion, including: • Conceptualisation • Slogans and copy • Photography • Design for magazine Please call Andy for a confidential discussion
For more information regarding advertising and design in Equine Excellence, please contact:
Andy on 03 599 66 228 or andycole7@bigpond.com
www.equineexcellence.com.au
Article By Mary Hanna
You can train in a good trot, but the canter and walk must be naturally good! 10
EQUINE EXCELLENCE FEBRUARY - APRIL 2011
WWW.EQUINEEXCELLENCE.COM.AU
MARY HANNA - COLLECTION
WWW.EQUINEEXCELLENCE.COM.AU
EQUINE EXCELLENCE FEBRUARY - APRIL 2011
11
Wayne Banney's
Clinic at The Great Ocean Ecolodge Wild, rugged, wind swept and back to a natural way of life, is certainly how you could describe The Great Ocean Eco Lodge… and of course Wayne Banney. A meeting of similar ideologies to give the visitor and student an insight of what can be achieved if you choose to live off the grid. Like any new experience it may take time to realise what messages are being taught, especially in this fast paced world where many of us are guilty of not seeing or feeling the simplicity of the lesson. Wayne takes us back to, yet simultaneously up to, a higher thought awareness. Ensuring us to be further in touch with our spiritual selves. Wayne encourages us to “open” to our environment and not only listen but feel what is being said. Once we have allowed the natural environment to reach into our spiritual heart, communication with our horse will evolve into a wondrous, enlightening and fulfilling journey.
12
EQUINE EXCELLENCE FEBRUARY - APRIL 2011
WWW.EQUINEEXCELLENCE.COM.AU
WAY N E B A N N E Y
Holistic Horsemanship
WWW.EQUINEEXCELLENCE.COM.AU
EQUINE EXCELLENCE FEBRUARY - APRIL 2011
13
What becomes of the
A
ny second chances for unwanted racers?: Wastage in the racing industry or The grim reality: Horse wastage in the racing industry or Unwanted racehorses: Wastage in the racing industry ©Jane Duckworth
“Once the horses, rather than the profits, are put first, the flow-on effect
will be felt by trainers, owners, riders, breeders and punters; in other words, the entire racing community. It always has to be horse first, people later.” Bart Cummings *1
U N WA N T E D T H O R O U G H B R E D S
refers to the number of horses that are removed from the racing industry. Wastage can occur at any stage of a horse’s life, including prior to racing. When a thoroughbred destined for racing is born in Australia, its chances of being a successful racehorse are slim. It is estimated that only 300 out of every 1000 foals produced will ever start in a race. Overbreeding seems to be a problem. These figures point to more thoroughbreds being born than are really necessary. At least the problem is not as severe as it was around the late eighties, early nineties. Possibly because the racetrack competition is fiercer now than ever before as the overall quality of the thoroughbred population improves, so it is not really economically viable to have a ‘low grade’ thoroughbred any more. Investment in the breeding industry is especially strong. Financiers invest in producing racehorses for the possible returns, maybe the glamour and in the hope of the pleasure of owning the next Makybe Diva or perhaps any winner at all. Mark Webster, Inglis Bloodstock managing director recently said, ‘Horse breeding is a great form of investment with returns sometimes falling into the spectacular category.’ Similar pre-racing wastage has been found in standardbred horses (trotters and pacers). Wastage is a product of a competitive industry where the unsuccessful do not continue. This has been recognised as a tremendous problem in the horse racing industry, even if only from an economic standpoint. This article considers the cost from a horse welfare perspective.
A
ustralia is the second largest thoroughbred breeding nation in the world. It’s bigger than Ireland, England and France combined. The industry mass-produces horses on a grand scale, but what happens to all the excess horses lost from the racing industry for various reasons? The most pressing issue facing the welfare and safety of racehorses is undoubtedly that of unwanted horses. Racehorse wastage is the somewhat clinical term that
Only a certain proportion of surplus racehorses can be used by the equestrian industry or join breeding programs, which means that thousands of young and often healthy horses are sent to knackeries and abattoirs every year. So there is a significant relationship between the racehorse and horsemeat industries. According to RIRDC Horse Research and Development Plan 2006-2011 figures, 40,000 horses of all types are slaughtered annually. While the plan mentions the issue of wastage in the racing industry, it does not say how many of these horses are thoroughbreds. Any mention of actual numbers came under the heading of ‘issues raised but not addressed’. What the RIRDC Plan tells us is that they know some of what’s wrong with the racing industry, with wastage a focus. Horses may be lost from the racing industry due to various reasons. For instance, it is estimated that more than one third of thoroughbreds in Victoria will be lost to wastage every year, largely due to poor performance, but also through illness or injury and behavioural problems. Both inadequate performance and behavioural problems
Natural Equipment PO Box 43, Clarence Town, NSW, 2321, Australia PH 02 4996 55 00 E: d.woodl@bigpond.net.au www.naturalequipment.com.au Testimonial for Equine Excellence We have advertised with Equine Excellence, pretty much from the very beginning! Daphne has always been so helpful and I love her enthusiasm for the magazine. Her knowledge of the industry and her enthusiasm to help you is outstanding. Andy does the most amazing photos and his artwork and ability to put together an eye catching advert is to be commended. I have advertised in other magazines and am yet to come across someone that really does care about your advert and takes the time to have it look eye-catching and appealing to your customers. We definitely have had a good response from our adverts with Equine Excellence; we can always tell when the latest issue has hit the stand as the orders start flowing in. I would like to take this time, to thank Daphne and the team for their professionalism. We look forward to continuing advertising with Equine Excellence. Warmest regards, Lee Woodland Business Owner Natural Equipment