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Reader Profile and Demographics revxmedia planner 14.indd 1 7/18/14 9:03:21 AM The Magazine for Cowboys and Cowboys at Heart The Western Horseman staff has the opportunity each year to meet many of our readers face-toface. It may be at a trade show, a rodeo or a spring branding, but regardless of the location our readers love to visit, share their opinions and experiences with the magazine, and occasionally offer a little advice. Considering how many of them have been reading Western Horseman since they were kids, it stands to reason why they are so passionate about it. Many readers tell us the magazine is important to their families because it provides education and entertainment, but also because it reinforces their core values: hard work, independence, stewardship of the land and the ethical treatment of livestock. And of course we are fine with that. Western horse-owning families have always been our core audience, and their passion for stock horses inspires us to make each issue better than the last one. That was true back in 1936 with the very first issue and it remains our mission today. We are often asked to define our audience. To explain who it really is. There is a common perception that the only people who read Western Horseman are cowboys. And while our latest Just as it has for the past 78 years, Western Horseman remains a “best-value” in reaching engaged Western consumers. revxmedia planner 14.indd 2 7/18/14 9:03:26 AM reader survey in 2011 revealed that 22 percent of our readers are ranchers, the majority are in a diverse set of occupations that range from professionals and managers, to business owners and craftsmen. And while most don’t make a living horseback, they have a passion for the cowboy life and spend as much time with their horses as they possibly can. For many of our readers, horses are the common thread that binds their families together. Horses are not a fad or passing fancy, but an essential part of their lives, a defining element. When you choose to advertise your business in Western Horseman, you benefit from one of America’s most respected and trusted publishing traditions. While our editorial content and our delivery methods continue to evolve to reflect the changes taking place in the world and the horse industry, our mission remains the same: To provide the reader with the best information available, and provide you, the advertiser, with the most dedicated, passionate and enthusiastic horse-owning audience anywhere. Name: Paxton Ramsey Hometown: Devers, Texas Occupation: Rancher Number of horses owned: 70 Owned horses since: “I’ve owned horses all my life, and our family just earned recognition from AQHA for being a 50-year breeder.” Horse industry involvement: “I use horses regularly on my family’s 7L Ranch, a cow-calf operation in Southeast Texas established by my great-grandfather in 1904. I also breed, train and compete in ranch rodeos and stock horse competitions. My wife, Erica, is a veterinarian, and our children look forward to saddling up and helping with ranch work.” “I began reading Western Horseman during high school and still look forward to receiving each issue. It’s interesting to know what other people in the industry are doing. Western Horseman keeps us plugged in to the horse network. There are so many good people in the horse business, and the magazine is one way to bring them all together. It seems to be a real common denominator.” Family values are at the core of Western culture. More than 75 percent of Western Horseman readers are married with families; 68 percent are collegeeducated. ;S[PS`]TbVS;]``Wa;SRWO<Sbe]`Y revxmedia planner 14.indd 3 7/18/14 9:03:28 AM Western Horseman readers live where their horses live. They own an average of six horses each, and 98 percent of them keep and care for their horses on their own property. Name: Bill Enk Hometown: Paso Robles, California Occupation: Director of Judges for the National Reined Cow Horse Association. Currently holds judging cards with AQHA, APHA, NRCHA, NRHA, NCHA and NSBA. Began his judging career with the American Horse Shows Association in 1966. Owned horses since: “I graduated from high school in 1962.” How many horses owned: “Depends on the day.” Horse industry involvement: “I have been in the horse business my entire life. I went to work as a training assistant with Ronnie Richards when I got out of the service, and began training horses for the public in 1969.“ “I have been reading Western Horseman as far back as I can remember. What I’ve always appreciated is the magazine’s diversity of content. As a horseman, I am interested in all facets of the industry, not just show results. Western Horseman has always sought out knowledgeable sources and presented thought-provoking articles on everything from natural horsemanship, horse health care, tack and equipment, to profiles of America’s ranching families. “Although I have spent most of my life associated with training, showing and judging, I’m really a cowboy at heart. I’m not about to get out of bed at 3 a.m. to saddle my horse and work cattle all day, but I sure like reading about the people who do. “Basically, I am interested in everything there is to know about horses. They enrich our lives in so many ways, and Western Horseman has always added to our understanding of that special horse-human relationship.” Many Western Horseman readers have owned horses for virtually their entire lives; 46 percent of our readers have owned them for 40 years or more and 15 percent own more than 10 head of horses each. revxmedia planner 14.indd 4 7/18/14 9:03:29 AM Western Horseman readers don’t just own horses, they use them. • 78.2 percent of our readers say horses are a main source of recreation for them or members of their family. • 48.6 percent say their horses are used in ranching-related work or competitive activities. • Western Horseman readers spend an average of $833 per horse on horse healthcare products. Name: John Varian Hometown: Parkfield, California Occupation: Rancher, V6 Guest Ranch Manager, Restaurateur Number of horses owned: “Somewhere between 95 and 100.” Owned horses since: “I’ve had horses all my life. My mother started raising horses more than 50 years ago, and we still have a few ranch horses that go back to her earliest breeding stock.” Horse industry involvement: “Our entire family, all 18 of us, are involved with the horse industry in one way or another. My parents are in charge of our horse and cattle operation. I’m in charge of the V6 Guest Ranch, and my wife, Barbara, helps run our lodge and restaurant. Our kids, Brinan, Kathryn and Lauren, are active in junior and high school rodeo. A day doesn’t go by that one of us isn’t horseback.” “I can’t remember when we didn’t have Western Horseman in the house growing up. I read it cover to cover back then and still do. What I like most about the magazine is its credibility; it isn’t a dude magazine, it is the real deal with real cowboys, real ranchers and legitimate sources of information. “Although I’ve been starting colts and training horses most of my life, I enjoy reading how great horsemen deal with problems or develop successful performance horses.” Rodeo has its roots in Western culture and is a favorite of Western Horseman readers. Every member household of the National High School Rodeo Association receives a monthly copy of Western Horseman through our NHSRA sponsorship program. ;S[PS`]TbVS;]``Wa;SRWO<Sbe]`Y revxmedia planner 14.indd 5 7/18/14 9:03:31 AM Western Horseman readers actually live the Western lifestyle, rather than simply aspiring to it. • 38 percent of our readers own 50 head of cattle or more. • 95 percent of our readers wear Western apparel 5 to 6 days a week. • 94 percent of our reader families own a truck. On average, they trade them in every four years. • 78.8 percent of our readers own a stock or horse trailer. • 53.9 percent of our readers describe their property as farm or ranch land. Name: Tim Cox Hometown: Duncan, Arizona; currently lives in Bloomfield, New Mexico Occupation: Artist Number of horses owned: 50 to 100 Owned horses since: “Since I was approximately 21 years old.” Horse industry involvement: “My wife, Suzie, and our children have raised, trained and shown horses in several capacities, including cutting and rodeo. We also have ranch horses and racehorses.” “Growing up, I looked forward to receiving Western Horseman magazine. This is where I often found inspiration and confirmation for my love of portraying cowboy life. When we moved to Eagle Creek, Arizona, we were fortunate enough to become friends with longtime Western Horseman columnist and magazine writer Stella Hughes. She took an interest in my family and my career, and helped to convince Dick Spencer to use my work on the cover of the magazine. “As we expanded our print business, we feel that advertising in Western Horseman is money well spent. In the early 1980s, our first advertisement was a classified ad that cost around $137, and we received more feedback from it than many full-page color ads that we have run in other publications since that time. “We’re still excited to read our Western Horseman each month. The magazine has done as much or more to promote cowboy and Western art and culture than even some art magazines, as well as being a great source for learning about cowboys and training horses.” Western Horseman readers have an avid appreciation for all things Western, including art, food, home furnishings, and of course, apparel. revxmedia planner 14.indd 6 7/18/14 9:03:33 AM Western Horseman subscribers are primarily successful, well-educated and married with families. • 42.8 percent are professionals, in managerial positions or own their own businesses. • 39.9 percent have graduated from college, 62.9 percent have attended college, and 14.6 percent have a graduate degree. • 19.7 percent own 500 acres or more. Name: Joe and Baru Spiller Hometown: Wingate, Texas Occupation: Joe makes bits and spurs; Baru works as a bookkeeper and is a parttime silversmith. Number of horses owned: 5 Owned horses since: “We’ve both owned horses all of our lives,” Baru says. Horse industry involvement: As a young man, Joe worked as a cowboy. Later, he showed Quarter Horses, focusing on cutting and reining events. Since 1983, he has been building top-quality custom bits and spurs. Baru competes in ranch versatility and reined cow horse competition. She also serves on the executive committee for the Stock Horse of Texas association. Joe and Baru also breed Quarter Horses and often take in stocker calves, using the horses they raise to perform cattle work. “My parents had a subscription to Western Horseman for over 50 years, so I’ve been reading it since I was able to read,” Baru says. “It’s pretty hard for me to throw away any of my copies. “I love the format. I always read the gearmaker spotlight. I love Women of the West. I love the different training articles, and I read the articles on nutrition, feed and health. I can’t think of any part of the magazine that I don’t just devour.” Western Horseman readers love reading about Western craftsmanship. Nearly 85 percent say it’s one of their favorite sections in the magazine. ;S[PS`]TbVS;]``Wa;SRWO<Sbe]`Y revxmedia planner 14.indd 7 7/18/14 9:03:34 AM Western Horseman’s Industry Involvement Western Horseman has a long history of sponsorship involvement within the equine industry. The types of events and organizations we sponsor are as varied as the interests of our readers. We are currently national sponsors of the National Barrel Horse Association, United States Team Roping Championships, the National High School Rodeo Association and the Mustang Heritage Foundation. As the title sponsor, we support several high-profile equine competitions held all across the country, including Road to the Horse, Extreme Mustang Makeover, The Magnificent 7 and the Stock Horse of Texas World Championship and Futurity. In addition, we are the presenting sponsor of the Ranching Heritage Weekend, which kicks off the prestigious Fort Worth Stock Show & Rodeo each January. That weekend’s events include an invitational ranch rodeo, a ranch-horse competition and sale, and a Texas-sized barbecue and dance. Other Western Horseman sponsorships include: Red Bluff Bull & Gelding Sale—Red Bluff, CA Colorado State University Legends Ranch Horse Sale— Fort Collins, CO Timed Event Challenge—Guthrie, OK Western Heritage Classic—Abilene, TX Western States Horse Expo—Sacramento, CA Working Ranch Cowboys Association World Championship Rodeo— Amarillo, TX Ride for the Brand Ranch Rodeo—Colorado Springs, CO Horseman’s Reunion—Paso Robles, CA Big Bend Ranch Rodeo—Alpine, TX Miss Rodeo America Pageant—Las Vegas, NV 4-H Western National Roundup—Denver, CO Junior Ranch Rodeo Association—Jay, OK National Cutting Horse Association—Fort Worth, TX Western Horseman also extends its reach by having a trade show booth at many of the largest and most wellattended equine events around the country, including: Fort Worth Stock Show & Rodeo—Fort Worth, TX Timed Event Challenge—Guthrie, OK National Cutting Horse Assoc. Super Stakes, Derby, and Futurity— Fort Worth, TX Road to the Horse—Lexington, KY Western Heritage Classic—Abilene, TX Western States Horse Expo—Sacramento, CA Supreme Mustang Makeover—Fort Worth, TX All-American Quarter Horse Congress—Columbus, OH Stock Horse of Texas World Championship—Abilene, TX American Quarter Horse Association World Championship Show— Oklahoma City, OK National Reining Horse Association Futurity—Oklahoma City, OK Wrangler National Finals Rodeo, Convention Center—Las Vegas, NV Wrangler National Finals Rodeo, Mandalay Bay—Las Vegas, NV Western Horseman also has a permanent booth at the Denver Apparel Mart and exhibits at the September and January WESA Markets each year. 2112 Montgomery Street Fort Worth, TX 76107 (817) 737-6397 ;S[PS`]TbVS;]``Wa;SRWO<Sbe]`Y revxmedia planner 14.indd 8 7/18/14 9:03:37 AM