PRIMEDIA Acquires, Inc.

PRIMEDIA Inc.,'s parent company, announced yesterday that it has acquired, the world's largest online marketplace for equine enthusiasts.

The acquisition adds a fast-growing and profitable online marketplace to complement PRIMEDIA's existing portfolio of equine-based properties, and enables the company to extend's proprietary technology and unique marketing tools to its other industry verticals and publications.

PRIMEDIA also gains the expertise of's Founder and President Aaron Bromagem, an online industry veteran, who will leverage his rich Internet background and expertise in building online marketplaces. Financial terms of the acquisition were not disclosed.

The acquisition continues the company's pursuit to offer best-in-class mix of print and online media by providing enthusiasts with innovative applications to access content and carry out transactions across numerous verticals. With over two million visitors every month and 55,000 active classified ads, is the leader in connecting buyers, sellers and breeders of horses and related goods. Through its proprietary technology, facilitated an estimated $80 million in horse-related transactions over the past 12 months.

The complementary combination of with PRIMEDIA's award-winning equine website,, and magazines--EQUUS, Horse & Rider, Dressage Today, Practical Horseman, Arabian Horse World and Growing up with Horses--creates new opportunities for innovation among both equine enthusiasts and the advertising community.

"This acquisition has two key benefits: first, it enhances our position in the $25 billion equine market by adding a high-growth, transaction-based online business to our leading print franchises; second, it brings a technology platform and a strong management team to PRIMEDIA that can help accelerate the development of online marketplaces in other categories in which PRIMEDIA has strong brands, leading publications and well trafficked Web sites," said Kelly P. Conlin, PRIMEDIA's president and chief executive officer.

"This acquisition will immediately add talent and technology for and the Equine Group to leverage," said Bromagen. "In addition, combining's transactional content with the Group's award-winning content should create some great opportunities for our customers and advertisers."

With an extensive background in both the equine industry and the Internet, Bromagem led to become the most visited horse-related website on the Internet. Prior to founding, he was part of Netcom's technical team (now part of Earthlink) where he expanded their proprietary software to hundreds of thousands of customers. Shortly after, he joined Yahoo! as the ninth team member to help create the world's leading online Web directory service. A mainstay at Yahoo!, he helped the company grow from 10 people to more than 2,000.

2004-2012 Horse Tack Review

 Horse Tack Reviews
 Submit Your Own Review!
 Search Review Database
 All Reader Reviews
 Staff Reviews
 Submit a Product for Review

 English Tack Reviews
 Dressage Saddles
 Jumping Saddles
 Close Contact Saddles
 All Purpose Saddles
 English Saddle Fittings/Pads
 English Bridles
 English Bridle Accessories
 English Show Apparel
 English Casual Apparel
 English Chaps/Boots/Helmets
 English Miscellaneous

 Western Tack Reviews
 Barrel Saddles
 Reining Saddles
 Roping Saddles
 Show Saddles
 Trail Saddles
 Western Saddle Fittings/Pads
 Western Bridles
 Western Bridle Accessories
 Western Show Apparel
 Western Casual Apparel
 Western Chaps/Boots/Hats
 Western Miscellaneous

 Horse Gear Reviews
 Horse Boots and Wraps
 Horse Health and Well Being
 Horse Apparel
 Horse Treats
 Horse Miscellaneous

 Barn & Stable Reviews
 Fly Control
 Grooming Equipment
 Stable Accessories
 Tack Room
 Training Equipment
 Barn and Stable Misc

 Barn and Stable Articles
 English Articles
 Feature and Misc Articles
 Grooming Articles
 Horse Care & Health Articles
 Horse Related Gift Articles
 News and Events
 Training Articles
 Western Articles

 Other Features
 About Us / Contact Information
 Articles & Subjects By Date
 Article Archives
 Join Our Mailing List
 Privacy Policy