Horse Tack Review




John Lyons Perfect Horse Expands To Take Advertising in January, 2005

Press Release


Louisville, Colorado – John Lyons' Perfect Horse--the monthly magazine from "America's Most Trusted Horseman"--announces an expansion in its publishing mission with a new design and format that offers more information to readers and, for the first time, allows marketers to advertise to this select audience.

The new design of John Lyons' Perfect Horse will be unveiled with the January, 2005 issue, according to Tom Winsor, general manager, and Tim Cole, editorial director of the newly formed Horse Media Group.

Horse Media Group is a new equine magazine publishing venture created through a merger of the equine publishing assets of Winsor Publishing Co. and Belvoir Publications Inc. The three-title horse magazine company consists of John Lyons Perfect Horse, The Trail Rider and Spin To-Win.

"Expanding Perfect Horse into a traditional magazine format creates a reader-focused magazine that will become a superb advertising vehicle," said Winsor. "It's the first step in creating a dynamic, new publishing franchise." Total combined paid circulation of the new group is 128,000 active horse owners.

According to Tim Cole, "Perfect Horse's previous ads-free format has given us a high-profile position in a competitive market and now serves 75,000 paid subscribers, who turn to Perfect Horse each month for training and horsecare advice. Expanding Perfect Horse will allow us to provide readers with even more information, in a better graphics package."

Cole emphasized that the John Lyons' Perfect Horse mission remains: To offer superior training, behavior and horsecare solutions for active horse owners, consistent with the safe, effective training principles espoused by Perfect Horse editor-in-chief John Lyons

"All our readers seek out and pay for information of immediate benefit to themselves and their horses," said Cole. "Perfect Horse fits nicely with The Trail Rider, which focuses on America's number one horse activity, and Spin-To-Win, which covers the rodeo industry's team-roping marketplace."

According to John Lyons, "From the very beginning almost a decade ago Perfect Horse has had a single objective: To help horse owners have fun, stay safe and learn more about caring for the horses they love. Expanding Perfect Horse will allow us to remain true to that ideal, but offer even more value in the form of additional editorial pages and circulation growth. Our devotion to safe, pleasurable riding won't change—only our ability to pack more advice into every issue." John Lyons Perfect Horse will expand to include training and behavior techniques and solutions from other noted horse trainers such as Lynn Palm, Cleve Wells, Martha Josey and Doug Milholland, among others. John Lyons Perfect Horse will also feature horsemen and horsewomen who have accomplished great training goals using natural methods.

Cole said, "I've noticed over the years that training advice in horse magazines tends to put the trainer first and the reader second. You often get conflicting, contradictory advice over time. The training solutions in Perfect Horse will place the idea of gentle training first and foremost, and will work toward building trusting relationships between riders and the horses in their care."

Advertising for the combined titles will be managed out of the Winsor offices in Louisville, Colorado, by Perfect Horse's new publisher Pat Eskew, an industry veteran. Maureen Gallatin continues as executive editor of John Lyons Perfect Horse. Also leading the management team is Phil Penny, formerly president of Cowles Enthusiast Media, which published Practical Horseman, Horse & Rider and Dressage & CT before those titles were sold to Primedia. Penny is the chief operating officer of Belvoir Publications.

For more information about how to advertise in John Lyons Perfect Horse, The Trail Rider or Spin-To-Win, contact Pat Eskew at 303-661-9282 ext. 209. Or email pat.eskew@horse.com. For editorial inquiries contact Maureen Gallatin at (828) 894-0753. Or email Maureen at perfecthorse@myexcel.com

About Winsor Publishing LLC

Founded in 1994, Winsor Publishing has established a strong foothold in the equine publishing industry. In 2000, Winsor began a successful conversion of Spin -To -Win from a newsletter to a traditional magazine. Earlier this year, Winsor acquired The Trail Rider magazine, an established bi-monthly title with a paid circulation of 28,000 subscribers and an active advertiser portfolio. The Trail Rider serves active riders committed to enjoying their horses on America's trails, be they privately owned, national or state and local parks. Spin-To-Win serves one of the fastest growing segments of the equine industry. Its 25,000 subscribers are competitive team ropers and owners of performance horses.

About Belvoir Publications Inc.

For more than 25 years Belvoir Publications has been meeting the information needs of active enthusiasts in a wide range of interest areas. Its periodicals are noted for their in-depth analysis, immediacy and useful relevance. As a result, Belvoir’s titles enjoy strong customer loyalty evidenced by high renewal rates and high-value subscriptions. Belvoir’s publications serve the aviation, marine, horse, decorating, health and pet markets. The company publishes thirty-two periodicals representing more than 500 monthly editorial pages serving more than 2.0 million readers. Titles include Cleveland Clinic Heart Advisor, Mt. Sinai School of Medicine's Focus on Healthy Aging, Aviation Consumer, Antiques Roadshow, Practical Sailor, Whole Dog Journal and Mary Engelbreit’s Home Companion to name a few.
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