Rate Card 2008

The Western Horseman Brand


When you choose to advertise your business in Western Horseman, you’re benefiting from one of America’s most respected and trusted publishing traditions.

Founded in 1936, Western Horseman served as “the voice of the horse” at a time when few Americans were concerned about the animal’s welfare. Displaced as a source of transportation by the automobile and unappreciated as a source of recreation and competitive sport, the horse’s future was alarmingly dismal.

Thanks to our publisher and a handful of visionaries, the magazine sought to increase awareness of this most valuable resource. Within just a few years, a resurgent interest in horses spread across the country; multiple breed associations were formed, equine sporting disciplines were created and America’s love affair with the horse began to bloom.

Today, our editorial content has changed to reflect the horse industry’s phenomenal growth, but our mission remains the same: educate and entertain readers by publishing informative, original content on Western horsemanship and training, horse care, tack and equipment, ranching and recreational riding.

Our Readers Make All the Difference

Western horsemen are as passionate about the American Western stock horse as we are. They’re also high-profile consumers who live the Western lifestyle. They’re well-educated, professional and affluent, and they’re in the market for your products. If you want to get your message in front of people who are actually involved in the Western marketplace, Western Horseman is the magazine to deliver your advertising message.

Our Readers Have Lots of Horsepower

  • Western Horseman (WH) has a total average paid and verified circulation of 187,735 (ABC June 2007 Publisher’s Statement).
  • WH has a total readership of more than 600,000. Subscribers make up nearly 85% of Western Horseman’s audience.
  • WH readers spend 1.2 hours reading the magazine, much more time than the industry average.
  • 40% of WH readers do not read other horse or Western lifestyle publications on a regular basis.
  • 78% of WH readers keep issues for one year or longer.
  • 89% of WH readers own horses; on average, they’ve owned horses for 27 years.
  • WH readers are in their prime earning years – averaging 52 years of age with a $102,000 annual household income.
  • WH readers spend an average of $3,650 each year on the upkeep of their horses; 26% spend more than $5,000.
  • WH readers have been reading the magazine for an average of 16.2 years.
  • 78% of WH readers shop in local stores for products they saw advertised in WH.
  • 69% of WH readers live in a rural area, and their average property consists of 22 acres.

On-line and On The Money:

westernhorseman.com

With its new design and increased traffic, westernhorseman.com provides an additional opportunity for advertisers to reach one of America’s most active horse-owning audiences. Our editorial content has been improved and redesigned, offering visitors the opportunity to find more information about their favorite Western Horseman departments and features. Westernhorseman.com also makes subscribing and ordering convenient. Contact your sales representative for cost-effective advertising opportunities.

Western Horseman readers are hands on horse owners. On average, they own six horses each and are responsible for their animals nutrition, health care, transportation and training.

Deadlines and On-Sale Dates

Covers and first forms close on the first day of the second month preceding cover date. Last forms close on the fifth day of the same month.

2008 Issues
Insertion Order Deadline
Ad Copy Deadline
On Sale Date
January
11/1/07
11/5/07
12/23/07
February
11/30/07
12/5/07
1/25/08
March
1/1/08
1/7/08
2/25/08
April
2/1
2/5
3/25
May
2/29
3/5
4/25
June
4/1
4/7
5/25
July
5/1
5/5
6/25
August
5/30
6/5
7/25
September
7/1
7/7
8/25
October
8/1
8/5
9/25
November
9/1
9/5
10/25
December
9/30
10/6
11/25

Proofs:

a) If proofs must be approved before insertion, copy must be

received in Fort Worth, Texas, 10 days preceding closing

deadline. b) Proofs are not furnished on camera-ready ads unless

changes are required.

Display Advertising Rates

Covers and preferred positions available upon request. See back page for exact ad sizes.

4-Color
1-2 X
3-5 X
6-11 X
12 X
2-pg Spread $15,870
14,917
13,966
13,489
Full pg
8,361
7,859
7,357
7,107
23 pg
6,690
6,288
5,886
5,687
12 pg
5,865
5,513
5,161
4,985
13 pg
3,958
3,720
3,483
3,364
14 pg
3,348
3,147
2,946
2,846
16 pg
2,212
2,080
1,947
1,880
B&W
   
Full pg
$5,389
5,065
4,743
4,581
23 pg
4,062
3,819
3,575
3,452
12 pg
3,249
3,053
2,859
2,762
13 pg
2,189
2,058
1,927
1,861
14 pg
1,752
1,647
1,542
1,490
16 pg
1,266
1,191
1,115
1,076

Shopper’s Corral

Limited to advertisers with mail-order offers. Call for details.

4-Color
1-2 X
3-5 X
6-11 X
12 X
3”
$884
831
778
751
6”
$1,671
1,571
1,471
1,420

 

B&W
1-2 X
3-5 X
6-11 X
12 X
3”
$683
642
601
581
6”
1,294
1,216
1,139
1,100

 

Ketch Pen

4-Color
1-2 X
3-5 X
6-11 X
12 X
3”
$638
599
561
542

 

B&W
1-2 X
3-5 X
6-11 X
12 X
3”
$491
462
433
418

 

Display Classified
4-Color
1-2 X
3-5 X
6-11 X
12 X
Column In.
$350
319
299
268
1.5”
525
479
443
402
2”
706
639
592
536
2.5”
881
798
742
670
3”
1,056
958
891
803

B&W
1-2 X
3-5 X
6-11 X
12 X
Column In
$268
242
226
200
1.5”
399
362
336
305
2”
530
483
446
404
2.5”
662
604
562
504
3”
798
725
672
604

 

Round-Up

4-Color
2"
$551
4.5" V
$1,118
4.5"  SQ
$2,400
1/3 V
$2,400
1/2 H
$4,223
2/3 V
$5,717
BLACK / WHITE
2"
$421
4.5" V
$851
4.5"  SQ
$1,811
1/3 V
$1,811
1/2 H
$2,688
2/3 V
$3,670

Extra Color (non-cancelable)

Black and one extra color available for units of one-third page or larger. One extra PMS color, $1,050. Special match colors, including metallic ink, on a quoted basis only.

General Information

SRDS Regulations: Publisher specifies SRDS Contract and Copy Regulations, Nos. 1, 2, 5, 7, 8, 12, 14, 15, 16, 17, 21, 23, 24, 25, 27, 30, 32, 33, 34, 35, 36, 37, 38, 42.

Frequency Discounts: Frequency discounts are earned within a 12-month (12-issue) period. Advertisers with contracts will be billed at contract rate. Those who fail to fulfill their contract within the 12-month term will be charged back the difference between earned and contracted rate.

Dollar Volume Discounts: Dollar volume discounts are available on contracted space during a 12-month period. Contact your sales representative for more information.

Breeder Rates: Breeder discounts are available. Contact your sales representative for more information.

Agency Commissions: A 15% agency commission is available for all established agencies.

Copy: All ad copy is subject to approval by the publisher. Agency-generated insertions must be camera ready. Improperly prepared copy will be revised at the advertiser’s expense or returned for revision if time permits. Advertisers may submit materials for ads in manuscript form, and Western Horseman will lay out and make up the ad.

Proofs: If copy is received 10 days prior to closing deadline, proofs will be returned for review prior to publication. Otherwise, proofs will be sent for record only with no opportunity for corrections.

Changes and Cancellations: Changes in supplied copy or text will be charged a minimum rate of $25.00. All advertisements ordered set and not used will be charged for composition. Cancellations are not accepted after closing date and must be received in writing on or before closing date.

Bleed and Special Positions: Bleed ads are accepted at no additional charge. Special position requests may be approved for full-page ads only, at an extra charge of 15% of the blackand-white rate.

Rateholder (4-Color Ads): Minimum of ¹⁄6-page b&w ad.

Additional Discount: A 15% discount is available the first time an ad is submitted camera ready. This discount is only applied the first time an ad is submitted and from clients not using an agency.

Inserts: Inserts are accepted at special discounts. Call the sales representative in your area for details and prices.

Positioning: Publisher will make every effort to comply with position requests but will not be bound by any conditions appearing in contract, insertion order or copy instructions regarding position of advertising. Call for available positions and rates.

Send Ad Materials to:

Western Horseman

2112 Montgomery Street • Fort Worth, TX 76107

Payment Information: Prepayment is required for all new customers for the first order. Net 30 days after credit has been established. To establish credit, a credit application must be sent to your sales representative. Orders without credit established must be accompanied by a check, or by VISA, American Express or MasterCard account information. Prepayments are due by materials-due deadline. A charge of 1% per month will apply on all accounts 30 days past due.

Liability: Publisher reserves the right to hold advertiser and its advertising agency jointly and severally liable for such monies as are due and payable to the publisher.

Additional Policies

Rates, conditions and space units are subject to change without notice.

The publisher reserves the right to accept or cancel all advertising copy or orders for any reason, at any time.

Western Horseman reserves the right to decline or reject any advertising for any reason, at any time, without liability, even if previously acknowledged or accepted.

Any copy resembling editorial, in the opinion of the publisher, shall have the word “advertisement” printed on the page. Advertisements with extensive copy must run in a space (vertical or horizontal) as designed. All advertisements and contents thereof are subject to the publisher’s approval.

Advertiser materials will be kept on file for one year after publication date unless the advertiser has made special arrangements. After one year, materials will be destroyed.

Mechanical Requirements

  1. Covers and inside pages are printed on high-speed, web-fed, offset presses. Magazine is perfect bound and jogs to the foot.
  2. Final trim size of magazine is 8” by 10¾. Non-bleed pages are 3 columns wide (7”) by 10” deep. Bleed page size, including trim, is 8¼by 11”. Spread bleed dimensions, including trim, are 16½by 11”. All pages can be bled all around with ¹⁄8trim both sides, top, and bottom. In all bleed pages, type and pictorial matter to be retained should be kept within 7” width, 10” depth.
  3. For covers and inside pages, SWOP (Specifications Web Offset Publications) standards apply. Total density of shadow areas should not exceed 300% for four-color ads. Undercolor removal necessary for color match.
  4. Digital Requirements: We prefer PDF files with embedded fonts. All images must be 300 dpi and saved as grayscale or CMYK to SWOP standards. We encourage PDF files to comply with PDF/X-1a standards. On files you anticipate we may need to alter, we accept files created in QuarkXPress, InDesign, Illustrator and PhotoShop. All application files must also include support files for logos, images and fonts. A laser print or electronic proof must also be supplied. Files under 4 MB may be e-mailed to advertising@westernhorseman.com. FTP file transfers are available for larger files. Media labeling requirements: Issue date, advertiser, contact person, return address, phone number, file name, and list of contents. Hardcopy proof is required for all ads, including those submitted via e-mail or FTP. Color proof printed to SWOP specifications required for all full-page color ads. Cost of creating a missing color proof will be billed to the advertiser.
  5. When proofing, use paper similar to publication paper: covers, 80-lb. New Page Sterling (premium coated); inside, 38-lb. Bowater BowBrite (#5 publication machine coated).

Western Horseman Account Executives

Horse Health, Grooming, Automotive, Tractors
Sanders Lawson – 836 Euclid Ave Ste 208 – Lexington KY 40502
Ph. 859-335-0095  Fax: 859-335-3297  Cell: 859-230-4610
e-mail: sandy.lawson@westernhorseman.com

Real Estate, Travel & Destinations, Western Lifestyle Event, Art, Packing & Camping Equipment
Rob Bandhauer – 3850 N. Nevada Ave - Colorado Springs, CO 80907
Ph. 719-327-5753  Fax: 719-633-3108  Cell:
e-mail: rob.bandhauer@westernhorseman.com

Barns, Stalls, Fencing, Barn & Arena Equipment
Mark Herron – 2112 Montgomery St. – Fort Worth TX 76107
Ph. 817-885-7479  Fax: 817-885-7478  Cell: 817-917-6987
e-mail: mark.herron@westernhorseman.com

Western Apparel & Boots, Breed Assoc, Equine Events & Rodeos
Kami Baum – 3850 N. Nevada Ave. – Colorado Springs, CO 80907
Ph. 719-327-5741 Fax: 719-473-0997 Cell: 719-651-3394
e-mail: kami.baum@westernhorseman.com

Western Apparel & Boots, Breed Assoc, Equine Events & Rodeos
Rayanne Engel – PO Box 699 – 18780 E. Hwy 88 – Clements, CA 95227
Ph. 209-759-3395 Fax: 209-759-3196 Cell: 209-327-7339
e-mail: rayanne.engel@westernhorseman.com

Breeders & Ranches, Horse Sales, Insurance, Education, Horse Expos
Bobbie Cook – PO Box 699 – 18780 E. Hwy 88 – Clements, CA 95227
Ph. 209-759-3545 Fax 209-759-3196 Cell: 209-304-1974
e-mail: bobbie.cook@westernhorseman.com

Trailer Manufacturers & Dealers, Supplements, Western Clinicians, Auto & Trailer Aftermarket
Carole Strickland – 3850 N. Nevada Ave – Colorado Springs, CO 80907
Ph. 719-327-5730 Fax. 719-633-1392 Cell: 719-321-9971
e-mail: carole.strickland@westernhorseman.com