Canada’s Horse Industry Leader Since 1991
MEDIA KIT 2026 - 2027
Grow Your Business With Us. The Power of Multi-Media
Over the past 35 years, Horse Community Journals has evolved into an iconic Canadian Multi-Media brand. Today’s readers want informative content that spans websites and digital devices. Today’s marketers want to reach readers in all market segments.
PHOTO: SHUTTERSTOCK/KATHO MENDEN
Horse Community Journals is proud to be the leader in Multi-Media Marketing for Canada’s horse industry. Contact us for a Multi-Media Proposal that Suits Your Business Needs.
Reach more than 1 million horse lovers annually…
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WHAT’S INSIDE
2-5 Our Flagship Brand 6 HORSEJournals.com 7 E-Newsletter Marketing
PRINT • ONLINE • SOCIAL MEDIA 75,000 readers per issue 75,000 readers per annual issue
8 Sponsored Content 9 Social Media 10 Testimonials/FAQ Canadian Horse Journal is Canada’s award-winning horse community magazine, and Horse Community Journals is proud to be Canada’s leader in multi-media marketing for the horse industry.
337,400 Sessions 275,000 Active Users annually
Social Media
340,000 Facebook and Instagram Fans/Followers
E-Newsletters
13,000+ subscribers
2 PRINT MEDIA Our Flagship Brand
Partner with Canada’s Only National Magazine Partner with Canada’s Award-Winning HorseHorse Community Magazine. In today’s era of media overload, engaging consumers has become a core challenge for advertisers trying to forge a closer relationship with their target audience. Canadian Horse Journal is a trusted voice for professionally-researched and written, editor-reviewed, curated content. For 35 years, horse people have been relying on this magazine to inform and inspire them, and savvy marketers know that our brands are a shortcut to quality.
Award Winning Content
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Canadian Horse Journal bonds with readers and connects them with their interests and passions. When readers are absorbed in quality content, ads are not an interruption but rather a window to what’s new and important.
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From Our Clients: “We’re going to keep advertising because we know it’s working.”
PHOTO: SHUTTERSTOCK / PIRITA
Marsha Houlahan, Maple Lane Equestrian Trailers
FACTS
d: 1991 (AS PACIFIC HORSE JOURNAL)
cy: 4 Print and Digital issues per year — Canada’s Equine (SPECIAL ANNUAL ISSUE), Spring (QUARTERLY ISSUE), Summer ERLY ISSUE), Autumn/Winter (QUARTERLY ISSUE).
tion: Subscriptions, newsstands, horse industry outlets, shows and conferences, trade horse industry professionals
Price: $7.95
rship: 75,000
al Focus: From the competitive e to the backcountry rider, an Horse Journal focuses ics relevant to EVERYONE in a’s horse community.
ry Partners include Council BC (since 1993), cotia Equestrian Federation, runswick Equestrian Association, Association of Yukon, ba Horse Council, n College of Veterinary Medicine, sity of Guelph, an Quarter Horse Association any more.
“We consider Horse Journals a key marketing tool especially as many of our sales are generated online from all across Canada.” Summerside Tack & Equestrian Wear/ ThinLine Canada
“As an advertiser, it is a real pleasure to work with CHJ. They’re not just selling ad space. We’re especially pleased because we feel like they are a part of our team, helping us succeed too. And they do it effectively. You can tell from their writing that they put in a lot of effort to accurately understand and stay up-to-date on the science of horse health. We look forward to continuing this successful relationship for a long time.” Barbara Socha, Signal-Health LLC/ Signal-Health CsCanada Inc.
A Trusted Marketing Environment Amid today’s abundance of ‘fake news,’ magazines offer credibility and a safer ad environment.
“In print, online, on mobile or video, magazine media delivers the expertly researched, written and produced content you trust in the safe environment you deserve.” MAGAZINE MEDIA. BETTER. BELIEVE IT.
3 PRINT MEDIA Canadian Horse Journal
Reader Demographics Our Readers Are Your Customers Reader Demographic Canadian Horse Journal (CHJ) readers are educated, affluent, dedicated horse people…
Demographics CHJ Readers’ Age Ranges 24 & Under 4% 25-44 15% 45-54
• 82% have post-secondary education
16%
• 90% are female
55-64
• 66% identify as being a lifetime horse person • 70% reside on an acreage, country property, farm or ranch • 87% own their horse • 60% are current members of their PTSO (e.g. HCBC, OE, AEF, etc.)
THE TOP 10 CHJ Readers’ Favourite Categories and Themes… 1. MOST FAVOURITE — Horse Health, Care, Nutrition 2. Training 3. How-To 4. Farm & Stable Management 5. Canadian Content 6. Industry (business/economy, horse welfare, etc) 7. Rider Psychology 8. New Products, Book/Product Reviews 9. History/Heritage 10. Breed Profiles
Canada’s Horse Community is our Niche — stretching far and wide from rural
areas to major urban centres, and forming a highly desirable demographic of educated, affluent, and dedicated horse people. ALL STATISTICS ARE FROM OUR 2020 HORSE INDUSTRY SURVEY
32% 65+ 33%
Testimonials
“Nothing will keep me from getti reading CHJ.” — Kathryn M., Kars, ON
“As long as I’m a horse nut, chanc that the nuttiness isn’t going awa time soon!” — E. Wain, Whitehorse, YT
“We both totally love the magazi all the helpful and informative art — Gillian and Toni, BC (subcribers)
“It’s a very high quality publication a thing we find as an effective way to out to people in the province. It was first association partner over 20 yea and we’ve worked consistently with watched them grow and flourish to the largest horse magazine in Canad “ They have dedicated readers to that publication every month s it a very effective vehicle to put o into and get the message out to m on different things that are happe because it’s so well read.” — Lisa Laycock, Executive Director, HCBC
ces are ay any
ine and ticles.”
and someo reach as our very ars ago h CHJ and o become da. s who go so we find our news members ening
Profile of CHJ Readers CHJ Readers’ Annual Household Income Less than $25,000 8% $25,001 to $50,000 21% $50,001 to $75,000 19% $75,001 to $100,000 18% $100,001 to $150,000 18% More than $150,000 16%
Top 5 Most Participated Industry Activities • Pleasure rider • Barn/farm owner/manager • Competitive rider • Breeder • Instructor, coach, trainer, official Top 5 Most Participated Disciplines • Natural Horsemanship • Dressage • Working (ranch horses, etc.) • Hunter/Jumper • Games/Gymkhana Top 5 Horse Breeds • Quarter Horse • Paint • Thoroughbred • Arabian • Miniature
A Snapshot of our Canadian Horse Journal Reader
94% ARE
FEMALE
48% ARE 55+
19%
PHOTO: SHUTTERSTOCK / LINDSAY HELMS
ing and
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4 PRINT MEDIA Canadian Horse Journal’s
Multi-Channel Distribution Program As Canada’s onlyJournal’s nationalMulti-Channel horse magazine — and a cornerstone our industryCanadian Horse Distribution Program is of designed to leading multi-media equestrians — Canadianfrom Horse connects reach Canadian horsenetwork people for of all levels, all disciplines, theJournal grassroots rider with of every level and discipline, from grassroots to elite to thehorse elitepeople competitor. Delivering both an industry-leading paidriders circulation base competitors. Through ouraudience powerfulthrough multi-channel distribution we AND an additional large major targeted and program, complimentary combine an industry-leading paid circulation with broad additional audience distribution, our distribution network provides CHJathe flexibility to weather any
delivered through targeted and complimentary channels. The resultour is unmatched storm. Now Canada’s only national horse magazine, we maintained leading
circulation numbers throughout theand COVID-19 pandemic continue to reach national reach, consistent visibility, a trusted platformand that continues to grow new readers and expand markets our clients. readership and expand markets forfor our clients.
What Sets Us Apart? PAID CIRCULATION (57%)
CHJ CONTR CIRCULATI (43%)
• 35-year-strong list of Dedicated Subscribers.
• 200+ tack, feed equestrian cent distribute 1000s their patrons.
• Major Newsstands Coast to Coast — at Chapters, Indigo, Grocery, Bookstores, and more.
• 1000s of sponso distributed at s events, nationyear-round.
• Reduced Subscription Rates available to all members of PTSOs in Canada, and directly on the membership forms of these Partners: • Horse Council BC • Canadian Quarter Horse Association • Manitoba Horse Council • New Brunswick Equestrian Association • Nova Scotia Equestrian Federation • Equine Association of Yukon
PHOTO: ISTOCK / KELLY J/HALL PHOTO: ISTOCK KELLY J HALL
> HORSEJournals.com/advertise PRINT EDITION GEOGRAPHIC BREAKDOWN
m
75,000 Readers per issue TERRITORIES
BC
6.5%
AB
33.5% 20.5%
SK
MB
1.5% 4.5%
d
w
MARITIMES
.5%
ON
QC
32%
1%
Canada’s Only National Horse Magazine
Our Controlled Circulation Channels Add Value to Your Marketing
ROLLED ION
“On behalf of the Manitoba Horse Council, thank you for your generous support. Your partnership was instrumental in the success of our Team Challenge event, creating a memorable and engaging experience for all participants. The enthusiasm and positive feedback we received from teams and spectators alike highlight the meaningful impact of your support in bringing this event to life. The windup gift giveaway of Canadian Horse Journal subscriptions was well received!”
d, and tres s of copies to
orship copies shows and -wide,
Teresa, Manitoba Horse Council
“We have heard back from parents and members that they appreciated the magazine, and that the gift kept them informed, and featured new and useful articles all year to help them with their horse management and sportmanship. We very much appreciate being partnered with Horse Journals.” PHOTO: DREAMSTIME / NEIL LOCKHART PHOTO: DREAMSTIME / NEIL LOCKHART
Louise Kennedy, on behalf of Dressage Niagra
5
Main Editorial Themes for 2026 & 20
Canada’s #1 Source for Horse Health and the Latest Veterina
AUTUMN/WINTER 2026 QUARTERLY ISSUE
CANADA’S EQUINE GUIDE 2027
SPECIAL ANNUAL ISSUE
• Fall/Winter Health & Nutrition
• Canada’s Horse Industry: Special Features
• Special Seasonal Features
• Multiple Horse Health Features
• Training & Horsemanship ADS CLOSE: July 24, 2026 RELEASE DATE: Late August, 2026
• Training & Horsemanship • Celebration of Horses Photo Contest Winners ADS CLOSE: October 16, 2026 RELEASE DATE: Mid-November, 2026
SPRING 2027
QUARTERLY ISSUE • Spring Horse Health • Breeding • Barns & Properties • Holidays on Horseback • Training & Horsemanship ADS CLOSE: January 22, 2027 RELEASE DATE: Late February, 2027
Editorial Themes & Bonus Distribution
The Editorial Calendar and Bonus Distribution are updated throughout the year Bonus distribution applies to every issue, varying from newsstand promotions to copies targeted to industry events and trade shows during the year. Contact us for editorial features and bonus distribution relating to specific issues.
PHOTO: ISTOCK / JACK F
> HORSEJournals.com/advertise
027
ary Research. SUMMER 2027
QUARTERLY ISSUE • Summer Horse Health & Management • Hoof Care & Lameness • Country Homes & Acreages • Training & Horsemanship ADS CLOSE: April 16, 2027 RELEASE DATE: Late May, 2027
r.
Meet the industry experts and award-winning writers who are among our frequent contributors: Jec A. Ballou
Coach, trainer, clinician, author, specialist in equine fitness and performance.
Madeline Boast
Equine nutritionist and operator of Balanced Bay Equine Nutrition Consulting.
Burwash Equine Services
An exclusively equine practice offering a wide range of services to clientele from World Champions to backyard horses.
Equine Guelph Lindsay Grice
Alexa Linton
Writer, equine sports therapist, osteopathy student.
Annika McGivern
Mental Performance Consultant.
Jacqueline Louie
Freelance writer and editor.
Tania Millen
Horse industry journalist, scientist, environmental consultant, backcountry rider.
Monique Noble
Photojournalist, writer, competitive reiner.
Judge, coach, trainer, specialist in equine behaviour.
Dr. Wendy Pearson, Ph.D.
International equine photojournalist.
Writer, rider, and former CBC producer.
Shawn Hamilton
Doctor of Veterinary Toxicology.
Li Robbins
Paul Sharpe
University of Guelph lecturer, researcher, and Associate Director of academic programs (retired).
Kathy Smith
Editor & Publisher, Horse Community Journals, Inc.
Sandra Verda-Zanatta
High Performance Dressage Coach, FEI grand prix rider, EC Coach Developer/Evaluator, Certified Pilates Instructor.
Western Canadian Farriers Association Western College of Veterinary Medicine
6 DIGITAL BRANDS Market Your Business on Canada’s Leading Horse Industry Website Today’s marketers want to reach readers in all market segments regardless of the platforms they use. Today’s readers want informative content that spans websites and digital devices. HORSEJournals.com will showcase your business to our huge industry audience. Here horse enthusiasts find a trusted resource of professionally written, high calibre information covering all aspects of horse care, horsemanship, training and property management.
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9 DIGITAL BRANDS
Social MediaMarketing Social Media Marketing Our targeted social media advertising Journals Horse Community Journals audience is a carefully curated network of showcase your knows how to showcase Canadian equestrians and horse your enthusiasts and business business built specifically for advertisers looking to products, services, and reach the equine to your targetindustry. market. Establish Establish
interaction with with and grow yourEquestrian interaction 3 Canadian
traffic to to your your customers, drive traffic Audience sales, answer answer •website, Horse owners, riders, trainers, breeders, increase sales, and industry professionals questions, promote a contest, contest, •and Highly engaged audienceclients. with a reach potential potential. clients demonstrated interest in equine products, services, and events
Our Facebook Timeline
Stand-Alone Boosted Posts 3 National Reach •Save Representing all provinces, with the 25% when strongest presence in Ontario, Quebec, booked with print British Columbia, and Alberta Network Your Brand through our huge •Facebook Reach equestrians coast to coast (boosted) and Instagram communities, withReach a post on our pages. 3 Targeted Included in Custom E-Newsletter or
• Target nationally, provincially, Sponsored Content Campaigns. or regionally • Campaigns customized to your target audience,Media region, and marketing goals Social
Management 3 Social Media Management Social Media horse industry •Experienced Experienced equestrian marketing professionals staff will assist you from start to finish with
Stand-Alone Boosted Posts
Save 25% when booked with print
Network Your Brand through our huge social graphic media campaign. •your In-house design, content Facebook (boosted) and Instagram creation, and campaign management communities, with a post on our pages. Included in Custom E-Newsletter or • Full campaign support from planning Social Media is the perfect medium Sponsored Content Campaigns. through reporting
for customer service:
Social Media is the perfect medium for customer service:
“When you interact with customers on a one-to-one basis on Social Media, “When you interact with customers on a one-to-one basis on Social Media, it it makes them more loyal. Loyal customers spend more with you, stay with makes them more loyal. Loyal customers spend more with you, stay with you you longer, andtheir tell their friends longer, and tell friends aboutabout you.”you.” – DAN GINGISS, MARKETING & CUSTOMER EXPERIENCE EXECUTIVE
– DAN GINGISS, MARKETING & CUSTOMER EXPERIENCE EXECUTIVE
Social Statistics SNAPSHOT 340,000 Fans/Followers on Facebook and Instagram
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30,000 Social Impressions 20,000 Social Reach 930 Overall Clicks
Over the past 12 months, our paid social campaigns reached more than 3.9 million people, generated nearly 6 million impressions, and drove over 105,000 clicks within Canada’s equestrian community.* *June 2025-June 2026
10 TESTIMONIALS From our Readers and Clients
“Whatever you’re doing m working because I’m almo out of ponies.”
Dallas Grubenmann, Pferde Traum New Forest Ponies
“Picked up the latest issue and read it cover to cover more than once. It’s obvious that there’s a lot of attention to detail, and you take the time to get it right and care about what you do. Whoever does the layout does a really great job.”
“Yes, there is something More hours in a day and days in a week!! I’m getti of work from the ads wit Al, CF Fence
S.A., Windsor, ON (subscriber)
“I just finished relishing the Winter issue of Canadian Horse Journal, and was compelled to send you a note of ongoing, sincere appreciation and respect for all of the fabulous articles. Your well-researched offerings are breathtaking, and the primary reason I subscribe to the magazine.” Ann, Kamloops, BC
“Over the years your publications have always been very educational and professionally written. I have always appreciated the fact that articles were written using factual and scientific information that is geared to helping the horse owner broaden their knowledge. The special interest stories are always well written and enlighten your readers. The quality of the publications has been excellent over the years and continues to improve. The growth you have experienced, I believe, is due to the fact the magazine covers a broad spectrum of the horse industry. There are very few horse publications that survive the test of time as you have. Congratulations again and keep up the great work, the horse industry needs more people like you moving it forward.” Les Burwash, former Manager of Horse Programs, AB Agriculture
“I just want to say I loved reading about the Acupuncture Therapy, the Colic Surgery and the Hoof Care with the questions you should ask of your farrier in this issue. Please add some more amazing information like that in the next issue.” Olivia Mucci
“You do a better job than all of the US magazines when it comes to health and medical stuff.” Jean Hutfles, USA subscriber
“Beautiful, beautiful, bea wonderful issue. I haven’ the darn thing down sinc copies arrived.”
Dan Wilson, Woodmont Canad
“It is my pleasure to gratefu acknowledge the years of s that Kathy Smith has provid Canadian equine industry t Canadian Horse Journal. By selection of competent and writers, technical staff, and management, Kathy has cre and developed the go-to eq publication in Canada.”
Bill desBarres, Horse Welfare Allianc
“Please add to my current subscription. Thanks... Great magazin hard to put down when received.” Daphne Carter
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FREQUENTLY ASKED QUESTIONS Are extra services available?
Professional design, included in our rates, will improve your ad response and you’ll save the expense of hiring a freelance designer, or wasting hours of your weekend trying to design your own ad.
Do you offer product reviews and press releases? We provide editorial support to our clients by publishing their news, press releases, and new product information in the print edition, in our Hoofbeat E-Newsletter, on HORSEJournals.com, and on Social Media. Selected products and new releases are reviewed by knowledgeable and experienced horse people. If you have a product you’d like us to consider for review, please ask your customer service representative for details.
Products and Books We Have Reviewed
Fine Horses and Fair-Minded Riders by JuliAnna Ávila
33 Strength and Fitness Workouts for Horses by Jec Ballou
Sore No-More Performance Ultra Liniment and Gelotion, Arenus Animal Health
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ully service ded to the through y her d informed d strategic reated quine
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Award Winning Content
Grow Your Business with Us.
Contact one of our marketing specialists today. 1-800-299-3799 or (250) 655-8883 • adinquiries@horsejournals.com www.HORSEJournals.com/advertise 10148 Bowerbank Road, Sidney, V8L 3T9