A TRADITION SINCE
1865
We at National Horseman pride ourselves on being at the forefront of innovation in the show horse publication industry. However, we maintain ties to our deep-rooted tradition. We are proud to have borne witness to some of the greatest moments in show horse history — and to be there for the greatest yet to come. Since its beginnings in 1865, National Horseman has had a long history of setting the standard in the show horse world. What began as “The Farmer’s Home Journal,” which brought farming and agriculture news to agrarian America, grew into a publication focusing largely on the “American Horse,” offering Saddlebred breed histories, sales information, editorial columns, and news. Today, we continue to be a smart, innovative publication covering all aspects of the equestrian lifestyle. We cater to a large, multi-generational following who use us as a valued resource for the latest in equestrian news, technologies, health and general care, as well as other relevant information pertaining to the industry.
I HISTORY MEETS INNOVATION
n our effort to stay at the forefront of show horse media, we have evolved over the years to meet the needs of a changing industry and establish new markets. In 2014, National Horseman branched out to another facet of the show horse industry, Morgan horses; in 2016, we launched National Horseman Arabian, a publication dedicated exclusively to the Arabian breed; in 2018, we created our sister company, Stylish Equestrian, a luxury retail destination for the modern equestrian; and in 2020, we reimagined our annual Breeder’s Guide to be an allinclusive compendium featuring Saddlebred, Morgan, Hackney and Dutch Harness stallions to highlight the increasing crossover in the show horse industry. Through all of the changes and growth, our publication continues to gain new followers daily with our world-class design and engaging content, all while carrying on the traditions that National Horseman was founded on more than 150 years ago. We publish 20 high-end issues per year between both of our titles. Our subscribers and advertisers return year after year because we offer a superior product. From the quality of our paper and ink, to our cutting-edge layouts and design, having the highest quality product in the business is one of our top priorities.
DEMOGRAPHICS
According to the American Horse Council, the show horse industry generates over $29 billion in economic impact. It is a world defined by elegance, legacy, and discerning taste — and our audience embodies exactly that.
National Horseman reaches a niche, high-value market untouched by most mainstream equestrian publications. Our subscribers include prominent celebrities, Fortune 500 executives, entrepreneurs, heirs to publicly traded corporations, as well as leading trainers, owners, and passionate equestrians.
Our editorial, design, and client services teams craft content and experiences that reflect the sophistication of our readers. Each issue delivers timely, engaging stories and striking visuals, presented in a publication as refined and timeless as the lifestyle it celebrates.
93% OWN HORSES
50% OWN MORE THAN ONE HORSE
22% OWN TWO OR MORE HOMES
$65k AVERAGE SPENT ON ONE HORSE PER YEAR
$7k SPENT ON HORSE-RELATED PRODUCTS PER YEAR
$500,000
$3.5 MILLION NET WORTH
3+ VEHICLES OWNED
50+ NIGHTS SPENT IN HOTELS ANNUALLY ON AVERAGE…
HOUSEHOLD INCOME (7x HIGHER THAN NATIONAL AVERAGE)
In addition to arriving in subscribers’ mailboxes, National Horseman is distributed at over 150 equine events annually — from world-class horse shows to prestigious year-end banquets. Exhibitors, trainers, and enthusiasts alike anticipate each issue’s arrival in their hotels, barns, and ringside boxes. Our expanding digital network offers a modern way to engage, giving advertisers direct access to an affluent and passionate audience.
2 PUBLICATIONS
NATIONAL HORSEMAN & NATIONAL HORSEMAN ARABIAN
21 ISSUES PER YEAR
125k+
DISTRIBUTION ANNUALLY
13k
212k EMAIL SUBSCRIBERS MONTHLY WEBSITE PAGE VIEWS
75k
FACEBOOK FOLLOWERS COMBINED
1.4m
FACEBOOK REACH MONTHLY
46% OPEN RATE
26k
INSTAGRAM FOLLOWERS COMBINED
449k 2 m
INSTAGRAM REACH MONTHLY IMPRESSIONS MONTHLY
WAYS TO ENGAGE
Put your brand or horse front and center in one of the most respected equine publications in the industry. From full-page ads to custom editorial features, print remains the cornerstone of our storytelling.
PRINT SPONSORSHIPS
Stand out in the ring and online. From event sponsorships to dedicated special sections, our opportunities connect your brand directly with our passionate audience.
ADVERTORIAL VIDEO
Every great brand has a story. Let our editorial team craft a custom feature that is designed to engage readers and drive connection all while elevating your unique message.
Bring your ad to life. Our creative team produces custom reels and video spotlights that capture the motion, emotion, and energy behind your story.
SOCIAL
Get noticed before the issue even hits the mailboxes. Our social media promotion extends your reach, creating excitement across platforms and giving your ad instant digital traction.
EMAIL MARKETING
Reach inboxes nationwide. Our targeted e-blasts promote your sale horses, services, or announcements directly to the National Horseman audience — fast, personal, and measurable.
NATIONAL HORSEMAN ARABIAN PRESS CALENDAR
ARABIAN 1 SHOW SEASON LAUNCH
Scottsdale Horse Show Contenders | U.S. Nationals Coverage
Giving Thanks to Our Trainers | National Horseman All-American Awards
Rising Young Professionals | Best Photo Contest
Distribution: Scottsdale Arabian Horse Show, Arabian Breeders World Cup (AZ)
ARABIAN 2 SCOTTSDALE COVERAGE ISSUE
Scottsdale Horse Show Coverage | Stallion and Breeding Guide | Pre-Regionals Showcase
Distribution: Regional Championships Coast to Coast, Buckeye Challenge (OH)
ARABIAN 3 THE YOUTH ISSUE
Youth Nationals Contenders | Insights from Kids | The Graduating Class Horseplay Games | Mid-Summer and Sport Horse National Contenders
Gallery of Regional Champions | Summer Lifestyle
Distribution: Youth Nationals (OK), Sport Horse Nationals (OH), Ranch Horse Championships (CO), East Coast Championships (VA), National Show Horse Finals (IL), Arabian National Breeders Finals (AZ)
ARABIAN 4 THE NATIONALS EDITION
Youth Nationals Coverage | Sport Horse Nationals Coverage | Regional Spotlights
Ranch Horse Championship Coverage | Gallery of Regional Champions
U.S. National Contenders | Fall Trends
Distribution: U.S. Nationals (OK)
ARABIAN 5 DIGITAL ISSUE 2 FOR 1
U.S. Nationals Coverage | Giving Thanks to Our Trainers
Content also prints in Arabian 1 of the following year
ISSUE EDITORIAL THEMES
JANUARY BREEDER’S GUIDE
Industry’s Top Stallions and Breeding Programs | Stallion Rankings | Insights from Experts
Distribution: Industry Conferences, Stallion Service Auctions, All Active Breeders of Saddlebreds, Morgans and Hackney Ponies
FEBRUARY AWARDS ISSUE
All-American Awards | Regional and National High Point Awards | NH’s Icon Award | Conference Coverage
Distribution: Louisiana, Florida, South Carolina & North Carolina
MARCH JUNIOR EXHIBITOR ISSUE
Junior Exhibitor Show Contenders | Youth-Centric Content | Youth Best Photo Contest
Distribution: Arizona, Texas, Indiana, & Illinois
APRIL SHOW SEASON LAUNCH
First Horse Shows of the Season | Amateur and Professional Best Photo Contest | Spring Trends
Distribution: Georgia, California, Missouri, Kentucky, Florida, South Carolina, New Jersey, Tennessee, Texas, & Massachusetts
MAY SPRING HORSE SHOWS
Spring Show Coverage | Industry Leader Feature | Kentucky Derby and Mother’s Day Prep
Distribution: Iowa, Georgia, Ohio, Florida, California & Missouri
MAY EXTRA SPRING HORSE SHOWS CONTINUED
Spring Show Coverage | Industry Leader Feature | Summer Lifestyle
Distribution: Virginia, Missouri, California, North Carolina, Alabama, Iowa, Massachusetts, Kentucky, Minnesota, North Carolina & Wisconsin
JUNE SUMMER HORSE SHOW KICKOFF
Early Summer Show Coverage | Industry Leader Feature | Father’s Day Guide
Distribution: Indiana, Pennsylvania, Massachusetts, Missouri, Illinois, Kentucky, North Carolina, California, Illinois, Ohio, & Virginia
JUNE EXTRA SUMMER HORSE SHOWS CONTINUED
Summer Show Coverage | Industry Leader Feature | Summer Lifestyle
Distribution: Tennessee, Indiana, Illinois, Virginia, Kentucky, Minnesota, Wisconsin, New York, Kentucky & New Hampshire
JULY SUMMER SIZZLER
Peak Season Horse Shows | Industry Leader Feature | Outdoor Lifestyle | Summer Travel
Distribution: Wisconsin, Kentucky, North Carolina, Missouri, Kentucky, California, Colorado, Massachusetts & Ohio
JULY EXTRA SUMMER SIZZLER PT. 2
Lexington Junior League | Peak Season Horse Shows
Distribution: North Carolina, Kentucky & Shelbyville
LOUISVILLE WORLD’S CHAMPIONSHIP CONTENDERS
Headed to Louisville | Versatility Showcase | Peak Season Horse Shows | Louisville City Guide
Distribution: Kentucky, Illinois, New York, Indiana & North Carolina
COVERAGE OF THE WORLD’S CHAMPIONSHIP HORSE SHOW
World’s Championship Horse Show by Division | Fashion Spotlights | Congratulatory Gifts
Distribution: North Carolina, Wisconsin, Massachusetts, Missouri, Indiana & Virginia
OCTOBER MORGAN GRAND NATIONAL CONTENDERS
Headed To Oklahoma | Fall Horse Shows | Oklahoma City Guide
Distribution: Oklahoma, Kentucky, Illinois, Florida, California, Tennessee & Massachusetts
NOVEMBER UPHA AMERICAN ROYAL CONTENDERS
Equitation’s Elite | Headed to the Royal | Holiday Gift Guide
Distribution: Missouri, California & South Carolina
COVERAGE OF MORGAN GRAND NATIONAL
The Grand National and World Championship Morgan Horse Show | Congratulatory Gifts
Distribution: AMHA Convention, Superior Morgan Sale
DECEMBER YEAR-END WRAP-UP
Giving Thanks to Our Trainers | UPHA American Royal Coverage | Inspiring Stories for the Holidays | Holiday
Entertaining
Distribution: Holiday Parties, Winter Auctions
* States listed represent on-site distribution at horse shows and events.
Subscriber copies are not included in this summary.
CONTENT & COVERAGE
EQUESTRIAN CONTENDERS
Roughly half of each issue features contender pages — customdesigned advertisements where competitors showcase wins and upcoming shows. Unique to our industry, these pages drive exceptional reader engagement as trainers and exhibitors look to see which top horses are headed to their next event.
In 2025, National Horseman’s Event Sponsors on average reached over 244,000 people.
The sponsored content boasted extremely high engagement with an average of 137,000 per post and 1.2 million impressions.
OWN THE SPOTLIGHT AT THE INDUSTRY’S BIGGEST EVENTS.
SPONSORSHIPS
National Horseman’s on-site media coverage is one of the most influential marketing opportunities in the show horse industry. Our candid photography is known for its quality, emotion, and shareability — and our event coverage consistently drives some of the highest engagement across our platforms.
A Photo or Video Sponsorship ensures your brand is featured on every image or video we post from a specific horse show or event. Your logo remains permanently on each piece of content, giving your brand evergreen visibility as posts continue circulating for weeks, months, and even years.
WHY THIS WORKS
• Unmatched Volume: We deliver more candid coverage than anyone in the industry, averaging well over 1,000 photos per event.
• High Engagement: Riders, trainers, barn teams, families, and fans actively like, share, and repost our coverage — multiplying your exposure organically.
• Long-Term Visibility: Your logo stays on every post permanently. As content resurfaces in memories, anniversaries, or reshares, your brand remains front and center.
• Brand Association: By attaching your name to a prestigious show, you position your business within a high-value, affluent demographic.
EXAMPLES
The Power of a Sponsorship in Action.
Case Study: Equine Athlete
OVERVIEW
Equine Athlete partnered with National Horseman for an 11-day premium photo sponsorship, receiving logo placement on every candid posted throughout one of the season’s busiest events. With high-volume coverage and industry-leading engagement, the sponsorship delivered exceptional, measurable visibility across Facebook and Instagram.
KEY RESULTS AT A GLANCE
• 380,000 total impressions
• 100–200 photos posted per day
• 8,200 reactions
• 257 shares
• 42,200 clicks
• 96% engagement rate
• 7,971 average reach per post
WHY IT WORKS
High Frequency Coverage:
Over 100 photos per day kept
Equine Athlete’s logo constantly in front of exhibitors and fans.
NSTAGRAM
• 36,300 impressions
• 1,977 average reach per post
• 9-image daily carousel s
+ branded closing graphic
• 5,000 total interactions
• 327 average likes
• 65 average saves
Evergreen Visibility:
Branded content continues to be shared long after the event and the logo stays permanently attached.
EQUINE
High Engagement Rates:
Barns consistently reshare posts, multiplying organic reach across the community.
TYING THEIR BRAND TO THE MOST ENGAGING
HIGH-IMPACT VISIBILITY ACROSS ALL MAJOR SOCIAL CHANNELS, ENGAGING CONTENT OF THE SHOW SEASON.
E-BLASTS
Reach National Horseman’s engaged equestrian audience directly through professionally designed email campaigns. We create and distribute targeted e-blasts for horse show contenders, breeding programs, sales announcements, and corporate advertisers — delivering timely, trackable results. Available as a standalone service or bundled with print and social packages.
E-BLAST REACH & PERFORMANCE
Monthly Email Subscribers: 13,000+
TESTIMONIALS
NELSON GREEN
WORLD’S
CHAMPION TRAINER & JUDGE
“National Horseman is like a fashion magazine for horses. It’s the magazine I want on my coffee table even when my non-horse friends come over because it always impresses and sparks conversation.”
LAURIE SALMI
REGION XII DIRECTOR
“I was impressed with National Horseman’s coverage of Sport Horse Nationals and their general demeanor as I’ve gotten to know them over the years. We had a great conversation and a similar experience at the Holiday Festival and I knew that I made the right choice for media coverage for Region 12. They were very easy to work with and captured exactly the feeling I wanted to capture with the reels, videos and interviews: the personal stories that people had with their Arabian horses.”
ALLEN BOSWORTH
PAST AMERICAN SADDLEBRED HORSE & BREEDER’S ASSOCIATION PRESIDENT
“[National Horseman] is a wonderful publication that stands apart from all of the other magazines in this industry. It is really more of a high-end lifestyle magazine that uses the American Saddlebred world as its backdrop. It is interesting and beautifully put together. And working with the staff of National Horseman is unparalleled.”
TODD MONTPETIT
NATIONAL HORSEMAN ARABIAN CUSTOMER
“Working with Dean and the NH Arabian team has been an absolute pleasure. From start to finish, the communication was seamless, friendly, and professional. Dean goes above and beyond to make sure every detail is handled thoughtfully — it’s clear how much pride he takes in both his work and his relationships. NH Arabian has always been a beautiful magazine, with Dean’s energy and customer-first approach, it’s something even more special. We couldn’t have asked for a better experience.”
4.8M
PACKAGES
Curated to maximize your exposure across our print, digital and social platforms, with the possibility of reaching nearly 6.5 million equine enthusiasts. The total reach of each package is displayed below.
INCLUDES
8 PRINT ADS
2 WEB BANNERS
2 EMAIL BLASTS
8 SOCIAL MEDIA BOOSTS INCLUDES 2 WEB BANNERS
10 PRINT ADS
5 EMAIL BLASTS
10 SOCIAL MEDIA BOOSTS
TRIM: 9” x 10.875” MARGIN: .5”
BLEED: .125”
TRIM: 8” x 4.8125” NO
TRIM: 3.875” x 4.8125” NO BLEED 1/4 PAGE
TRIM: 3.875” x 9.875”
TRIM: 3.875” x 3.1667” 1/6
TRIM: 18” x 10.875” MARGIN: .5” BLEED: .125”
IN-HOUSE DESIGN
DON’T HAVE YOU R OWN DESIGNER? NOT A PROBLEM.
Our superb team of designers is on standby to craft the perfect advertisement for your product or business. Custom ad design is included in the cost of your ad or package, giving you meticulously designed, perfectly branded pages at no additional cost to you.
