|
For
The Record Chris Brune, Editor; Barrie Reightler, Designer May/June 1998 Edition Go to News Archive |
|
|
Contents:
Here is the latest update on the activities and sessions scheduled for the AHP Annual Meeting on June 25-28, 1998 in San Diego, California. Click here for basic information. San Diego
Zoo Behind-the-Scenes Tour Bus transportation and a box lunch will be sponsored by R. R. Donnelley & Sons Company. The cost of admission and the guided behind-the-scenes tour is $30 for AHP members and $45 for guests. The bus will depart the U. S. Grant Hotel at 12:30 p.m. with lunch en route. The behind-the-scenes two-hour tour will start immediately upon arrival followed by two hours of free time to explore the zoo on your own. The bus will return to U. S. Grant Hotel at 5:30 p.m. Click here to learn more. Gene
Sittenfeld on circulation marketing [top of
page] Gene Sittenfeld is a returning speaker to an AHP seminar. He spoke to the group twice in 1993, presenting a session on 200 ways to improve circulation at the winter seminar in Fort Worth and a session on direct mail at the annual summer meeting in Santa Fe. A former circulation director for both business and consumer magazines, Gene is president of Gene Sittenfeld Direct Marketing, a consulting and copywriting firm specializing in the creation of circulation materials for direct mail campaigns, renewal and billing series, and gift promotions for publications in the United States and Canada. His 15 years of hands-on experience in circulation, combined with his frequent visits to current clients, give him a unique opportunity to see what’s currently working in circulation marketing today. In addition to writing articles in many magazines and other industry publications, Gene teaches dozens of classes each year in marketing, budgeting, and sales techniques for magazines and newsletters. His first book, The Handbook of Circulation Management, will be published this September by Cowles Business Media. (Click here to preview the entire schedule of events.) Fund Fiesta
[top of page] This is the sixth year for this very successful award program, designed to encourage, recognize and reward a college junior or senior who is interested in pursuing a career in equine-related communications. The winner receives an all-expense-paid trip to the annual AHP meeting and a $500 cash award. The AHP represents more than 150 equine publications that are, in essence, the voice of the horse industry in North America. And to assure that our industry's voice continues to be "loud and strong," we need to attract young individuals interested in contributing their skills to our member publications. By making a donation to the 1998 Student Award Fund Auction, you will help assure that U.S. and Canadian equestrians continue to be educated, informed and entertained by the best and the brightest talent available. Your donation will also contribute to a fun-filled evening of auction excitement and heated bidding. For all of you who attended last year's Auction, which raised over $5,000, you know what we mean! This year, the evening will be made more enjoyable and less lengthy by combining a silent auction with live bidding and adding raffles and door prizes. Everyone can join in the fun, whether you will be attending Seminar del Sol in person or in spirit. Donations can include equine-related items as well as products from your state, promotional items, or decorative pieces. Be creative, this will be a fun evening for a great cause. If you can't think of an appropriate item for the Auction, but still want to contribute to this worthy cause, we'll happily accept checks for any amount which will be used to purchase an auction item! Contact Chris Brune at (904) 760-7743 for more information or an auction pledge form. Copyright Issues Panel [top of page]
Advertising Session [top of page] Please select your top 4 favorites from the list below:
Registration [top of page] Hotel Reservations [top of page] The hotel offers guests complimentary shuttle to and from the San Diego Airport which is only 5 miles away. For reservations, call 1 (800) 334-6957 or (619) 232-3121 and request the group rate for American Horse Publications. Cut-off date for guaranteed reservations is June 1, 1998. A Big Thanks to Our
Sponsors [top of page]
Awards Contest Entries
Soar [top of page] Don’t miss this opportunity! The response to the 1998 Trade Show Program has been a record breaker and space is filling fast for the remaining events. Due to the limited number of publications we can display and store in a 10 x 10 booth, a maximum of 20 member publications can participate at each event. Reserve your space today! If you have not already sent in your participating form and wish to participate, call Chris at (904) 760-7743 immediately to check on availability or to request a form. The increase in participation is due to recent changes in the Trade Show Program which provide an opportunity for more members to distribute their publications at the AHP Newsstand booth. Smaller publications with a circulation under 5,000 may option to send half the number of copies for half price. Free distribution at Equitana USA and Equine Affaire Fall Show will allow members who already have contracted space at these events to use the AHP booth as a second point of distribution and members with a free publication can now participate. Publications will continue to be sold for $1 at the All American Quarter Horse Congress and Equi-Fair in Alberta, Canada. The AHP Newsstand Booth is a co-operative program which provides a cost effective way to acquire new subscribers and distribute your publication from a targeted and professional exhibit. Member participating fees are assessed based on cost of booth space, furniture rental, supplies, staffing, and/or any additional expenses directly associated with the booth. Participating members are only responsible for shipping their publications to the event on time. An important benefit of this program is that all participating publications receive a complete list of the subscriber leads generated from the free drawings for a one-year subscription which are held during each event. Leads are available on either labels or disk. Here is the list of events scheduled for 1998:
If your publication has a booth at events other than the ones where the AHP booth is at, and you are willing to distribute information about American Horse Publications, call Chris to request an AHP Promotional Kit. The kit includes an AHP membership sign to indicate your publication as a member and membership promotional flyers to distribute. Later in the year, bookmarks and membership directories will be added as they become available. Please call Chris for more information on this new way to get the word out about AHP and its members. 10 Keys To Successful Trade Shows [top of page] Show and Sell: 133 Business-Building Ways to Promote Your Trade Show Exhibit is written by Margit Weisgal, president of Sextant Communications, a firm specializing in trade show exhibitor education and consulting. The 320-page hardcover, which includes 61 worksheets, checklists, photographs and diagrams, costs $55 plus shipping, handling and sales tax. To order, call AMACOM Books toll-free 1-800-262-9699. Here is a sneak preview of 10 money-making tips that you can apply to your trade show exhibit: 1. Bring catalogs for just 5% of your expected booth attendees, and mail the rest out to interested prospects. About 60 to 85% of all literature collected at shows is trashed. (Hopefully, they are not referring to horse publications, but just in case, those addresses are a valuable follow-up tool.) 2. Entice prospects into your booth with a two-part giveaway; send a select list of people the first half of a prize and ask them to visit you in your booth to receive the second half. 3. Create separate ads for trade shows rather than recycled stock ads, which aren’t nearly as effective. 4. Avoid the popular "store counter" configuration, which positions a large table at the front of your exhibit space. 5. Create a form to record what you’ve learned about prospects, and to use later for contacts and sales. Amazingly, very little attention is paid to this crucial detail, despite the massive effort exerted to mount the exhibit. 6. Attach the convention logo (with permission of course) to your own promotional pieces so that recipients quickly understand the pieces are show-related. 7. Use first-class, pre-sorted mail for smaller mailings, with large colorful stamps that thematically tie into the show, city, or your business. 8. Supply attendees with maps and restaurant guides to the convention city with your logo imprinted on them. These are some of the most heavily used and inexpensive items you can provide. 9. Use games and prizes only as a reward for speaking to you. When attendees and booth staff get too wrapped up in the fun of the game, they forget about the real business at hand: valuable input and qualified leads. 10. Attend at least three shows before deciding if you’re getting the results you want. Sandy Shacklett, publisher of Alaska Horse Journal, recently announced the addition of Pamela Doerr as advertising sales manager. Pam will be responsible for developing new accounts and maintaining client relations. Nancy Hood joined Sawyer Rily Compton, Inc. in Atlanta, Georgia, on April 6. Her position as an account supervisor at Gibbs & Soell in New York City has been replaced by Carla Burigatto. Prior to 1996, Nancy held positions as an equine magazine editor and communication manager of the American Paint Horse Association. Julie Kimball has joined the American Paint Horse Association as Director of Market Development. Julie recently was the Director of Communications at AAEP and prior to that position worked for the American Quarter Horse Association. Stacie Moriarty has recently been promoted to Senior Marketing Manager of Association Programs for the AQHA Marketing Services Department. In her new position, Stacie will work with various departments within AQHA to promote and market programs and events such as the AQHA and American Quarter Horse Youth Association World Championship Shows and the MBNA America Quarter Horse Racing Challenge. She will also serve as the association’s liaison to "America’s Horse," AQHA’s television show. The Blood-Horse released its latest video, Owning Thoroughbreds, the fourth in The Blood-Horse New Video Collection. The video includes an expert panel of Thoroughbred owners, breeders and trainers. This informative video sells for $39.95 and can be ordered by calling (800) 582-5604. Do you have news you wish to share with AHP members? Send news releases and updates to AHP For the record, Chris Brune, Editor, 49 Spinnaker Circle, South Daytona, FL 32119; or fax (904) 760-7728 or e-mail AHorsePubs@aol.com. Industry News [top of page] American Association of Equine Practitioners is granting permission for a one-time reprint of a variety of health feature articles. To receive an order sheet of the available articles, contact Gin Preston, AAEP, at (606) 233-0147. The Federation of International Polo (FIP) scored its most impressive goal when the International Olympic Committee (IOC) voted to grant "outright recognition" to FIP as the recognized federation representing polo with the IOC. The announcement was made during the Winter Games and the 107th Session of the IOC in Nagano, Japan. Although the IOC has not approved polo as a participating sport at this time, FIP officials are hopeful that players and their well-trained equestrian teammates will be competing in either the 2008 or 2012 Olympic Games. The United States Equestrian Team (USET) has announced the horsemen and horsewomen who will serve on the Team’s first Reining Committee and Reining Active Competitors Committee. Reining Committee Chairman Don Burt is joined by committee members: Frank Costantini, Mike Perkins, Greg Darnall, Al Dunning, Brian Dygert, Allen Mitchels and Ginger Hyland. The Active Competitors Committee, which will elect its chairman at its first meeting, include: Mario Boijoli, Ken Eppers, Mike Flarida, Clint Haverty, Jackie Krshka, Pete Kyle, Roberta McCarty, John Slack and Rock Weaver. Churchill Downs, Pimlico Race Course, and Belmont Park will celebrate the 25th anniversary of Secretariat’s Triple Crown with a traveling display, an interactive kiosk, and the release of a commemorative poster. As part of a series of fan appreciation days at each of the three parks, fans will be given a chance to view Secretariat’s trophies, racing silks, and a video of Big Red’s career. A line of officially licensed merchandise will benefit the Grayson Jockey Club Foundation and other industry related charities. Risen Star, a 13-year-old stallion who won the 1998 Preakness and Belmont Stakes, died March 13 of a massive intestinal rupture. Grayson-Jockey Club Research Foundation has produced a video, "All for the Horse," narrated by actor-horseman John Forsythe, which is free to interested groups. The University of Kentucky Maxwell H. Gluck Equine Research Center recently announced that Lloyd’s of London Underwriters, Brokers and their Kentucky Agents will continue their support of the Equine Disease Quarterly, an award-winning international equine disease publication. They presented a check for $35,000 to Dr. Peter J. Timoney, chair of the UK Department of Veterinary Science and director of the Maxwell H. Gluck Equine Research Center, for continued support of the publication which focuses on the diseases and health concerns of the horse on a statewide, national and international basis. New Member Profiles [top of page] PUBLICATION MEMBER Trail Blazer is a national bimonthly trail riding magazine, celebrating its 20th anniversary. AFFILIATE MEMBERS Sue Aker has started SMA Media Resources, a media buying and management business. She previously was with Dymar Agency for eleven years and has been associated with basically all national and regional horse publications. Pamela Eckelbarger is a freelance photographer who has been in business for 6 years as Hoof Pix Sport Horse Photography. Her area of expertise is primarily action photography of the horse in competition (eventing, dressage, hunter/jumper) throughout New England and New York state. She also shoots portraits and candids of horses in competition and at leisure. Equine publications she has been associated with include: The Horse's Maine, Horsemen's Yankee Pedlar, and USCTA News. Leslie Vance is a freelance writer and photographer, whose area of expertise is carriage driving events. STUDENT MEMBERS Summer Ann Best is a journalism and magazine track major at the University of Florida. Her career goal is to become a freelance writer of training articles, coverage of horse shows, particularly hunter events, and a photographer. Her background in horses includes lots of experience showing Quarter Horse hunters. She earned three top ten placings in jumping, equitation over fences and working hunter at AQHYA World Show over past three years.She has worked on her high school yearbook and the South Florida Community College newspaper and currently freelances articles. Sissy Crane is a high school student at Sandpoint High School in Sagle, Idaho. She plans a career that includes advertising, editorial, management and journalism. Her family raises Arabians and Sissy has won multiple honors including 1996 Youth National Top Ten in hunter, JTR & JOTR, and Ladies Sidesaddle. She is president of EEJAH Club, editor of an email newsletter called Arab Talk, a copywriter for yearbook for two years, and freelances stories and photos. Diane Korby attends Moorehead State University where she majors in English, Art, and Anthropology. She seeks a career writing magazine articles of a wide variety (history, ethics, business, breeds, etc.) with unique angles. Eventually, she would like to write books. She rides English and western, drives, and has bred Andalusians, Arabians, Paints and Quarter Horses. Her experience includes training, working as groom/rider in England, and purchasing and selling horses. She currently freelances her writing. Christina West is a graduate student at the University of Wisconsin-Madison majoring in Agricultural Journalism. She is looking for an editorial/layout position with an equine publication, preferably specializing in show horses. Her background in horses includes mostly saddleseat (17 yrs.); two years of stock equitation at the intercollegiate level; and a trail guide for four years. She also worked during the foaling season at Road & Riddle Equine Hospital. Her experience in publishing was editing and layout of a literary magazine and a publication illustration and layout course (graduate level). AHP Message Board [top of page] One of the future plans for the AHP website is to have a online Message Board, where members can post questions. Until that time, here are a couple of postings you might want to respond to or find of interest. Nominations accepted: Publication members who would like to be considered for nomination for a term on the 1998-99 Board of Directors can contact either Chris Brune at (904) 760-7743 or Nominating Committee Chairman Susan Harding at (301) 977-3900. Board members must be willing to attend meetings and actively participate in association activities and committees. Affiliate and Corporate members are not eligible to hold office, but are always welcome to attend Board Meetings. General membership meeting notice: American Horse Publications will hold its annual meeting and elections on Friday. June 26, during the Seminar del Sol in San Diego, California. Publication acquisition: I am interested in acquiring a publication relating to the horse industry. I own 100% of several printing companies and one large bulk mailer in Texas. If you know any of your members that are interested in being acquired by a larger corporation please have them e-mail me to begin dialogue. Reply to: David Anderton, brazos@calpha.com. Veterinary help for horse publications: We at the Journal of Equine Veterinary Science are proud to be members of American Horse Publications. We have a very large website with much veterinary information which might be a valuable research source for writers and editors. We have a very active Horse Care Chat Room which gives a unique insight into the veterinary concerns and interests of horse owners. The URL is: www.equinevetnet.com. Link to AHP: Here’s another way to get the word out about American Horse Publications. Add the AHP URL to your website! (www.americanhorsepubs.org). |
