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For
The Record Chris Brune, Editor; Barrie Reightler, Designer January/February 1999 |
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Contents:
Make plans now to attend the 1999 American Horse Publications Music City Seminar scheduled for Nashville, Tennessee, on May 20-23, 1999. The annual event brings together equine publishing specialists for several days of workshops, seminars, networking and fun. The Seminar Committee is currently finalizing the schedule of events. To assist with your plans, I have provided an outline of seminar events below. If you have any questions regarding the Music City Seminar, please contact AHP Executive Director Chris Brune at (904) 760-7743 ( ahorsepubs@aol.com).Thursday, May 20
Friday, May 21
Saturday, May 22
Sunday, May 23
Luncheon tour of Belle Meade Plantation AHP members will have an opportunity to tour one of the South’s most rewarding showplaces, Belle Meade Plantation, on Thursday afternoon. This "Queen of the Southern Plantations" was once the center of a 5,300 acre plantation which became a world-famous Thoroughbred nursery and stud farm. Costumed docents will relate the history of the house and exhibits of silver mint julep cups won by the Thoroughbreds raised on the plantation. To horse enthusiasts, Belle Meade means home of Iroquois, until 1954 the only American-bred winner of the English Derby. This was the beginning of a great American family of Thoroughbreds of whom Secretariat and 52 other Kentucky Derby winners are descendants. A splendid collection of oil paintings of Thoroughbreds and other equine greats adorn the walls of the home. The furnishings in the mansion exemplify those of a family of resourceful, industrious and prosperous Southern plantation owners of a bygone century. At the rear of the plantation stands a colossal carriage house and stable, where the carriages and well-groomed riding horses were kept. The smokehouse, garden house and dairy are still found on the plantation grounds. Before the tour, there will be a seated lunch at the Cafe’ at Belle Meade located in the brand new visitor’s center. Operated by one of the most famous restaurants in Nashville, Loveless Cafe’, this luncheon is sure to be a treat in southern hospitality and dining. After touring the grounds, there will be plenty of time to shop for souvenirs at The Shop at Belle Meade, which offers a vast array of unique merchandise. This tour is an optional activity for Music City Seminar attendees. Cost of the tour will be listed on the registration form. The motorcoach will depart the Crowne Plaza at approx. 12:30 p.m. and return to the hotel at approx. 5:00 p.m. Tour will include seated luncheon, admission to Belle Meade Plantation, docent tour of Belle Meade Plantation, the Carriage House and Stables, narrated tour en route to Belle Meade, and round-trip transportation via deluxe motorcoach. Further details will be forthcoming. Crowne Plaza Nashville The headquarters hotel is the Crowne Plaza Nashville located at 623 Union Street, Nashville, TN 37219, (615) 259-2000. The AHP group room rate is $99 single/double. A limited number of rooms are available on the "Executive Level," the upgrade is $25 per person. The cutoff for reservations is April 26, 1999. Early reservations are suggested given the popularity of Nashville in the Spring. When making reservations, don't forget to mention that you are with American Horse Publications. The special group rate is available three days prior to and after the seminar dates. Hotel policy is that no-shows, or cancellations less than 72 hours prior to check-in time, will be charged one night's room and tax. Check-in time is 3:00 p.m.; check-out time is 12:00 noon. A parking garage is located adjacent to the hotel for overnight guests with daily rates of $10 self-parking: $14 valet. [top of page]Circulation Marketing:
The Search For Good Lists All names are NOT the same. List prospecting is one of the most important jobs of circulators. The best direct mail package, the most effective price, or a terrific offer won’t for a second change the fact that without a likely buyer you will not be able to sell your publication. There are the several different ways that you can find good prospect names for your mailings: Internal names from your company: Current subscribers might know other prospects. Offer a premium or an subscription extension for each name your subscribers can provide. Subscribers to other publications in your company, old suspends, or non-pay subscribers being offered a cash-only offer, are other possibilities. With address correction, your expires can be mailed to for a longer period of time than in the past. External names: The fact that people are readers is often a compelling reason to test a list. Simple as it sounds: readers read! Think about this: at High Fidelity magazine, we knew that mailing to people who went to concerts were a logical prospect. Even better were people who were interested in stereo equipment: people who had visited audio dealers, or recently bought stereo speakers, were good quality names. But the best of all were people who read about stereo equipment. Association and professional groups: Often organizations and societies exist for groups of like-minded publications. By pooling names, circulation marketers can try reaching into other databases of readers. List selects: Just selecting names to use is not enough. Yes, one could just take some names, but why not take people who have subscribed in the last 30 days? Or omit students? Or make sure you only take people who responded to a publisher-sent direct mail? You can tailor your prospects to your choice, if the list is large enough. This may not turn a bad list into a winner, but it can make a mediocre group of names into a profitable one. Consider just a few of the choices you may have:
Take advantage of the knowledge you have. If you charge a high price, select people who have bought more expensive products. If you know that a certain title uses sweepstakes for much of their sales, omit these names if you are using a non-sweeps offer. Use a complete listing of the names available to create a universe of lists. Then prepare a long-range marketing plan, focusing on what specific ideas and benefits your company can announce to your prospects. Use the data available to target your prospects as narrowly as you can. This technique will reduce the quantity of names, but why not then take your universe and grade them? Your "a" names will be the best of the lot. And your "b" lists will be what you use after the cream of the crop. Further down, the "c" names are the ones that can become marginally better with some enhancement and intelligent selects. There should be two basic groups of lists that you are employing: new (test) lists and ones you have used before (rollouts). It is important that you continue to test new names. As one old-timer I know used to remark: "If all of your lists are working great, you need to test more!" All lists fatigue now and then and strengthen with a "vacation" when they are not used for a while. Consider the "churn" of each list you use. How often are new names coming on file? Look at the mailing patterns of the list owners, as well as any samples you are getting if they are using your lists. What is their offer? When do they mail? Look closely to see how often to mail each list. Other Ideas To Try · . Your own list rentals: Who has rented your names? Look at your own reports to consider who might be a good prospect. You can research who has rented your file more than once, figuring they may have had success with your readers, so you can try theirs. · . Advertiser names: Are there some current or former advertisers with client lists that might be good for you to try? · . Sweepstakes and promotion: How about having a small sweepstakes or promotion placed in other publications or other sites, just to garner prospect names? · . Small list quantities: Often, it’s difficult to find names for a highly specialized title. This can be true with many smaller publications in a vertical market. Even if it means getting handwritten records or index cards from private sources, some circulation employees need to go the extra mile to always be finding new prospects. Don’t forget that testing is essential, no matter how small your universe¼ You simply can’t know a lot of answers without sending out some disparate offers to them. No circulation "expert" can realistically predict how something will perform without at least some testing of the elements of circulation marketing such as, price, offer and mailing date. Many people will say that less than 5,000 names, or 80 responses, is not statistically accurate in terms of predicting how a mailing option will perform in the future. But in the case of very small and specialized publications, you have few options. Using industry trends and keeping good track of your results should give you the answers you need to be offering the optimum prices, terms and offers. Keeping Good Records Make sure you compile a comprehensive List History Report. Compile list results over time. Show what list selections you used, gross and net response. Note what price and offer was sent out in each campaign. As different lists perform better or worse over time, so too will outside influences affect response. A poor campaign due to a snowstorm may make a list look bad. A new editor at a tried-and-true publication may make their list perform in different ways, as the new readers may not be a good match with your title. A new offer or price being offered to subscribers of a list you use may change response. Remember, good list selection is the most important ingredient in your direct mailings. Don’t hesitate to contact me for sample list data cards, list history reports or any other questions you may have. Gene Sittenfeld Direct Marketing 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 U.S. and Canada. Gene presented a two-hour session on Circulation Marketing: The Basics and Beyond at AHP’s Seminar del Sol in San Diego in June. He has previously spoken at two other AHP seminars, presenting a session on 200 ways to improve circulation and a session on direct mail, both in 1993. [top of page]Trade Show Program Events For 1999 In the story above, Gene Sittenfeld provided some fuel to fire up your search for good lists. American Horse Publication’s Trade Show Program offers you an opportunity to capitalize on several of Gene’s suggestions. Just like in the example of High Fidelity, people who sign up to win a free subscription at the drawing held at the AHP Newsstand booth are generally people who own horses and read other horse publications. Equine trade events, like Equine Affaire or Equitana USA, are great places to gather names of potential new readers. A drawing is an easy way to acquire a list, however transferring handwritten names to a ready-to-mail list can be time-consuming. AHP participating members are provided with the names on labels or disk, so your turn-around time is quicker. The AHP Trade Show Program is now into its eighth year having started in 1992 with one event, the All American Quarter Horse Congress, and nine member participants. In 1998, the new AHP Newsstand booth exhibited at five events, with participation increasing at all shows. One reason for the growth is attributed to the option for publications with circulation under 5,000 to send half the number of issues for half price. Besides offering a cooperative program which saves on staff and booth rental at major equine events, the AHP Trade Show Program provides participants with new subscriber leads on diskette or labels. In 1998, over 2,700 names were gathered through the drawing for a free one year subscription. The following shows have been selected for 1999: · . Equine Spectacular may provide a golden opportunity to reach the Southwest horse market for AHP Publication members. This new event will be held at the world famous Rawhide Western Town in North Scottsdale on February 13-15, 1999 during Arizona’s largest Presidents Day festival. Equine Spectacular has been created to educate and entertain both horsemen, non-horsemen and their families, as well as anyone that loves horses. It is not a horse show, but rather an event that promotes different breeds of horses. Timing for the show coincides with the Scottsdale Arabian Horse Show scheduled for February 12-21, 1999, a breed event which draws more than 250,000 local spectators during the 10-day show. · . Equine Affaire Spring Show scheduled for April 8-11, 1999 at the Ohio Expo Center in Columbus, Ohio, features four full days of seminars and hands-on demonstrations by leading experts on all aspects of horse health, horse management, and horse training. Hundreds of the nation’s leading equine retailers will exhibit at the largest springtime equine trade show in North America. More than 50 breeds of horses will be showcased in the Equine Affaire Breed Pavilion. The "Pfizer Musical Freestyle" is an exciting performance on Saturday night showcasing the diversity of horse breeds and riding disciplines and featuring champion horses and riders choreographed to music. Although attendance on Easter Sunday at the 1998 event was down, the attendance figures for both Thursday and Friday were up from 1997 levels. For more information, visit the Equine Affaire website at www.equineaffaire.com · . Equitana USA, the largest equine exposition and trade show in North America, will return to Louisville, Kentucky, on June 10-13, 1999, for the fourth year. In 1998, the event attracted an attendance of 45,906. Launched in 1996 with over 600 exhibiting companies, Equitana USA continues to host visitors from every state and Canadian province as well as 24 foreign countries. The Mane Event, an equine theatrical production, is held on Thursday, Friday and Saturday evenings. For more information on Equitana USA, visit their website at www.equitanausa.com · . Equi-Fair, Canada’s largest equine consumer trade show, will be held during the Masters Tournament at Spruce Meadows in Calgary, Alberta, Canada, on September 8-12, 1999. The "Masters" features five full days of world class show jumping with the world’s best athletes competing for over $1.5 million in prize money. Over 172.000 people attended the event in 1998, with the largest crowds on Friday, Saturday and Sunday. The AHP Newsstand is located in the USA Pavilion, a special area dedicated to exhibits from the U.S. · . Equine Affaire Fall Show was so successful in 1998 that the event has been extended to four days, November 11-14, 1999, at the Eastern States Expo in West Springfield, Massachusetts. If you would like to sign up your publication(s) to participate in the AHP Newsstand booth at any of the 1999 events, contact Chris via e-mail at ahorsepubs@aol.com or phone at (904) 760-7743. An on-line Trade Show Participation Form is available. Publications will be invoiced 30 days prior to the event. The Trade Show Committee surveyed past Congress participants to determine whether AHP should continue the Newsstand booth at the 1999 Congress. The AHP booth has been at Congress since 1992. To cover booth expenses, the member participating fees for 1999 would have to be increased, however in the last two years, leads generated from the free subscription drawing have decreased. Manning the booth has always been a concern and now that the show covers three weekends, staffing the event by the AHP Executive Director leaves the AHP office vacant for two weeks during a time when we are preparing programs and renewals for the new year. Another aspect considered was that Congress is a single breed and exhibitor show, and with Equine Affaire, an all-breed event, held at the same facility, AHP membership may be better served by seeking other short-term events held in other regions, which may appeal to a larger percentage of the membership. All members surveyed unanimously agreed to discontinue the AHP Booth at the 1999 Congress. [top of page]AHP Student Award Applications Now Available College students who are pursuing a career in equine publishing are eligible to compete for American Horse Publications 1999 Student Award. If you will be a junior or senior at the start of the 1999-2000 college year, with at least one semester before graduation, you have a chance to win a cash award of $500 plus an all-expense trip to AHP’s annual meeting and seminar. The Music City Seminar will be held in Nashville, Tennessee, this summer on May 20-23, 1999. The seminar will include three days of educational sessions and related activities including the Student Award Dinner and Auction and Annual Awards Banquet and Presentations. The Student Award Winner will have an opportunity to meet leading equine publishing professionals and discuss career possibilities. Student Award applicants are required to send a completed application form plus additional information by March 15, 1999. Eligible students may request a brochure and application by contacting Chris. American Horse Publications offers two other opportunities to students wishing to become involved in the equine publishing industry. Student Membership is open to high school, college, and graduate students for an annual fee of $25. Student Members receive the following: certificate of membership, an opportunity to attend the AHP seminar in Nashville at a reduced registration fee, free listing in online and published versions of the 1999 Membership Directory, and the AHP bimonthly newsletter, "For the record." The Internship Program was designed specifically for college students who have an interest in horses and seek a career in equine publishing. This program is a great way to provide students with the resume-building experience that’s so critical to today’s career market. Interns gain valuable hands-on real life experience and member publications acquire additional help when and where they need it most. The AHP Internship Handbook provides information about the program, a directory of participating AHP members, and an application. Steeplechase Times co-editor Sean Clancy, who does double duty as a steeplechase jockey, won the National Steeplechase Association Jockey Championship for 1998 with 23 victories. The title was Clancy's first in 11 seasons of riding steeplechase horses. Highlights to his year included a Grade I victory aboard Hokan in the New York Turf Writers Cup at Saratoga. Clancy, also a freelance correspondent for The Blood-Horse, plans to continue his dual career as journalist and jockey in 1999. Steeplechase Times recently completed its first video project, steering the creation of a promotional videotape for the National Steeplechase Association. The eight-minute video is designed as an educational and marketing tool for the sport, and includes footage and interviews from numerous stops on the NSA circuit. The video does a good job of informing about an equine sport too many people know too little about. Anyone wanting a free copy should contact the NSA at (410) 392-0700 or Steeplechase Times at (410) 392-JUMP. Corporate member, Jim Williams, of J. L. Williams Co., has some pretty exciting personal news to share with AHP members. His 24 year old daughter Shelly Williams won the title of Miss Rodeo America at the National Finals Rodeo in Las Vegas. She swept the categories of horsemanship, personality, speech and appearance. In her dad's humble opinion, she is an absolutely beautiful and intelligent horsewoman, and would be an exceptional candidate for a photo/article in all of your member publications. For further information contact: Jim Williams, J.L. Williams Co., Safe-Fence Electric System, 800 843-3702. Chrystie Heimert has accepted a position as Director of Sales for Ben and Jerry’s Ice Cream in Burlington, Vermont. Prior to January 4, 1999, Chrystie was Director of Public Relations of Spinworks, a Farnam Company, located in Phoenix, Arizona. She was responsible for coordinating the memorable breakfasts held at the AHP seminars in Reston, Vail and San Diego, which were sponsored by Farnam Companies, Inc. Best of luck, Chrystie! Johanna Harris, editor/publisher of Equestrian Athlete, has decided to cease publishing her monthly newsletter due to personal illness. Although the illness wasn’t new, the complications are. She plans to return to writing and publishing in the future. Best wishes to Johanna for a speedy recovery. America’s Cutter announces the addition of Amy L. McDonald to its editorial staff. Originally from San Antonio, Texas, Amy will write features about the cutting horse industry and the owners, trainers and horses who make up the cutting horse world. The 1997 Student Award Winner, Angie (Welch) Grand Pre, graduated from West Texas A&M University on December 18, 1998, with a BA in Journalism/Print Media. Publisher Carlos Crespo announces that his Florida corporation, Equisport, Inc., acquired The Southeast Horse Report on October 20, 1998. The new address for the publication is P. O. Box 290540, Davie, FL 33329-9998; (954) 680-1683. First-ever competition slated for Equitana USA America’s Barrel Racer has joined forces with Miller Freeman, Inc. to present the first-ever competition held at Equitana USA during the fourth annual trade show in Louisville, Kentucky. America’s Barrel Racer Event/Equitana USA 1999 will be a first-rate barrel racing and pole bending competition scheduled for Sunday, June 13. Limited to 125 entries per division, the competition will feature a one go-round format. Monies will be paid to the top 10 in barrels and top 10 in poles, with a special Super Athlete Award being presented to the horse and rider competition with the fastest combined time. All entrants will receive a one-day pass to Equitana USA and an event T-shirt. Entry deadline is June 1, 1999. For more information or to enter the America’s Barrel Racer Event/Equitana USA 1999, call 972-563-7001 or look on the Internet at www.americasbarrelracer Morris Animal Foundation celebrates golden anniversary Morris Animal Foundation is celebrating 50 years of improving health and well-being of companion animals and wildlife. The organization has funded nearly 800 humane health studies with grants exceeding $17 million. By the year 2000, the Foundation hopes to increase its annual funding level to $2 million. Equine leaders review changing industry The international horse industry will meet February 24 -26, 1999 in Houston, Texas, to focus on The Horse: Companion or Commodity. That is the title of the horse program being produced through the International Livestock Congress which will take place at the Warwick Park Plaza Hotel. The issues forum will also discuss equine welfare awareness in sports and entertainment, partnerships between a horse and its owner and horses as physical and psychological tools. Speakers at the International Livestock Congress will include many of the industries most recognized visionaries including Dr. Bernard Rollin, Colorado State University; Robin Lohnes, American Horse Protection; Robert Pope, Director - Giant Steps; Ward Stutz, American Quarter Horse Association; Norm Luba, NAERIC; Bill Scebbi, Executive Director - NAHRA; Matthew P. Mackay-Smith, DVM; Donna Ewing, Hooved Animal Association; Michael Kaufmann, American Humane Association; John P. Collins, Equine Attitudes; Carolyn Stull, University of California - Davis; Terri Greer. Animal Welfare Council; Brent Heberline, Belltex Processing; Steve Ralls, American Horse Council; and Charles Stivers, CPA. The speakers will evaluate pertinent issues such as equine industry concerns and emerging social ethics through presentations as well as panel discussions. The Congress also consists of outstanding social events including the International Stockmen's Hall of Fame event. According to the International Livestock Congress horse program chairperson, John P. Collins, the Congress is designed for proactive industry professionals with the foresight to examine future trends and determine their profitability to the industry. The Congress is held in conjunction with the Houston Livestock Show and Rodeo and is sponsored by the International Stockmen's Educational Foundation in cooperation with the Houston Livestock Show and Rodeo. For more information on attending the Congress, contact J.D. Cargill, International Livestock Congress, P.O. Box 20070, Houston, TX 77225-0070; phone 713-794-7920 or fax 713-794-9556. MBT International acquires HorseNet.com MacKinnon Brokerage Technologies (MBT) International has reached an agreement to acquire HorseNet.com, which will strengthen MBT’s position in the agricultural marketplace. MBT International is the parent corporation of AgriMall.com, a leading agricultural Web portal, brokering farm equipment and machinery, cattle and horses over the Internet. The addition of HorseNet.com will make AgriMall.com an agricultural Internet powerhouse overnight. Andy McKinnon, founder and CEO of MBT International, has been involved in the horse industry for over 30 years. He designed, built and operated one of the largest and modern training barns in Canada. As a horse broker, he has made a career buying and selling horses both locally and internationally.
Kyra Beth Houston Dressage un Ltd 1000 North Lynn Lane Rd. Catoosa, OK 74015-2611 Phone: 918-234-1042 Kyra Beth Houston is a freelance writer and photographer whose work has been published in Dressage Today and Dressage & CT. She has 20 years of experience in the areas of dressage and the Internet.
Wanted: Seminar del Sol Photos Chris Brune is seeking candid photos or slides taken behind-the scenes during the Seminar del Sol events in San Diego. These slides will be used in the slide presentation which will be shown at the 1999 Music City Seminar in Nashville. Send to Chris at American Horse Publications, 49 Spinnaker Circle, South Daytona, FL 32119.
The "Magic" of Spell Checkers Eye halve a spelling chequer Eye strike a key and type a word As soon as a mist ache is maid Eye have run this poem threw it Sauce unknown Steeplechase Times, the 1996 AHP General Excellence Award winner for tabloids, seeks individuals or companies to sell advertising for twice-monthly seasonal publication with 15 editions per year. We are based in northeastern Maryland, but attract advertising business throughout the Mid-Atlantic region. This is most likely a part-time or commission-based position, but we are open to all input on the subject. Contact Joe Clancy at (410) 392-JUMP. Seeking assistant editor for two publications, dealing with holistic horse care and holistic dog care. Part time or full time position available; will tailor duties, pay, and hours to our abilities and experience. Great opportunity for entry-level journalist or great part-time position for experienced writer. Located in SF Bay Area. Call Nancy at 510-749-1080. California Horsetrader, a regional, twice-monthly publication based near San Diego in San Marcos, CA, has an opportunity for an experienced advertising sales representative. This salary-plus-commission opening is a key position on the CHT team and offers a qualified individual the opportunity to earn compensation competitive with major market publications. Please send cover letter and resume to Maureen Oxley, General Manager, P.O. Box 1118, San Marcos, CA 92079, or Email to oxley@horsetrader.com. Marketing Manager. Breyer, manufacturer of the world’s finest collectible model horses since 1950, seeks resourceful, organized, self-motivated professional to manage daily activities of marketing department ensuring proper implementation and execution of complete marketing plan. Responsibilities include: Manage staff of six; Coordinate and manage the implementation of all marketing tools and programs required to successfully execute the marketing plan; Assist in design and development of advertising, PR, promotion and overall marketing strategy and plan. To be considered you must possess the following: Solid people and project management skills; Minimum five years professional marketing management experience; Some knowledge of and interest in horses; Superior writing and verbal communication skills; Proficiency in Microsoft Word and Excel; An understanding of consumer/collector psychology and ability to think creatively and employ a marketing approach. If you enjoy the world of horses and managing people and projects and would like to apply your knowledge and skills to help market the finest collectible model horses in the world, send your resume with salary history to Gabrielle Tarpey, Breyer Marketing Dept., 14 Industrial Rd., Pequannock, NJ 07440. Fax: 973-694-5213. No phone calls, please. Marketing Assistant. Breyer is also seeking a resourceful, talented and self-motivated individual to assist marketing director with a diverse array of marketing and brand management activities and responsibilities including: Monitor current events and identify trends in the equine industry and model horse hobby; Perform research for and assist in development of product concepts, PR and promo opportunities and overall marketing plan; Copywriting for product packaging, catalogs and advertisements. . To be considered you must possess the following: Solid knowledge of and interest in horses and the equine industry, An interest in model horses; Superior written and verbal communication skills; Proficiency in Microsoft Word and Excel; An understanding of consumer/collector psychology and ability to think creatively and employ a marketing approach. If you enjoy the world of horses and managing people and projects and would like to apply your knowledge and skills to help market the finest collectible model horses in the world, send your resume with salary history to Gabrielle Tarpey, Breyer Marketing Dept., 14 Industrial Rd., Pequannock, NJ 07440. Fax: 973-694-5213. No phone calls, please. For more information on AHP or any of its programs, contact:
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