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Todd KrizelmanCEO and Co-Founder
State of Equine Market
1994 2003 2007
SALESDATADigital Media
Magazines
PublishingIntegrated Marketing
AdvertisingSocial MediaStart-Ups
Print Advertising
Insights
Online Advertising
Insights
Publisher Case Study
Brand Case Study
Agenda
Print Advertising
Insights
Online Advertising
Insights
Publisher Case Study
Brand Case Study
Agenda
Total Ad Revenue in Equine Titles in 2014:
$71MMMediaRadar: Across 39 Equine Titles in 2014
Total Advertisers Buying in Equine Titles in 2014:
6,249MediaRadar: Across 39 Equine Titles in 2014
Total Ad Pages Placed in Equine Titles in 2014:
27,528MediaRadar: Across 39 Equine Titles in 2014
However, The Ad Pages Are Decreasing in 2014.
MediaRadar: Across 39 Equine Titles in 2014
3.7%
28,58527,528
2013 2014
And It’s flat (slightly down) in Q1 2015.
MediaRadar: Across 39 Equine Titles in 2014
0.4%7,022 6,993
Q1 2014 Q1 2015
Against the Tide, Some Equine Titles Are Growing in Their Ad Pages.
31%
18%14%
11% 11% 11%7%
4% 4% 3%
Young Rider TheChronicle of
the Horse
ArabianHorse Times
WesternHorseman
The Horse(Equine)
TheWorking
Horse
The TrailRider
USDFConnection
BarrelHorse News
Horse &Rider
Top Fast-Growing Equine Print Titles in 2014By % Change in #Ad Pages
22% (of 6,249) of the Existing Advertisers Increased Their Ad Spending in YR 2014.
1,403MediaRadar: Across 39 Equine Titles in 2014
2,58841% of Print Advertisers Are Entirely New Brands or New Line Extensions!
MediaRadar: Across 39 Equine Titles in 2014
0
20
40
60
80
100
120
Number of Brands
Top Categories That Buy Cover Pages in 2014
That means:
Equine publishers have little overlap of advertisers between each other.
Equine Market is Fragmented – Only 24% of Print Advertisers Are Buying Ads Across Titles.
0100200300400500600700800900
1000
2 3 4 5 6 7 8 9 10
Number of Advertisers That Bought Across Multiple Equine Print Titles in 2014
17
880
Who Are Buying Ads Across More Than 10 Titles?
Which Income Group of Audience Equine Titles Are Good At Reaching?
Audience Demographics – Household Income($) DistributionAcross 39 Equine Titles
<60000 60000-80000 80000-100000 100000-120000 120000-140000 140000-160000 >160000
>160,00027%
80,000 – 100,00036%
100,000 – 120,00021%
85% is very high income!
0
20
40
60
80
100
120
140
160
TheChronicle of
the Horse
QuarterHorse News
The Blood-Horse
CuttingHorse
Chatter
Sidelines NRHAReiner
TheAmericanQuarterHorse
Journal
EquineJournal
WesternHorseman
Equestrian
Number of AdvertisersDistribution of Income Group (>160,000)
Income vs. # Advertisers
Print Advertising
Insights
Online Advertising
Insights
Publisher Case Study
Brand Case Study
Agenda
Total Advertisers Buying on Equine Websites in 2014:
6,749MediaRadar: Across 40 Equine Sites in 2014
35.9%
However, It’s Down Slightly in Q1 2015 YOY.
MediaRadar: Across 40 Equine Sites in 2014
1.4%
2,465 2,431
Q1 2014 Q1 2015
6,7496,249
Only 9% of print advertisers are buying online!
Print#Advertisers
Online#Advertisers
Integrated Ad Buying Hasn’t Been Widely Adopted in Equine Market.
592
MediaRadar: Across 40 Equine Sites in 2014
252
Equine Titles Upsold 5% of Advertisers from Print to Online.
3,353Print#Advertisers
Direct#Advertisers
MediaRadar: Across 23 Equine Magazines and Sites in 2014
Some of Your Endemic Advertisers Are Buying Programmatically.
6,6266,249Print#Advertisers
Programmatic#Advertisers
MediaRadar: Across 40 Equine Sites in 2014
Good News: Just 3% of Print Advertisers Are Buying On the Same Titles’ Websites via Programmatic Only.
199
0
50
100
150
200
250
300
#Advertisers
Top Categories That Buy Programmatically on Equine Websites in 2014
Those Who Buy Programmatically on Your Sites Are Mostly Not Your Endemic Advertisers.
Big Brands Are Buying Programmatically On Your Sites.
Print Advertising
Insights
Online Advertising
Insights
Publisher Case Study
Brand Case Study
Agenda
Sidelines Magazine Attract the Most Real Estate Advertisers Across the Equine Market.
107
4431
18 17 13 9 8 7 7 7
0
20
40
60
80
100
120
Top 10 Brand Categories That Buying in Sideline’s Magazine in 2014
2x 20%
Though Sidelines have twice more real estate brands than other brand categories.
It only has 20% SOM of real estate brands in the equine market.
Category Analysis in Print and Online Can Diverge
41
14 12 10 95 3 2 2 1
Top Online Publishers That Gain The Most Real Estate Brands
Print Advertising
Insights
Online Advertising
Insights
Publisher Case Study
Brand Case Study
Agenda
123 Websites,
Including 12 Equine
Websites.
29 Emails,Across 2 Media
Properties23 Equine Titles
26 Placements
of Native Ads
2014 Ad Activity
Ad Examples on Barrel Horse’s Magazine and Website:
Ver.1
Ad Examples on Barrel Horse’s Magazine and Website:
Ver.2
Ad Examples on America’s Horse’s Magazine and Website:
Ver.1
Ad Examples on America’s Horse’s Magazine and Website:
Ver.2
Native Ad Example:
E-Newsletter Example:
27 Websites,Including 7
Equine Websites.
55 EmailsAcross 2 Media
Properties
12 Titles,Including 6
Equine Titles.
2014
Ad Examples on Western Horseman’s Magazine and Website:
Online Ad Examples:
Print Ad Examples:
Wrap-Up
Print Advertising Insights
• In 2014, the equine market declined in print advertising.
• Though the pie is shrinking, there still exist opportunities
• Target new advertisers
• Identify attractive product categories.
Online Advertising Insights
• In 2014 the equine market performed well in online advertising.
• Integrated ad buying/selling hasn’t been widely adopted yet.
• Equine advertisers buy online ads via programmatic.
• Upselling and converting programmatic to direct become challenge
for equine publishers.
THE END
Extra Slides
Who Drives This Giant Number?
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# Ad
Pag
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Top Advertisers That Buy Ads in Equine TitlesAcross 39 Titles in 2014
