Reader Demographics

  • Average Household Income:  $118,162
  • Average Household Net Worth: $326,591
  • Average Number of Horses Owned: 5.5
  • 79.9% of non-veterinarian subscribers are Horse Owners
  • 63.5% are Pleasure Riders
  • 20.5% are Breeders
  • 27.2% are Competitive Riders
  • 23.8% are Barn/Farm Managers
  • 25.8% are Trainers or Riding Instructors
  • 96.2% of our subscribers care for their own horses.

Source:  2012 subscriber survey of readers of The Horse magazine

Distribution of Readers by Breeds Owned

Quarter Horses 
33.2%
Thoroughbreds     29.8%
Arabians     18.0%
Warmbloods     17.6%
Paint Horses     16.2%
Cross Breeds     11.7%
Appaloosas     8.9%
Pony Breeds     8.5%
Miniature Horses     7.9%
Morgans            6.5%
Draft Horses     5.5%
Standardbreds     4.0%
Saddlebreds     2.0%

Distribution of Readers by Discipline

Pleasure or Trail 72.6%
Dressage     31.3%
Natural Horsemanship    29.8%
Other     17.4%
Hunters    15.2%
Jumpers    12.5%
Driving     11.9%
Racing    10.9%
Western Show     10.6%
Combined Training/Eventing     10.6%
Endurance    5.4%
Reining  5.2%
Barrel Racing    3.8%