The Horse Advertising Specifications

General Information

Insertion orders can be faxed to: (859) 276-6706. Insertion orders and/or advertising materials can be:

Mailed to: The Horse, PO Box 911108, Lexington, KY 40591-1108

Express Delivery to: The Horse, 3101 Beaumont Centre Circle, Lexington, KY 40513

Additional Rate Information

Frequency rate discounts are determined by the number of insertions used by one advertiser during a 12-month period from the date of the first insertion. Spreads are counted as two insertions.

Special guaranteed positions carry the space rate, plus 15% premium. Streamers, two inches deep by three columns wide, are accepted for placement at the bottom of pages; this is considered a special position, and therefore carries the 15% rate premium. There is no additional charge for bleed advertisements.

Mechanical Requirements

The Horse is printed using an offset process at 175 line screen, with saddle-stitch binding. trim size: 8.125” x 10.875”; bleed size: 8.375” x 11.125”; image safety area 7” x 10”. Advertisers who place copy or artwork outside of this image area do so at their own risk as information could be lost in the trimming process. there are three columns to the standard page, each 2.25” wide. for full bleed, allow .125” on each side, top and bottom. Copy for bleed pages should not exceed the image area. for spreads bleeding across the gutter, allow .125” for each page for bindery grind off.

Digital Ad Specifications

Preferred Format: We use a single page PDF workflow. Our preference is to receive files as high res PDF. We can accept digital files prepared in and received as InDesign or QuarkXpress, Illustrator, Freehand, PhotoShop, PC QuarkXpress; however, files furnished in these formats will incur a fee for normalizing and making a PDF. If
we correct RGB to CMYK, bleeds, fonts or resolution a $25 fee will be charged. We ask for an accurate proof to be provided. Photos and images should be scanned at a minimum 300 dpi.

Spreads: Our workflow system requires spreads be set up as single pages. If we do receive single pages you will be assessed a charge for separating the pages.

Fonts: All native files must be accompanied by fonts. Type 1 or Open Type fonts are preferred; please include screen and printer fonts. Fonts for PC files will be substituted with the Mac font equivalent.

Photos: All photos must be a minimum 300 dpi in CMYK. Advertiser will a charge if a photo is converted from RGB to CMYK. Advertiser will incur computer time charges if photo needs to be converted to XMYK or grayscale for print.


  • InDesign (Mac preferred)
  • QuarkXpress (Mac preferred)
  • Illustrator
  • Photoshop

Graphics format:

  • Tiff
  • Bitmap
  • Photoshop EPS
  • EPS (NOTE: In  Illustrator and Freehand EPS's text should be converted to outlines or fonts supplied. All colors converted to CMYK. All linked images must be sent as well.)
  • JPEG (NOTE: Charges for computer time will be incurred for converting image to a 4-color tiff.)

Electronic Transmissions: Please send a PDF proof to your ad rep or fax a copy of the ad along with the name and extension of the file(s), to 859.276.6706. File names should be as short as possible and contain only alpha-numerical characters. Avoid blank spaces and punctuation marks.

Small files can be sent by e-mail to:

Larger files can be sent via FTP using your web browser. Enter the following URL:

USERNAME: production
PASSWORD: pogo051  

Production/Technical Questions

Lisa Coots, Director of Production
859-276-6760 •

Forrest Begley, Traffic Manager 
859-276-6728 •

Shawnne Carter, Online Campaign Coordinator
859-276-6844 •

Customer Service, Fax Number 859-276-6706

Contract and Rate Conditions

All advertising contracts are accepted subject to the terms and provisions of the current rate card, and no waiver or modification is binding upon The Horse unless in writing and approved by the Publisher.

The Horse shall be subject to no liability for failure to publish or circulate any advertising because of accidents, fires, work stoppages, dilatory postal delivery, acts of God, or other circumstances beyond the control of The Horse.

Insertion orders are binding on advertiser at issue closing date and may not be canceled thereafter, but The Horse reserves the unrestricted right to reject any advertising at any time. failure by The Horse to publish advertising matter invalidates the insertion order for such matter, but shall not constitute a breach of contract nor affect any earned discount.

All advertising must be clearly identified as such by inclusion of a trademark, logotype, or name of the advertiser, or the word “advertisement” shall be printed at the top and bottom of such advertisement. Any advertisement that mimics editorial layout is subject to review, and shall be clearly labeled as “advertisement.” The Horse expressly reserves the right not to publish any advertisement which, in the opinion of the Publisher, is inappropriate.

All advertising is accepted only upon representation of the advertising agency and the advertiser that each of them is authorized to publish the entire content of the advertisement, and that the advertiser has the right to, and is capable of, selling or providing, timely, the product or service advertised at the price advertised. In consideration for publication of an advertisement, the advertiser and advertising agency, jointly and severally, agree to indemnify and save harmless The Horse and staff members from and against any loss, liability, and expense, including reasonable attorney fees, incurred by reason of any claim that may arise out of publication of such advertisement. All rates are Gross and may be subject to change. we reserve the right, at our sole discretion, to change, modify, add, or delete portions of rate card at any time without further notice.

Payments and Commissions

Advertising accounts are billed immediately after publication is mailed, net due payable within 10 days with no discount. A 1.5% monthly service charge (APr of 18.0%) is added to the unpaid balance of accounts due after 30 days. the advertiser and agent are jointly and severally liable for payment of accounts to The Horse. If payment is not received within 90 days of billing from an agent, the corresponding advertiser shall be billed directly by The Horse.

Commission discounts are allowed from recognized advertising agencies that supply insertion orders and complete advertising materials, and which assume responsibility for payment. A 15.0% commission may be discounted from accounts paid in full within 60 days. A 10.0% commission may be discounted from accounts paid within 90 days of billing. No agency discounts are allowed on any accounts unpaid for more than 90 days. Agency commissions apply to space, color, and special position charges only. other charges are not commissionable.

Any difference between rate scheduled and rate earned (short rate) is due 10 days following billing for the last insertion of a schedule. rebates, limited to one frequency discount greater than scheduled, are credited when earned and requested.

Standard Advertising Unit Sizes

Page Trim Size 8.125" x 10.875"
Bleed 8.375" x 11.125"
Image Area Spread 15" x 10"
Image Area Full Page 7" x 10"
Two-Thirds Page
2 columns 4.625" x 10"
3 columns 7"x 6.4375"
One-Half Page
2 columns 4.625" x 7.4375"
3 columns 7" x 4.9375"
One-Third Page
1 column 2.25" x 10"
2 columns 4.625" x 4.9375"
3 columns 7" x 3.4375"
One -Fourth Page
1 column 2.25" x 7.4375"
2 columns 4.625" x 3.4375"
One-Sixth Page
1 column 2.25" x 4.9375"
2 columns 4.625" x 2.4375"
One inch 2.25" x 0.9375"