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Reader Demographics

Average Household Income: $118,894

Average Household Net Worth: $343,944

Average Number of Horses Owned: 7.4

76.6% of non-veterinarian subscribers are Horse Owners
65.1% are Pleasure Riders
20.6% are Breeders
18.5% are Competitive Riders
24.8% are Barn/Farm Managers
23.6% are Trainers or Riding Instructors

89.5% of our subscribers care for their own horses.

Source:  2009 subscriber survey of The Horse conducted by The Matrix Group, Inc..

Distribution of Readers by Breeds Owned

Quarter Horses 43.9%
Thoroughbreds 27.6%
Paint Horses 20.9%
Arabians 18.4%
Cross Breeds 15.2%
Warmbloods 12.7%
Appaloosas 10.3%
Pony Breeds 8.6%
Draft Horses 7.0%
Miniature Horses 6.8%
Morgans 5.9%
Saddlebred 4.0%
Standardbred 4.0%

Distribution of Readers by Disciplines

Pleasure or Trail 65.1%
Dressage 22.6%
Other 22.6%
Hunters 13.5%
Driving 12.5%
Jumpers 11.3%
Western Show 11.3%
Combined Training/Eventing 10.3%
Barrel Racing 10.1%
Racing 10.1%
Reining 7.9%
Endurance 7.1%
Cutting 4.8%

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Blood-Horse Publications
Publishers since 1916

The Blood-Horse Publications family includes:
The Blood-Horse, The Horse, Stallion Register, and Exclusively Equine.

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