The Blood-Horse Unveils New Look

The Blood-Horse Publications, an international publishing house for Thoroughbred and general equine magazines, books, videos, CD-ROMs, and annual references, announced a major redesign of its flagship publication, The Blood-Horse, which began with the January 1, 2000 issue. The Blood-Horse is the Thoroughbred industry's largest and only international weekly magazine.

The Blood-Horse was born 85 years ago as a 20-page monthly bulletin. The local newsletter eventually expanded into a national magazine. In 1928 Thomas Cromwell renamed it "The Blood-Horse". Cromwell took it to a weekly frequency, strengthened racing coverage and enhanced content to serve an international audience.

Citing the need to stay current with the times, president and publisher of The Blood-Horse, Stacy V. Bearse, commented, "The current demographic profile puts our audience smack in the heart of the baby boom generation. The proportion of female readers has increased. Today's reader is more active and affluent. While they respect the grand traditions of the Turf, contemporary readers see racing and breeding as a business opportunity driven by unique challenges." Bearse continued, "Today's subscriber is very likely to be computer literate and Internet savvy. The reader of 2000 uses a magazine differently from his counterpart of 1990."

Recognizing these changes, a team lead by Editor-in-Chief Ray Paulick and Art Director Suzanne Depp began working on a new look for the publication about two years ago. Depp noted the redesign is a "cleaner and more streamlined look with easier to read fonts." Depp continued, "The new look includes tighter and more dramatic photographs and new graphical paths of information portraying Thoroughbred racing for what is: exciting and action packed."

The Blood-Horse, Inc. also publishes The Horse, a monthly magazine devoted to equine health care; TBH MarketWatch, a twice-monthly newsletter for Thoroughbred investors; the official Kentucky Derby and Breeders' Cup souvenir magazines; and an array of books, videos, CD-ROMs and annual references. The Blood-Horse, Inc. also operates The Blood-Horse Interactive on the web (, The Horse Interactive (, The HayNet (, Exclusively Equine (, and Stallion Register Online (

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