As a horse farm owner, tack shop proprietor, equestrian apparel designer, feed store manager, hay dealer, etc., getting media coverage can significantly boost your visibility and credibility. Yet most equestrian businesses struggle to get featured in media that their potential customers read or watch. Here’s why—and how to change that.

Why Most Horse Businesses Don’t Get Press

The biggest mistake equestrian business owners make is sending generic pitches to general email addresses like editor@horseandpony.com or news@equinechronicle.com. These inboxes are the industry’s black holes—countless submissions go in, but very few get attention.

The secret to getting equestrian journalists to write about your stable, tack shop, or horse apparel line is making personal connections. But how?

Finding the Right Journalists

First, identify which journalists would genuinely be interested in your particular corner of the horse world. Every writer has their specialty and personal interests:

• Some focus exclusively on competitive riding events
• Others specialize in horse health and nutrition
• Some primarily cover equestrian lifestyle and fashion
• Others concentrate on breeding, bloodlines, and farm management

Research who writes about businesses similar to yours by checking who’s covered your competitors or similar establishments in your region. Look at bylines in magazines like Horse & Rider, Practical Horseman, The Chronicle of the Horse, Dressage Today, or Western Horseman.

If you’ve previously had coverage from a particular writer, that’s an incredibly valuable connection. Keep them updated about significant developments in your business—a new therapeutic riding program, an innovative tack design, or exclusive products from European manufacturers. Offer them exclusive news no one else gets—journalists value these “scoops.”

Based on your research, create a press list of journalists to approach. Realistically, fewer than 5% will write about you, even with targeted outreach. To get five features, you might need to contact 100 journalists. It takes work, especially when you’re just starting out.

Where to Find Equestrian Journalists

Several directories can help you locate equestrian journalists:

• Check the masthead and contributor pages of equestrian publications
• Review horse industry association websites for media contact lists
• Follow horse journalists on social media platforms
• Look for writers at publications covering your local area who might report on local businesses

Organize every journalist in a spreadsheet and track your communications—when you emailed, if they replied, and whether they plan to feature your business.

How to Approach Equestrian Media

Contrary to what you might think, most journalists don’t appreciate being contacted through social media. Email remains the preferred channel, but they scan it quickly. Your approach must be concise and compelling.

A common mistake is writing lengthy emails explaining why your horse boarding facility or custom saddle business is revolutionary without clearly explaining its value to readers.

Example of a Poor Pitch:

Copy

Subject: New equestrian business TripleRidgeStables.com

Hello Horse & Rider Magazine!

We’ve just opened our new boarding facility called Triple Ridge Stables. We’re funded with private investment and already have 40 stalls.

We’re growing rapidly and would love to tell you about our grand opening this month.

Triple Ridge Stables connects horse owners with premium boarding services. Our facility provides climate-controlled stalls, three riding arenas, and automated feeding systems. We already have 25 horses boarding with us and expect to be at capacity within six months. We’d appreciate your coverage!

-Jessica Smith

CEO, Founder

Triple Ridge Stables

This message contains confidential information and is intended only for the recipient. Any unauthorized use is strictly prohibited.

Why It Fails:

• It’s far too long and unfocused
• Gets to the point too late
• Uses a vague subject line
• Isn’t personalized to the journalist
• Contains empty bragging instead of specific benefits
• Filled with business jargon
• Lacks a clickable link
• Includes an unnecessary disclaimer
• Appears as a wall of text

A Better Approach:

Copy

Subject: New boarding facility with therapeutic riding focus

Hi Sarah! I’ve opened a boarding facility that specializes in accommodating therapeutic riding programs and disabled riders. I noticed your recent articles on accessible riding.

https://tripleridgestables.com

Let me know if you’d like more details!

This approach is friendly, brief, and clear. The journalist can explore your website without being sold to, and if interested, they’ll ask for more information.

When they do reply, respond immediately—they may be ready to write about you, and delays could mean they move on to another story. Have high-quality photos, fact sheets, and quotes ready to send.

Adding Personal Touches

If you know something relevant about a journalist through their public profiles or articles, mention it. For example:

Copy

Subject: Specialized tack for Thoroughbred rehoming programs

Hi Michael! I’ve created a line of specialized tack for off-track Thoroughbreds transitioning to new disciplines. Given your background with OTTB rescues, I thought this might interest you.

https://secondchancetack.com

Standing Out with a Unique Angle

The equestrian industry is traditional, but finding a fresh angle can attract attention. Consider these approaches:

• Challenge an established practice: “Why traditional bit designs are failing modern performance horses”
• Highlight a unique business model: “Our pay-what-you-can farrier service for rescue organizations”
• Tell a compelling personal story: “From Paralympic rider to tack shop owner designing for disabled equestrians”
• Connect to current trends: “How our hay production has adapted to climate change”

Which Publications to Target

Equestrian Press:

• Horse & Rider

• Practical Horseman

• The Chronicle of the Horse

• Dressage Today

• Western Horseman

• Horse Illustrated

• Equus

• The Plaid Horse

• Sidelines Magazine

• Horse & Hound (UK)

Local/Regional Press:

• Regional farming publications
• Local newspapers and magazines
• State horse council newsletters
• Regional lifestyle magazines

Digital Media:

• Equestrian blogs
• Horse-focused podcasts
• Popular equestrian YouTube channels
• Influential social media accounts

Mainstream Press (for unique stories):

• Local TV stations
• Regional newspapers
• Lifestyle magazines
• Agricultural publications

Remember to target publications outside traditional equestrian media if your business serves a specific niche. For instance, if you manufacture adaptive riding equipment, reach out to publications focused on adaptive sports or disability advocacy.

Making Journalists’ Jobs Easy

Always make a journalist’s job as simple as possible:

• Provide high-resolution, professional photos
• Prepare concise quotes they can use directly
• Have statistics and background information ready
• Create a simple media kit they can download
• Be available for quick follow-up questions

By following these strategies, your horse-related business will stand a much better chance of getting the media coverage it deserves—coverage that brings new customers through your barn doors or to your online store.