May the Horse Be with You Always

Although the AHP “May the Horse Be with You” Seminar may be over, the phrase is lingering. While I spent much of my time during the seminar behind the scenes making sure the event ran smoothly, I was well aware that the horse plays a huge role in the success of this publishing conference.

It’s the horse that brings us all together. Whether we write about them, photograph them, or manufacture products for them, the love that attendees have for the horse is center stage.

Students who meet for the first time share a room and their dreams making them instant friends. At a table for two, strangers become collaborators at a speed networking session. Speakers inspire, enlighten, and create excitement in both publishing veteran and young professionals. And if it wasn’t for the horse, this wouldn’t happen.

The AHP seminar is a place where all breeds and disciplines come together as one. We are mentoring, encouraging, and sharing. We attend to become better communicators, to partner with equine businesses and media, and to improve our skills. The end result is that attendees care about the horse in their personal and work lives.

I love hearing the excitement in the voice of an awards winner who has just read the judge’s comment on their entry and discovered that the judge understood and recognized the emotion and hard work that made the story a winner.

BB-8 returns to Home Base

Many of us teared up when the hosts on the tours related stories that showed the depth of their love for the horse. It's a tug on our hearts when we feel the passion in their voices as they talk about the horses in their lives and the importance of taking care of them.

It’s the thrill we all have watching horses perform. We don’t mind the flies, the hot sun, or the sudden downpour; we are happy to be there among people who love the experience as much as we do. As one member said on the tour, “This is better than a day at Disney.”

There is much to be gained by attending an AHP seminar…education, partnerships, jobs, friendships, new business. But the biggest win is not the awards plaque or the time away from the office. It’s the emotions we nurtured together on these four days in Orlando that will make us better in our jobs. That emotion is our love for the horse. As Yoda says, “Always pass on what you have learned.” This is what I have learned at the Orlando seminar.

 

May the horse be with you always,

Chris aka Obi Wan Kenobi

P.S. There is a ton of information to be shared after a seminar. We will notify the members as content is posted to the AHP Members Only page online at www.americanhorsepubs.org. 

May the Horse Be with You Always

Although the AHP “May the Horse Be with You” Seminar may be over, the phrase is lingering. While I spent much of my time during the seminar behind the scenes making sure the event ran smoothly, I was well aware that the horse plays a huge role in the success of this publishing conference.

It’s the horse that brings us all together. Whether we write about them, photograph them, or manufacture products for them, the love that attendees have for the horse is center stage.

Students who meet for the first time share a room and their dreams making them instant friends. At a table for two, strangers become collaborators at a speed networking session. Speakers inspire, enlighten, and create excitement in both publishing veteran and young professionals. And if it wasn’t for the horse, this wouldn’t happen.

The AHP seminar is a place where all breeds and disciplines come together as one. We are mentoring, encouraging, and sharing. We attend to become better communicators, to partner with equine businesses and media, and to improve our skills. The end result is that attendees care about the horse in their personal and work lives.

I love hearing the excitement in the voice of an awards winner who has just read the judge’s comment on their entry and discovered that the judge understood and recognized the emotion and hard work that made the story a winner.

BB-8 returns to Home Base

Many of us teared up when the hosts on the tours related stories that showed the depth of their love for the horse. It's a tug on our hearts when we feel the passion in their voices as they talk about the horses in their lives and the importance of taking care of them.

It’s the thrill we all have watching horses perform. We don’t mind the flies, the hot sun, or the sudden downpour; we are happy to be there among people who love the experience as much as we do. As one member said on the tour, “This is better than a day at Disney.”

There is much to be gained by attending an AHP seminar…education, partnerships, jobs, friendships, new business. But the biggest win is not the awards plaque or the time away from the office. It’s the emotions we nurtured together on these four days in Orlando that will make us better in our jobs. That emotion is our love for the horse. As Yoda says, “Always pass on what you have learned.” This is what I have learned at the Orlando seminar.

 

May the horse be with you always,

Chris aka Obi Wan Kenobi

P.S. There is a ton of information to be shared after a seminar. We will notify the members as content is posted to the AHP Members Only page online at www.americanhorsepubs.org. 

Witches, Wizards & Muggles, Oh My!

No, we are not in Kansas anymore. Instead, AHP members will be boarding a broomstick or the Horsewarts Express to attend the AHP Student Award Party at the Horsewarts School of Equine Media.

Don’t worry if you have never read a Harry Potter book or seen the movies. Seminar attendees at the 2016 May the Horse Be with You Seminar are all invited to Horsewarts Castle on Friday, June 17 at 5:30 p.m. to support the AHP Student Fund and to enjoy an evening of wizardry fun. Guests of honor will be our three First-Year students, Ema Klugman, Bianca McCarty, and Kaitie Marolf, one of whom will become the 2016 AHP Student Award Winner.

Here's what you can expect as part of the evening's festivities. 

Drop by the Horse Head Bar for a glass of ButterBrew, an adult version of ButterBeer. This signature drink is sold as a fundraiser for the AHP Student Fund. Just $10 and you get to keep the limited edition pilsner glass with the Horsewarts School of Equine Media logo.

Photo by Aunesty Reikofski, a Florida professional photographer.

Wander through Diagonal Alley to bid on a variety of horse-related items in the AHP Student Fund Silent Auction. Amidst the potions and magical creatures, you will find lots of treasures.

Before entering the Great Hall, choose your House Table from the Sorting Hat and join your mates for the evening’s feast. Not sure what House you want to be in, here are some tips.

Shrewd as a snake, then Slytherin and green are the choice you make.

A lion so brave, then Gryffindor and red will be your fave.

A raven is wise, so Ravenclaw and blue are the selection you try.

A loyal badger feels right, then grab Hufflepuff and yellow with all your might.

Following the feast, the four Houses will compete for the House Cup in HOUSE WARS, a trivia game for fans of AHP and Harry Potter.

The highlight of the evening will be the announcement of the 2016 AHP Student Award winner. Then the bid winners in the silent auction will be announced and sent off to Gringotts Wizard Bank to pay the goblins.

BB-8 is reading Harry Potter to prepare for the event.

 Showing your Harry Potter side is optional. Attendees may elect to wear student robes or Harry Potter themed t-shirts. All others may attend as Muggles (basically wear whatever you want).

Whether you are a Muggle, Wizard or Witch, you can bring the magic to equine media students.

The Staff at Horsewarts School of Equine Media

Why You Should Register

BB-8 knows when to seize an opportunity. He’s already registered for the 2016 AHP “May the Horse Be with You” Seminar. While he lives in a galaxy technologically advanced, he still appreciates the value of a kindred spirit. He hopes you will join him in Orlando and wants you to know why you should be there.

Side note: Since you wouldn't understand his bleeps, I have provided a transmitted translation.

Save Money

Why waste money on guessing what you should try or buy. Spend your money wisely by attending one seminar to learn the latest publishing ideas and techniques. Return to the office with valuable take-home information.

Make Contacts

Why spend hours of productive time researching contacts and prospects. Stop sending emails and leaving voice messages when you can spend face time with decision makers. Networking at the seminar provides new contacts and partnerships and increases your exposure to new business.

Save Time

Don’t say you don’t have time. Spending time away from busy schedules helps you to focus on being productive and learning. Ignore these two important skills and you are spinning your wheels and wasting your efforts.  

Get Motivated

Enthusiasm generates fresh ideas. Fresh ideas motivate increased productivity. Productivity leads to increased sales, creativity, and more business. We all need to renew our energies for the jobs we love. The AHP seminar provides the opportunity to be excited about year ahead.

Gather Story Ideas and Photo OPs

Florida offers a wide variety of horse-related places to visit. AHP has lined up two great tours that put attendees front and center for story ideas and photo opportunities. Save on travel budgets; grab those stories while you are here for the seminar.

Register Today – Save $50. Pay online by May 20

Members can attend one of the most affordable seminars available in the publishing industry. For seminar schedule, registration, hotel reservations, tours, and much more, login and go to: http://www.americanhorsepubs.org/members-only/2016-ahp-orlando-seminar/

For seminar information or assistance with logging in, contact: Chris Brune, ahorsepubs@aol.com, (386) 760-7743

The Force Behind Your Brand

Brands are commonplace in our world today. Major businesses like Apple, Walt Disney Company, and Nike are easily recognized by their icons. We trust them and are loyal fans.

Digital and social media have brought branding front and center to the publishing industry. Whether you are an individual, publication title, or organization, you have a brand. You have earned the trust of a loyal audience.

Marketing your brand has become increasingly important to continue to build audiences and sales in a world where audiences are easily distracted and sales are fickle. Creditable and unique journalism, multimedia, and visuals are an integral part of gaining readers and buyers.

This year’s seminar focuses on awakening your brand. It’s for publishers, freelancers, and businesses. Publishing is no longer for publishers only. We are all publishing, writing, marketing, and selling. An AHP seminar provides both networking and educational opportunities to build a better brand. Learn from top professionals how to create a podcast and video, write impelling stories, enhance your social media, and increase revenue.

To see what’s on the agenda, check out the Schedule of Events.

To attend the AHP “May the Horse Be with You” Seminar, REGISTER ONLINE.

And if you know another business, freelancer, or publisher who would benefit from becoming an AHP member and attending the seminar, refer them to Become an AHP member…or have them contact me at ahorsepubs@aol.com.

Branding is not new to the horse industry. For thousands of years, ranchers have branded livestock to build their reputation and protect their investment. Isn’t it time you awakened the force behind your brand?

The AHP “May the Force Be with You” Seminar will be held in Orlando, Florida on June 16-18, 2016, at the Sheraton Lake Buena Vista Resort. For more information on hotel, transportation and event, log in to the AHP website and visit the seminar page.

Join the force in Orlando, June 2016

The time has come to join other AHP members in Orlando for the members-only annual seminar.

You have the force inside you. Now take the journey to awaken your brand.

Schedule of events is now available online.

The Force Awaits...AWAKEN THE BRAND

Join fellow AHP members as we gather in Orlando, Florida from the far reaches of the universe to awaken the media forces.

Our mission is to awaken the brands within the horse industry, extending them into the far reaches of the equine world.

The "May the Horse Be With You" Seminar will be held at the Sheraton Lake Buena Vista Resort on June 16-18, 2016.

Attendees will experience key sessions presented by experts in their fields targeted to educate and increase awareness of the possibilities of brand publishing.

This is just the beginning...start your journey here.

Collecting Tools for Engagement

The theme of this year’s annual seminar is Tools for Engagement. As communicators, we know how to communicate. However, engagement has been called the “new word of mouth.” It’s affecting every aspect of the publishing world and it could make you profitable.

Sessions during the AHP Tally-Ho at the Alamo Seminar in San Antonio will focus on engaging your audiences, readers, advertisers, fans, and clients. Speakers will be sharing their engagement tools with AHP members to help us hone our publishing and communication skills.

Opening the seminar at Thursday evening’s welcome reception is Joan Henderson, publisher of Texas Highways magazine and director for TxDOT’s Travel Publication section. Henderson came to Texas Highways in 2014 from Oklahoma Today magazine, where she served as publisher for nearly 20 years. In her keynote address titled True Texas Engagement, Henderson explains how Texas Highways magazine is developing their audience during these times of rapid changes in publishing and technology.

Friday’s line-up includes a variety of engagement tools covering branding, ad sales, grammar, media insurance, business etiquette, and analytics. There are also two sessions devoted to the freelancer.

Larri Jo Starkey spent 13 years in newspapers, writing headlines, correcting grammatical errors and riding herd on a wild crew of copy editors who were all committed to both the holy AP Stylebook and the principle that English is a living language. She now works as an editor for The American Quarter Horse Journal, where she can indulge her passions for writing, editing, photography and the American Quarter Horse.

Her session, Miss Frogbottom Was Wrong – 10 Grammar Errors You Learned in Elementary School, takes you back to the schoolroom of your childhood. Starkey describes her topic as: Your elementary schoolteacher had a room full of writhing children itching for recess. To keep their interest, Miss Frogbottom kept her grammar lessons short – maybe too short. You probably learned the abbreviated version of some grammar rules. She invites attendees to come learn the full rules so you can win a prize in the quiz at the end of the session.

MediaRadar’s CEO Todd Krizelman was born and raised in Palo Alto, near the epicenter of technology innovation. In 2007, Krizelman joined veteran web architect, Jesse Keller, to found MediaRadar. After years of thorough research, development, and data collection, MediaRadar is now the most comprehensive, data company focused on the ad sales market. In his first session, attendees learn about the current State of the Equine Market and how you can capitalize on it. The session focuses on powerful equine market insights like where brands are spending their ad dollars, which brands are new to the category, and how you can leverage this information to your advantage to improve ad sales.

In his second session, Ad Sales Best Practices for Equine Publications, attendees gain insights into how other niche publications have been successful in growing their market share. Find out which ad sales practices you can adopt for your publication and how you can leverage your unique readership to win new advertisers.

If you are publisher or freelancer with an interest in media liability insurance and have a lot of questions, then Everything You Always Wanted to Know About Media Insurance: But Were Afraid to Ask is the session for you. This fundamental educational session discusses coverages afforded under a media and E&O policy and provide examples from a claim standpoint. The session is presented by Lou Scimecca, Senior Vice President and Media/Entertainment Product Manager; Pat Groshong, Assistant Vice President, Claims; and Bobbi Striegel, a Senior Underwriter at AXIS PRO, a business unit of the Professional Lines Division of AXIS Insurance. AXIS PRO, formerly Media/Professional Insurance, underwrites professional liability insurance for Media businesses including newspapers, magazines, book publishers, authors, freelancer writers, radio and television broadcasters and networks, advertising agencies, film producers and distributors, and multimedia companies including internet and online exposures.

Chad Mendell is the former executive editor of The Horse: Your Guide to Equine Health Care and TheHorse.com where he developed an array of online educational products from videos, newsletters, and webinars. In 2010, he founded CowDog Media, an inbound marketing and web development company focused on helping businesses be more than just a point of purchase for their customers by helping them become an invaluable resource.

Mendell presents a session on Analyzing and Enhancing Your Social Engagement on Friday and then teams up with Erin Ryder Hsu to present Digital Tools to Engage Your Audience on Saturday.

Erin Ryder Hsu is Digital Marketing Manager for Kentucky Equine Research. Combining experience in equine editorial and marketing, Hsu makes the ever-changing (and sometimes overwhelming!) world of digital marketing fun and easy to understand, with a focus on achievable implementation for publishers of any size and tech ability.

Add in a 45 Ideas Panel on Business Etiquette moderated by Pat Trowbridge, plus Sharing Ideas sessions, Navigating the Freelance World moderated by Abigail Boatwright, and Pitch Perfect moderated by Jennifer Bryant, and that closes the toolbox for Friday.

Saturday’s sessions continue to add engagement tools on digital editions, photography, and editorial. The ever-popular, but oh so early, Speed Networking, a fast-paced session for content providers and content buyers, starts off the day at 7 a.m.

Uppermost in many AHP attendees’ minds is digital publishing and making it profitable. Jakob Fenger, Product Manager for both the Digital Studio® and FlipandShare™, products with Mirabel Technologies, presents Steps to Profitable Digital Editions. This session is for anyone who wants to start producing digital editions or wants to make their existing digital editions more profitable. It’s packed with information on how to create successful and profitable digital editions by utilizing website, social media, and email promotions.

Fenger came to Mirabel Technologies after successful careers in professional soccer and real estate. At Mirabel Technologies he began his career as a Software Consultant, training and advising clients on The Magazine Manager software, but quickly moved into a Product Manager role for the digital division. As Product Manager, he manages the marketing and product development for Mirabel Technologies digital pagination and digital/tablet edition software solutions for newspaper and magazine publishers, including FlipandShare™. He works with new and existing clients to assist them in creating and promoting digital editions and frequently moderates webinars and other online educational seminars.

When it seems that everyone is becoming a professional photographer, media professionals must produce superior work consistently if they are going to attract an enthusiastic audience for their publication, website or blog. During his nearly 40-year career, Darrell Dodds published or edited five equine magazines including Western Horseman, Western Lifestyle Retailer, Horse & Rider, Paint Horse Journal and Appaloosa Journal. His session, Better Together: Photographic Collaboration and the Creative Process, shows attendees how creativity thrives on diversity, tension, sharing and collaboration. “Two or more creative people can leverage these benefits if they can learn to play well together,” says Dodds.

Dodds retired from the equine publishing industry last year however remains active with his commercial and editorial photography business.

As a creative artist, Scott Trees strives to bring the extraordinary out of the ordinary, not just in his work but in his life. This philosophy has served him well, and in the world of international equestrian photography and video production, Trees has received prominent recognition. An entertaining and informative speaker, Trees generously shares his vast knowledge and experiences with AHP members in The Power of an Image: Photographs for Marketing in a Digital World.

Every day on Facebook alone over 200 million photographs are uploaded, which equates to about 6 billion per month. Add to that list, trade publications, consumer magazines, and commercial applications, and it is clear that the digital age has created a deluge of photographic imagery. “Today’s technology has made the act of taking pictures easy. But if you are going to use a photograph to market a product, it needs to capture audience attention. As a result, when it comes to marketing, the importance of a good photograph has never been more important than in today’s digital world. The equestrian industry is not immune to that fact,” says Trees.

Trees also offers portfolio and photography critiquing sessions on Saturday afternoon. For more details contact Chris at ahorsepubs@aol.com.

Sharpening our skills in journalism is paramount to an association that strives for media excellence. Three editorial sessions target topics of interest from members. They are presented by a husband and wife team of career journalists and journalism educators.

Kathryn Jones has more than 30 years of experience writing for newspapers and magazines, including The New York Times, The Dallas Morning News, Texas Monthly and Texas Highways. Her specialties are travel and feature writing and she often writes about the Southwest and its culture. Jones’ work also has appeared in Time, Life, Elle Décor, Town & Country, Endless Vacation, the Harvard Business School Bulletin and many other publications. She also teaches journalism at Tarleton State University.

Dan Malone is a veteran journalist and author. As a staff writer for The Dallas Morning News, Malone and a colleague won a Pulitzer Prize for investigative reporting. He also was the News’ Fort Worth Bureau chief. Earlier, Malone worked as a staff writer for Fort Worth Weekly and the Fort Worth Star-Telegram. He currently is an assistant professor of journalism at Tarleton State University in Stephenville, Texas.

The couple live on a ranch south of Glen Rose, Texas, with their horses, longhorns and miniature donkeys.

Jones presents the first two sessions. Niche publications often cover the same topics year after year. Finding Fresh Approaches to Familiar Stories answers the questions: How do you revitalize stories with interesting angles and fresh approaches? How do you develop a writing style that matches your brand? This session will help you find that unique voice.

Engaging Ledes, Sources, and Quotes covers three areas of improvement often seen in awards contest critiques. Don’t bury that lede! Instead, develop the best lede that will engage your audience quickly. How to use multiple sources to give credibility to a story, and how to use quotes to their best effect to enliven stories are covered in this session.

The Changing Scope of News Reporting and Ethics is perhaps one of the most important sessions of the day to the future of journalism and it’s presented by Jones and Malone together. News reporting takes place on so many different platforms today – print, online and on social media. Standards of accuracy and fairness often aren’t the same, however, on Facebook and Twitter. Following ethical guidelines and fact checking information are more important than ever. How do you recycle news among print, online and social media platforms and keep it fresh, focused and factual?

That sums up the educational segment of the AHP seminar, but engagement is also social. Networking is as important and beneficial. Making new clients, new friends, or new contacts are all part of the engagement during the activities and event functions. full schedule of events

Registration is still available. For more information on registering, seminar activities, and hotel reservations for the AHP Tally-Ho at the Alamo Seminar, a members-only event, visit http://www.americanhorsepubs.org/programs/seminars/


Tally-Ho! See you in San Antonio.

Chris

Alamo Brave

Visiting The Alamo in July 2013 on our site visit

One story I heard about The Alamo while on our site visit to San Antonio was told by the lady from the San Antonio Visitors Bureau who was showing Judy and I around the city. She said the “best” question she was ever asked about The Alamo by a visitor was, “Why did they build The Alamo downtown?”

Clearly someone who didn’t know Texas history.

But other than the famous battle cry, “Remember the Alamo” or Davy Crockett, King of the Wild Frontier, how many of us really know the story behind the historic landmark?

Alamo in 1858

AHP members who attend the “Tally-Ho at the Alamo” Seminar in June will have a front row seat to view and explore the Mission San Antonio De Valero that made history on the morning of March 6, 1836. On that date at 5 a.m., General Antonio Lopez de Santa Anna started the final attack on The Alamo, and by 6:30 a.m. the battle was over.

The story of The Alamo is not about a fallen or failed mission. It’s a story of bravery and patriotism in the face of a sure defeat for the cause of freedom. The best way to discover the backstory is to tour The Alamo.

If you can’t make the guided tour of The Alamo on Thursday, there are other options for experiencing its significance in Texas and American history.

Many visitors see The Alamo only as the old Spanish church that appears on postcards, however the historic Alamo is so much more. Join fellow AHP members on Thursday morning, June 18, for the Official Alamo Battlefield Tour to discover the rest of the story.

This photo depicts The Alamo on the day of the final attack.

Guided by Alamo History Interpreters, the Official Alamo Battlefield Tour traces the outline of the original fort, through current day Alamo Plaza, as it was at the time of the famous battle in 1836. Attendees will visit the area of the north wall where Colonel Travis spent his final moments. You will stand in the spot at the wooden palisade where David Crockett fought so valiantly. This one-hour guided walking tour gives a detailed, in-depth history of the events at the Alamo complex. As a bonus, the battlefield tour also includes a complimentary audio tour (a $7 value) which uses a hand held audio player to provide a rich, multimedia experience as you walk through the Alamo complex, including the two historic buildings, the Shrine and Long Barrack.

The AHP group rate for the Alamo Battlefield Tour is $12 per person. Reservations are required and due by June 1. A sign-up sheet will be included on the online seminar registration form. Attendees taking the tour will meet in front of The Alamo near the tour sign at 10:15 a.m.

The movie, The Alamo: The Price of Freedom, plays at the IMAX theater located in the Riverwalk Mall, mere steps from the Menger Hotel. Watching the movie first is the best way to appreciate the bravery of the men and women who defended the Alamo.

Located next door to The Menger Hotel, The Alamo is open to the public at no charge daily from 9:00 a.m. to 7:00 p.m. Attendees can take a few minutes or spend an hour touring the exhibits and grounds on their own. For more information about The Alamo, visit http://www.thealamo.org/

If you are curious about how The Alamo got its name, here is an article by Kevin R. Young and Randell Tarin.

http://www.tamu.edu/faculty/ccbn/dewitt/adp/history/mission_period/valero/valeroname.html

And, for a little AHP Alamo history - While AHP has never held its annual seminar in San Antonio until 2015, its Board of Directors met at The Menger Hotel back in the early 80s and again in October 2013. You might recognize some of these young men and women standing in front of The Alamo on that first visit. (l–r) Warren Wilson, Tracy Gantz, Dean Hoffman. Chris Brune. Kathy Mezick, Thom Mezick, and Jim Jennings.

If you are planning to attend AHP’s Tally-Ho at The Alamo Seminar, remember The Alamo and be sure to learn why it exists in “downtown” San Antonio, Texas.

Tally-Ho,

Chris

P. S. A special thanks to Jim Jennings for sending the early photos and articles of The Alamo and its history.


SIDEBAR

Phil Collins Donates Alamo Treasures to Texas

In 2014, English rock star Phil Collins, a dedicated Alamo history buff, donated his collection of Alamo Battle and Texas Revolution artifacts to the State of Texas. Collins featured his collection in his 2012 book, "The Alamo and Beyond." The rare artifacts include Jim Bowie's knife, a rifle owned by Davy Crockett, letters written by William B. Travis, and other important artifacts and documents. Many items that arrived in San Antonio last October returned to the cradle of Texas liberty for the first time since the legendary defeat of Texian forces by Mexican troops under Santa Anna in 1836.

Due to the size of the collection, the proper facilities may not yet exist at the Alamo to properly store and exhibit the items. Efforts are underway to build a permanent home for the Collins Collection.

Tally Ho to Texas

One of the fun projects for AHP members every year is choosing a name for the annual seminar. This year, AHP members submitted 73 names for the 2015 San Antonio seminar. Then the AHP Board narrowed the field to five finalists that were voted on by AHP members to select a winner.

And the winner is...Tally-Ho at the Alamo submitted by Fran Jurga.

Fran explained how she came up with the name.

“I connect Tally Ho! with Teddy Roosevelt, for some reason; he and his Rough Riders are, of course, connected to the bar in the hotel where the conference will be held, and The Alamo is next door, so I have no doubt that TR might have realized that "Tally Ho!" and "Alamo" fit together and may have shouted this out when he rode his horse into the bar and whatever else the bartenders are likely to tell us he (supposedly) did there.”

Having been to the Menger Bar several times, I can visualize Teddy and his horse stepping into the bar from the door that accesses the street. There is not a lot of space in that bar. Matter of fact, Teddy and his horse would probably be the only ones in the bar. The sole bartender might be hiding on the other side of the bar. Anyone sitting at the bar would have headed rather hastily into the hotel lobby.

All speculation aside, it's a spirited name that embodies the horse world and Texas history.

For some history on Teddy and his visits to San Antonio, read Texas History 101 published in Texas Monthly. http://www.texasmonthly.com/content/texas-history-101-54

 

To all of you, I say, “Let’s belly up to the Menger Bar and toast Teddy and his Rough Riders in June!”

There is No Such Thing as a Virtual Reunion

I’m headed to Massachusetts this weekend for my 50^th high school reunion. WOW! How did that happen? I will get to visit with my classmates in my hometown of Plymouth. We will listen to music of our era and reminisce about our childhood and neighborhood. Coming together with classmates after all these years is a special occasion that I wouldn’t miss for the world.

Within 10 years of my graduation in 1964, I was working as editor of Eastern Quarter Horse Journal. Not the career I chose in high school, but certainly the one that became a lifelong career in equine publishing. By 1974, I had attended my first AHP seminar in Washington, D.C. and had met some of the people who would become my friends and mentors. Attending every annual seminar from then until now has always felt like a reunion to me. It’s one of the few times during the year where I get to spend time with my longtime friends and the members I have communicated with by phone and internet. Reunions are about face-time.

Whether the reunion is with family, classmates, or your business associates, the one factor that sets it apart in today’s digital world is that we take time from our busy lives to communicate in person, where we can shake a hand or give a hug. We live in such a virtual world that this form of interaction enhances the importance of face-to-face meetings and discussions.

I’m looking forward to reuniting with AHP members in Charleston this month where we can share experiences, ideas, and a welcome hug. Hope to see you at this year's AHP reunion, and if not Charleston, then plan on San Antonio in 2015!

Show Your Gatsby Side

When the Francis Marion Hotel opened in 1924, the famous 1920s dance craze that began in the dance halls of Charleston was not only sweeping the nation, but also defining an era. The Roaring 20s was a decade that infused a nation with fads, fashion, and slang that pretty much laughed in the face of prohibition.

Women bobbed their hair, experimented with dropped waistlines and hem lengths, and adorned themselves with beads, feathers and bling.  Dapper Dans strutted around with suspenders and spats, zoot suits and vests.

Slang was colorful and while several words and phrases have remained part of modern vernacular, there are some best left in the 20s.

 

For example: Flat Tire: used to indicate that one’s date did not meet expectations. ie: “She seemed so interesting, but she was nothing but a flat tire!” OUCH!

Or this one:

“Cash or Check?”: “Will you kiss me now or do we wait until later?”

Note: “Check” on its own means to take a raincheck on kissing or save the kiss for another time.

I will certainly chuckle the next time a sales clerk asks me that question. Of course, today the term is “Debit or Credit?”

Some of the popular phrases of the 1920s have lingered on with baby boomers like me, but young people today probably don’t know the meaning of “cup of joe” or “looking out for the fuzz” or “the cat’s meow.”

A 1920s theme just seemed like the cat’s pajamas for the AHP’s Student Party since the decade flourished with young people who were making a statement and it was full of crazy fun.

So, how do you show your Gatsby side? Flapper style dresses and pin-striped suits are easy to find online or in party stores or thrift shops. I found my flapper dress online located in The Netherlands. Judy found her outfit in a local thrift shop in Daytona. No time to shop? Head to your local party store and grab a boa, some beads and a feather headband for the ladies or suspenders and a bowler hat for men. You will be The Bees Knees. 

Join AHP members on Friday night, June 20 for the AHP Student Award Party, HOOFIN' IT. Starting at 5:30 p.m. It'll be swell.

  

AHP Welcome Reception Gets a Face-Time Lift

If you have been attending the AHP seminars for a few years, you will notice a welcome change to this year’s opening night reception.

For one thing, we have invited GARDEN & GUN’s Rebecca Wesson Darwin to present the Keynote Address, which has typically been held on Friday morning. Darwin has selected a horse-themed title for her talk on how she created G&G and led it to the print sensation it is today. Along the way, she’ll offer tips on creating and maintaining a memorable magazine that captures the passions of its devoted audience. You won’t want to miss, From Dark Horse to the Winner's Circle, at 6:30 p.m. sponsored by MediaRadar.

The next new feature will be a special edition of a mini trade event that was limited to seven exhibitor sponsors. Our hosts for the welcome reception include fellow AHP members: Lane Press, MediaRadar, Morris Media Network Equine Group, Schleese, Inc./Saddlefit 4 Life, SmartPak, Straight Arrow Products, Inc., and the United States Hunter Jumper Association. Be sure to spend a little Face Time at their exhibit from 5:30 to 6:30 p.m.

The welcome reception is a great Face Time opportunity to start that all important networking, socialize with old friends, and meet some new contacts. You will also get to enjoy some tasty appetizers and adult beverages.

And, the evening will end early enough to catch some Z’s if you are travel weary or head out to explore the Charleston nightlife.

Sounds like a good time to me. Hope to see you there from 5:30 to 7:00 p.m.

Charleston is for Foodies (and those who just like to eat)

Shrimp and grits, she crab soup and benne wafers are among the Charleston favorites for visitors. The city is well-known for its low country cuisine and sustainable cooking.

June will be my third visit to Charleston, but if you are visiting for the first time, here is a list of restaurants that have been recommended or sampled.

Virginia’s on King 
offers sophisticated Southern dining just steps away from the Francis Marion Hotel.

Magnolia’s is an upscale Southern cuisine located on East Bay Street

Poogans Porch, Charleston’s oldest independent culinary establishment, is located in a Victorian house. I already have reservations for June. It’s that good.

Swamp Fox Restaurant at the Francis Marion Hotel, offers some great Southern favorites whenever you prefer to dine at the hotel.

Prohibition offers a moderately priced menu of low country cooking with a 1920's twist. It’s a great hang for hooch, too, and only a few blocks from the hotel.

Other options are 82 Queen, located in Charleston’s French Quarter, and 39 Rue de Jean, a French style café within walking distance of the hotel.

And if you are in the mood for southern barbecue, you need to know that Carolina style BBQ sauces are vinegar-based and contain mustard.

There are endless options to choose from as you wander through the streets of Charleston. And if you find a gem in your travels, pass it along. Charleston is only a five hour drive from Daytona and I could easily return for some low country food and Southern charm.

A Second Time Around

Over 25 years ago in February 1988, AHP members gathered at the Sheraton-Charleston Hotel in Charleston, South Carolina. There were 33 attendees who represented 23 publications. I was there as executive editor of Eastern/Western Quarter Horse Journal. Not one of the 33 is at the same publication today. Many have retired, some have moved on to pursue other interests, and sadly a few have passed away. However, there are several who are still actively working in the horse industry, me included. Dean Hoffman recently moved to Arizona to take a position at the University of Arizona’s Race Track Industry Program, Charlotte Kneeland continues to head the American Riding Instructors Association, and Mark Simon was recently named editorial director at the Daily Racing Form.

One of the field trips at the 1988 seminar was
to historic Middleton Place.

The AHP members, who come to Charleston in June 2014, will be much larger in numbers, but the demographics haven’t changed. Then, as now, they represent a cross-section of equine breeds and interests. The late Peter Winants, who served as AHP president in 1988, wrote in the newsletter, “They were tied together by the desire to further their expertise in the publishing industry, which was accomplished through seminars presented by fellow AHP members, outside speakers, and two field trips.” Matter of fact, Dean Hoffman, then editor of Hoof Beats, and I served on a panel discussion together titled, “Reshaping a Magazine’s Image,” along with Darrell Dodds, then editor of Appaloosa Journal.

There have been many changes in equine publishing between Charleston 1988 and Charleston 2014. Yet, the AHP seminar is still a gathering of professionals involved in the equine publishing industry, who meet to network, learn, and experience a great destination. Our attendees now include representatives of print publications, digital media, businesses and organizations, as well as freelancers and students.

You might be wondering about the February date, but from 1983 to 1995, AHP also held a winter seminar every year in addition to the June event. The February seminar was discontinued due to lack of growth in attendance, however the winter dates were the reason we could afford to meet in Charleston back then.

With Charleston being a number one destination site (named Top U.S. City by Condé Nast Traveler 2013 Readers’ Choice Awards for the third consecutive year), why has it taken AHP so long to return? The answer is price.

Over the years, we tried several times to secure reasonable room rates for our group, but they were always well over $200. In 2010, when we were researching locations for the 2012 seminar, several Charleston properties, including the Francis Marion Hotel, sent us a proposal and Judy and I did a site visit. While Colonial Williamsburg ended up as the 2012 site, our contact at the Francis Marion remained in touch and in 2012, they offered AHP a group rate of $169. It was too good to pass up, especially after our members had selected Charleston as their favorite city by a wide margin in a survey.

I hope you will come to Charleston for its southern charm and history, for the face time and education with fellow members, and especially to join AHP for the second time around.

AHP Heads to the Colorado Mountains in 2013

By Chris Brune, AHP Executive Director

I have to admit that I knew very little about Colorado Springs. Okay, I did know the city was home to Western Horseman offices until recently. And I had researched the city as a potential site for the 2013 seminar. However, I was not prepared to discover the many reasons why I would come to love Colorado Springs.

In July 2011, I made my first visit and was introduced to the city’s major landmarks such as the Garden of the Gods Park, the U.S. Olympic Training Center, the U.S. Air Force Academy, and Pikes Peak. Accompanied by Cheryl McCullough of the Colorado Springs Convention & Visitors Bureau, I toured four hotel properties and several of the city neighborhoods, Old Colorado City, Manitou Springs and Downtown. I knew then that I had only touched the surface of all the city had to offer.

Fast forward to October when I returned to Colorado Springs with the AHP Board members for the fall board meeting at the Colorado Springs Marriott, the hotel considered the best option for the 2013 seminar headquarters. Since we had a very full meeting agenda, I planned to spend a couple extra days exploring the region for activities and attractions that would be of interest to AHP members. Two Colorado-based members, Jennifer Denison, Western Horseman, and Christine Hamilton, The American Quarter Horse Journal, agreed to be my cohorts on my exploration day.

Why is Colorado Springs perfect for AHP members?

First and foremost, there is the “cowboy” hook. The ProRodeo Hall of Fame and Cowboy Museum is within walking distance of the Marriott. It is the only heritage center in the world devoted to professional rodeo and full of personalities and artifacts. I had an opportunity to visit the museum in July at the Western Horseman 75^th Anniversary celebration, but I returned in October to spend more time exploring the exhibits.

No trip to Colorado Springs would be complete without a visit to the Flying W Ranch. Jennifer, Christine and I enjoyed a chuckwagon dinner indoors at the Winter Steakhouse as guests of Aaron Winter, Director of Sales at the Flying W. Aaron filled us in on the history of the family-owned working cattle ranch and the unique chuckwagon recipes and entertainment that gives guests a glimpse of the Old West. During the summer months, the chuckwagon suppers are held outdoors. After an amazing barbecue meal with foiled-wrapped baked potatoes, ranch beans, skillet buttermilk biscuits and cobbler, we sat back to listen to songs of the American cowboy performed by The Flying W Wranglers, the world’s second oldest western singing group. And these wranglers are true to their name. When it’s time for branding at the Flying W each fall, these cowboys get down and dirty and take care of business. NOTE: Sadly, the Flying W Ranch was destroyed in the Colorado fires in 2012.

And then there is the “horse” hook. 

AHP members like nothing better than an opportunity to trail ride in unique surroundings. We checked out two great options for trail riding in Colorado Springs. The Stables at the Broadmoor may carry the name of the historic and elegant Broadmoor Hotel, but be prepared for a long and winding ride up into mountains via the Old Stage Road. Stables at the Broadmoor offers a unique western experience with its replica of a frontier town and horseback rides through the Pike National Forest. Also be on the lookout for some pretty amazing views and wildlife. The Academy Riding Stables are the only outfitters permitted to offer trail rides through the Garden of the Gods Park.  Trail riders enjoy Colorado on horseback guided by real cowboys who point out some of the interesting red rock formations. Kim Brown’s husband, Ben, experienced a three-hour ride while we were in Colorado Springs and he gave his experience a Thumbs Up!

While horses played a major role in settling the western frontier, railroads, mining, and a healthy environment also contributed to the growth of the Colorado Springs region. To capture the history of this area, Jennifer, Christine and I toured Glen Eyrie, a 67-room English Tudor-style castle built by General William Jackson Palmer, the founder of Colorado Springs. General Palmer and his wife Mary (Queen) Mellen originally built a 22-room frame house on their 800-acre estate. After Queen’s death, Palmer and his three daughters remodeled the house in 1881 to include a tower, 24 fireplaces and additional rooms to resemble a stone castle, reminiscent of those native to the England from which Mrs. Palmer hailed. General Palmer was a true horseman, preferring horses to motor vehicles most of this life. The castle is now owned by The Navigators, a worldwide Christian parachurch organization headquartered in Colorado Springs. We enjoyed touring the castle which also serves as a bed and breakfast…yes, you can actually stay overnight in one of the many bedrooms.

Our next tour was at another historical landmark, Miramont Castle Museum, founded by a Catholic priest who built the castle for his mother. The castle later became the residence of the Sisters of Mercy for their use as a sanitarium, primarily for the treatment of tuberculosis. In 1976, the Manitou Springs Historical Society purchased the building and began restoring it to its original grandeur. Jennifer Denison’s grandparents were involved in the restoration and she spent many childhood days exploring the nooks and crannies of the castle, although she never saw any of the ghosts reported to haunt the castle .

Our day was packed from morning to night. It was memorable and fun despite draining all three cellphone batteries and almost getting locked out of a parking lot. After two visits, I’m convinced that Colorado Springs offers members an opportunity to embrace the Old West and much, much more.

Let's meet at the Peak in June 2013!

Digital Publishing Strategy and Multi-Media Sales with Ryan Dohrn

Notes submitted by Doug Hayes, AQHA Publications

Ryan Dohrn used to work for Morris Publications and was with them at the start of HorseCity.com. He now has a company called Brain Storm Media and provides sales help through phone conference calls, webinars and in person. He also helps Carl Landau with seminars. His wife runs a barrel horse breeding operation in Georgia. The short of this is that Ryan gets us—he understands the horse publication world and selling multi-media like no other sales trainer we have ever had.

Here are a few highlights from Ryan's sessions on Digital Publishing Strategy and Creating Multi-Media Sales Proposals that Work held during the AHP Seminar in San Diego. For you non-sales people, there are several tidbits that apply to you embedded in all this.

DIGITAL PUBLISHING STRATEGY

We should be doing whatever we can now to engage teens and pre-teens. We need to build our audiences.

Great content doesn’t necessarily equal great traffic. Do people really want what we offer? Determine what people want and when they want it. Are we providing that?

SEO—use key words that gain 20,000 to 25,000 searches per month. Revisit your key words every 3 months.

Google analytics is off by 30 to 40% to the conservative side. Pull server stats and cut them in half—that’s more accurate.

What people search for is an exact reflection of their wants and needs. Write about that. Do not make decisions on what we think would be good. Use analytics. With Journal Plus closed to only QHJ subscribers, we aren’t optimizing search engine help to get traffic that might end up subscribing. Make the first few pages available to anyone and then ask them to subscribe to get more.

One of the worst things you can do is to decide to do something, develop and create it without advertising staff input and then tell them to sell it.

Digital editions are a step at most. They are not our future.

Design—people read left to right and top to bottom. Design can guide the eye with colors and increase click through rate.

SALES

It takes an average of 6 touches to make a sale. You must establish a relationship before you can effectively sell. People still buy from who they like. Make it a point to make non-sales, information based calls. Use voice mail to remind the prospect you sent them an email. Alternate the method of contact. Move the ball down the court toward the goal with each contact. When you hear, “our budget is spent,” ask them if they are really happy with the sales they are presently getting. The answer will almost always be “N0.” The next question is “What are you going to change to get where you want to be?” Then guide them by way of your media with facts about what you can offer to begin to win them over by getting them what they want. In this climate, no one short rates anyone. They can get out of a contract usually by explaining to a current under-performing magazine that it’s just not working and they need to stop for a while.

Make it a point to not give them all your ammunition in one touch. Spread it out to get 6 touches through email, phone messages and maybe texts. The idea is “What can I do to help you?” “What do you need to happen?” Quit pitching. Provide solutions.

As a new digital opportunity is begun, delete one of the old ones. There is a limit to the number of electronic media that you can effectively sell.

Share with other reps when you’ve experienced a successful email or call. There may be magic in what and how something was said. Remember, a rising tide brings up all ships.

MULTI-MEDIA PROPOSALS

Adding online increases effectiveness as much as 33%.

An integrated buy increases purchase intent by 56% and brand favorability by 60%.

Try to make every sale a package of multi-media. It’s easier to do that with new clients than established ones.

Have a form on the Web that offers an immediate download of your media kit and use ticklers to let you know when someone downloads advertising info so that you can immediately call them.

If you sell on click through rate, don’t allow bad art. Offer to redesign and run the new art or run both of them for a week to get results you can report to the client. The national average CTR is .25%.  

Have your designers Google “25 great ways to create banner art.”

Use road block banner buys. Sell exclusives—the only non-corporate partner advertiser on your site for an entire day. May be able to get $7,500-$20,000 a day for it from the right company. Maybe we should include our corporate partners in upsells like this.

On average, you can send 3 promotional emails per month to a person with no problem. Usually begin to see them block you if they get more than that from you.

If we ever get in a jam, Ryan’s folks will create a banner for $75.

We should be able to make very significant money on the AQHA Facebook page. Should be able to get $20/thousand because it is more intimate—it’s a higher level of investment. Video might sell even higher.

To download Ryan's handouts on these sessions, click on the links below.

Digital Publishing Strategy Handout

Creating Multi-Media Sales Proposals That Work

Suggested Resources from Sharing Ideas Forum on Digital Publishing
moderated by Kim Brown, Kentucky Equine Research

Content Marketing Institute

Mequoda

Forbes.com/Social Media

INC.com / Sales and Marketing