Important !!!!!! Survey!!!!PFHW MAGAZINE and RESULTS
Posted: Tue Mar 25, 2008 11:30 am
caliber
Site Admin
Joined: 15 Jul 2007
Posts: 2806
Location: Paso World
NOW! is the time to participate on the Paso Fino Horse World Magazine Survey! you will also have a chance to express your opinions and ideas to improve the content!!!
Please take a minute of your time! "Your Participation is important"
OK, maybe I'll send a message to the magazine to find out more.
Posted: Mon Apr 14, 2008 6:19 pm
caliber
Site Admin
Joined: 15 Jul 2007
Posts: 2806
Location: Paso World
Here is the Survey Results
2008 Paso Fino Readership Survey
John Llewellyn
Lionheart Publishing, Inc.
March 28, 2008
The study was conducted using an online service, Ennect (http://www.ennect.com/) with 1,000
emails sent on March 20 and a second 1,000 on March 24. We stopped accepting responses at
noon, March 26.
The purpose of the study was to gather information from readers about the magazine, to gauge
the effect of changes brought about over the past year, and to give guidance as to the direction
the magazine needs to follow in the future.
Survey Performance
A total of 483 emails were opened. From there 344 people accessed the online survey form and
275 completed forms were submitted. This gives a 57% response rate so that the confidence
factor for the results is about plus or minus 4%.
The Magazine
Questions 1 to 6 give an overall view as to the general feelings of the readership towards the
magazine.
53% rate it as above average or outstanding. However, the 9% poor rating brings the average
score on a 1-4 scale to 2.6, between above average and average.
Readers are willing to spend a significant amount of time with the magazine with an average of
52 minutes per reader.
Readers share their copies at a rate of 1.62 readers per copy, resulting in a total audience
(assuming a membership of 6,000) of 9,620.
60% of readers would recommend the magazine to a friend who is not a member of the PFHA.
79% keep their issues for reference.
63% describe the layout and design as very good or excellent. The average score on a 1-5 scale is
3.8.
Action: we need to work on raising the overall rating of the magazine to 3+. There will always
be a vocal minority that can never be satisfied but we can reduce their ranks by address some of
the concerns that have been expressed in this survey.
Content
Questions 7 and 8 give an idea as to the reading habits and topics desired by the readers.
The feature stories dominate but other departments/columns also score well with Calendars, On
The Trail and Business Cards, Horses for Sale and Classifieds scoring over 60%.
The five most important topics to the readers that score over 50% are:
Training
Trail Riding
Health
Nutrition
Tack
Breeding and Shows also score well in the 40% range.
Topics below 30% are still important to a part of the audience.
Action: something about the first five topics needs to be in every issue (a feature or column).
Coverage of breeding and shows needs to be consistent. The lesser-rated topics only justify
coverage once every two years on the current bi-monthly cycle.
Other Magazines
Three general equine magazines are most widely read by this audience, Equus, The Horse &
Rider and Horse Illustrated. Our closest completion, Showtime, is only received by 19% of the
members, thus confirming my assertion that it does not come anyway near to its claimed
circulation and that anyone advertising in Showtime is wasting their money.
PFHW is by far the preferred magazine to meet the needs of the readership.
Advertising
86% read the advertising in the magazine and almost all have taken some action as a result, with
34% buying something they have seen.
Demographics
50% have been members of the PFHA for more than 8 years.
73% are 45 or older.
The average reader owns seven horses.
Recreational riding is by far the main interest of the readers at 82%. Those who only focus on
breeding and shows are far fewer but there is a strong secondary interest among recreational
riders in these areas.
Reader Comments
All reader comments are included. They have only been edited for spelling and grammar. This is
a very vocal group who are not shy is expressing their opinions.
Strengths - photography, production values, advertising, professional, “heart”, presentation of the
breed, feature articles, calendars, training articles.
Weaknesses – non-breed specific articles, lack of Association information, commercial/generic
articles, issue frequency/issue irregularity, lack of region show/prize list information, lack of
substance/depth, cost of advertising, multiple copies, lack of region participation, lack of
bloodline research, lack of show results and point standings.
As their membership magazine, the PFHW was the only magazine to meet membership needs,
but when taking #7 and 8 responses and #18-weaknesses into consideration, it lacks strong ties to
the breed, the “personal” community and to the Association.
The majority of participants pursue all aspects in breed ownership (breed, show, recreational);
however, the issue regarding the balance between show content versus recreational content
remains. From the responses, it appears that readers referring to “too show/breeding oriented”
are not referring to editorial content - rather the display advertising is being included with
editorial content when making their conclusion. Show and breed focused readers appear to be the
most unsatisfied and concerned with the lack of Association and Region information.
Many comments that relate specifically to breed-specific/personal editorial require member
participation, yet are weak to non-existent because of the lack of member participation. For
example: personal member stories require members to submit them and little to none are being
submitted; breed training articles require breed trainer’s participation and little to none will
participate (either in a Q&A or self written).
Participants of the survey reveal foremost that they value their publication and want a
consistent/frequent, advertising-affordable, breed-specific, Association-informative publication.
Actions
1. Implement the plan to publish a newsletter in between magazine issues. This will increase
coverage of shows and regions.
2. Reach out to regions and members for content.
3. The editorial calendar for 2009 will need to include many of the recommendations in the
survey.
4. Carry out a survey in 2009 to see how views have changed.
Emails sent 2000
Emails bounced 19
Emails opened 483
Survey accessed 344 Response rate
Survey completed 275 57%
Not completed 69
1. Rate the job performance of Paso Fino Horse World as a membership magazine.
Outstanding 43 16%
Above average 101 37%
Average 104 38%
Poor 25 9%
Total 273 100%
On a scale of 1-4 with 4 being outstanding, the average would be 2.6
2. About how much time do you spend reading a typical issue?
More than one hour 130 47%
Approximately 45 minutes 94 34%
Approximately 15 minutes 41 15%
Less than 5 minutes 9 3%
Total 274 100%
Average time 52 minutes
3. About how many people other than you read an issue?
0 104 38%
1 84 31%
2 64 23%
3 12 4%
4 or more 10 4%
Total 274 100%
Pass along rate 1.62
Audience 9600 Assuming a 6,000 membership
4. Would you recommend Paso Fino Horse World to a friend who is not a member of the PFHA?
Yes 161 60%
No 109 40%
Total 270 100%
5. How long do you keep your copies of Paso Fino Horse World?
Until the next issue 31 11%
Indefinitely, as a reference 214 79%
Do not keep after reading 26 10%
Total 271 100%
6. How would you describe the design and layout of the magazine?
Excellent 67 24%
Very good 106 39%
Good 90 33%
Poor 11 4%
Very poor 0 0%
Total 274 100%
On a scale of 1-5 with 5 being excellent, the average would be 3.8
7. Which of the following do you regularly read in Paso Fino Horse World? (Check all that apply)
Feature stories 240 87%
Show, Event and Trail Ride Calendars 180 65%
On the Trail 179 65%
Business Cards, Horses for Sale, Classifieds 168 61%
National News 153 55%
From the President 147 53%
Do it Yourself 123 44%
Barn Plan 108 39%
From the Executive Director 103 37%
From the Editor 90 32%
The Book Store 72 26%
Other_________________________________________ 8 3%
Regional news 3
Personal stories 4
Suspended members 1
8. What types of articles would you like to see more of in Paso Fino Horse World?
(Check all that apply)
Training 216 79%
Trail Riding 176 64%
Health 165 60%
Nutrition 162 59%
Tack 156 57%
Breeding 126 46%
Shows 109 40%
Farm equipment 62 23%
Trailers and Trucks 56 20%
Buildings 53 19%
Clothing 43 16%
Other_________________________________________1_3___ 5%
First person accounts of their Paso Fino experiences (human interest).
Pleasure vs performance
Canadian input
Articles on youth riders
Registrations, transfers
Articles on a variety of riding disciplines
Other paso events around the country
Intenational news
Camping trail rides
Information on Farms and there animals
endurance riding and conditioning
Training that works for amateurs.
History of the breed, bloodlines, founding PFHA members
Liability of trainers, farms
9. What other publications do you read regularly?
Equus 115 42%
The Horse & Rider 82 30%
Horse Illustrated 81 29%
Showtime Paso Fino 52 19%
The Horse 33 12%
4-Tiempos 32 12%
Trail Rider 13 5%
Perfect Horse 6 2%
Dressage Today 4 1%
Conquistador 3 1%
Western Horseman 3 1%
American Quarter Horse Association 2 1%
Trail Blazer 2 1%
Other_____________________________ 14 5%
American Cowboy
Area horse magazines for all breeds
At a Gait
Equestrian News
Fedequinas, El caballos (Spain)
Horse and Pony
Local mags in our area
Local Newsletters
Paso Fino a Puerto Rican Breed, Brios
Practical Horseman
Revista Asena
training newsletters
Veterinary Medical Journals & Research reports
Western Pleasure
10. Which of the following Paso Fino titles best meets your needs? (Select one)
4-Tiempos 10 5%
Paso Fino Horse World 184 84%
Showtime Paso Fino 17 8%
Other_____________________________ 9 4%
220 100%
At a Gait
Conquistador
John Lyons Perfect Horse
Paso Fino a Puerto Rican Breed, Brios
Paso Fino a Puerto Rican Breed, Brios
Revista Asena
The Gaited Horse
Trail Rider
Western Horseman
11. Do you read the advertising in Paso Fino Horse World?
Yes 236 86%
No 37 14%
273 100%
12. What actions have you taken as a result of seeing advertising and/or articles
in Paso Fino Horse World? (Check all that apply)
Bought products or services advertised or mentioned. 95 34%
Recommended the purchase of these products. 37 13%
Referred the ad/article to someone else by passing
along a tearsheet, photocopy or the actual issue 87 31%
Discussed an ad/article with someone else. 149 54%
Accessed a company’s Web site for additional
information. 161 58%
Requested additional information from a
company by email/phone/fax. 55 20%
13. How long have you been a member of the PFHA?
Less than 1 year 7 3%
1-4 years 81 30%
5-8 years 42 15%
8-12 years 54 20%
More than 13 years 83 30%
Not a member 7 3%
Total 274 100%
14. How old are you?
Under 25 4 1%
25-34 13 5%
35-45 56 20%
46-55 86 31%
Over 55 115 42%
Total 274 100%
15. How many horses do you own?
none 4 1%
1 26 9%
2 to 4 100 36%
5 to 10 77 28%
11 or more 67 24%
Total 274 100%
Average 7
Total 42,000
16. Are you mainly interested in: Separate Combined
Breeding 19 7% 49%
Recreational Riding 112 41% 82%
Showing 29 11% 52%
All of the above 114 42%
274 100%
17. What State are you in?
Florida 56
Georgia 16
North Carolina 14
Tennessee 14
Kentucky 12
California 10
Virginia 10
Ohio 9
Texas 9
Illinois 8
New York 7
Oregon 7
Alabama 6
Louisiana 6
Michigan 6
Mississippi 6
South Carolina 6
Missouri 5
No Response 5
Pennsylvania 5
Minnesota 4
West Virginia 4
Arkansas 3
Colorado 3
Idaho 3
indiana 3
Iowa 3
Ontario, Canada 3
Wyoming 3
Arizona 2
Maryland 2
Montana 2
New Jersey 2
New Mexico 2
North Dakota 2
Oklahoma 2
Utah 2
Vermont 2
Alberta, Canada 1
BC, Canada 1
Canada 1
Colombia, South America 1
Delaware 1
Maine 1
Nebraska 1
South Dakota 1
Washington 1
Wisconsin 1
Total 274
18. What do you consider the greatest strengths and weaknesses of the magazine?
See separate report
A weakness in the magazine is the strong focus on trail and pleasure riding rather than showing. I
am mainly interested in the PFHA Show. I have spent a lot of money at shows. I love how other
magazine feature photos and articles from the shows. This encourages me to keep showing and
spending money.
Always an excellent cover. Always articles that pertain to a small group(80 percent of breed are
pleasure owners).
Articles of information about the Paso.
Attractive cover-strength Weakness-lack of bloodlines information and show reference
COST OF ADS ARE TOO HIGH FOR MOST MEMBERS IS A WEAKNESS, BUT THE ADS
THAT ARE IN THERE ARE REALLY GOOD AND SHOWCASE HORSES WELL.
COST OF ADVERTISING IS OUT OF RANGE FOR MANY SUCH AS MYSELF. I
ADVERTISED BEFORE RATES WENT SO HIGH BUT NOT ANYMORE!
Distribution problems in countries outside the USA. For the last 3 years I never, never received
my journal. Nobody ever answered to my many requests in this regard I really enjoy the Paso
Fino Horse World magazines that I lend my friends or I see when I go to USA. I am sure that if
more people are sure to receive your magazine timely, it does not matter if we delay. Only we
have access to the magazine that we subscribe. All fans outside of the USA we read the news and
articles from its magazine, but we want to guarantee that you will receive. Thanks for finally
giving me a place to express myself.
Doesn't showcase enough of the general membership. I was disappointed that all the winners at
Nationals were not showcased or acknowledged - I was very proud of my Reserve Grand
National title and was looking forward to saving my magazine with our photo in it.
First, I do not know why the Association spent so much money in sending Magazine to each and
everyone of my family members. I think is a waste of money and natural resources. You would
think that we would care more about saving money. Secondly, this Magazine used to be the main
communication for all Paso Fino Owners, now due to the high cost of advertising in the
Magazine it is no longer the best mean on getting our information. For those of us that show,
we no longer go to Paso Fino Horse World to see what is going on, we now go to each of the
local regions website. Here is Florida the best means of getting show information out is either
Galopandotv. com, pasofinotv.com
Format is fine but magazine is sadly lacking in material. Letters from seem self-serving
especially from the new Executive Director.
Format is very good, however on some issues the articles are too short, and do not contain much
information.
2
Free to the world via internet - membership forced to pay is a HUGE minus for me. Very little
breed specific information with too much infomercial type long articles.
Front page - As an advertisement it does appropriately show the various facets of our breed.
Advertising - is ineffective since the ads - if read - only go to 'the choir' and not horse owners
outside of the breed. Forced participation - there's nothing in the magazine I can't find online -
especially now that we are paying 12 magazine price for SIX issues.... I would rather have a
newspaper format with transfers/registrations, reasonable ad rates, etc. once a month than all the
outdated glitz every two months. #16 doesn't allow for people who breed and either ride
competitively or recreationally, but don't show.... Which is generally our case. Although we
show once in a great while - we do not consider ourselves a show family.
Give more advise on training.
Good information source.
Good pictures, articles and editorials - somewhat oriented towards the power structure.
Good presentation. Would like more training, breeding, show articles
Good layout.
Great photos. Needs more articles by the readership that are not show oriented. Stories about
farms were good when they were done.
Great photos, nice design could use more trail riding articles.
Greatest strength is the focus on Paso Finos. Weakness is the lack of depth overall of the
magazine.
Greatest strength---information is high quality and relevant
Greatest strengths are the once in a while articles about recreational riding with a Paso. The
weaknesses is the magazine consists mostly of "show horses" with their trainer/breeders and all
info about tack and equipment and also there is practically nothing about trail rides in New York
(lower Hudson Valley) or any shows in that area.
Greatest weakness is the abundance of ads by pricy show stallions and foreign farms. Far too
show-oriented in every way. Greatest strength: it's "pretty"
Helpful articles
Helpful tips on training and care need to promote the breed to other peoples that have little or
non knowledge. This is not for rich pe0ple only.
3
I am glad you are including more personal interest stories, training, help for people who want to
train and show their own horses. Also enjoy region news. Need to add more of those.
I am only interested in showing. I am interested in the amount of points horses have and when
and where the shows are. I like the show class schedules. I wish there was a master calendar in
one issue so we could plan our show schedule. I like to know the offspring of the top horses and
who has them for sale. I am interested in what sires are available and what mares are available
for breeding. I am interested in articles on the major bloodlines and which horses are examples
of those lines. I am not interested in fencing, trucks, barns, etc.
I do not believe that the magazine in its current form has any strengths.
I enjoy the diverse articles in the magazine.
I enjoy the show horse articles, of course, but wish there were more articles geared to the
average, well average here in Missouri, recreational rider, the rider who has ridden other breeds
but is new to this wonderful breed. I do love the NEW look of the magazine though. And
definitely hope for more promotion of Paso Fino horses on the trails as that is where the true
market for these horses is and should be. I loved the articles about Pasos on the endurance rides.
This is truly a wonderful horse. I am 68 years young, and have ridden horses since I was 13 years
old but this is my first Paso and I love him! Plan to do a lot of trail riding with him this year...and
for years to come. I also love the programs on RFD-TV, although there has been a lot of repeat
video clips in some of them. Keep up the good work!!
I feel it's really only for and available to Paso people; a real shame, as it ought to be a tool to
increase interest, ownership and participation in the breed.
I feel the strength of the magazine is in the people who own Paso Fino Horses and use the
magazine for advertising. The weakness is that I don't feel the magazine reaches possible future
owners of the Paso Fino Horse.
I feel there are too many trail articles!
I find the magazine very good , the ads, farms & information etc. I look forward to each issue !
I like the articles. Would like to see more events for AZ or nearby training.
I love informational stories about individual horses and their experiences.
I love the issue after Nationals, showing all winners and photos. I really like the Top-10 issues
both sire and dam. I like all the horse pictures with ads.
I love the new layout of the magazine. It is much more professional than in years past. However,
I think it is totally ridiculous to send multiple copies of the magazine to the same home. That is
an enormous waste of money especially since we are cutting the number of publications due to
cost.
4
I miss reading the articles pertaining to our Paso members, their farms and what they are doing. I
truly enjoyed those article/pictures. They made the magazine feel like a "members" magazine
and not just a everyday equine publication.
I preferred it when it was a monthly publication. I feel you are ripping us off by making us buy
it then cutting the number of issues.
I read every page cover to cover.
I read it from cover to cover - including the business cards and ads.
I read it from cover to cover.
I read the magazine cover to cover.
I really enjoy the new layout of the magazine. It's nice to have less emphasis on show, and more
attention paid to recreational riding and programs such as Pasos for Pleasure. Many people who
own Paso Finos are not interested in show, but simply want to enjoy their horses for recreational
reasons.
I really like the inclusion of barn plans. Great addition. The magazine has improved immensely
since the new publisher. The editing is so much more professional now.
I really like the layout of the magazine, but I feel that the content is lacking. I enjoy the articles
that are "Paso specific" rather than generic horse articles. I also really miss my monthly
magazine!!!!
I really liked it before the change of publishers, to be honest. I thought there was more relevant
material. If I am going to pay $75 for a magazine, I would really like it to be more than
disguised advertising. I can read any horse magazine for information on trucks or clothes or
barns. I want my Paso magazine to be about Pasos, please! I really liked the stuff that was there
before with personal stories, barn tours, ask the trainers/breeders, show stories, horse profiles,
etc. Please go back to having more of that. I understand you need to put in all that advertising
stuff to pay for the magazine, but please don't put it in there instead of Paso material, make it in
addition to, if you must. I think Stephanie Dunkin is your very greatest asset. Her
professionalism, passion, commitment and ideas are brilliant. I hope you all know how lucky
you are to have her there!
I really think it is a big waste of money to send every member two copies of the magazine. I had
requested that I would only receive one, but still get two.
I think everything about the magazine is great. I love the Paso Fino horse, it was my first ride at
40 yrs old and will be my last. I love the personal stories in the magazine.
5
I think it is a great magazine. I look forward to every issue. If I could change anything about it,
it would be to add more trail riding articles, or trail related articles.
I think it is important to have the upcoming show info in the magazine. I keep my issue handy
when it has upcoming show info in it. I also feel the issues with local articles by/about our
members are great but unfortunately we haven't had much of that lately. The magazine seems too
generic. There's not as great a need to keep it handy on the desk. I don't get excited about the
next issue anymore.
I think it should be a monthly magazine. I think the editor, Stephanie Dunkin is great! She tries
to cover a variety of topics.
I think that the breed specific articles are strong. I do not enjoy the product articles they seem
like a waste of space to me. I really enjoyed the training articles and the articles featuring the
great horses, trainers and riders in our industry.
I think the doctrine of the association is reflected in the magazine: show people, show horses
come first, second and third, then mention recreational riders so they think they matter.
Recreational riders are not just the future, they are the market today for the vast majority of Paso
Finos horses. DO NOT IGNORE THE MARKET!!!!!! The show people and breeders are the
producers, not the market for the product.
I think the magazine and the club's great strength is also their greatest weakness and that is the
diversity of their target audience. I'm concerned about the conflict that I see among the
membership and the seemingly lack of respect for the differing opinions of the people involved.
I think the magazine lacks balance! It is always geared toward show OR trail, not both. I also
hate the generic articles. I can get those any where, I do not like my entire breed publication
cluttered with information that I can get on the internet, or other magazines! I want to read more
about the BREED, and I want newcomers to be able to find information about our BREED, in
our BREED publication!!
I think you need to get more into blood lines and breeding from an owners perspective.
I would like more trail information.
In order for the show schedules ads and related stories to be relevant it needs to be monthly
Interesting articles. The magazine caters to people who show, and not much to trail riding.
Would like to see more about riding for pleasure, as not everyone shows. Seems like it is for the
wealthy. I do enjoy the magazine, but feel it is mostly for people who show.
It has too many ads and seems to concentrate on the show area.
It is a nice magazine but I really feel since the change you have been running too many articles
that have less to do with the horses and more to do with other stuff. I would much rather read
6
about what the regions are doing or what new and different things people are doing with their
Pasos. I also would really like it if there were a new feature stallion every month, start with the
greats and spread out from there. Tell the story behind the name. More history behind the breed,
we know how they got to our continent, what else. How did they get to the US, who imported
them etc., I think there could be numerous stories on this subject.
It is introducing me to the Paso Fino world.
It now is just a small generic magazine. Very few articles specific to Paso Finos. Poor
advertising (now everyone is using Showtime and 4 Tiempos and others instead of PFHW). I am
sick of reading trail riding, insipid self-serving articles, etc. Look at some OLD issues before the
last publisher - all transaction records, show updates, regional news, and articles that were
interesting to read. Now it's like a poor RFD - Al Berry produced piece of crap.
It really pisses me off that it is mandatory that I pay for a magazine I do not want.
It seems like there are more ads versus articles. It doesn't take long to get through it but I enjoy
what is there.
It's all about Information about THE Paso Fino. Wishing they'd include the pleasure/endurance
riders more.
It's beautifully produced with consistently high quality. May change from Paso because of low
interest/support in the Northern US - nice to see all the activities in the South but not accessible.
It's subject matter the Paso Fino horse is it's strongest feature, but the ads written like articles
take up room and make me angry. More about horses, less about shopping.
Just getting on time would help...to many missed issues.
Keeping the average Paso owner who is not part of a major operation informed
Keeps me in touch with other Paso owners, not enough vet articles
Lately it has been a lot of ads and no substance. You need more Paso specific articles. You
might even put in a writing contest or incentive for some of our better-informed members to
share their knowledge with the rest of the Paso world. You might get 8 or 10 really good articles
that could give you something in the hopper waiting for the next issues. People who buy this
magazine want more Paso info as it is so few and far between. Appeal to the seniors. Guess
who is buying this horse? It isn't the kids out there... Look at the color of the hair of the owners
in the Ambie owner classes. That should tell you something about your target market. Guess
who else has the money... this isn't the kids either... Check your reader dynamics and see who is
actually buying these horses. They are the people who you need to appeal to. The seniors are
also the ones who know how to read... and have the time to do so.
7
Lately, the show coverage has been much improved. I would like to see more articles about
training - maybe a feature where readers can send in questions about training and horse care
issues.
Layout and content are much better than before. Looks much more professional and articles are
more pertinent to all members, not just selected members who show.
Like the articles. Would like to see the Paso Fino world in general look at the Paso Fino as an all
around horse and not so much emphasis on the Classic Fino gait
Like the layout - color Need more member/Region information
Liked it better before the new publisher. Like lots of pictures with articles.
Magazine has been cut back Not enough regional News
Many of the articles, are long on fluff and short on substance. A recent utility and compact
tractors quoted sales representatives of the various manufacturers. But nowhere in the article
was there any comparison of the equipment or what features were viewed as important and
therefore recommended.
More Canadian content please. We do a good job here and love Pasos too
More coverage on shows - otherwise excellent representation of breed
Most articles come from the South. Need to get participation from other areas
Need more articles of interest to the MAJORITY of the Paso Fino owners - the Trail Riders.
Veterinary articles, Equipment & products, in addition to all the "show stuff" which, if you don't
show, is boring!
Need more show results and articles
Needs to be much more accessible to non-Paso people. Very expensive.
Needs to broaden its scope
Nice layout.
Nice photos
Nice photos reproduction, good layout, too expensive for regional show ads and other display
ads
No response from ads. Very nice quality. Price prohibitive. The way to advertise a Paso Fino is
to ride it.
8
Not enough attention to care, feeding, health, injuries, rehabilitation of ill horse, basic training,
training facilities and farms in more areas, more attention paid to the required areas for the
magazine, more attention to the personal side of caring for the horse.
Not enough for the trail rider. More and more Paso riders only trail ride
Not enough info on the strengths and weakness of individual horses. Maybe have someone like
Lynn G. evaluate horses for breeding and have articles that explain what to look for in there own
horses breeding program. Most people don't have a clue about genetics, or what lines put
together make better crosses. I was contacted by girl in Germany that wanted to buy our filly to
breed to Capuchino. She is a Capuchino granddaughter. I tried to explain if she wants Fino she
should try to breed Resorte with Pleybo, but she did not get the genetics. Have articles on which
lines breed for what type of horse. We need to encourage people to breed BETTER Paso's for
both trail and show and that they can have both. But if we don't get smart soon with new
owners, there will be a decline in the Paso's worth because of bad breeding choices as we are
quickly seeing.
Not getting it monthly.
One of the biggest weaknesses is that is really expensive to publish a one page full color ad for a
horse or farm. Too expensive
Other breed magazines have a great deal of professionally written informational articles. Our
breed has these folksy articles without meat. We need information and education to better the
breed.
Over all not good magazine not exciting! Not really in touch with all that’s happening in our
shows and the political side of our association.
Photos are great, magazine is colorful. Sometimes it seems as there is more advertising than
interesting articles. I realize the big breeders need to be seen.
Pitched at too low a level for me ... been in the breed since 1971
Please stop sending two issues to our family, the wasted money could be used to make a more
informative magazine. We miss the upcoming show information.
Pretty horses but I am in Iowa. I can't go to PFHA events or rides. Training articles would help
me the most. Especially with dealing with nervous horses and the proper way to ride them and
bit them for regular trail riding.
Print quality and layout
Pro: keep abreast of national news & breeding stallions/bloodlines. Con: Little Paso Finospecific
articles. Ex., an article on bits should be about bits best suited for PF's, an article on foot
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care should focus on trimming for best PF gaits. Also, would like more articles on training.
These could focus on PF training & on other techniques such as Parelli or Clinton Anderson
natural horsemanship methods in relation to PF's.
Production values are good. I liked it when the show results were posted on the newsprint type
paper with all placements in every class. Was disappointed when this was discontinued.
Pros: Material of magazine and clarity. Cons: The latest magazines are including material that
nobody is interested in like the clothing etc. Also the price of advertising is too expensive, Don't
like that is coming every two months, Also there is no need to send 4 magazines when there is 4
members in the same household and 2 of the members are small kids.
Quality has improved but irregularity of issues is frustrating.
Quality of the presentation is good. Personally I would like to see more show and personality or
interesting horse articles.
Reading about activities in our area is wonderful. Articles about trucks, trailers, or non-Paso
information is a waste of time.
Since I'm new to Paso Fino ownership, I think some of the information tends to be geared toward
the long-time owner. There isn't much for us newbies. Fortunately, Paso Fino owners tend to
love to pass on information to each other about this wonder breed. Strengths are the
articles...loved on the one on the Trevis Cup fantastic story and I even went in and looked up
more information on YouTube.
Sorry to hear that money is a problem... unfortunately, it's a problem here also.
St - info about our horses and the various regions. Other ways to enjoy the breed, what others
do. Weakness - too many corporate ads.
Strengths - All of it, cover to cover,
Stop sending multiple copies to same household. Publish registrations, transfers etc. once in a
while. Not interested in a fashion magazine, need more horse articles. Publish 1x a month.
Stories and training techniques
Strengths - Format and up to date articles. Could use more classified
Strength - reaches the entire membership weakness - lack of substance
Strength = keeps us informed of events, training articles Weakness = can't think of anything
specific
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Strength = layout, graphics/photos weaknesses = lack of trail riding networking/articles/info/tack
and saddles vendors for recreational Paso owners
Strength, Articles by trainers Weakness, need more articles on health, hoof care in Pasos,
showing.
Strength: Good layout and design. Weakness: Too many issues going to one person and not out
to public.
Strength: Great articles from members Weakness: Let's get some more history/photos on great
Paso Fino horses from our past!
Strength: quality of print & arrangement of content Weakness: Emphasis on showing
Strength= Pictures and page layouts. Weakness=Way too many advertisements and not enough
"meat" (needs more educational articles like a trainer's corner or a write in section for readers to
ask questions and have an "expert" answer them)
Strength-Allows me to find out about farms in other states. Weakness-spends too much resources
on non-Paso articles.
Strength - promotes the Paso Fino breed weaknesses - needs more info on trail rides for the
pleasure riders.
Strength - production value. Weakness- not enough input/information on the local level
Strengths Beautiful photography weaknesses small and infrequent issues not enough
news from regions no suggestions for trails need more info on the Paso Finos such as specific
training, tack, how to shoe the Pasos properly
Strengths - beautiful photography and layout great articles need more regional info
Strengths - beautiful photography, informative articles
Strengths - beautiful pictures but would like more on training the Paso and feeding
Strengths - best photos, good articles
Strengths - breadth in scope, the variety of issues covered.
Strengths - Breed information
Strengths - Concern for the Paso Fino Breed and the people who own Paso Fino's. Your
magazine has "Heart".
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Strengths - Excellent layout and photography Weaknesses - Excess of articles and ads on
breeding
Strengths - excellent photos. Tries to cover all the facets of the Paso Fino world. Weaknesses -
haven't really noticed any yet.
Strengths - Format, information and beauty!
Strengths - Inclusive Weaknesses - draw more non-Paso Fino horse enthusiasts
Strengths - photos weakness - not enough factual info
Strengths are that the layout is nice and visually attractive, which makes it more inviting to read.
Strengths....printing quality, great photos, much better over all in the last year.
Weaknesses... the quality of writing.
Strengths are articles that are relevant to pleasure riders (most of Paso Fino riders), not just
people who show. I especially enjoyed the articles with questions from people that were
answered by various trainers. I definitely got a lot out of that. The magazine might occasionally
have an article geared to the beginner Paso rider.
Strengths are that is a small window into the world of the Paso Fino Weakness is that it does not
offer the amount of information that it used to. I would like to see more diversity as far as not
just shows. I like the farm segments where I can see the farm and their animals. I would love to
see some more PR Paso Finos in the Magazine.
Strengths are the interesting stories about owners and their horses, situations they have
overcome. Weakness is a sometimes light issue with not much content.
Strengths- beautiful magazine weaknesses- too commercial oriented. I am sick and tired of
seeing the national sponsors over emphasized in publications and websites. They do not pay near
enough for that sponsorships to warrant the exposure PFHA and PFHW gives them. I would love
to see more personal stories and promotional information that would be of interest to new people
to the breed. I'm not sure our magazine would interest anyone in purchasing a Paso Fino just by
reading the magazine.
Strengths I like the articles for the recreational rider, and from time to time there are great
training articles. I guess a weakness would be the inconsistency of the magazine the last couple
years, but that is getting better now.
STRENGTHS-- Show and trail riding info. President and Ex. Dir. articles. Weaknesses-- Only
pub.every other month and too many ads.
Strengths: color general articles as well as Paso specific articles Weaknesses: emphasis on
shows- who cares? NON-show people make up about 80% of the PF owners- right? LACK OF
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Regional Coverage- people love to see themselves in the magazine-publish their stories with
photos large enough to actually SEE the participants
STRENGTHS: Pictures (even ads) of beautiful horses- I love the pics by C. Prill Articles about
pleasure riding Info on trail rides and events The stories sent in by readers about their
involvement with their horses and the breed. WEAKNESSES: Sometimes it feels like an
insiders magazine- the show community is apparently fairly small- you see the same people
featured over and over in all the show pics. As a pleasure rider I sometimes feel that there is not
much that pertains to me, and maybe I'm too much of an outsider- that this magazine is not really
meant for me.
Strengths: You put out an excellent, high quality magazine - it is gorgeous every time!
Weaknesses: Focus of magazine is toward the wealthy, show world
Strengths: Color lay out, interesting articles, informative Weakness: Publishing times are too
erratic, advertising cost is extremely high
strengths: showcasing the Paso Fino breed,providing profiles of trainers and Paso ranches,
insight on training from PASO trainers. weaknesses: Some articles don't go into quite enough
detail, I would like to see a more detailed article series on nutrition specifically for pasos, for
example.
Strengths-covers info on general horse care/training; lots of pictures Weaknesses-much of the
info seems to be for large farms/high income people; I'm lower income and struggle to keep
horses
Strengths-feature articles weaknesses-none
strengths-magazine presentation, many colored pictures, front and back covers,advertising
especially full page ads of horses. Regions activities. weaknesses-We could use articles from the
many people in the industry with experience to share on breeding, how to deal with business
issues from the legal side too i.e.(tax audit experiences, buying, selling, contract issues, boarding
issues).Judges info on showing horses. Question/answer segments. Articles on success stories
and failures while getting there.
Strengths--National circulation magazine. Attractive magazine. Weaknesses---Not in public
stands targeting a more broad audience. Not a monthly magazine (anymore). Need to target
advertisers other than the horse people such as Rolex, Cadillac, Food , etc.
The advertising is a strength. I would like the magazine to contain more articles / information. I
have also noticed that some of the shows have not been listed. It would be good to have a DVD
with "fun" things about the Paso world including clips from shows, up and coming horses, riders
including amateur owners, getting ready for shows - both what you need for horses and riders,
interview judges to see what they look for in the different classes (because I've seen a change
though out the years).
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The advertising is very good, but I have noticed that there are not as many stories as there used to
be.
The articles and information relating to horse and the breed in general is good. The magazine
should have more in that area and not so highly geared to the show circuit as not all members
will be participating in the shows and people even with other breeds would be more likely to
read the magazine that way
The content has vastly improved in the 26 years we have been members. The current quality is
excellent. The photographs are beautiful. I miss getting an issue every month, although I realize
the current costs are prohibitive. I always enjoyed the "insider" info when I took Quatro
Tiempos, but the scope of an organizational breed magazine has to be wider and geared to the
interests of all the membership. I would be satisfied with lesser quality paper and photographic
format if the magazine could be issued monthly.
The emphasis on show horses has little appeal to recreational riders.
the greatest strength is that you offer up coming show info. weakness are that there isn't a lot of
stories on the horse, training them etc., it seems to me that a large part of the magazine is made
up of pictures, of horses to breed to. ( to many)
The greatest strengths is the calendar of event. The weakness is needing more articles about
ethics.
The magazine needs to improve on the regional I see the need of more regional news. What the
editor think is important to him or her is not what is important to the members of the region and
at national level. the regions is what makes must of the whole . So we need to improve and
allowed more info and interaction at regional level
The magazine has a good effort but seems to fall short, but the last few months have been better.
More youth and smaller farms need to be highlighted, maybe even vet reports, show clothing
requirements, do's and don'ts, more training tips, from a variety of trainers, and judges tips what
they do and do not like to see in each show category, pleasure, performance, fino, specialty.
The magazine has improved in looks. Ads are more professional looking. Front page has been
dominated by certain farms (I'm sure they paid for it but not very fair or all encompassing) feel
should be more varied--show more of the variety of the breed. I would enjoy
learning/knowing/reading about the different members personal stories with the breed--more
about the history of the breed.
The magazine has no article of any substance. It is simply fluff. One cannot advance in their
riding skills reading the magazine and there are no articles that really address tack or equitation.
The magazine is beautiful but for me lacks content. I'm not interested in showing at all and
would like more articles on recreational riding. Unfortunately, the association seems more
interested in the fino gait for showing. That’s one of the reasons that I never registered my Paso.
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The magazine is beautiful to look at. It is helpful if I wanted to breed (choose a stallion). The ads
let me know what is out there geared toward our breed. I'm glad to see trail/endurance articles
lately. I'm very proud of the magazine and show it to my foxtrotter friends all of the time! They
pretend to not be impressed.
The magazine is forced upon members whether they want it or not. We are in a time that people
are struggling to pay for feeding their horses just to keep them. We don't need to pay out for a
magazine that is primarily there to advertise rich folks stud horses.
The magazine is well-edited and the articles are interesting and useful.
The Magazine presents itself well, particularly for an Association magazine. I would like to see a
little more on trail/endurance and other non-show activities.
The magazine sucks, it used to be full of articles, now it is nothing but ads. I don't need to read
about trucks, barns, or rich peoples ranches, I want training info, stories about real people and
their horses. This USED to be a great magazine, now it is boring and useless. WE are forced as
members to subscribe, just another rip off.
The new format does not offer anything except advertising! I am extremely disappointed with
the new design. Quite simply, it is a waste of my membership fees.
The NEW LOOK AND contents just a joy to read now
The only problem I have experienced is that I receive 5-6 copies a month instead of the one I
have requested. This has continued even after phone calls to your offices.
The overall look and quality of the magazine is great but since the new publisher has taken over,
it has become a whole lot smaller, boring and uninteresting. They did away with the November
youth issue, the National results issue was pitiful. Many of us are very unhappy with the lack of
good articles and human interest stories. I don't look forward to the magazine anymore.
The stallions for breeding is the strongest aspect of your magazine. The weakest aspect of your
magazine is the lack of importance that mares play in the breeding program
The strength is that it goes to all members. The magazine has continued to weaken though over
the last few years. There is not information about Paso specific issues, ie training, spotlighting
up & coming horses, advice Q&A section, stories about paso's. Most people don't care about
trucks, trailers, clothes, we can get that info from "anywhere!" We want the whole magazine to
be about paso finos! Why we love them, what we do with them, how to teach them, why they
are different and special.
The strength is that it should put you in touch with the association and what is going on in that
world. Sadly, it does not! I can pick up any horse magazine and learn about buildings and
tractors. I want our magazine to teach and display our unique breed!
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They send two to a household. We only need one. Only send 2 if they go to a different address.
Too directed to the big breeding farms. Not enough for the average owner.
Too much about showing and not enough on Recreational riding.
Too much ads that seem like articles and not enough about Paso people and their horses !
Too much advertising, needs to be source of information like it use to be
Too much on the big Latin farms and their training methods. Not everyone wants a performance
type response on a trail ride, in fact it turns some new buyers off of the breed. They want to see
that our pasos have a relaxed side too.
Too much Show-related info for me (advertising show stallions, etc). I mainly trail-ride and do
parades with my paso.
Too much time span in between magazines. Illinois is so removed from the what is going on
with paso finos that it feels as if I'm out here by myself! I love your articles!!!
Too oriented toward professionals and not enough things for amateurs and "backyard paso"
owners.
Too political........ Nice pictures......
Trails and Pleasure riding is most what intrests me and i have geldings...i do not breed...or
show..but, yet you insist that if a member I have to pay for your magazine..i like it..but, i think
your membership is too pricey, and too much geared to show horses..i love to look at them..but
they are not for trail..and most of your members ARE trail riders...I don’t think the price is
worthy for a trail rider..sorry..
Training articles are strengths. Weaknesses: more breed specific information, trainer directory
section being added would be nice.
Unfortunately, there is now too much emphasis on show farms/horses/trainers/shows in Florida!
There are other quality Paso relations in other parts of this great country. But anyone reading this
magazine would believe that this breed is basically only for the wealthy. This is a misconception
that existed way back in 1988 when we got involved...sad that the image is still the same.
Very good articles. I love the personal articles submitted showing love for the Paso Fino.
Sometimes for a person not interested in showing, there is WAY too much about shows, etc.
Very heavy on showing & trail riding. Extremely weak on gait & breeding. Weak on educating
people on various bloodlines & strains for particular purposes.
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We used to enjoy reading transfer/sales records. We depend on upcoming show information and
enjoy seeing show results, photos etc.
Weakness - Should be monthly. Too much advertising. I like the stories and training, health, and
other articles.
Weakness - too much advertising and not enough articles
Weakness - Coverage is mainly South East regions. Ignores the interest of many members. Less
than 20% are showers and 80% are trail riders.
Weakness are its the same thing over and over. You need articles of education
Weakness in not advertising about recreational riding. Not very educational when it comes to
Paso Finos. Strengths are pretty horses. Its predictable same thing over and over. Plus why by it
when you can see it on the internet. I think your giving out way to many issues.
Weakness is too much emphasis on breeding.
Weakness to much about breeding and showing......not enough about what most paso people
have paso's for family pleasure trail riding.
Weakness: Too show oriented.
Weakness - The magazine doesn't share the "real truth" of what comes into the CENTRAL
OFFICE to its readers..............(that, also, is a weakness of the CENTRAL OFFICE.)
Weaknesses - general horse information that I can get in other general horse mags. Needs more
paso fino related articles. Another weakness is pics at shows tend to only show the latin
owners/trainers, I realize that is the majority, but it makes it look like only latins are involved in
the breed, and to show you need a latin rider/trainer. Would also like to see the results of each
show printed.
Weaknesses - the cover being sold to the highest bidder, rather than concentrating on "notable"
Paso Finos in areas OTHER than shows/breeding. The covers seem to typically have a similar
look to them, which discourages people from really noticing what's on the cover - they should be
more distinctive and feature Paso Finos that are making waves in the horse community by their
versatility - endurance riding, trail miles, cow-penning, etc., with a distinctly different look and
color tone to each issue's cover that makes them more noticeable.
Weaknesses- there is no balance, many stories and pictures I wont not even keep in my scrap
book! You need to balance, you need information from members NOT FROM COMMITTEE
MEMBERS or officers.... you need to DETAIL pictures! making sure they are members in
good standing! not place pictures from people that only represent their AGENDA! BALANCE
BALANCE BALANCE! BALANCE! call members!!! ask them to summit pictures!! DONT
CALL THE OFFICERS! or DELEGATES or REGION PRESIDENT!!!! call the members!
you have a list, use it.
Weaknesses- too many ads for the top farms and their breeding stock Strengths - some good
articles on training - just not enough of them
When a horse owner entrusts their horse to a breeder, what recourse do your have if something
bad happens to your horse? Do you call the police? The humane society? The Paso Fino
Association? Please have articles that give direction to the person/s who have the misfortune of
having their horse severely injured while in another persons care.
Would like to see more photos and articles from the local/regional Paso Fino Horse Associations
i.e. Piedmont, Mason-Dixon
Okay...did I read that right? People think the mag is too show oriented, partially because of the show horse ads? Do they think that trail horse ads are turned away in favor of the show horse ads or what?
Posted: Tue Apr 15, 2008 7:16 am
BigJ
Joined: 28 Jan 2008
Posts: 1006
Obviously people believe what they want to believe Kerry. Has nothing to do with economics or who pays. Obviously some people believe there should be ads of trail horses paid by ???????????????---NOT THEM.
_________________ Be the change you want to see in the world. Gandhi
