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Topic: Only 2 issues a year for magazine :( (Read 3980 times)
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amy
Novice
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Posts: 2
I love Trakehners!
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I just got my Trakehner Times and was disappointed to read that the magazine will now be reduced to 2 issues a year. When I first joined the ATA there were 4 issues a year. While I understand that the budget is strained as of late, this still surprises and disappoints me.
As someone who is not an active breeder, who owns only one mare, and who will mainly be competing, and not necessarily breeding, the magazine is a big part of the membership benefits for me. It is my impression that the magazine is universally loved, and it allows us to promote our breed in such a classy and informative way. The information in the Trakehner Times reported that the reduction was mainly due to printing and subscription costs. From looking at the treasurer's report in that same issue, it appears that the magazine cost $34,000 and the ad revenue/ subscriptions were $17,000 in 2002. So that saves something like $11,000 (1/3 of 34K) for next year, less about $5000 in ad revenue (1/3 of 16K) which means we'd save about $6000 total.
I'm saddened that the magazine was again on the chopping block, and I would like to hear a little more justification if possible.
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fuzzy
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I have to wonder if the idea of using a less expensive format for the magazine (say, something like "Equine Times" - or simple black-and-white like the MWT black brochure) instead of cutting back on the number if issues was explored. I dont imagine the remaining two issues with be fatter than before . . . We don't have to have the shiny, colored pages. We do need the information the magazine brings us.
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Navar
Guest
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I was disappointed by that decision too. I really enjoy the mare and foal issue. I got a double message from the newsletter too. My overall impression was that the ATA is very solvent, so didn't quite get why the magazine was being "trimmed" back to two issues, but admittedly, didn't study all the figures that hard.
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sherry
ata
FEI
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Posts: 223
I love Trakehners!
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Okay-guys--it's time for you to put up your ideas for solving the problem--instead of just criticizing. Personally, for me, this was an agonizing decision by the board--but the money has to come from somewhere--and we've got to stay solvent. I made a personal decision that I'd prefer the magazine to give up one issue rather than increase dues, the cost of inspections, etc. What would you all be willing to give up to keep the magazine at its previous strength. Would you be willing to pay more in dues--in inspections--would you be willing to pay for advertising? Do you have any other ideas that we've missed? I'm all ears, and wait patiently for your input!
I'm all for anything anyone can think of to help solve the solvency problem--but I wasn't smart enough to come up with a solution. What say you all?
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Navar
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The other breed organizations I am involved with, i.e., the Arabian Horse Association and the American Endurance Ride Conference, both provide publications along with their membership. However, it's fair to say their membership is quite a bit greater than the ATA's. If I remember correctly, if you were a member of the AQHA, you still had to pay extra to get a subscription to their breed magazine, and their membership is huge, but so is "their" magazine.
Personally, I would pay extra to keep the ATA Magazine coming as it is. Most of my subscriptions are in the $25-$30 range, which isn't a big deal. I can't imagine that it would cost more than that to each member to keep the publication afloat.
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fuzzy
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Sorry, Sherry, if I sounded like a B#^%*. But my suggestion of finding a less expensive alternantive to a shiny full-color magazine stands.  Could the ATA swing keeping three issues (or better yet go back to four) if the magazine was newsprint, or something like those real eastate books with the nice cover but plain b/w inside? Or can we find some way to combine the roles of the newsletter and magazine? Much of the info in each is duplicated in the other, anyway. I haven't got the current mag yet, and don't know what the other publishing costs would be - odds are someone out there knows more about those things than I do. 
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sherry
ata
FEI
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Posts: 223
I love Trakehners!
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Fuzzy-okay-I think the consensus was that we didn't want to take away from the quality--here's your homework--if you have any expertise in this area--see what you can find out--I believe the board is always willing to listen to suggestions
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Lara, Gryphon Farm
ata
Gold Medallist
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Posts: 291
Trakehner Cowgirl
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I too would be willing to pay a higher subscription fee to keep the three, or better yet, four issues coming per year. Membership seems to be pretty isolated due to ata events being too far for most to attend. There are few avenues for members to come together and get to know each other and each other's horses. For new breeders and enthusiasts of the Trakehner, there are few sources of information for learning other than the magazine. Due to these circumstances, don't others feel we need to keep this source as frequent and accessible as possible? Could the magazine be an additional fee, in addition to the annual fee, for those who want to subscribe? That way inspection fees stay the same, annual membership fees stay the same, and the magazine is available to those who celebrate its arrival in the mailbox? Printing fees would go down with the quantity, and the publication's quality could be maintained by the additional fee. I would be disappointed with b/w publication, but how about some other cost-saving options like getting rid of the full-bleeds? Color doesn't need to bleed to the edges of each cover, inside cover or inside pages for readers to see the photos in full clarity. It is a beautiful presentation, and one worth keeping, but not at the expense of not seeing horses in color. What about the paper stock of the magazine? It is clearly of excellent quality, almost card-stock, - could we shave some costs by using a thinner stock? You don't have to lose the look of the 4-color, shiny presentation with such a change. Also, changes wouldn't have to be forever, just for the lean years...
Thoughts?
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Lara, Gryphon Farm
ata
Gold Medallist
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Posts: 291
Trakehner Cowgirl
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Just one more thought for a temporary, lean year, fix: What if the magazine went out in unprinted form? Members could receive the magazine via email in a file they can download and view. Those without email could view the file on the ATA website's homepage. Therefore, no costs for printing. Those without computers could go to cyber cafes to view, or sign up to receive b/w copies printed out at the ATA office.
More thoughts?
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Tannenwald Trakehner
ata
Old Hand
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Posts: 935
TANZBRISE by Windfall out of Tariana
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I think it is very sad that the mag is getting pruned again. 
Personally, I don't like the newsprint idea for the magazine. We have a newsletter already, and a very attractive magazine which is an effective promotional tool for the ATA--why make a third type of publication, or get rid of the nice magazine in favor of one that will not be as effective a tool?
Anyone, was Amy correct in her earlier post? Are we really only loosening up $6K net by losing an issue of the magazine?
We can try to make suggestions, but I think we need an idea of where the money is spent (in the mag) in order to offer any good ideas of how to trim that up.
I would suggest, instead of raising dues or inspection prices, to raise the extra money for the magazine through the magazine itself. In other words, to make the magazine come a bit closer to supporting itself.
One of the things I had suggested a year or so ago was to offer foal profiles in every issue. Why do they HAVE to come in only one? It is often not convenient to get your foal's profile in under the deadline. Some of us don't even get our foals until after the deadline, let alone get a nice picture of them. And while they are eligible for the next year, the last year's crop may be old news by then and some babies never make it in. We may catch more entries, and therefore more revenue, by having a foal profile section in each issue. I don't know if profiles are run at a profit or a loss in terms of printing, but surely they defray some costs?
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Linda R
ata
Novice
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Posts: 26
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As someone who subscribes to the magazine, but doesn't belong to the ATA (no horse yet) I have to say that I would be happy to pay a higher subscription rate to get 3 or 4 issues.
I love the color photos and glossy paper. Because of that very quality I know that all my issues will 'keep' well. One would need to carefully select alternative paper stock so to ensure that the issues wouldn't yellow over time.
In today's world I think you have to use color to keep credibility as a serious, professional organization. You can't get around the perception issue. I recently helped out at the ATA booth at the Columbus Equine Affair. The back issues that were displayed for interested folks went like hotcakes and I think it was due to their high quality and the visual appeal of the covers.
I don't know the counts of general subscribers vs full ATA members, but perhaps there could be a slight premium paid by us 'subscribers only'. I doubt that an extra $10 or $15 dollars would make a bit of difference to us as long as it was explained why the targeted cost increase was necessary.
Thanks for listening to yet another opinion!
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Karim
Guest
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Questions:
"How does Trakehner Hefte (the german monthly of the Verband) swing it by coming out every month?" (and doing a wonderful job at it).
Is it just because of economic & financial reasons that the ATA has decided to downsize the number of issues? Or are there other reasons?
There are so many wonderful articles that can be translated from the Hefte that can educate us in the history of our horses, breeding, pedigree, competition, pix, etc... Any of these articles WILL draw more readership & additional subscriptions. Or by getting the general membership involved in writing articles.
Tannenwald, I like your smart idea of more foal profiles in every issue & I'd like to see it expanded with more
"horse profiles" to include mares, geldings & stallions. I catch myself spending a good amount of time going through those sections.
Lara, I prefer the print version. I like to touch the magazine & take it with me everywhere in that format (my op.!).
Sherry, let me know if I can be of any help in putting the magazine together or in organizing the upcoming mare inspection(s).
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Kim Turner
ata
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Posts: 39
The journey... That's the reward!
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Hi Sherry (and all others),
I too enjoy the full-color magazine. I agree that the magazines help to keep us all connected. I would be
very willing to pay extra dues in order to fund the magazines.
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shadytrake
ata
Gold Medallist
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Posts: 263
I LOVE Trakehners!
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1. Why don't we have an online newsletter only and use the printing/postage savings towards the magazine. That is what the West TN H/J Association has done. By the time you get all of the newsletter stuff together by the deadline, the information is outdated anyway (IMHO). If you make the newsletter available online only, then the information is more current and easily edited.
2. If we can commit to keeping the 3rd issue (and add the 4th back later), I only hope that it will be a little heavier in content than the last issue. In my opinion, last year's issues were a little slim compared to when I first joined the organization. I don't have a suggestion for this topic, but I am trying to come up with an idea.
3. I really do not agree with reducing the magazine. If we want to attract new members and new clients, this is not the item to cut back. We want people to think we are a first rate organization with the highest standards. In my opinion, the magazine is the FIRST IMPRESSION. When I joined the association, they sent me a current magazine with my packet and I was VERY IMPRESSED with the content and the quality. And of course, going to the Annual Meeting was the icing on the cake. 
By the way, are these suggestions making it back to the "right" people or do we need to direct them elsewhere?
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sherry
ata
FEI
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Posts: 223
I love Trakehners!
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Karim-I certainly believe that the financial implication was the ONLY one driving the decision--
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horses
ata
Preliminary
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Posts: 69
I LOVE Trakehners!
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Just a quick question. Would the difference between the Trakehner Hefte magazine and the ATA magazine be that one is put together with volunteers and the other with a paid staff?
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sherry
ata
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Posts: 223
I love Trakehners!
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Nothing is ever written in stone--and I suspect that if you could present a list of the membership which would be willing to pay a separate price for the magazine--we might be able to go back to four. But remember, also--the volunteers who put that thing together work endless hours--and if we can't come up with more help for them--we might not be able to do it, regardless of the financial ramifications. I certainly have no expertise in this particular area, and would end up being about helpful as a pregnant pole vaulter.
Please feel free to contact me with what ever ATA questions arise as a result of this forum--while I can't speak officially for the Board, I can give you my best opinion--and find any answers I don't know. But I think that privately contacting me with those questions would more discrete--and therefore the better part of valor.
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Khataan
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Posts: 20
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pregnant pole vaulter, Oh my, I will have to remember that one!
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Karim
Guest
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I have a couple of ideas that may work for all of us, including the ATA.
From reading the posts, it seems that most participants are open to paying higher dues to have more than 2 issues of print. Now be honest with yourself & tell me how much more are you willing to pay? What if ATA comes up with 4 issues per year, without you having to pay more in dues or other fees? Would you be willing to make a FIRM COMMITMENT & prepay to have your ad printed? This way you are getting something for your money. You are not a breeder, no problem, advertise your business, yourused tack, your car, your needs (as long as you keep it clean :-), etc...
Sherry, horses are expensive, as we all know. In the old days they used to call it the Sport Of The Kings, and for a good reason. Now wherever there are horses, there is MONEY! Money to spend, money to be earned. Wherever there is money, there are advertisers, like Mercedes-Benz, Audi, BMW, Tifany's, Rolex, HBO, etc... Just take a look at some European horse magazines & get the idea I am trying to bring home. If some of these Big Advertisers are sponsoring events in Germany & have already established a relationship with the Verband, then all we got to do is to tap into it. We just need to get our act together, have a script & approch the BIG MONEY ADVERTISERS. We all use these German saddles, but have we approach any of the makers to have full page adson our mag? We all use boots, wraps, horse mediactions, leather, bits, and the services of our vets, but have we approched them to put ads on our mag? I don't think so! Then maybe this is our call to make the call. Let us form advertising subcommittees, by zones, and subzones, and each of us accept the challenge of approcahing some of these businesses by spending 30 minutes per day, 5 days per week & generate more business for the ATA, for our Trakehners, and for ourselves! We can do it!!! I think YES!
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Tannenwald Trakehner
ata
Old Hand
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Posts: 935
TANZBRISE by Windfall out of Tariana
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Thank you Karim for bringing up something that has lurked only half-formed in my mind and probably in the minds of others here.
As sort of an aside, personally, I don't want to be levied with a dues-increase to pay to restore the magazine to the frequency it used to have, or for any other purpose that could be handled through better management/use of resources. It is hard enough to run a horse farm as a business under the IRS scrutiny without having the ATA dues and/or other fees bumped.
The magazine is run by volunteers who have done a bang-up job in getting it out in print. Let's not diminish their efforts or accomplishments.
But I agree the magazine needs to do more in terms of pushing for advertising dollars. The advertising rates of the magazine are quite low in terms of any company's national advertising dollars. A 4-issue commitment at the present rates is a drop in the bucket to most manufacturers and businesses within our industry.
The list of places to approach is almost boundless: Don't we all use products we have seen advertised in other magazines? I haul a Brenderup trailer, with a Mercedes SUV. I use Woody Pet bedding. I installed fencing from the Centaur/Spur people. I shop at State Line Tack, and Dover, and Jeffers, and so forth. I buy supplies manufactured by Farnam. The list goes on for only horsey-expenditures, let alone big sponsors (Crown Royal, HBO, etc etc).
When I solicited donations for the ATA silent auction I thought, what the heck, and even sent a letter to Stubben. They responded and said, gee, we would, but we make our commitments earlier in the year. This was the stance a lot of the bigger companies took.
So, what needs to be done, in my opinion, is:
1. We have a group of people motivated and dedicated to snare that advertising money, by doing the initial approach and by making/fielding phone calls in follow-up;
2. We revamp our advertising fee structure, letting members have the benefit of the current rates and bringing others inline with other horse publications;
3. We prepare a media kit, including a rate card and some issues of the magazine in a nice folder, and we expound on the fact that while distribution may be small, readership hold onto those magazines for eternity, and the readership are doggedly loyal and likely to take notice of which businesses are supporting their publication through advertising;
4. We prepare a basic pitch letter, as well as one that can be personalized by any person who has some kind of connection to the business being approached (example, I would happily personalize a letter to the Brenderup people because I invested in their business by buying their product);
5. We generate a list of who to approach;
6. Toward the end of the fiscal year, we issue our media kits and ask for their advertising business in the next fiscal year;
7. We respond to inquiries and increase revenue for our magazine.
Another thought, perhaps for a 4-issue commitment, we offer advertisers a banner or what-not to be displayed at all ATA functions?
This could be done. Takes work and people willing to do it. And people who believe it can be done.
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Jennifer
ata
Gold Medallist
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Posts: 323
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All the discussion about ways to restore the third issue and maybe going back to 4 issues a year of the ATA Magazine has gotten lively! But, I think we really need to consider where the volunteers will come from to pull together each issue. The present issue teams are experienced, but they put in long, unpaid hours on the issues for which they are responsible. Unless there are volunteer teams with as much experience for each of the other issues, it may be that even if the money is found for the additional issues, there will be no one available to create them. I'm sure that we would like the quality of the magazine to remain high. This will only happen if we have teams that work to the same quality standard.
Just to play devil's advocate for a moment, I'll ask these questions. Who among you is willing to start working on the existing volunteer teams for the planned magazine issues in 2003 to start learning the ropes of magazine production? Who has the expertise to be an editor? We can't assume that the volunteer editor for the Stallion issue would also volunteer for the Performance issue, for example. We can't just draft the existing hard working folks that work on one issue to work on another! I think that would be expecting too much! Don't you all?
I do agree that the more info we can get about Trakehners via the magazine the better! But, its not just a question of $ resources, its also a question of volunteer human resources.
Jennifer
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sherry
ata
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Posts: 223
I love Trakehners!
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Khataan--the whole quote is "go over like a pregnant pole vaulter"--I can't remember where I first heard it--but it does bring something to mind, doesn't it?
Jennifer-I think you've hit the proverbial nail on the head!
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