Specialized horse magazines serve discipline-specific audiences while general titles appeal to all riders. Organizational journals remain a member benefit. Since the 2000s the market has shifted toward digital and hybrid publishing; classifieds have largely moved online to social platforms and dedicated equine sites. Youth-targeted publications and online channels help introduce new riders who often move on to adult equine media. Publishers now combine print, web, video and social media to connect readers and advertisers.

Niche versus general horse magazines

Horse magazines range from highly specialized titles that focus on one discipline (dressage, eventing, showjumping, endurance, barrel racing, trail riding) to broad general-interest publications for the all-around rider. Specialized magazines serve devoted readers and carry advertising targeted to the needs of that sport: trainers, tack, competition kit and discipline-specific services.

Membership publications and organizational journals

Many riding organizations publish a magazine or journal as part of membership benefits. These publications are often used to promote events, publish results and communicate rule changes or clinic schedules. Practice varies by organization - some include a printed issue, others provide digital access or a members-only newsletter.

Classifieds, buying and selling - then and now

Before widespread internet use, printed horse magazines and classifieds were the main place to buy and sell horses, trailers and equipment. That role has migrated largely online. Today buyers and sellers use general marketplaces (social media and classifieds), specialist equine classified sites and forums. Many magazines still host classifieds on their websites to retain that audience.

Print to digital - the modern landscape

Since the 2000s, the equine publishing sector has shifted toward hybrid and digital models. Some long-running titles maintain a printed edition, others have reduced print frequency or emphasize web content, email newsletters, video and social channels. Publishers also use short video (YouTube, TikTok), Instagram and podcasting to reach readers and younger audiences. This shift has broadened access to horse content while changing how advertisers budget for visibility.

Young readers and the pipeline to adult audiences

There are still publications and online channels aimed at children and young teens with stories, activities and competitions. Those early connections to horses often encourage continued participation in riding and, for many, a transition to adult-oriented equine media or local club publications. Schools, riding schools and youth programs also play a role in keeping the next generation engaged.

What this means for readers and advertisers

General magazines remain useful for buyers looking across disciplines; niche titles deliver deeper technical coverage for committed competitors. Online marketplaces and social media have made buying and selling faster and more visible, but reputable magazines and organizational journals remain important sources for vetted content, expert commentary and community news.

Final note

The core value of horse magazines - connecting riders, sharing expertise and advertising equine goods and services - endures. The formats and channels continue to evolve, and most publishers now combine print, web and social media to reach diverse audiences.

: current status of specific long-running equine titles and which have moved fully digital.
1: examples and current status of popular pony magazines for young readers.

  1. Confirm current status (print, digital or hybrid) of major long-running equine magazine titles.
  2. Identify current popular pony magazines and children's equine publications and confirm their publication status.

FAQs about Horse Magazines

Are there still printed horse magazines?
Yes. Many equine titles still publish print editions, but the sector has shifted toward hybrid models where print is complemented by websites, newsletters, video and social media.
Where do people buy and sell horses now?
Buying and selling happens on a mix of channels: social media marketplaces and groups, general classifieds, specialist equine classified sites, and magazine websites that offer classifieds or vetted listings.
Do riding organizations include magazines with membership?
Some do. Many organizations provide a members' magazine or journal, either in print or digital form, to share results, event information and official notices.
How can young riders find age‑appropriate horse content?
Young readers can find stories, activities and competitions via youth-focused magazines, publisher websites and child-friendly sections of equine sites. Local riding schools and youth programs also suggest age-appropriate resources.
How has advertising changed in horse magazines?
Advertising has broadened beyond print classifieds into digital ads, sponsored content, video sponsorship, social media promotions and marketplace listings, allowing advertisers to target by platform and audience demographics.