W The SouthWest Chat


elcome to the January issue of SouthWest Horse Trader. If you are picking us up for the first time, welcome. I sure hope that you enjoy


our Stallion issue. There are some really nice handsome men to choose from. It’s hard to believe that this is our 20th year. Yes,


you read that right . . . 20 years of serving the South- West Region equine readers and their horses. Over the years we have featured some really nice horses on our covers. Some were just at the start of their careers while others were headed for retirement. Many of these earlier horses featured have gone on to pass on their winning ways to their offspring and have become record pro- ducers and the best the industry has to offer. There have been lots of changes in the horse indus-


try since we started this magazine. We now have em- bryo transfers, clones, 5 panel testing and testing for specific genes like if a horse carries the splash gene. AQHA now accepts cremellos and the white rule has been blurred into extinction. We have cell phones that are as fast as many com-


puters, facebook, instagram, twitter and linked in to name a few. And the marketing of our horses is constantly


UPCOMING ISSUES*


* February: The Breeders Issue * March: Farm & Ranch Issue * April: Tack & Apparel Issue * May: Transportation Feature


changing. We went from videos on casettes to posting a short video on your website to I’ll just upload it to facebook. Editing software comes


on your phone or tablet making everyone a graphic artist and a web designer. We went from U.S. based slaughter houses to ship-


ping them across the borders. This change dropped the bottom out of the horse market which is still struggling to recover. The latest marketing tactic is to declare your sale barn a kill pen and put a deadline on the horse and watch people donate a little at an inflated price for one “kind” individual to take this horse home. In the last year I’ve noticed another trend to sell tickets on a horse that equals your sale price. When all the tickets are sold, a name is drawn and you own a horse at the price of your ticket. And then, sadly, there has been the loss of our work


ethic. We went from a society of hard workers who car- ried insurance and reported to jobs until retired to a so- ciety of “give me,” where gofundme is considered insurance and government assistance is a job. This atti- tude bothers me the most. The answer isn’t black and white but we must continue to teach the younger gener- ation responsibility, pride and good values even if it res- onates on deaf ears. w


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The SouthWest’s Marketing Guide for the Equine Industry


The SouthWest Horse Trader offers equine enthusiasts and affiliated busi- ness’s a regionwide unbiased commu- nication guide to promote the sale of horses, equipment, products or serv- ices. Our staff works hard to provide the SouthWest region with up-to-date and comprehensive information on horse show events as well as to bring together buyers and sellers of different levels and disciplines. Our customer’s advertisements will receive the maxi- mum exposure for their advertising dollar and distribution as well as the highest quality reproduction in our market.


Publisher


Equine Publishing Concepts, Inc. Splendora, TX 77372


Editorial Roberta Johnston - Editor


Kasha Ford - Graphic Artist Advertising Account Reps


Louisa Zai • Jessicah Keller Correspondents


Laura Cannon • Sherri Mell Mailing Address


SouthWest Horse Trader P.O.Box 1865


Splendora, TX 77372-1865 (713) 562-8846


Fax: (281) 689-7290


advertise@swhorsetrader.com www.swhorsetrader.com


© Copyright 2018. All rights reserved. No part of this magazine may be reproduced or copied in whole or in part without written permission of the Editor.


The SouthWest Horse Trader does not endorse and is not responsible for the contents of any ad in this publication. Neither that information nor any opinion which may be expressed here constitutes a solicitation for the purchase or sale of any secu- rities. All advertisements are accepted & pub- lished on the representation that the advertisers and/or agencies are properly authorized to pub- lish the contents & subject matter thereof. The SouthWest Horse Trader reserves the right to refuse any advertising.


The SouthWest Horse Trader assumes no fi- nancial responsibility for errors in or the omission of copy. The publisher will be responsible to no greater extent than the cost of the advertising space occupied by the error.


The SouthWest Horse Trader is published 12 times a year by Equine Publishing Concepts, Inc. Subscription rates: One Year $19 via third class mail. Single copies: $2.50 US, first class. Third- Class postage paid at Houston, TX.


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