2021 Media Kit - YOUR CONNECTION TO DRESSAGE EDUCATION COMPETITION ACHIEVEMENT - USDF
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2021 Media Kit
© John Borys Photography
© John Borys Photography
YOUR CONNECTION TO DRESSAGE
EDUCATION • COMPETITION • ACHIEVEMENT
Danielle Titland, Advertising Sales Representative
720-300-2266 • dtitland@usdf.org
www.usdf.org
As the largest organization to represent a single Olympic equestrian discipline, USDF provides access to the most dedicated of
equestrian athletes. Not only do these athletes demand the best for themselves, whether it be in the barn or riding down the
centerline at the US Dressage Finals, but USDF members also spare no expense when it comes to their equine partners, always
interested in the newest innovations, supplements, medications, and products related to maintaining a happy and healthy
horse. Most USDF members exhibit a lifelong dedication to the sport, even after their competitive career has ended, through
their continued roles within the industry and by using their experience and influence to guide the sport into the future. In
addition to serving as trainers, breeders, officials, and educators, these influencers also make up the dedicated volunteers who
not only keep the sport alive through their hard work on the ground and in our communities, but also steer the future of the
organization as whole, through their roles within USDF’s governance. It is because of these dedicated members that USDF is
looked to as the authority on dressage in the US. With nearly 30,000 members, over 100 affiliated organizations, and a plethora
of educational programs, USDF is the go to destination for dressage education, competition, and achievement.
USDF
28,210
BY THE NUMBERS
• 90% are adults with 84% over the age of 35
• 96% are female
members in 2018
+ 252
business members
• Over 75% attended college
• 55% of the membership has an income
65%
of $100,000 or more
an average of 3 horses/person
• Over 90% of members surveyed have
purchased saddles/tack or riding apparel in
the last three years
of members an average of 9 horses/business • An average of 10% of members surveyed
own a horse plan to purchase arena footing and grooming
implements, a barn, or a tractor in the next
85% compete
five years
OVER of members • Over 80% of members surveyed use the
following products: Feeds, Supplements, and
Vaccinations/Wormers.
86,503
• Over 3,000 awards presented annually
rides down
centerline • Over 2,000 people annually attend USDF
educational events
in 2018 • Average over 14,000 horses competing
7.6%
annually.
increase • Top 3 breeds:
in the number of 50% Warmbloods
recognized shows 26% Thoroughbreds
over the past 4 years 19% Quarter Horses
Our Publications
Print
March/April 2020
USDF Connection
Official Publication of the United States Dressage Federation This is the official publication of
2019 USDF, with the ability to speak
YEARBOOK
2019 Adequan®/USDF Grand
frequently, directly, and expertly to
our members. Published six times a
Prix Dressage Horse of the Year
Suppenkasper and Steffen Peters
year. Also available online.
USDF Member
Guide Includes USDF, USEF, and FEI tests; education, award, and championship information.
Visit any dressage
show—whether
it’s one of nine
Permit # 559
Lebanon Junction, KY
PAID
U.S. Postage
NONPROFIT ORG.
Great American
Insurance
Group/USDF US Dressage
Regional Dressage
2020 MEMBER Finals Program
USDF
Championships, GUIDE
This complimentary program is
any of more than
First of its kind. distributed to all competitors,
800 USDF-recognized competitions, or a
Still one of a kind.
trainers, horse owners, and
schooling show—and you’ll find the USDF After 30 years, Adequan® i.m. (polysulfated glycosaminoglycan) is still the only FDA-Approved
spectators at the annual US
1, 2
equine intramuscular PSGAG prescription available. And still the only one proven to:
Member Guide in the hands of riders,
Restore synovial joint lubrication
Repair joint cartilage
Dressage Finals. This premier event
Reverse the disease cycle
Reduce inflammation
trainers, and horse-show parents. It includes Adequan® i.m. actually treats degenerative joint disease, and not just the signs.
Ask your veterinarian if Adequan® i.m. is the right choice for your horse. Learn more at adequan.com.
showcases the top adult dressage
USDF, USEF and FEI dressage tests along
competitors from across the
with USDF programs, USDF Awards, and
BRIEF SUMMARY: Prior to use please consult the product insert, a summary of which follows: CAUTION: Federal law restricts this drug to use by or on the
order of a licensed veterinarian. INDICATIONS: Adequan® i.m. is recommended for the intramuscular treatment of non-infectious degenerative and/or traumatic
joint dysfunction and associated lameness of the carpal and hock joints in horses. CONTRAINDICATIONS: There are no known contraindications to the use of
country, vying for national honors.
intramuscular Polysulfated Glycosaminoglycan. WARNINGS: Do not use in horses intended for human consumption. Not for use in humans. Keep this and all
medications out of the reach of children. PRECAUTIONS: The safe use of Adequan® i.m. in horses used for breeding purposes, during pregnancy, or in lactating
mares has not been evaluated. For customer care, or to obtain product information, visit www.adequan.com.
Championships information. It is a USDF
To report an adverse event please contact American Regent, Inc. at (800) 734-9236 or email pv@americanregent.com.
Please see Full Prescribing Information at www.adequan.com.
1 Adequan® i.m. Package Insert, Rev 1/19.
2 Burba DJ, Collier MA, DeBault LE, Hanson-Painton O, Thompson HC, Holder CL: In vivo kinetic study on uptake and distribution of intramuscular tritium-labeled polysulfated
glycosaminoglycan in equine body fluid compartments and articular cartilage in an osteochondral defect model. J Equine Vet Sci 1993; 13: 696-703.
member benefit. The USDF Member Guide
Adequan and the Horse Head design are registered trademarks of American Regent, Inc.
© 2019, American Regent, Inc. PP-AI-US-0214 02/2019
is also available online.
5480 Adequan 2019 HO Ad USDF.indd 1
Finals_program_cover 2019.indd 1
4/29/19 11:03 AM
8/27/2020 3:20:02 PM
Digital
YourDressage.org
USDF Publications
E-mail
We also offer advertising banners in our monthly
USDF Publications e-mail, which invites USDF
members to view the latest digital publication
offerings including USDF Connection.
In April 2019, USDF launched
YourDressage.org as a new online product
that serves as an additional
member benefit, as well
as an exciting, more
USDF.org
user-friendly delivery USDF offers banner
method for USDF ads on our website,
USDF.org, as well as the
editorial content, as
official USDF source for
well as multimedia. See the most accurate and
standalone page for first complete dressage scores,
year statistics. USDFScores.com.
USDF CONNECTION
Official Publication of the United States Dressage Federation
USDF Connection is USDF’s member magazine. In addition to
being mailed to the full USDF membership, six times per year, With an average
each issue is made available online, and maintained as an archive circulation of more
on the USDF website, for future viewing. So, for a direct line
than 20,000 copies,
to the country’s most committed dressage Is This Your Last Issue? (p.
27)
January/February 2020
USDF Connection
enthusiasts, USDF Connection is the place Official Publication of the
United States Dressage
Federation
to be!
2020 STALLION
AND SPORT-HORSE
BREEDING ISSUE
is read by more
than 80,000
Nadine Schwartsman on the
US-bred Jhocolate R
USDF Responds
to COVID-19 Crisis
(p. 6)
May/June 2020
dressage
Set Your Horse
Official Publicatio
n of the Unite
d States Dress
age Federation enthusiasts.
“We have always had a wonderful relationship with USDF. We up for Succes
s
Warmup Strategies Are
Focus
USDF Trainers Conference of
have found that USDF members have a proven track record of
(p. 36)
Permit # 559
Lebanon Junction, KY
PAID
U.S. Postage
Move up to Second Level
NONPROFIT ORG.
with Beth Baumert (p.
30)
dedication to the sport and the well being of the horse. Fund-Raising Ideas for
GMOs
The nature of dressage necessitates the need to sustain Trainers Conference July/August 2020 Recipient of
their equine partners through a long-term competitive
demo
Kasey Perry-Glass on rider
Mistico TM
more than 30
career. Because of this, they view their equine athletes Official Publicatio
n of the Unite
d States Dress
age Federation
AHP Equine Media Awards
Health Issue
not only as partners, but also investments, making USDF
Permit # 559
Lebanon Junction, KY
PAID
U.S. Postage
NONPROFIT ORG.
Special Horse-
What’s Under Foot?
including
members the perfect consumer for our equine products.
The Latest in Dressage
Do Stereotypies Affect
Farriery
2016 General Excellence
Performance? (p. 34)
Need to Know
Safe Sport: What You
USDF Connection and related digital properties have
consistently provided us with the perfect opportunity to
connect with long term customers.”
-Kathy Sedlak, Assistant Vice President Great American Insurance Permit # 559
Lebanon Junction, KY
PAID
U.S. Postage
NONPROFIT ORG.
Among American dressage enthusiasts, United States Dressage Federation members are unquestionably the
most committed. To further their equestrian educations, in pursuit of their competitive goals, and to support
the sport they love, they have chosen to become part of our country’s only national dressage organization and
its affiliated local and regional dressage associations.
USDF members—from Olympic-level competitors to eager new enthusiasts—share a common passion: to
become the best dressage riders, trainers, officials, and horse owners they can be. They seek the best possible
training, care, and equipment for their horses and themselves, and they have the dedication and
the resources to pursue their quest for a “10.” The USDF’s award-winning magazine, USDF
Connection, and the accompanying stable of USDF digital and social-media outlets help USDF
members learn, share their journeys, and celebrate their achievements in the sport of dressage.
Join us!
Jennifer Bryant
Editor, USDF Connection Editor’s Note
1,500
1,000
500
June 2019 August 2019 October 2019 December 2019 February 2020 Apr
YourDressage.org
Analytics All Web Site Data
New Visitor Returning Visitor
Users New Users Sessions Acquisition Overview
68,087 68,251
April 1, 2020 marked the 112,183
one-year anniversary of YourDressage. In its 17.4%
All Users
first twelve months, YourDressage had upwards of 70,000 unique users, 100.00% Users
averaging approximately 5,000 new users per month. Impressively,
it alsoofboasted
Number Sessions peraUser
monthly return user rate of Pages
Pageviews nearly 30%, withPrimary
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per session. 3.97 Top Channels All Goals Edit Channel Grouping
82.6%
Avg. Session Duration Bounce Rate
Top Channels U
00:01:07 1.65%
Social
Direct
Over 70% of the traffic to YourDressage is driven by 7.2%
Organic Search
1,500
ge.org
b Site Data USDF social media (Facebook, Instagram, Twitter, Go to report 17.1%
Language YourDressage.org Users
Referral
% Users
LinkedIn), with an overwhelming margin (75.7%) Analytics All Web Site Data (Other) 1,000
1. en-us 59,717 87.77%
coming from Facebook. The second highest driver of Demographics: Overview
traffic is the USDF website, with over 18%. Apr 1, 2019 - Apr 1, 2020
2. en-gb 72.1% 2,019 2.97% 500
All Users
3. en-ca 100.00% Users 1,857 2.73%
May 2…
4. en-au 1,182 1.74%
Key Metric:
54.16% of total users Gender 49.38% of total users
5. nl-nl Age 406 0.60%
54.16% of total users Gender
female male
6. de-de 30% 314 0.46%
Acquisition B
The 7.average
sv-se user of 285 0.42%
10.9% Users New Users Sessions Bo
YourDressage reflects
8. nb-no 282 0.41%
directly the demographics 20%
9. en-nz 68,087 215 0.32%
of the organization, 68,251 112,183
with10.the
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10% 1 Social 50,119
over 35 years of age and
overwhelmingly female. 89.1%
2 Direct 11,913
0%
5-44 45-54 55-64 65+ 18-24 25-34 35-44 45-54 55-64 65+
3 Organic Search 4,997
© 2020 Google
4 Referral 2,422
Recipient of
The preponderance of content on YourDressage is unique of two
and generated by the dressage community itself. From general AHP Equine
16
Media Awards © 2020 Google
© 2020 Google 5 (Other)
in 2019
horse-lover, to dressage fans, or your average adult amateur, the first year
YourDressage features stories from many different perspectives and of publishing
many different sub-sects of the dressage community. This diverse To see all 5 Channels click here.
content creates wide appeal for dressage enthusiasts, youth, adult
amateurs, and professionals alike. YourDressage provides content
of interest to everyone, young and old, and that appeals to your
average horse lover or the most dedicated of USDF members.
Editorial Calendar & Deadlines
USDF Connection
Issue/Topics Insertion Orders Due Ads Due
January/February 2021: Stallions, breeding, and sport horses
The state of the sport-horse market How to donate a dressage horse Intro to the FEI 11/5/2020 11/15/2020
Children’s program
March/April 2021: 2020 Yearbook
Adequan®/USDF Horses of the Year Year-end award winners US Dressage Finals, 1/5/2021 1/15/2021
Regional Championships, Breeders Championships results USDF convention coverage
May/June 2021: Down center line
USDF Trainers Conference Dealing with heat Mental health and the dressage 3/5/2021 3/15/2021
professional Equestrian-themed wineries
July/August 2021: Horse Health
Guide to the prepurchase exam Should you turn out your dressage horse? How 5/5/2021 5/15/2021
equine-biomechanics researcher Dr. Hilary Clayton rewrote the dressage rule book
September/October 2021: Youth
Budget European travel for the dressage enthusiast Winter as a working student in 7/5/2021 7/15/2021
Wellington USDF convention preview
November/December 2021: Tokyo 2020 at last!
Olympic and Paralympic Games dressage coverage Guide to rider protective headgear 9/5/2021 9/15/2021
2021 North American Youth Championships dressage coverage Holiday gift guide
YourDressage.org
Issue/Topics* (these are subject to change and other stories will appear regularly) Inserion Orders Due Ads Due
January: Salute to Verdades 12/1/2020 12/15/2020
February: “Help, my horse fell and can’t get up!” A dressage horse’s amazing recovery 1/1/2021 1/15/2021
March: Meet bestselling mystery novelist and dressage enthusiast Jacqueline Winspear 2/1/2021 1/15/2021
April: Dressage as art: essay by international trainer Kathy Connelly 3/1/2021 3/15/2021
May: They keep on giving: Multiple USDF medal-winning schoolmasters 4/1/2021 4/15/2021
June: Find the right bit for your dressage horse 5/1/2021 5/15/2021
July: Meet the USDF Volunteer of the Year 6/1/2021 6/15/2021
August: How to find your next dressage horse 7/1/2021 7/15/2021
September: Postcard from Tokyo: Behind the scenes at the Olympic Games 8/1/2021 8/15/2021
October: Postcard from Tokyo: Behind the scenes at the Paralympics 9/1/2021 9/15/2021
November: The magic of training in Europe 10/1/2021 10/15/2021
December: Backstage at the 2021 US Dressage 11/1/2021 11/15/2021
USDF Member Guide US Dressage Finals Program USDF.org & YourDressage.org
Inserion Orders Due Ads Due Inserion Orders Due Ads Due Inserion Orders Due Ads Due
7th before the 15th before the
9/5/2021 9/15/2021 9/30/2021 10/7/2021 published month published month
Ad Dimensions - Print
USDF Connection
Trim Size...................8.125”x10.875”
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Outside Back Cover 3.425” x 8.5”
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USDressage Finals Program
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x Contact Danielle Titland, Advertising Sales Representative
160
720-300-2266 • dtitland@usdf.org
Artwork Requirements
Artwork Requirements
Print Digital (Online Properties)
File Format File Format
• PDF (.pdf) – high resolution press quality file with • PNG (.png) – web resolution @ 72 or 100 dpi
embedded fonts, no crop marks • JPEG (.jpg) – web resolution @ 72 or 100 dpi
• TIFF (.tif) – high resolution @ 300dpi File Specifications
• JPEG (.jpg) – high resolution @ 300dp • RGB color (No spot colors or CMYK files)
File Specifications • Files should be actual (100%) ad size
• CMYK color (No spot colors or RGB files)
• Files should be actual (100%) ad size
Submitting Files to USDF
• E-mail ad files, up to 10MB, to connection@usdf.org and cc dtitland@usdf.org
• Larger files should be uploaded using a file transer website, such as DropBox.
• Notify via e-mail (dtitland@usdf.org) that the files have been uploaded. Include company name, contact
information, size, and insertion information
USDF Advertising Policies
USDF Advertising Policies
• Advertisements are accepted upon the representation that advertiser and agency have the right to publish
the contents thereof.
• All contents of advertisements are subject to publisher’s approval. Publisher reserves the right to reject or
cancel any advertisement at any time.
• Copy that is in variance with official USDF records or agreements may be changed as necessary to meet the
requirements by USDF.
• Changes from a previous advertisement must be received by the material due date, or the ad will run as
previously printed.
• Cancellations or changes must be made in writing and may not be made after the material due date.
• Frequency discounts will be applied only upon receipt of signed contract before the first ad material due date.
• New advertisers must send first payment by material due date. Prior advertisers will receive an invoice after
the ad is published. Subsequent ads will not be run if previous ad is not paid within 60 days of invoice. A 1.5%
finance charge per month will be assessed on balances over 30 days.
• If an agency fails to make payment in full within 60 days of invoice date, USDF reserves the right to bill the
client directly for the full amount, and hold both parties responsible for payment.
• Advertiser and its agency agree to indemnify and hold publisher harmless against any expense or loss
by reason of any claims arising out of publication. Publisher shall have the right to hold advertiser and/or
its advertising agency jointly and severally liable for such monies as are due and payable to publisher for
advertising which advertiser ordered and which was published.
• Publisher shall not be liable for any costs or damages if for any reason it fails to publish an advertisement.
• Publisher is not liable for delays in production, publication, or distribution.
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