30 Most Notable Launches of 2007


Thoroughbred Style

When people hear the name Thoroughbred Style, they might be tempted to think that the magazine is just about horse racing, but it is more than just horse racing. It is about the elite lifestyle that is associated with horse racing, offering an interesting blend of horse racing, human interest and lifestyle articles.

So, it is clear that this magazine is targeted toward more affluent consumers looking to capture the essence, the passion and the appealing lifestyle of the thoroughbred racing experience. And for those readers, it doesn’t disappoint.

It has an elegant look and feel, even the cartoon horses on the cover have an air of elegance. It gives potential consumers the impression that they are being given an exclusive look into a select club. And to that point, a subscription to Thoroughbred Style includes a membership into the Racing Club, a horse racing club for subscribers only.


Larry Simpson
Executive Editor

1. What do you consider the single most important achievement your magazine has accomplished in today’s marketplace?
Our unique blend of horse racing, human interest and lifestyle has reached out and widened the demographic in a traditionally “closed market”.

2. Looking back, what was the most important hurdle you were able to overcome?
Overcoming the conservatism inherent in many who are involved in the industry, which has a rich history, and is steeped in tradition.

3. What was the most pleasant surprise?
The attraction of first rate writers, and other, having seen the magazine, volunteering to contribute.

4. What is the biggest challenge you are facing today?
The maintenance of the brand which requires a broad base of advertisers in the luxury lifestyle space. With a limited number of advertising pages available the challenge is to remain eclectic.

5. Imagine you have a magic wand and you can strike the magazine and make it human? Describe that human being.
My friend Thoroughbred Style is a welcome addition to your guest list at the track, the office, or at home; a great conversationalist, my friend will always be informative and will appreciate and complement the diverse lifestyles of all present.

6. The number of new magazine launches has been on a steady increase. What advice do you offer to someone wanting to start a new magazine?
Research your concept with as many potential consumers as possible in your market niche. Take advice from someone who has new launch experience.

7. Finish this sentence: in 2011 your magazine will be…
The most read and respected among those who are connected with, or have a love of Thoroughbred horses. We will be publishing in four continents, and our brand image of racing, human interest, and luxury lifestyle will have been retained and refined to continually expand our readership in an ever widening demographic.