2. Ariat Presentation Info April 30, 2009

3. The Equine Market - Over 17 million participants - Employing more than 1.4 million people - 9 million horses - Of which 7 million are active in showing and recreation - Impact of more than 112 billion on GDP

4. Size of the Industry Total combined monthly print circulation: 435,000 2.3 Readers per copy, totaling 1,000,500 500,000 unique internet visitors per month 1.5 Million Total Network Impressions Per Month 1.9 Million people own horses Primedia Equine Network Single Largest Reach in the US Equine Market

5. Ariat Equine Network Equishopper.com AAEP Educational Partner Horsemastership Programs Team Horse & Rider EquiSearch.com Equine.com America’s Top Hands-on Owners, Breeders, Vets Top English Trainers Top Western Trainers 500,000 Unique Monthly Visitors EQUUS: 144,000 Practical Horseman Dressage Today Instride 134,000 Horse & Rider 161,000 2 Million Horse Owners

6. EQUUS Largest Horse Care Publication in North America Equus is a major and vital piece of our media plans. They make it easy and affordable to reach our target customers… Media Director, Farnam Products They own more than 20 acres and care for an average of five horses Most award winning magazine in the history of equine publications with 18 American Horse Publication awards in last 4 years Reader spends an average of 90 minutes with each issue.

7. Horse & Rider The ideal western customer for your product Clinton Anderson is proud to be a Team Member of Horse & Rider, a top notch publication that allows us to reach a large amount of equestrians. Rick Smather, Down Under Horsemanship Family oriented living and own nearly 30 acres on average. spans the world of trail riding, breed shows, cutting, roping, reining 89% care for their own horses

8. Practical Horseman The Essential Magazine for the English Rider Typical Reader: Christine DeHerrera Career: Public Relations I have been a subscriber to Practical Horseman for 18 years! I always look forward to George Morris’s column to test myself! These horsewomen invest heavlily in their passion and are alpha purchases of everything from supplements and dewormers to tack and apparel. Own 14.2 acres with above average incomes 89% care for their own horses

9. Demographics  Average age 42  Married 70%  Attended College 78%  Average income $114,000  Own an average of 4.1 horses

10. Horse Owner Information 92% of subscribers own one or more horses with the average number owned 4.1 -- that’s a total of more than 1.6 million horses! 26% of subscribers own 5 or more horses and 24% own one horse Average household income is $114,200 and median HHI is $84,900 – compared to U.S. median HHI of $46,449*

11. Our subscribers are experienced horse owners On average, subscribers have owned horses for almost 18 years More than 30,000 have owned horses for 2 years or less One in five subscribers earns their living working with horses

12. Who are actively involved in the care of their horses 86% usually care for their horses themselves 32% give vaccines to their horses, more common among EQUUS and Horse & Rider subscribers 91% do daily grooming and also personally purchase grooming supplies

13. Feed Purchase Behavior 96% give their horse concentrate feed Health conscious purchasing: nutritional content (89%) and quality (75%) most important to feed purchasers* 84% of subscribers purchase their feed at a feed store, while 19% purchase from a farm supply Specialty feed is the most often purchased feed.

14. Most subscribers use one or more supplements to maximize their horses’ health & performance Use any supplement83% Joint therapy42 Hoof health40 Coat conditioning28 Dietary deficiencies27 Fly control23

15. They also are experienced riders and competitors 43% consider themselves advanced or professional riders 81% compete in some equestrian activity Western pleasure and dressage are the most common, followed by equitation and hunter/jumper More than 35,000 subscribers are trainers or instructors

16. Subscribers are cat and dog owners 69% of subscribers own one or more cats, compared to 28% of U.S. households Dogs are even more popular – 82% own one or more dogs, compared to 37% of U.S. households That’s almost 500,000 cats and over 600,000 dogs!

17. Primedia Equine Network Custom Publishing Discover Horses –Official magazine of the Kentucky Horse Park. Horse Care Tips A-Z –Dozens of quick and easy ways to safeguard a horse's health and well- being. Horse Care Fast Facts Q&A –104 answers to a variety of horse- owner concerns, including how to handle emergency situations.

18. Editorial Excellence Winners of more awards from American Horse Publications than any other publisher, including 17 coveted General Excellence Awards. Winners four times of the Equestrian Publication of the Year from USA Equestrian. EQUUS Contributing Editor Laura Hillenbrand authored the top seller and blockbuster movie Seabiscuit. Publisher of Olympic Medal Winners – David and Karen O’Connor’s new autobiography.

19. Strong Industry Affiliations