Palouse Publication

Based in Moscow, Idaho, the Appaloosa Journal is not immune to the same economic pressures facing national magazines in New York or Los Angeles.

“I would say that [the Appaloosa Journal is affected by economic pressures], even more so than maybe Moscow itself, because Moscow is a lot more removed and Appaloosas are on an international basis,” said Tafra Donberger, associate editor of the Appaloosa Journal. “We definitely feel what’s going on in New York.”

The journal, the flagship publication for the Appaloosa Horse Club, is currently operating in the red due to a decrease in advertising sales and a decline in interest in the Appaloosa horse industry.

National magazines and publishing companies are facing similar economic hardships.

Condé Nast Publications, a tycoon in the magazine industry with a readership of about 65 million readers monthly, has implemented layoffs and cuts, after a string of failed publications such as Golf for Women, Condé Nast Portfolio and Domino magazines. Over the past two years, at least 10 titles have cut publication of their traditional print product, the most recent loses being Gourmet and Cookie magazines earlier this month.

Though the Appaloosa Journal isn’t forecasting any closures at this time, minor and major cuts are being made.

“The only thing we can do is cut editorial,” Donberger said. “We’re trying to evolve the selections for advertisers but as far as everything else, really that’s been declining. So we have to cut. It’s unfortunate.”

Additionally, the Appaloosa Journal is considering reducing the frequency of publication, from 12 monthly issues to an 8-issues-a-year or a bimonthly publication.

“I’d like to see it maintain its quality because, actually, it’s a very nice magazine,” Donberger said. “If we dropped to an every-other-month publication, we could probably maintain that.”

The Journal has also lost a significant portion of their staff, and thus, their production capabilities. Since February 2007, the number of staff has decreased from 11 to five, with a loss of sales, design and editorial positions. By the middle of 2007, Donberger had seen page counts down and the magazine began realizing effects of the economic downturn.

In addition to a decline in print nationwide, the horse industry is also taking a financial hit, directly affecting the number of horse club’s memberships.

“Right now, with the decline in the equine economy, it’s sitting around 12,000 (members), but it also varies through the year,” Donberger said. “We go as high as 22,000 at the highest point of the year.”

According to Donberger, membership to the Appaloosa Horse Club includes the journal subscription, but doesn’t cover the production costs of the magazine.

Regardless, Donberger is hopeful about the future of the Appaloosa Journal and the magazine industry as a whole.

“I believe there’s a majority of Americans who want a magazine,” Donberger said. “There’s a difference between a glossy magazine and the newspaper print. There are magazines shutting down but there are also magazines starting up.”


Contacts:

Tafra Donberger, assoc. editor
Appaloosa Journal
208.882.5578 ext. 252

Attempted contacts who haven’t replied/weren’t available:

Mary Jane Butters
MaryJanesFarm
208.882.6819

Sonja Hanisch,
Editor of Uniquely Palouse magazine
208.610.1309

Sandi Williams
Appaloosa Journal
subscriptions@appaloosajournal.com