Canadian Magazine Industry News
5 July 2010,     NIAGARA, ONT.
Rein Magazine launches across North America
When Rein Magazine publisher Susan Pennell-Sebekos left her position as editor of Parents Canada and associate editor of Today’s Bride she knew she wanted to stay in publishing. She also knew she didn’t want to commute from her home in Niagara, Ont. to Toronto for yet another job.

Launch issue of Rein Magazine
Launch issue of Rein Magazine

Couple that desire and industry experience with a love for all things equestrian and you have the birth of Rein Magazine, published by Free Rein Publishing.

The quarterly print magazine, which will have bi-monthly digital issues is aimed at equestrians aged 18 to 55 and own at least one horse, says Pennell-Sebekos. “Our readers come primarily from North America, though we do have readers from Europe, South America and Australia.”

Working with both paid and controlled circulation, Rein Magazine is available through subscription and will also be available at equestrian associations and show clubs throughout the year. Pennell-Sebekos says the magazine has been promoting itself through Twitter and Facebook and would like to distribute 200,000 copies by 2011. “With the response the magazine has been getting, I don’t think those goals will be a problem,” she says. “Within the first week of sales we were over sold for our first issue.”

The launch issue of the saddle bound magazine has 56 pages, 24 of which are advertising. It is printed through Annex and uses 80 lb paper.

Pennell-Sebekos says the magazine will be launching a regional section in the print publication and issuing regional digital editions soon. “We are also looking at offering equine books, kids novels and training DVDs in the very near future.”

— Val Maloney
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