Horse&Rider OnDemand
Diversification is critical to a brand’s survival, especially in media. With the desire for on-demand video content among horse owners, especially educational video, we identified an opportunity to offer subscribers video content that aligned with that found in the printed magazine and on its digital properties—Horse&Rider OnDemand. After painstaking research to uncover the exact mix of information to offer, we handpicked two trusted contributors—who also happen to be great on camera—to be our resources. I left H&R just after the multi-platform program launched, but it has grown to exceed initial expectations, especially when riders were sheltering at home and were hungry for training tips for their horses. Additionally, it’s now the model for the Equine Network’s other on-demand platforms, including Roping.com and BreakawayRoping.com.