An award-winning monthly publication with 38,000-70,000+ readers per issue, Pennsylvania Equestrian focuses on the news horse owners in Pennsylvania and beyond need to know. Our staff is dedicated to excellence in editorial content, advertising design, and print production.
We provide readers with special monthly features, such as the Barns and Arenas feature in March and August’s Real Estate Showcase. We partner as a sponsor with the major national events held in the region, providing previews and exposure before the event and coverage following. We print the official program for Pennsylvania Horse World Expo in the February issue, and distribute an additional 20,000 copies at the event. Our Dressage at Devon Preview in August is mailed to the proprietary Dressage at Devon list of elite competitors and ticket buyers.
The print edition is mailed to 4,500 subscribers, and to about 485 tack shops and feed stores in five states. We also have bonus distribution at equestrian events throughout the region. Another 8,000 people read the issue online each month.
Now in print 12 times a year, Pennsylvania Equestrian offers active equestrians an extensive calendar of events for every season. As well as keeping Pennsylvania's $10 billion horse industry informed about the issues that affect its members for 20 years, Pennsylvania Equestrian provides advertising, sponsorships, promotional, market research, public relations, and consulting services for the equestrian community.
Pennsylvania Equestrian has won more than a dozen national honors at the American Horse Publications Annual Awards Program beginning in 2002 through 2013.
Notable achievements are 1st place awards in 2002 and 2008, along with strong 2nd places in 2008, 2010, 2011, 2012, and 2013.
In 2013, Pennsylvania Equestrian placed 2nd in the General Excellence State or Regional Publications, earning comments such as “this newspaper sports a bold and inviting logo”, “some of the most tasteful full-page ads [the judge] had seen”, and that it is a “well-designed, very valid publication dedicated in every way to the Pennsylvania Equestrian”.
In 1993, owner Stephanie Shertzer Lawson founded Pennsylvania Equestrian as well as Shertzer/Lawson Marketing and Publishing. Pennsylvania Equestrian started as a way to promote the Horse Farms Open House, which was first held in Lancaster County in March of 1993. Before the internet, a handout was needed to direct visitors to the farms, and the first Pennsylvania Equestrian, printed in 1994, was a crude four page publication with hand-drawn maps. It was so enjoyable that Ms. Lawson began printing quarterly, and within the year had left her full time job to pursue Pennsylvania Equestrian and other marketing projects.
She spent 16 years marketing tourism destinations, including six years as Vice President and Director of Marketing for the Pennsylvania Dutch Convention & Visitors Bureau, marketing Lancaster County, Pennsylvania worldwide as a vacation destination. She also spent eight years in theme park marketing and group sales, including several as Group Sales Manager for Hersheypark, Hershey, PA.
A former vice-president of the Pennsylvania Equine Council, she helped pass Pennsylvania equine liability legislaton. She is a lifelong horse owner who enjoyed showing American Saddlebreds on the A-circuit for nearly 20 years and played polo for about 10 years. She is a member of the Board of Directors for the Pennsylvania National Horse Show.
Pennsylvania Equestrian relies on both the marketing and freelance staff to keep the newspaper running smoothly.
Debbie Reid is the Advertising Manager at Pennsylvania Equestrian. She has been with the company for 18 years after working with Stephanie Lawson at the Pennsylvania Dutch Convention and Visitors Bureau. Ms. Reid has lived in the area for 30+ years and takes a strong interest in the success of small businesses. She is a mother of three and grandmother of two and, despite the teases, she is the only one in the office who does not ride.
Pam Kister has been the Advertising Coordinator at Pennsylvania Equestrian for nine years. A lifelong horsewoman, Ms. Kister has experienced it all— driving, hunters, dressage, galloping racehorses, and relaxing rides on the beach. She started the first English riding club in South East Kansas that is now registered with the USEF. Ms. Kister now has a large herd of her own and enjoys teaching lesson students all aspects of horse care and responsibility.
Jenni Autry is an award-winning journalist from Mechanicsburg, Pa., who has written for Pennsylvania Equestrian since 2008. A previous reporter for the Carlisle Sentinel, she now serves as the managing editor of Eventing Nation, and has covered Rolex, Badminton, Aachen, Pau, Boekelo, Fair Hill, Bromont, Jersey Fresh, Richland Park and The Fork. A graduate C-2 Pony Clubber, currently owns two horses: Piper, a retired 24-year-old Thoroughbred mare, and Mia, a 9-year-old off-the-track Thoroughbred mare adopted from CANTER PA. She competes in lower-level eventing and dressage and is working toward earning her USDF Bronze Medal.
Mrs. Bush has been a regular freelance contributor for Pennsylvania Equestrian for 11 years. After 30 years in the newspaper industry, earning titles such as Associate Publisher of the Courier-Post in Camden, NJ and then President and Publisher of the Reporter in Lansdale, PA, she decided to intertwine her passion for horses with her writing career. In addition to writing and raising honeybees, Mrs. Bush currently owns a former racehorse named Burt, a dog, Duffy, and a cat, Rosie.
Mr. Conway has been the horse racing correspondent at Pennsylvania Equestrian for six years, as well as writing for the Blood Horse, ESPN.com, TheRacingBiz.com, and America’s Best Racing on the Jockey Club website. He is particularly fond of racing history. Mr. Conway also takes pleasure as a travel writer and has enjoyed riding at Lake Tahoe and the Adirondack Mountains.
Ms. French is a harness racing correspondent for Pennsylvania Equestrian and has been with the paper for six years. She writes about Pennsylvania harness horses that are doing well on the national stage. An avid race fan, Ms. French enjoys not only harness racing but Quarter Horse racing, Arabian racing, and Thoroughbred racing as well. Ms. French also works with ESPN, NBC, NBC Sports, HRTV and just recently produced the national news feed for the Kentucky Derby.
Mrs. Peyre-Ferry is a regular contributor to Pennsylvania Equestrian as well as a reporter for the Daily Local News, the Lancaster Intelligencer, and the Community Courier Chester County. A regular columnist for Saddle and Bridle Magazine, she is also a contributor to Driving Digest. After years of competing in a variety of disciplines, including dressage, sidesaddle, hunters, and western, Mrs. Peyre-Ferry now successfully shows model horses. In her free time, she and her husband do civil war era dance demonstrations and balls with the Victorian Dance Ensemble. They also travel to assist their younger son, David, with his work as a professional sword swallower.