RC: The Whole Horse Journal, Athlete magazine

[Roberta Jo Lieberman <woik@home.com>]

>What I can't figure out is if these magazines are going out of
business, why
would they still be encouraging people to renew their subscriptions? <

Hi Ruth,
Oftentimes, right up to the moment before a magazine folds, there is the
possibility that it will be sold to another publisher and continue on
...that's why you see continuing efforts to renew right up to the end.
If efforts to "save" the publication fall through, then the list (i.e.,
all of the undelivered, but paid for, issues) may be sold off to another
publisher, who then fulfills your remaining issues with as close a
"match" as possible. In this case, the WHJ list was sold to Primedia,
which chose Horse&Rider to fulfill the remaining subs (although EQUUS
seems like a closer match, perhaps there was already significant overlap
among the two). Can't comment on The Equine Athlete as I hadn't seen it
for a while, but you might try calling the publisher to request a
refund. Good luck.
Bobbie