|Contact: Peggy Hendershot (859) 245-6897
Mandy Minger, DRF (212) 366-7694
NEW BOOK AIMED AT HORSERACING'S FEMALE FANS
The National Thoroughbred Racing Association (NTRA) today outlined opportunities for targeting racing's female audience through applied consumer research, promotions and a forthcoming book to be published by DRF Press entitled, The Female Fan Guide to Thoroughbred Racing. The NTRA will provide editorial and promotional assistance with the book, the third in a series of Female Fan Guides by author Betsy Berns, whose previous books covered the NFL and auto racing. The presentation was made at the third annual NTRA Marketing Summit, held in Las Vegas at The Mirage Hotel and Casino.
According to ESPN Sports Poll research commissioned by the NTRA and unveiled at the Marketing Summit, females comprise 45.9 percent of an estimated 19.5 million "light" users, who actively follow horseracing but attend less frequently than so-called "core" users who wager regularly and go to the racetrack several times a year. Among racing's 10.1 million "lapsed" users, women are in the majority, representing 54.2 percent. They also represent 51.6 percent of racing's 4.2 million "social" fans, who do not wager but have attended a horserace in the last two years. They also represent 59 percent of the estimated audience of 38 million inactive fans who have an interest in racing but do not actively pursue that interest by attending or wagering on horseraces.
"Our target audiences, especially light and lapsed users, have relatively high proportions of females," said Keith Chamblin, NTRA vice president of industry relations and marketing. "The light/lapsed female market is important, not only because it is so large but because women are the primary decision-makers when it comes to consumer purchases and family leisure activities. What's been missing are educational and promotional programs designed to encourage female fans to attend the races more frequently and learn more about our sport. The Female Fan Guide to Thoroughbred Racing promises to help fill those gaps."
"Daily Racing Form is pleased to be able to join with Betsy Berns in publishing a title that not only will have national appeal to fans of horseracing, but also will be used as an educational tool by racetracks and the industry at large to target new fans," said Mandy Minger, Daily Racing Form vice president of marketing.
The Female Fan Guide to Thoroughbred Racing is slated for summer release. DRF Press and Daily Racing Form will provide advertising and marketing support. Promotions are expected to include a "Greatest Female Fan" contest to be offered through NTRA.com, DRF.com, ESPN.com and NTRA member track sites; onsite appearances and book-signings by author Betsy Berns and sampling at the NTRA's mobile marketing tour, the NTRA Racing Experience; and onsite educational forums geared toward females at NTRA member tracks and OTBs.
DRF Press, a division of Daily Racing Form LLC, published the widely acclaimed Champions: The Lives, Times And Past Performances of the 20th Century's Greatest Thoroughbreds and most recently brought back the popular American Racing Manual. DRF Press previously launched its new DRF Handicapping Library Series with the re-releases of two updated classic handicapping books: The Handicapper's Condition Book by James Quinn and Modern Pace Handicapping by Tom Brohamer.
Daily Racing Form, "America's Turf Authority Since 1894," for Thoroughbred racing horseplayers and professionals throughout North America, is the only daily national newspaper in the U.S. dedicated solely to the coverage of a single sport. Purchased in August 1998 by a group of investors led by Alpine Capital Group of New York and Steven Crist, editor and publisher of the Form, Daily Racing Form provides the most comprehensive news and information about horseracing, publishing up to 2,000 unique pages of editorial copy and statistical data every day, in as many as 31 daily editions.
The NTRA is a broad-based coalition of Thoroughbred interests charged with increasing awareness of Thoroughbred racing and improving economic conditions for industry participants. The NTRA also conducts the Breeders' Cup, Thoroughbred racing's year-end Championship consisting of eight races and $13 million in purses and awards, and the Breeders' Cup National Stakes Program, which are funded by the industry's owners and breeders. The NTRA has offices in Lexington, Ky., and New York City. A compendium of NTRA press releases appears on the NTRA Web site, ntra.com, and at the Web site for the Breeders' Cup Championship, breederscup.com. Contact the NTRA at firstname.lastname@example.org.
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