If you want to attract free advertising you need an "angle", not just a pedigree

It's the story associated with a horse rather than just a simple regurgitation of pedigree/performance that attracts the eye of the media. Look at the following example:

Nuclear Freeze (Danzig/Razyana) has an indifferent race record but a to-die-for pedigree that shows him as the full brother to champion sire Danehill. That's interesting - but it's not enough. The stallion also has the hurdle of standing at a respected but less commercial stud in NSW, Australia, which means they have to work much harder at attracting regular media attention to ensure the stallion stays at the forefront of broodmare owners minds.

On 12 August 2004 2 separate reports about the stallion's progeny appeared in the online media - the first in Breeding & Racing's Daily News Update (http://www.breedingracing.com) and the second in Racenet's news stories (http://www.racenet.com.au).

Jo Adams' RaceNet article reads as follows:

"Nuclear explodes in first at Wyong. The Kim Moore-trained Ten To Countdown has just broken the class record (set in 1998) at Wyong today, stopping the clock at 58.40 seconds for 1000m. The youngster by Danehill's boom full brother, Nuclear Freeze, scorched the 1000m recording 35.92 seconds for the last 600m. The three-year-old bay colt now has a win, a second and a third from his only three starts to date.

Nuclear Freeze stands at Dr Jack and Sue Woolridge's boutique Bowral-based Inverness Stud and stud manager Ross Bone was thrilled with the win. Nuclear Freeze just keeps going from strength to strength and we keep hearing good reports about the breed from trainers and today was just another great example of Danehill's legacy living on, said Inverness Stud manager, Ross Bone.

Other recent winners for Nuclear Freeze include Tea Biscuit, Freeze Dancer, Cool World, Nufire, Prettify, Miami Ice, My General and the Lee Freedman-trained Samurai. Samurai is hot news for Nuclear Freeze as owners were under siege from Hong Kong buyers and have just sold the dual Melbourne city winner for $A200,000. Samurai only had five Australian starts for two wins, two placings and $71,700 and with all the excitement Inverness Stud owners and breeders Dr Jack and Sue Woolridge have decided to retain and race his yearling full brother. "

The author uses a number of 'angles' in her piece -

First: that a track record was broken (that had stood for 6 years).

Second: notice that the trainer's name is mentioned. There aren't too many female trainers on the scene and Kim (http://www.kimmoore.com.au/) has attracted her share of media attention for more than her training ability given her looks and the rumour that she has been linked with famous Australian cricketer Mark Waugh. The latter is entirely irrelevant to the fact that Nuclear won ... but eminently relevant in terms of associating the horse with a public personality. It adds some 'sizzle' to the story, if you like.

Third: the pedigree connection can now come in - there's nothing quite as good as being able to name-drop the fact the fact that Danehill is your full brother.

Fourth: the link to the stud (and the necessary marketing push) can then be made.

Fifth: Additional winners are mentioned to show that the stallion has produced a number of good horses from his first crop (ie. consistent sire not a 'one-off')

Sixth: the international angle is included. Hong Kong is a country well known as a purchaser of better quality colts/geldings. The fact that Samurai is trained by one of Australia's leading trainers - Lee Freedman - adds further weight to the perceived quality of the horse.

Note that the stallion's service fee - in fact nothing even REMOTELY connected to his 2004 book - is mentioned in the story. This is the sort of media coverage a farm should cherish as it doesn't read like a sales pitch.

The Breeding & Racing news story reads as follows:

"Samurai Sold To Race In HK Bowral-based Inverness Stud stallion & Danehill full brother Nuclear Freeze (Danzig-Razyana, by His Majesty) has followed a stream of recent winners (Tea Biscuit over 1200m at Doomben in Brisbane & Freeze Dancer in NSW, as well as Cool World, Nufire, Prettify, Miami Ice, My General & the Lee Freedman-trained Samurai) with the news Samurai's owners were under siege from Hong Kong buyers & have just sold the dual Melbourne city winner for $200,000, reported racenet.com.au. Samurai notched 2 wins & 2 placings in his only 5 starts & Inverness Stud owner-breeders Dr Jack & Sue Woolridge have decided to retain & race his yearling full brother."

The ultimate effect of both pieces is free advertising for both the stallion and the stud that stands him - particularly useful when you consider that the stud does not have a website.

So, if you want to get the media's attention ensure your story includes some interesting angles other than just the fact that you are standing a stallion with x pedigree or y race performance.

Note: Additional details on Nuclear Freeze can be found at the following URL - http://www.stallions.com.au/list/nuclear_freeze.asp

Another example

Here's another example also borrowed from today's Breeding & Racing News Alert:

Independent Stallions Completes Move To Euroa Independent Stallions has completed its move to Ruffy Road at Old Longwood near Euroa in Victoria, taking up residence at the magnificently appointed property established by Vinery.

[IS stands the ] Gr1 winner Beckett (Fairy King-Groom Order). Beckett grabbed international headlines at the UK Tattersalls Houghton Sale in September 1999 when (consigned by Roy & Belinda Strudwick's Ballygallon Stud, having purchased his mare 3 years before for just 82,000 guineas) the colt entered the ring with an 80,000 guineas reserve; however following a tumultuous bidding duel, Coolmore boss John Magnier finally outlasted Sheikh Mohammed & paid an extraordinary 1.7 million guineas (making Beckett the most expensive yearling of 1999). The fact that, at the time, Beckett was out of an unraced mare (who had only produced a maiden winner) speaks volumes about his conformation & physical presence. Beckett will stand this season for $11,000."

There are a number of "interest angles" with this story: the move (which in itself is not that interesting so the link is made to Vinery to make it more so); and the colt's conformation/presence which again would be of minimal interest to the reader (as most stallion owners boast in their promotional materials that their stallion has exceptional presence and confirmation). This story succeeds because it is told via the story of a yearling sale and price/buyer interest [and what better interest than to become the focus of a Coolmore/Godolphin bidding dual]. It's the EVIDENCE linked with the story that makes this piece work. Again, great advertising for the farm.