Seen the Collingrove website lately? It's well worth a look. Jenny McAlpine is possibly one of the best Stud Farm marketers you'll come across and the approach the Farm has taken to online promotion of its yearlings is a cut above many of its competitors.

There are the 'usual' online features on the site - photographs, pedigrees, sale and contact details etc. Where the promotion gets interesting is in the way the pedigrees are laid out. The catalogue pedigree steps away from the usual AAP version you'll be familiar with and instead incorporates a wide variety of new detail including (for the pedigree enthusiasts) inbreeding and line breeding information. Personally I would prefer to also see the catalogue pedigree underneath the new style to make it easier for clients who want to also see the verbal explanation in diagramatic form (as research shows that a number of people absorb information more easily in that format)- but the novelty of the approach in terms of additional detail (and the ability to move the pedigree into the realm of 'promotion') is excellent.

In terms of additional exposure all lots (photographed) are listed on the Magic Millions site and also on the Cyberhorse site. On the latter site they appear as a Featured Horse banner ad which clicks through to the relevant write up for that horse. It's a novel and savvy approach to web advertising. For not that much money.

Let's see who follows ...