Horse and Hound is a weekly UK magazine aimed at the professional and serious equestrian. It has been in print since the late 1800s and is wellrespected with a large readership. Horse magazine is a sister magazine to Horse and Hound but published monthly and aimed at the grass roots rider. It has been in circulation since the late 1900s. Random editions of other equestrian magazines (such as Welsh Rider) were also investigated and the results compared with the content analysis of the main magazines researched. Overall, there was a growth in advertising of CAM in the 10 years studied, with one particular supplier of herbal supplements advertising heavily in all editions of all magazines over the period. Horse magazine carried more articles on different CAM modalities than Horse and Hound, who focused on those closer to veterinary work (such as ultrasound and physiotherapy) rather than a range of therapies. The inference from the research was that all equestrian sectors used supplements, professional and semi-professional riders mainly adopted bodywork-based therapies, and the grass-roots riders were open to a much broader spectrum of CAM modalities.

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