To promote the Arabian — through education and entertainment — to new levels of appreciation and usefulness. We tackle the tough issues, keep our readers enlightened and informed, hopefully stimulate their thinking about the long-term elements of breeding and owning Arabian horses, and celebrate all the human urges this breed can satisfy — the artistic, the competitive, the creative, the reflective, the inventive, and the intuitive. Perhaps we’ll encourage them to try something new with their Arabians … or to breed with an eye toward all that is enduring and genuine about the Arabian horse.

To promote the Arabian in a new global market. We carry the message of the Arabian’s peerless beauty and versatility to a newsstand audience through a fine blend of international coverage, a bit of the history and mystique of our breed, reviews of breeding programs, horse husbandry features, and special features for newcomers to the breed. We hope our enthusiasm for the breed will rub off on a new audience.