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Lua's publishing, marketing and advertising career started in 1969; in 1973 she helped launch the national publication Practical Horseman. For 11 years Lua was President and CEO of Southard & Associates, one of the nation's largest equine-oriented advertising agencies. In 1991 she was enticed to return to the publishing industry by Cowles Magazines. During her six-year tenure at Cowles, Lua was, among other things, the publisher of Practical Horseman. She also served as Director of Equine Marketing for all of Cowles equestrian titles and forged a joint marketing agreement between Cowles and the American Association of Equine Practitioners for a 400-page book, titled Hands-on Horse Care, published by Horse & Rider magazine. Lua is a Past President of American Horse Publications, a national, non-profit association dedicated to promoting better understanding and communication within the equine publishing industry, and she served two terms on the National Western Heritage Month Board. Her career and marketing philosophy is profiled in the 2001-2002 Tack 'n Togs Annual Buyer's Guide. You can find Lua under Advertising in our member directory. 

MEMBER SPOTLIGHT

Lua Oas Southard - CEO -Equine Resources International