• by Wendy Davis  @wendyndavis, October 12, 2005

Primedia Tuesday announced that it bought horse enthusiast site Equine.com. Financial terms were not disclosed.

Equine.com draws more than two million visitors each month and boasts 55,000 classified ads, according to the company. The site, which connects horse buyers, sellers, and breeders, has been responsible for more than 100,000 horse sales online, according to information on Equine.com's Web site. Equine.com also says it sells an average of 55 horses a day. Equine.com's Founder and President Aaron Bromagem will remain with the company.

The publishing giant's other horse properties include the Web site EquiSearch.com, and magazines EQUUS, Horse & Rider, Dressage Today, Practical Horseman, Arabian Horse World, and Growing up with Horses. In a statement, Primedia said that the combination of Equine.com and the other horse publications "creates new opportunities for innovation among both equine enthusiasts and the advertising community."

Lately, Primedia has been shedding its general interest consumer titles and business magazines to focus on enthusiast publications. In August, Primedia announced it would sell its business magazine division for $385 million to Wasserstein & Co's PBI Media Holdings, Inc.; Bruce Wasserstein also purchased New York magazine from Primedia in 2003. Additionally, Primedia recently sold About.com to The New York Times Co. for $410 million.