News Release: For Immediate Release

USRider Radio Campaign Hits Airwaves

October 20, 2001 (Lexington, KY) USRider Equestrian Motor Plan, took to the airwaves this month after inking a marketing partnership with popular radio horseman, Rick Lamb.

Lamb hosts The Horse Show with Rick Lamb, a two-hour weekly interview program, and The Horse Show Minute, a weekday drive-time feature. Heard on more than 125 radio stations in 35 states, Lamb is the leading provider of horse-related radio programming in America. Listeners from around the world can also tune in at his web site, www.TheHorseShow.com, where archives of past programs offer a potpourri of educational opportunities for the horse enthusiast.

Says USRider's Managing Member, Mark Cole, "We believe in the power of radio, and Rick Lamb's programs offer us the most effective way to utilize it in reaching horse owners."

A horse owner himself, Lamb feels the company has hit a home run with its plan. "There's only one thing worse than car trouble and that's trouble when you're traveling with your horses. USRider completely addresses that concern. We're proud to have USRider join our family of sponsors."

With its nationwide 24-hour roadside assistance covering vehicle and trailer, equine liability insurance, veterinary care and more, USRider Equestrian Motor Plan is the nation's premier motor plan for today's mobile horsemen and horsewomen.

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