My brother and I put up about 2000-2500 small squares a year, but weather last year kept yield to more like 1500. First dry, so the hay didn't grow, then damp/wet so that you couldn't bale it. We sell it retail by the bale out of our barn through the winter, and usually sell out. We bale with horses in mind, but have sold it to be fed to cows and goats, and even a bale to feed to rabbits.
We live in Central NY, near Syracuse. Most of the farms are dairy, but put up some hay on the side to sell to horse owners. Doesn't matter, plenty of business for everybody - if your hay is any good. There are a lot of horses around, riding stables and private owners, enough that there's been a movement to nickname the area "Equine Alley."