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It's a parody short story (though it may have been a short episode in a longer book) about a writer being asked to write something darkly gothic. So he starts with a rider and his horse out for a stroll in the woods. That turns out not to be dark and gothic enough. So now it's a black hooded rider and his fierce black stallion dashing through the dark and haunted woods. Not gothic enough etc etc, a storm, a murder / suicide or something in the backstory, overwrought purple prose, until finally, after a series of Darker and Edgier changes, the earth opens up and swallows both rider and steed, dragging them straight to hell.
I thought it was a Jerome K Jerome story, but I couldn't find it on google or in my collection.