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Look what Cesar’s stepping into now

cesarmagTV’s “Dog Whisperer” has sniffed out some new turf: He’s launching a magazine that will hit newstands next week.

The magazine — dubbed Cesar’s Way – will be a joint venture between Cesar Millan and the New York sports management and entertainment firm IMG, the Wall Street Journal reports.

The Journal reports that the premier issue is heavy on celebrities, with Mariah Carey, Paris Hilton, Jennifer Aniston and their pets filling many of its pages. Articles seem to have a celebrity bent as well, including “Can Your Dog Fix Your Marriage? Just Ask Jada Pinkett Smith” and “7-Day Doggie Detox.”

IMG says it plans to publish two issues this year and six in 2010.

Millan, following in the footsteps of Opray Winfrey and Rachel Ray, will see if his fame parlays into newsstand sales. He’s listed as editorial director of the magazine.

The new magazine joins about 60 other dog-related titles in the U.S., including Dog Fancy, Doggie Aficionado and Urban Dog, according to the National Directory of Magazines.

The Journal says Cesar’s Way faces the worst ad climate in decades — one that has forced the closure of such magazines as CosmoGirl, House & Garden and Domino. In the first half of 2009, magazine ad revenue plunged 21% from a year earlier, according to the Publishers Information Bureau.

Nevertheless, IMG and Millan think they can profit from the 75 million dog owners in the U.S. and the “recession-resistance” of the pet industry. “People have continued to spend on their pets,” Millan said. “You always want to make sure your family is taken care of, and Americans believe the dog is part of the family.”

IMG isn’t the only company to see dollar signs in the pet market. Martha Stewart Living Omnimedia added a pet destination to its Web site this year. People Magazine introduced PeoplePets, and Honda is touting its pet-friendly Element with features such as a cushioned pet bed in the cargo area and a pet-restraint system.


Comment from Sarahkate
Time September 11, 2009 at 11:11 am

I am not a fan of Milan. Having watched a couple of his TV shows hoping to see thoughtful, considerate and appropriate treatment of dogs with problems I was appalled to see dogs terrified into submission and owners even more clueless than at the outset. I was disgusted to see his media blitz on Porties when Obamadog came home to the White House to such a saturation point that many were left with the (mistaken) idea that Milan was the personally appointed Guru for Obamadog. I’ve seen a lot of dogs, dog handlers, dog guardians and dog “trainers” over my nearly six decades of involvement with dogs. My deepest sympathies are with the dogs and owners he has “trained”.

Comment from Shaamex
Time September 14, 2009 at 9:51 pm

The Magazine is very good but I expected that from Cesar since he doesn’t do things half way. The Puppy pix are so cute. It is worthy read.

Comment from B Dawson
Time September 15, 2009 at 12:27 pm

Great. Another magazine with celeb drivel and the author’s famous face on each and every cover.

“Can a dog save your marriage?” is the best they could do with the premier issue? “Seven day doggie detox”? Stop feeding Iams, Hill’s or Pedigree and fast your dog one day a week. They will “detox” just fine.

Folks – go spend time with your dog and stop reading this type of pseudo intelligence!