Look what Cesar’s stepping into now
TV’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.
Posted by John Woestendiek September 11th, 2009 under Muttsblog.
Tags: celebrities, celebrity, cesar, cesar millan, cesar's way, dog, dog whisperer, dogs, img, magazine, milan, millan, new, opray winfrey, premier, premiere, publications, publishing, rachel ray