IMG Worldwide, Cesar Millan Team Up to Take a Bite Out of 'Recession-resistant' Pet Industry
IMG Worldwide, the New York City-based sports management and entertainment firm, and TV's "Dog Whisperer" Cesar Millan launched a new magazine in September dedicated to dog owners and their pets. The magazine, Cesar's Way, is looking to take a bite out of the growing pet-care market.
The inaugural issue is filled with photos of celebrities such as Mariah Carey, Paris Hilton and Jennifer Aniston with their pets in tow. Articles include "Can Your Dog Fix Your Marriage? Just Ask Jada Pinkett Smith" and "7-Day Doggie Detox." IMG says it plans to publish another issue in December this year and six more in 2010. Millan, who has starred in National Geographic's popular canine reality series "Dog Whisperer" since 2004, is the editorial director of the new publication.
Publishing Executive Inbox spoke with Lee Rosenbaum, IMG's vice president of publishing, to get the skinny about the publication and its goals. Rosenbaum, the former publisher of Dennis Publishing's Blender Magazine and associate publisher of Condé Nast's GQ, oversees executive sales and marketing oversight of IMG's magazine titles.
INBOX: What was the genesis for the magazine? Why did you launch it?
LEE ROSENBAUM: We felt a magazine was a great opportunity to tap into Cesar Millan's popularity. Currently, his "Dog Whisperer" TV show on the National Geographic Channel reaches 11 million viewers a week. In addition, Fox TV will soon syndicate the program, doubling the current national audience of the show. Simply put, Cesar's Way is a logical extension of the multimedia brand of Cesar Millan.
What's more, the magazine follows the format of other popular television personalities acting as editors of magazines. Oprah and Rachael Ray, for example, have been very successful in their similar endeavors.
We also felt there was a space in the marketplace for a lifestyle magazine that focuses on both families and their dogs. Unlike our main competitors, such as Dog Fancy, Bark and Dog World, Cesar's Way includes celebrity and lifestyle editorial as it relates to having a dog as part of a human family.