IMG Worldwide, Cesar Millan Team Up to Take a Bite Out of 'Recession-resistant' Pet Industry
INBOX: Can you tell me more about the editorial focus?
ROSENBAUM: The magazine has a broader scope than the TV series, which focuses on owners with dogs who need rehabilitation. The magazine also focuses on Cesar the man, the father, the husband and the teacher of personal empowerment through leadership skills. It covers topics that improve and enhance life with a dog, both in the home and out, such as sharing a home with a dog, tips for traveling with dogs and ways to be active with dogs.
There are also photos of celebrities and their dogs, real life stories of dog owners and their dogs, letters to Cesar and his answers to readers' questions, and features with veterinarians, nutritionists and other experts. There's also a "Tips and Whispers" section that focuses on news, products and trends.
INBOX: Who is your target audience?
ROSENBAUM: The audience is really Cesar Millan fans. It enters the marketplace with a sizable and established Cesar Milan audience built through television, online, books, movies and personal appearances.
When we look at the profile of readers of Cesar's Way based on [viewers of] his TV show and [visitors to his] Web site, 89 percent own dogs, 68 percent are female and 69 percent are aged 25 to 54. Fifty-nine percent have household incomes of more than $60,000 and 61 percent have children in the home that are under age 17.
INBOX: What kinds of advertisers are you going after?
ROSENBAUM: As a result of our editorial coverage, the magazine is conducive to advertising from a broad range of non-endemic categories include shelter, packaged goods, travel and parenting/children's products. Of course, we'll also focus on endemic categories, such as pet food and pet supplies. As an example, the first issue of Cesar's Way includes ads for pet-supplier retailer Petco, Del Monte Foods dog treats and Halo pet food.