Basic Information

Title:

Dog Friendly

Editorial Philosophy:

This magazine was created as Gainesville’s premiere publication for both expert and novice dog owners. This publication separates itself from others like it by focusing mainly on dogs of mixed breeds. Bow-Wow provides insightful, practical, useful and entertaining information for interested and concerned dog owners. Topics include: health care, recreation, dog fashion, pet-friendly living, behavior training, advice and maintenance. The magazine acts as a manual for maximizing the relationship between the dog and its best friend.

Frequency of Publication:

Quarterly

Audience:

Dog owners living within Alachua County and people considering ownership.

Estimated Size:

Unable to find actual numbers but the local adoption agencies have been working together since Maddie’s Fund was implemented in 2000. This has lead to a 130% increase in adoptions. We know the audience size is large because getting your first dog is something you typically do in college.

Demographics/Psychographics:

(age, income & education level/ interests, hobbies, habits, etc.) Dog owners from all ages, but mostly college aged and with enough disposable income to care for a dog. The use of dog parks is on the rise, so that would be a hobby group that we would look to.

Source(s) of Audience Info:

The numbers came from Maddies Fund

Editorial Content

News Briefs: Suggested Titles

Departments/Columns: Suggested Titles

Feature Articles: Suggested Titles

Advertisers

Distribution Plan

As part of the adoption fee for new dog owners, agencies will offer a single issue and information on a subscription or a limited two issue subscription. Subscriptions will be offered to vets and sold in retail related shops. Other possibilities include local grocery stores as well as campus and park vending machines. By placing the magazine near these dog parks, we will entice the owners to read the publication while giving the dog a chance for exercise. These patrons return frequently and will grow to make a habit of reading Dog Friendly.

The Competition

Title:

Bark

Publisher:

The Bark Inc.

Circulation:

75,000

Frequency:

Quarterly

Full page ad rate:

$1,800

CPM:

1,800/75,000 x 1,000 = $24

Editorial philosophy:

“The Bark is the voice of modern dog culture. It is both the acclaimed print magazine and online forum, Bark Unleashed. The Bark brings readers a literate and entertaining approach to canine culture through essays, stories, poetry, reviews, interviews and artwork. The Bark offers fresh viewpoints on emerging social and behavioral issues, ideas on health, recreation and activism-while focusing on the relationship between humans and dogs.”

How is our magazine different?

Our magazine doesn’t sugarcoat its philosophy; we are about dogs and the people who love them. We understand how hard it would be to stay fresh and be successful as a start-up dog magazine so we decided to become quarterly. Our magazine focuses on a local dog owner spectrum which makes it personal and also renders it a useful tool in building relationships between different owners. Our magazine is spawned from the dog park boom happening in Gainesville and around the country. Finally, our magazine shines a light on the less favored mixed breed dogs. Unlike the show dogs in the other magazines, we cover a wide range of dogs that are mostly different from each other.

Title:

Dog World

Publisher:

Fancy Publications a division of Bowtie Inc.

Circulation:

90,000

Frequency:

Monthly

Full page ad rate:

between $1000 and $2000

Editorial philosophy:

“America’s leading producer of pet and animal magazines. Our roster of more than 50 publications is distributed internationally to millions of pet-loving consumers just like you, as well as pet store retailers, veterinarians, and breeders. Explore our publications' websites through AnimalNetwork.com. Divisions of Fancy Publications Inc. include Thoroughbred Times Company, BowTie Press, Global Distribution Services and Advanced Vivarium Systems. For more than 50 years, Fancy Publications Inc. has provided up-to-the-minute information and lively entertainment focused specifically on cats, dogs, birds, horses, reptiles, fish, ferrets and other small animals – all packaged in colorful, contemporary, high-quality magazine formats.”

How is our magazine different?

Our magazine doesn’t sugarcoat its philosophy; we are about dogs and the people who love them. We understand how hard it would be to stay fresh and be successful as a start-up dog magazine so we decided to become quarterly. Our magazine focuses on a local dog owner spectrum which makes it personal and also renders it a useful tool in building relationships between different owners. Our magazine is spawned from the dog park boom happening in Gainesville and around the country. Finally, our magazine shines a light on the less favored mixed breed dogs. Unlike the show dogs in the other magazines, we cover a wide range of dogs that are mostly different from each other.

Title:

Dog Fancy

Publisher:

Fancy Publications

Circulation:

290,000

Frequency:

Monthly

Full page ad rate:

$ - See Dog World

Editorial philosophy:

“America’s leading producer of pet and animal magazines. Our roster of more than 50 publications is distributed internationally to millions of pet-loving consumers just like you, as well as pet store retailers, veterinarians, and breeders. Explore our publications' websites through AnimalNetwork.com. Divisions of Fancy Publications Inc. include Thoroughbred Times Company, BowTie Press, Global Distribution Services and Advanced Vivarium Systems. For more than 50 years, Fancy Publications Inc. has provided up-to-the-minute information and lively entertainment focused specifically on cats, dogs, birds, horses, reptiles, fish, ferrets and other small animals – all packaged in colorful, contemporary, high-quality magazine formats.”

How is our magazine different?

Our magazine doesn’t sugarcoat its philosophy; we are about dogs and the people who love them. We understand how hard it would be to stay fresh and be successful as a start-up dog magazine so we decided to become quarterly. Our magazine focuses on a local dog owner spectrum which makes it personal and also renders it a useful tool in building relationships between different owners. Our magazine is spawned from the dog park boom happening in Gainesville and around the country. Finally, our magazine shines a light on the less favored mixed breed dogs. Unlike the show dogs in the other magazines, we cover a wide range of dogs that are mostly different from each other.

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