HealthyPet Magazine Media Kit

EDITORIAL
THE MISSION
HealthyPet Magazine is a high quality, pro-humanitarian publication devoted to
promoting educated, responsible pet ownership.
OVERVIEW
• Written and delivered in partnership with veterinarians, HealthyPet is a trusted
and credible advisor to pet owners all over the U.S.
• With a BPA guaranteed rate base of 3,200,000 pet households per quarterly
issue, HealthyPet is the nation’s widest read pet magazine, with 6,000,000
total readers.
• HealthyPet can help marketers leverage the emotional bond between owners
and their pets.
UNIQUE DISTRIBUTION METHOD
• “Controlled consumer circulation has become the new category to watch...
Smart media buyers will find that controlled consumer publications offer a
laser-like way to reach readers in specific, desirable demographics”.
-DMNews, August 25, 2005
• Pet owners typically receive HealthyPet 2 to 4 weeks before visiting
their veterinarian.
EDITORIAL
THE MARKET PLACE
• America is Pet Crazy! 63% of American households have pets.
• In the United States, there are both more dogs and more cats than there are children.**
100
100
80
80
In Million
88.3
73.5
74.8
Children
Dogs
60
60
40
40
20
20
00
Cats
• The new “American Pet Family”: 75% of dog owners consider their pet like a child or
a member of the family.*
• $38.5 billion was spent on pets in 2006 and it is projected to grow by 13% to $43.8
billion in 2008.*
• Pet owners are great consumers – they are better educated, hold better
jobs and have higher household incomes. ***
* American Pet Products Manufacturers Association 2007-2008 National Pet Owners Survey
** 2005 US Census Data
*** MRI Spring 2006
EDITORIAL
INDUSTRY STATISTICS & TRENDS: PET SPENDING
Estimated 2008 Sales within the U.S. Market
Over the past 10 years, the amount of money that pet owners spent on their pets
in the U.S. has almost doubled. For 2008, it is estimated that U.S. residents will
spend over $43.4 billion on their pets.
2008 U.S. SALES (BILLIONS)
Pet Grooming & Boarding $3
Live Animal Purchases $2.1
Supplies/Medicine $9.8
Food $16.2
Veterinary Care $10.1
*Unless otherwise stated, spending statistics are gathered by APPMA from various market research.
EDITORIAL
PET SPENDING IS ON THE RISE
• Pet spending is expected to reach $43.4 billion in 2008, up from $36.3 billion
in 2005, and compared to other 2005 consumer categories...
Category
Retail Sales In 2005
Appliance, TV, and other Electric Stores*
$77.5 billion
Home Furnishing Stores*
$52.1 billion
Used Car Dealers*
Women’s Clothing Stores*
Pet Related Spending**
$74.3 billion
$36.9 billion
$36.3 billion
Beer, Wine and Liquor Stores*
$34.4 billion
Jewelry Stores*
$28.2 billion
Sporting Goods Stores*
Drinking Places*
Hardware Stores*
Household Appliance Stores*
Book Stores*
Candy Spending***
$31.2 billion
$19.0 billion
$18.7 billion
$17.0 billion
$17.0 billion
0$9.4 billion
• For 2006, it is estimated that Americans will have spent more on their
pets than they spent on both jewelry and candy combined.
Sources: * U.S. Census Bureau, Annual Retail Trade Survey 2005, ** American Pet Products Manufacturers Association 2007-2008
National Pet Owners Survey, *** The Manufacturing Confectioner, January 2006
EDITORIAL
TRUSTED EDITORIAL CONTENT
• 8 years of credible edit – written from the perspective of the veterinarian with
preventative tips that will extend and increase the quality of pet lives.
• HealthyPet Magazine provides readers with a balanced mix of general and
seasonal veterinary topics as well as heart-warming stories of the human-animal
bond and features on celebrities and their pets.
• The edit connects to the readers and reinforces their ideal of pets being a
member of the family.
Seasonal Veterinary Topics
General Veterinary Topics
15%
Celebrity Pets & Entertainment
30%
20%
35%
Human / Animal Bond
EDITORIAL
CREDIBILITY
• Next to the veterinarian, HealthyPet is the top choice of pet owners for getting
pet information.
Where do pet owners usually get information on the following pet issues?
Source
Veterinarians
HealthyPet
Diet / Fitness
Medications
Health Care
73.5%
88.7%
78.4%
44.0%
30.1%
50.9%
Websites / Internet
21.2%
17.2%
25.2%
Other Publications
13.3%
9.2%
12.9%
Friends / Relatives
Pet Stores
Television
Newspapers
Other
19.1%
17.1%
15.3%
8.4%
2.6%
13.6%
6.5%
8.5%
3.9%
1.0%
19.1%
11.8%
11.6%
7.0%
1.6%
• Nothing even comes close to the credibility that HealthyPet and the
veterinarian share!
Sources: MRI Spring 2006, 2007 HealthyPet Magazine Reader Profile Study, MRI Market Solutions
EDITORIAL
CELEBRITY COVERS QUICKLY ENGAGE THE READERS
Emma Roberts
Dick Van Dyke
Alison Sweeney
Kaley Cuoco
Erik Weihenmayer
Olivia Newton-John
Sugar Ray Leonard
Roma Downey
James Brolin
Melinda Clarke
EDITORIAL
SPRING 2009 EDITORIAL CALENDAR
FALL 2009 EDITORIAL CALENDAR
Advertising Due:
January 9, 2009; In-Home: March through May 2009
Advertising Due:
July 10, 2009; In-Home: September through November 2009
Celebrity Profile
Heartworm
Deworming
Unleashed Dog Parks
The Complete Physical Exam
Dog Shows
Preventing Zoonotic Disease: Focus on Dermatologic Diseases
Celebrity Profile
Senior Wellness
Smart Ways to Save on Pet Care Without Sacrificing Health or Safety
Pet Care Partnerships
Does This Collar Make Me Look Fat?
Working Like a Dog
SUMMER 2009 EDITORIAL CALENDAR
WINTER 2009 EDITORIAL CALENDAR
Advertising Due:
March 6, 2009; In-Home: June through August 2009
Advertising Due:
September 25, 2009; In-Home: December 2009 through February 2010
Celebrity Profile
Fleas and Ticks
Veterinary Technicians
Now Ear This!
Pet-Sitting and Boarding Options
Pet Adoption Interviews
When Is a Cough Not Just a Cough?
Celebrity Profile
Dental Care
Dental Trivia
Making Pets Think
Compassion Fatigue
Life-Changing Events and Your Pet
Cats: Indoor versus Outdoor
ADVERTISING
2009 ADVERTISING RATES & PRINT SPECS
FULL-PAGE AD
Non-Bleed:
7” x 9½”
Bleed:
8¼” x 10¾”
1/2 PAGE VERTICAL AD
Non-Bleed:
3¼” x 9½”
Bleed:
4” x 10¾”
1/2 PAGE HORIZONTAL AD
Non-Bleed:
7” x 4½”
Bleed:
8¼” x 5¾”
1/3 PAGE VERTICAL AD
(Disclosures)
Non-Bleed: 2½” x 9½”
Bleed: 2 5 8” x 10¾”
TWO-PAGE SPREAD AD
Non-Bleed: 15” x 9½”
Bleed: 16½” x 10¾”
Net Rates:
Full Page 4-Color Advertisement: $112,000*
1/2 Page 4-Color Advertisement: $74,600*
1/3 Page 4-Color Advertisement: $50,400*
*Based on a guaranteed circulation of 3,200,000 for 2009
Premium Position:
Cover 2: +25%
Cover 3: +15%
Cover 4: +25%
Journal Trim Size: 8” x 10½”
Binding: Saddle-stitched
Live Matter: Please keep all live matter 3/8” from the trim size.
Printing: SWOP standards apply
Supported Data Formats: Hi-resolution PDF (at least 300 dpi), at 100% size,
CMYK. Please include cropmarks and bleeds. Do not use Postscript Level 3.
If you use Adobe Illustrator CS/CS2/CS3 to create the file, don’t export the
PDF directly from Illustrator; use Adobe InDesign and place the Illustrator file
in Adobe InDesign and export the hi-res PDF file from there instead.
Proofs
For 4-color, 3-color and 2-colorhads, contract color proof such as Matchprint,
Kodak Approval or Epson is required. Proofs must be provided at 100% size.
Ship materials to:
Blaine Novak
HealthyPet Magazine
1500 Olympic Blvd
Santa Monica, CA 90404
(310) 314-5250
[email protected]
Additional information on guidelines: www.quadarm.com/help/file_guidelines.asp
ADVERTISING
HEALTHYPET IS A GREAT PRINT OPTION
• 95% of HealthyPet readers own pets, compared to only 50.7% of readers at the
leading 6 women’s service magazines.
• HealthyPet readers are also more affluent, with a median HHI of $76,900,
compared to $53,100 for the women’s service titles.
Magazine (Avg. Pages)
Better Homes & Gardens (270 pages)
Family Circle (215 pages)
Good Housekeeping (200 pages)
Ladies’ Home Journal (200 pages)
Redbook (250 pages)
Woman’s Day (200 pages)
HealthyPet (24 pages)
Reader: Time Spent
Reading Each Issue
Reader: Time Spent
Reading Each Page
2009 Open
Net Rate
Net
CPM
36.6 minutes
8 seconds
$386,410
$51
$210,120
$55
$292,804
$64
$209,610
$55
$125,970
$57
$214,531
$56
34.8 minutes
38.3 minutes
37.6 minutes
35.1 minutes
8 seconds
11 seconds
11 seconds
8 seconds
35.1 minutes
11 seconds
34.7 minutes
1 min., 26 sec.
• HealthyPet has the lowest CPM by a significant margin.
• HealthyPet readers spend nearly 8 times more reading each page of
the magazine.
Sources: MRI Spring 2006, 2007 HealthyPet Magazine Reader Profile Study, MRI Market Solutions, Magazines’ published rates
$112,000
$35
ADVERTISING
HEALTHYPET IS THE BEST PRINT OPTION!
HealthyPet readers can’t be reached through traditional print media.
Magazine
% of HealthyPet Readers That Regularly
Read These Magazines:
Better Homes & Gardens
26.5%
Reader’s Digest
17.5%
People
Good Housekeeping
Country Living
Family Circle
Time
Woman’s Day
O, The Oprah Magazine
Real Simple
Redbook
20.2%
15.2%
12.3%
12.2%
11.9%
11.1%
07.9%
05.6%
03.9%
HEALTHYPET READERS ARE ENGAGED:
• 90% of HealthyPet readers rate HealthyPet as informative/useful.
• 73% of HealthyPet readers have taken action after reading HealthyPet.
Source: 2007 HealthyPet Magazine Reader Profile Study, MRI Market Solutions
ADVERTISING
HEALTHYPET ADVERTISING/EDIT RATIO
HealthyPet has the lowest ad/edit ratio, guaranteeing advertiser’s ads to stand out.
Advertising
Editorial
HealthyPet
25%
75%
Better Homes & Gardens
55%
45%
Family Circle
56%
44%
Good Housekeeping
56%
44%
Ladies’ Home Journal
57%
43%
Redbook
54%
0
46%
Woman’s Day
56%
0
44%
Sources: MRI Spring 2006, 2007 HealthyPet Magazine Reader Profile Study, MRI Market Solutions
ADVERTISING
HEALTHYPET HOSPITAL COVERAGE
Over 4,000 animal hospitals throughout the U.S. delivering 3,000,000 pet
households each issue.
75%
45%
44%
44%
43%
46%
44%
ADVERTISING
MAGAZINE
HealthyPet Magazine is a high quality, pro-humanitarian publication
devoted to promoting educated, responsible pet ownership.
Opportunities: advertising pages, in-book sweepstakes
Audience: 3.1 million circulation, 6.2 million readers
HEALTHYPET MARKETING CAPABILITIES
WEBSITE
Healthypetunleashed.com is a one-stop destination for pet owners,
complete with local information from each consumer’s animal hospital.
Opportunities: banner advertising, sweepstakes promotion,
data collection
EMAIL
HealthyPet reaches
consumers with personalized
communications via email.
75%
Opportunities: sponsorship of
newsletters, sponsorship of
e-reminders
45%
44%
44%
TELEPHONE
43%
HealthyPet has established trusting
EVENTS
HealthyPet partners with major
consumer and trade events in the pet
category to reach pet owners where
they live.
relationships with clinics through
our Account Management team.
46%
Opportunities: utilize HP account
management team to call attention
to upcoming promotions, over 3500
vet clinics
Opportunities: co-sponsorship of
events, product sampling
44%
DIRECT MAIL
Targeted mailings that communicate directly to pet owners that visit their veterinarian on a regular
basis. Mailings come direct from veterinarian with a personal recommendation.
Opportunities: direct mail offers personalized to targeted consumers, access to purchase data history
CIRCULATION & READERSHIP
READER DEMOGRAPHIC PROFILE: AN ATTRACTIVE AUDIENCE
HealthyPet Reader:
Predominantly female,
affluent, well educated
and professional. They
are married, own their
own home and have an
average of 3 pets.
They are well balanced
and more active than
regular pet owners.
Owning a pet influences
all aspects of the
HealthyPet reader’s
life, including their
purchasing habits.
Nearly 2/3 of
HealthyPet pet owners
have purchased a
birthday/holiday
present for their pet.
Sources: MRI Spring 2006, 2007
HealthyPet Magazine Reader Profile
Study, MRI Market Solutions – Indexed
to U.S. Population
Audience: 6,000,000
% COMP
Women
Age: Median 48.9 years
Age 25-49
Age 25-54
Age 35-54
Household Income: Median $79,700
HH Income $100,000+
HH Income $150,000+
HH Income $200,000+
Education & Employment
Attended/Graduated College+
Graduated College+
Post Graduate w/ Degree
Occupation: Mgmt., Bus./Prof.
Home
Own Home
Value of Home $500,000+
Value of Home $750,000+
Status
Married
INDEX
77.4
149
49.1
64.0
51.0
101
111
130
29.5
13.4
6.8
151
170
206
79.8
52.7
20.4
56.6
152
209
246
160
87.9
17.7
7.9
124
135
152
67.8
120
CIRCULATION & READERSHIP
READER DEMOGRAPHIC PROFILE: A BALANCED AUDIENCE
HealthyPet Reader:
Predominantly female,
affluent, well educated
and professional. They
are married, own their
own home and have an
average of 3 pets.
They are well balanced
and more active than
regular pet owners.
Owning a pet influences
all aspects of the
HealthyPet reader’s
life, including their
purchasing habits.
Nearly 2/3 of
HealthyPet pet owners
have purchased a
birthday/holiday
present for their pet.
Participate in Last 12 Months
% COMP
INDEX
Dining Out
91.0
190
Reading Books
73.2
198
Entertain at Home
Home Decorating/Furnishing
Attend Music Performances
Attend Dance Performances
Go to Live Theatre
Go to Museums
Photography
Go to Bars/Nightclubs
Picnic
Adult Education Courses
Go Dancing
Attend Horse Races
74.6
48.7
36.5
12.5
35.2
35.2
32.2
27.9
23.0
16.9
15.8
04.1
186
198
155
329
267
293
254
154
228
268
166
152
HealthyPet readers may be “pet crazy,” but they also enjoy the finer things
and strive for balance in their lives.
Sources: MRI Spring 2006, 2007 HealthyPet Magazine Reader Profile Study, MRI Market Solutions – Indexed to U.S. Population
CIRCULATION & READERSHIP
HealthyPet Reader:
Predominantly female,
affluent, well educated
and professional. They
are married, own their
own home and have an
average of 3 pets.
They are well balanced
and more active than
regular pet owners.
Owning a pet influences
all aspects of the
HealthyPet reader’s
life, including their
purchasing habits.
Nearly 2/3 of
HealthyPet pet owners
have purchased a
birthday/holiday
present for their pet.
READER DEMOGRAPHIC PROFILE: AN ACTIVE AUDIENCE
Participate in Last 12 Months
% COMP
INDEX
Walking for Exercise
63.5
229
Boating
17.6
309
Swimming
Bicycling
Backpacking/Hiking
Running/Jogging
Golf
Tennis
39.0
24.3
20.5
17.7
13.1
05.2
219
225
273
175
125
130
HealthyPet readers are active consumers, and active consumers are better consumers!
Sources: MRI Spring 2006, 2007 HealthyPet Magazine Reader Profile Study, MRI Market Solutions – Indexed to U.S. Population
CIRCULATION & READERSHIP
POISED FOR GROWTH
• HealthyPet Magazine has been growing over the past 10 years and has developed one
of the largest reader bases for any specialty consumer magazine – 6 million readers.
• Currently partnered with 4,000+ animal hospitals in the U.S. with more hospitals
joining the program everyday.
• BPA Audited and a guaranteed rate base of 3,200,000.
Sources: 2007 HealthyPet Magazine Reader Profile Study, MRI Market Solutions, BPA June 2006
POISED FOR GROWTH
3,500,000
3500000
3,000,000
3000000
2,500,000
2500000
2,875,000
3,000,000
3,100,000
3,200,000
2,500,000
2,200,000
2,000,000
2000000
1,500,000
1500000
1,000,000
1000000
500,000
500000
0
0
2004
2005
2006
2007
2008
2009
CIRCULATION & READERSHIP
THE HEALTHYPET READER IS THE “ALPHA” PET OWNER
Compared to U.S pet owners, the HealthyPet reader is the most desirable target.
Median HH Income
HH Income $100,000+
HH Income $150,000+
HH Income $200,000+
Occupation: Mgmt., Bus./Prof.
Any College
Graduated College+
Post Graduate w/ Degree
U.S. Population
% / Index
U.S. Pet Owners
% / Index
HealthyPet Readers
% / Index
$53,100 / 100
$63,600 / 120
$79,700 / 150
07.9% / 100
09.9% / 125
13.4% / 170
019.5% / 100
03.3% / 100
35.4% / 100
52.4% / 100
25.1% / 100
08.3% / 100
024.0% / 123
04.2% / 126
29.5% / 151
6.8% / 204
38.8% / 110
56.6% / 160
28.1% / 112
52.7% / 188
57.4% / 110
09.0% / 109
Sources: MRI Spring 2006, 2007 HealthyPet Magazine Reader Profile Study, MRI Market Solutions
79.8% / 139
20.4% / 227
January 29, 2007
®
What’s Next, Pup Tents in Bryant Park?
Ralph Lauren, Burberry, Jump Into
$1 Billion Doggy-Couture Market
Designers are doing it doggy style.
With owners lavishing $44 billion on their pampered
pooches – more that $1 billion of that on canine couture –
it was only a matter of time before fashion-forward brands
such as Ralph Lauren, Burberry, Juicy Couture and Kiehl’s
went sniffing around four-legged divas. It seems that designers looking to expand their business, having exhausted
options from teens and young children to babies, are now
– yes, you saw it coming -- going to the dogs. The reason
seemingly sane people snap up everything from puppy
sandals to canine cashmere (go quick to pick up Ralph
Lauren’s version on sale for $54.99 from $95 at Polo.com)
is clear: “Pets are
acquiring a more
significant role in
the family, and with
that, they are tending to be treated
more in human
terms” said Bob
Vetere, president of
the American Pet
Products Manufacturers Association. Mr. Vetere cited baby
boomers’ empty nests as well as the growing number of dualincome couples without kids as other explanations for the extra
cash flowing toward pets. Packaged Facts, a division of MarketResearch.com, predicts pet expenditures will grow to $52.4
billion by 2009. The allure of the rich bitch explains the more
than 120 exhibitors clamoring to come to the second annual
Pet Fashion Week, slated for Aug. 18, as well as the roughly
15,000 pet boutiques that have sprouted up all over the country.
Even once-wary pet-apparel buyers are signing on.
“As more designers come into the marketplace with really
unique designs, they catch the eye of someone who might
not have bought dog clothes before, people who say to me,
‘I think this stuff is dumb normally,’” said Angie McKaig,
CEO of PamperedPuppy.com. The 4-year-old site, which
Ms. McKaig calls an online magazine and one-stop luxury-pet-products portal, now gets as many as 300,000 visitors every month. A recent survey of those visitors found
that more than 60% of them own a least four pieces of
clothing, four collars and 10
toys per pet, and that owners spend at least $50 on pet
holiday gifts.
Cameron Woo, co-founder
and publisher of Berkeley,
Calif.-based Bark, had to
admit that even his blingaverse readers, who he
said “tend not to dress up
their dogs in clothing,” are
purchasing plenty of products, albeit ones with “more function than fashion.”
Brands such as L.L. Bean and Orvis offer protective
clothing such as raincoats, sweaters to ward off brambles and ticks, and booties to protect paws from salt,
snow and gravel. But recently, he said, a quick survey of his database of potential advertisers turned up
a shocking number of companies in the apparel space.
John Ryan, owner and publisher of Hollywood Dog
and New York Dog magazines, agreed. “I swear 10
new companies are being launched every day that sell
dog clothes,” he said. Mr. Ryan’s publications, kicked
off two-and-a-half years ago when he began to commonly
spot Burberry-clad dogs in Central Park, now bring in
more than $100,000 in annual ad sales.
BY THE NUMBERS
What owners spend to pamper pets
$44.3B 2006 U.S. pet industry
sales
5.7%
Growth of pet-industry
sales between 2005 and
2006
$52.4B Expected U.S. pet-industry
sales for 2009
Source: MarketResearch.com’s Packaged Facts
The Ralph Lauren tipping point Although much of that
revenue has come from small companies (he notes a pattern of high-powered execs who have started up doggieapparel businesses named after their pups), he said Ralph
Lauren’s recent ad in Vanity Fair touting its $18,000 crocodile-clad dog carrier was “the tipping point.” Following
in the footsteps of John Paul Mitchell and others, L’Orealowned Kiehl’s in November launched its For Your Dog
line of conditioner, shampoo and cleansing spritz after numerous requests from its customers, at least half of whom
are dog owners, spokeswoman Amy Focazio said.
Saturday/Sunday, December 10 – 11, 2005
Calculating the True Cost of a Pet
It’s Steeper Than You Think, but There are Ways to Avoid the Bite
Green Thumb / By Ron Lieber
THAT DOGGY in the window costs much more
than you think.
How much? Almost $12,000 over a lifetime for
a small dog that lives 15 years, and more than
$23,000 for a larger breed that lives for 12. Those
are just averages; the numbers grow quickly if,
say, illnesses require trips to the vet.
These figures come from Jim Wilson, a veterinarian, lawyer and consultant who has cre-ated
a detailed spreadsheet, down to the last chew toy,
using data from the American
Pet Products
Manufacturers Association, the American
Veterinary Medical Association and owners.
Dr. Wilson crunched the numbers as part of his
research into damages in lawsuits over pets and
his work for a pet-insurance company.
Numbers like that might give anyone pause.
“People think they can get the puppy from the
pound for $125,” he says. “And they honestly
don’t have a clue as to what the annual costs are
going to be.”
Some highlights from the spreadsheet: “Destruction of Household Items” averages $1,000 for a
larger dog. Dr. Wilson knows of a Weimaraner
that chewed up $3,500 worth of SUV dashboard.
“Sometimes a tail takes out a whole table, and
then you have broken china, red
wine stains,” he says. “Nobody
takes that into account.”
ownership costs would deter them
“significantly” or “quite a bit” from
getting another one.
Thinking about pets in these
terms may make you feel dangerously like the Grinch. In fact, it’s
precisely because animals can
end up playing such important
roles in our lives that it’s crucial
to consider the economic cost
ahead of time. After all, once that
pet becomes part of your household – a playmate for the kids, a
friend and companion – you’ll
likely find yourself determined to
spend whatever it takes to shield
it from pain.
There are several things you can
do to avoid finding yourself in
that group. Before you buy, see a
vet for a “pet selection” appointment. Once there, ask about recurring costs and potential genetic
and behavior problems. Also set
a realistic budget. Fran Hickman,
a financial planner with JSF Financial LLC in Los Angeles, sets
aside almost $14,000 annually for
her African green parrot, two Jack
Russell terriers and a horse named
Temptation. Her advice? Be honest with yourself about what you’re
willing to sacrifice for an animal
(or a menagerie). “It impacts your
family vacations when you spend
$5,000 on an ill pet,” she says.
A Pet’s True Price
The lifetime cost of a dog starts
around $10,000 and goes up.
Some tips for planning ahead
for any pet:
• Meet with a vet before you
buy or adopt to research
expenses
• Budget that money and cut
elsewhere accordingly
• Consider pet insurance well
in advance
It’s the veterinary bills that can really add up. These days it’s a snap
to spend a four-figure amount or
more on care that wasn’t even
available a decade ago. That can
lead, inevitably, to difficult choices. Trade journal Finally, consider insurance. Some employers ofDVM Newsmagazine asks vets every three years for fer it, or you can buy it through outfits like Veterithe dollar amount at which most clients would stop nary Pet Insurance Co. Deductibles and payment
treatment. In 2003, it stood at $961, up 67% from caps may apply, just as they would for humans.
the 1997 figure. A 2004 American Kennel Club survey of dog owners found that 14% said their current Send your vet bill to [email protected]
Readers Willing to Pay up to
Keep Pets Healthy
Extreme measures called for when furry pals are loved like family members
MSNBC Updated: 9:00 a.m. ET March 14, 2007
An emergency visit to the vet: $700. A course of
doggie chemotherapy: $3,000. Prolonging your
beloved pet’s life: Priceless. At least, that’s what
many MSNBC.com readers say. A recent article by
the Associated Press highlighted the trend of American spending more and more on pet health care,
and readers were quick to tell us why they spend as
much as they do.
“My dog is my baby. I love her like I would a child.
I would take all the same measures to treat/ save her
that any mother would take to save a child. She is
family, and is just as important as any two-legged
member!” Kris writes, echoing the sentiments found
in the overwhelming majority of responses.
And an MSNBC.com poll on this topic seems to
back up Kris. The majority of readers (54 percent)
said they would spend upwards of $5,000 to keep
their pets alive. A total of 35 percent said they would
spend as much as necessary.
√
Live vote
How much would you spend on medical care
to keep your pet alive?
Less than $500
17%
Up to $1,000
22%
Up to $5,000
20%
Up to $10,000
5%
Up to $20,000
0.8%
As much as it takes
35%
Published: April 2006
A Shaggy Dog Story:
Pet Spending at All Time High
When creating a household budget, don’t forget the
animal food—and the groomer and the veterinarian and
even the massage therapist. The American Pet Products
Manufacturers Association (APPMA) pet spending figures prove just how much Americans love their pets.
Based on figures so far, Americans’ spending on pets in
2006 is estimated at $38.4 billion.
The American Pet Products Manufacturers Association
(APPMA), which has tracked pet industry stats for more
than a decade, released new figures showing a continued rise in pet expenditures. Pet spending has more than
doubled from $17 billion in 1994 to an estimated $38.4
billion in 2006.
Projections for pet spending in 2006:
• $15.2 billion for food
• $9.3 billion for supplies and over-the-counter medications
• $9.4 billion for veterinarian care
• $1.8 billion for live animal purchases
• $2.7 billion for other services
Total pet spending in 2005 was $36.3 billion. Both veterinary care and other services had stronger than anticipated performances in 2005. New and expanded
veterinary services such as joint replacement surgeries,
delicate eye procedures, and senior health care helped
increase total spending by almost 8 percent over 2004.
Other innovative new services continue to increase market penetration with pet spas and hotels, grooming, pet
therapy and related services. Pets today are definitely
well pampered. “Pet ownership continues to increase
especially among key demographic sectors including
baby boomers and young professional couples,” said
Bob Vetere, APPMA president. “It is interesting to note
that food continues to show growth in the high-end areas with vitamin fortified formulas, gourmet lines and
natural/organic food.“
Vetere points to a trend in the humanization of pet products. “Both baby boomers whose children have moved
on with their lives and young professionals who are delaying having families in favor of careers are turning to
pets to fill the void at home,” he said. “With these families’ higher-than-average disposable incomes, their pets
According to the 375 page survey that tracks hundreds of are enjoying elaborate high-end and high-tech products
pet ownership trends, 63% of American HH’s own a pet: as well as innovative devices designed for convenience
approximately 73 million dogs, 90 million cats, 139 mil- for the pet owner.”
lion freshwater fish, 9 million saltwater fish, 16 million
Source: The American Pet Products Manufacturers Association (APPMA)
birds, 18 million small animals and 11 million reptiles.
Controlled Consumer: A Challenge for
Circulators, An Advantage for Advertisers
August 22, 2005
By Debby Lowenstein
Ask anyone in the media business what the difference is
between consumer and controlled magazines and you’ll
hear a variety of answers. However, most will articulate
that consumer is paid while controlled is free and
usually business to business. But what happens when
you introduce a title that doesn’t fall neatly into one or
the other?
“Controlled consumer” circulation has become
the new category to watch. Publishing companies and
consumer marketers need to work together to acclimate
advertisers and readers to this
concept. Smart media buyers will find
that controlled-consumer publications
offer a laser-like way to reach readers
in specific, desirable demographics.
Publishers are realizing that
controlled consumer provides a way
to launch titles without direct mail
Debby Lowenstein
campaigns or negative remit business.
To launch a controlled-consumer publication, it
behooves the circulator to educate his/her ad sales
staff and help them work with buyers and potential
advertisers. The circulator needs to convey clearly
the facts about controlled-consumer circulation. It’s
more arduous for the circulator than a magazine in the
traditional circulation model.
To start, the circulation team will preselect
names from its own files or outside sources. Because
the publisher is using its own sources to choose the
subscribers, it can cherry pick the readers who fall
into the desired demographic. This way, media buyers
are assured that their ads reach a highly targeted
audience.
An important point is that the subscribers are
people chosen specifically for their demographic data
and buying habits. The readers are a known entity and
more likely to respond to the advertisers’ products and
services.
Controlled-consumer circulation lets circulators
set specific requirements for subscribers and continue
to ensure that those requirements are met. Knowing the
reader before launch also often helps the editorial staff
mold the magazine around the exact reader surveys and
feedback from the first few issues.
By delivering a quality
reader and targeted product
right at launch, the ad sales
team has a strong value
proposition from the start.
Circulators of controlledconsumer
publications
will continue to serve their
subscribers while converting
them to requesters. Another
challenge is “re-training”
readers. Though good
controlled-consumer
American Express publishes
Departures for its Platinum and
publications exist, potential
Centurion cardholders.
subscribers
often
are
looking for the catch when asked to fill out publication
cards.
Marketers of controlled-consumer publications
have the task of conveying the magazine’s value to
potential subscribers while making them feel part of a
specific club for which the magazine has been created. If
the editorial quality is strong and the magazine’s content
matches the needs and interests of the readers, they’ll
become less skeptical and enjoy the publication as much
or more than the others that they pay for.
A controlled-consumer publication that is doing its
job for advertisers hones its list to ensure that readers
are members of the audience the advertisers want to
reach. Circulators can save money by using traditional
circulation devices like tip-ons, insert cards and even the
editor’s letter so the message that this is a great product
that’s free to an exclusive audience is continually
conveyed in an economical fashion.
In controlled consumer, the readers are the
publication’s most valuable asset and must be treated
as such. Strong customer service and “subscriber-only”
deals and offers are a way to enhance the relationship.
In addition to traditional advertising responses,
controlled-consumer publications can help advertisers
reach readers with value-added programs. These can
include exclusive offers to their subscribers with
advertising using techniques such as direct mail, events
and e-mail offers that provide value to the reader. If
demographics allow, location events are particularly
useful in enhancing the reader’s experience with both
the magazine and the advertiser.
As some of the larger magazine publishers begin to
serve a combination of paid and controlled consumer,
and the category becomes more widely accepted, it
grows easier for publishers who want to launch with
this kind of circulation. The category will get easier
to manage as it grow, but the smartest circulators will
understand that their mission is to continue to deliver a
specific reader demographic to advertisers. They need
to be vigilant about maintaining the quality of their
subscriber list and continually devise new ways to attract
qualified subscribers.
Debby Lowenstein is circulation director at Doubledown Media’s
Trader Monthly, a strategy and lifestyle magazine for traders.
Her e-mail address is [email protected].
HealthyPet Magazine Wins Prestigious Awards
HealthyPet Magazine has received two Platinum awards from
MarCom, for its consumer magazine and recently launched print
advertisement.
The MarCom Awards recognize outstanding creative achievement
by marketing and communication professionals. Administered
and judged by the Association of Marketing and Communication
Professionals, with more than 5,000 entries from around the
world.   Judges are industry professionals who look for companies
whose talent exceeds a high standard of excellence and whose work
serves as a benchmark for the industry.
“We are thrilled to receive the platinum award from MarCom in
the consumer magazine category,” says Doug Drew, publisher
of HealthyPet Magazine.  “We take great pride in the content we
provide and our readers are growing with more than 12 million pet
parents receiving the publication from their veterinarian annually.”
HealthyPet received a second platinum award for its recent print ad
which showcases HealthyPet’s effectiveness in helping readers stay
informed and reminded about the importance of annual exams.
MarCom
Aw a rd s
HealthyPet Magazine received
an APEX Award of Excellence
for Best Redesign. The APEX
Awards are based on excellence in
graphic design, editorial content
and the ability to achieve overall
communications excellence.
With the Spring 2007 issue,
HealthyPet introduced an easier to
navigate, contemporary design with
a 70# cover and brighter, heavier
pages. “The goal was to match the
quality editorial with a bold and
fresh design,” says Doug Drew, publisher of HealthyPet Magazine.
Response to the redesign has been great by both advertisers and
consumers alike, with HealthyPet growing its BPA audited circulation
to over 3.1 million pet households with each issue.
In addition to the redesign, HealthyPet increased the magazine
folio by 33% and looks to increase it again in 2008. All of these
changes have increased the consumer’s positive experience with the
HealthyPet brand.