Another Dog Magazine Joins the Pack

CESAR’S WAY launched on September 15 and is a joint venture between publisher IMG (TENNIS WEEK, THE DAILY) and Cesar Millan, the “Dog Whisperer” of the National Geographic TV reality show.

Cesar's Way magazine coverThe magazine will cover various subjects pertaining to human-canine relations, including stories about celebrities and their dogs, regular people and their dogs, and dog-training tips.  It will also feature lifestyle content focused on how people adapt – or fail to adapt to dog ownership.  But don’t call it a dog magazine, said Lee Rosenbaum, VP, publishing at IMG.  “We show [people’s] lifestyles and how dogs fit within their lifestyle.”

Mr. Millan will be editorial director and his wife, Ilusion, will co-edit.  IMG says it plans to publish twice in 2009 with a guaranteed circulation of 150,000 and six times in 2010, when the rate base will rise to 250,000.

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