• by Erik Sass  @eriksass1, September 10, 2009

Mag Bag: Dog Whisperer Debuts Pub

Cesar Millan, who has built a media and merchandise empire by getting neurotic dogs to behave, is adding another medium to his media portfolio: print. In partnership with IMG, a sports and entertainment marketing company, Millan is launching Cesar's Way Sept. 15, which will have a guaranteed circulation of 150,000 with two publication dates in 2009.

If all goes according to plan, Cesar's Way will increase its rate base to 250,000 in 2010, when it will publish bimonthly. The launch issue includes natural endemic advertisers like Del Monte's pet food brands, but also human-focused brands like Skechers, JetBlue, and Best Western.

The 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. Cesar's Way will also feature lifestyle content focused on how people adapt (or fail to adapt) to dog ownership. The magazine will probably feature the information that makes Millan's show on the National Geographic Channel, "The Dog Whisperer," so fascinating: His almost supernatural understanding and faculty for communicating with dogs.

While it's launching in a difficult environment for consumer magazines, Cesar's Way is banking on Americans' enthusiasm about pet ownership. Indeed, established titles about pets have held up better than other consumer magazines in recent years. From June 2004-June 2009, according to the Audit Bureau of Circulations, Dog Fancy and Cat Fancy have both seen their total circulation hold steady at about 240,000.

Wal-Mart Sends Mags to the Back

As part of a wide-ranging remodel, Wal-Mart is moving magazines to the back of many of its stores, according to Folio:. Here the magazine section will be merged with the entertainment department, sold alongside movies, games, music and electronics. The new layout is being implemented in 500 stores nationwide and an additional 150 set to open this year. Magazines will still be sold at checkout.

However, it's hard to avoid concluding that this is another blow to magazines from the nation's largest retailer, which accounts for about 20% of total newsstand sales. Last year, the retail giant said it was going to cut 1,000 titles from its stores. Earlier this year, Wal-Mart faced shortages of certain popular magazine titles as a result of a price war between the country's main magazine wholesalers.

Meredith Corp. Makes Deal with Interactivation

Meredith Corp. has signed an agreement with Interactivation to bring Meredith video content on demand to over 25 million households, with plans to share advertising and sponsorship revenues. This includes ads and sponsorships on Mag Rack, a video-on-demand network also operated by Interactivation. Meredith President and CEO Steve Lacy explained: "We possess tremendous video content creation capabilities across our multiple national and local brands. Interactivation's Mag Rack network has an impressive national footprint across the major cable and satellite television operators. That's a powerful combination that will be attractive to viewers and marketers alike."

Country Living Merchandise Debuts at Kmart, Sears

A branded line of home merchandise from Country Living, called the Country Living Collection, went on sale this week at more than1,200 Kmart and 500 Sears stores around the country. In total, the merchandise line features over 700 products for the home in "country style," in the bedding, bath, dining and home décor categories. The collection features four sub-collections with different design aesthetics: modern countryside, blue and white, red and white, and faded antique.

Barnes & Noble Promotes Green Mags

Barnes & Noble is highlighting magazines printed on recycled paper with special magazine racks touting these "green" publications at over 240 stores around the country. The environmentally conscious initiative is the result of a partnership with Green America, which is spearheading a "Better Paper Project" and Next Steps Marketing. There are 10 titles getting the green highlight: The American Prospect, Grit, Make, Miller-McCune, Mother Jones, Mothering, Natural Home, Stanford Social Innovation Review, Tricycle and VegNews.