• March 16, 2009

Martha Stewart loves pets and to prove it, Martha Stewart Living Omnimedia is launching a multiplatform pets initiative with www.marthastewart.com/pets as a program anchor. The site provides information on pet care and the joys of animal companionship. It also includes a blog from Martha's bulldogs called "The Daily Wag." Nestle Purina PetCare is the primary sponsor. The Web site is part of a larger effort to build on MSLO's presence in the category. Pet content, integrations and ad will be featured across all MSLO platforms: TV, radio and magazines. According to MRI, the "Martha Stewart" audience includes 9.7 million dog and cat owners who share their homes with a collective 21.7 million dogs and cats and purchase more than 200 million pounds of pet food each month.