• The Wall Street Journal, Wednesday, September 9, 2009 11:10 PM

IMG Worldwide and TV's "Dog Whisperer," Cesar Millan, are launching a magazine dedicated to dog owners and their pets. The new publication, Cesar's Way, hits newsstands next week. It is filled with slick photos of celebrities such as Mariah Carey, Paris Hilton and Jennifer Aniston with pets in tow.

The magazine is the latest example of TV personalities trying to parlay their popularity into newsstand sales. Millan, who will be editorial director of the magazine, has starred in National Geographic's popular canine reality series -- sort of a "Super Nanny" for dogs -- since 2004.

IMG says it plans to publish two issues this year and six in 2010. The new magazine joins about 60 other dog-related titles in the U.S., including Dog Fancy, Doggie Aficionado and Urban Dog, according to the National Directory of Magazines.

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