• by Fern Siegel , September 14, 2010

AnimalPlanet.com and Purina have partnered to create custom online content. The Internet effort, "Small & In Charge," runs through October and features original Web programming targeting small-dog owners. The content includes a Webisode series titled "Small Dogs, Big Jobs."

Purina's Mighty Dog dog food brand is specifically geared to small dogs.

Lisa Luedde, assistant brand manager, Mighty Dog, calls the online information "relevant and fun," supplying dog owners with specifics to "enhance the lives" of their pets.

Site articles cover a history of small dogs and myths about various species, courtesy of the Discovery-owned HowStuffWorks.com. Animal Planet is one of the Discovery channels.

Also, a daily "treat" blog features posts dedicated to small dog products, as well as canine quizzes and video clips of terriers.

Harold Morgenstern, senior vice president, advertising sales, Discovery Communications, stated that "Small & In Charge underscores AnimalPlanet.com's commitment to creating and delivering custom content that is a win-win for our partners."

The online original series was produced and created by AnimalPlanet.com, Purina and Purina's digital media agency of record, Spark.