• by Sara Guaglione , August 7, 2017

This fall, Time Inc. will launch a paid membership program targeting pet owners, called PetHero. The program will use the publisher’s consumer data to create a new service-oriented business.

“We have a unique ability to access first-party data and insights on what is important to our customers, stated Jen Wong, Time Inc. COO and president of digital. "We use this knowledge to rapidly develop new consumer products and services, like PetHero, that we can market directly to our large, direct customer base."

Time Inc. claims it reaches more than 100 million consumers who own pets or are pet lovers with digital and print content.

Leslie Dukker Doty, EVP of consumer marketing and revenue, the Time Inc. division overseeing the launch of PetHero, stated it will be a destination “for our passionate and engaged group of pet owners, a group that is growing by the day.”

A membership to PetHero will include a 25% discount on vet bills from participating veterinary practices, seasonal delivery of gift boxes with pet toys and treats, as well as benefits like advice from vets.

Membership plans begin at $20 per month.

PetHero is the first major consumer product introduced under president and CEO Rich Battista and his leadership team, according to Time Inc. Battista replaced Joe Ripp last September.

The company says the program taps into the pet products and services industry, which is expected to exceed $70 billion by 2020, according to the American Pet Products Association.

Time Inc. will unveil another paid membership product before the end of the year.

This new business comes after Battista announced plans to sell off Time Inc.’s non-core brands, including Coastal Living, Sunset and Golf, as well a majority share of Essence.

Time Inc. sold its experiential business INVNT in July.