The American fascination with pets continues to grow at a steady clip – in fact, the market has experienced a 31% growth over the past 5 years—with another 28% expected by 2023. The role of pets has also evolved, with the younger generations viewing pets akin to children and friends, worthy of spoiling and sharing experiences with. To date, there is not a national brand, at scale, that is successfully delivering both service and entertainment content to this audience through the specific lens of ‘pets as family.’
Dotdash Meredith’s content marketing agency, Foundry 360, answered the call to feed this audience with the information they want and need by launching DailyPaws.com, a website dedicated to everything pet. Based on the success of this website, Foundry 360 – in partnership with Mars Petcare as the program’s exclusive pet food sponsor, launched Paw Print, a 48-page magazine that is delivered to over 1,000,000 families that own BOTH a dog and a cat – making it the largest print magazine in the pet category
Frequency & Circulation:
Editorial Content Strategy
Several issues have been measured for sales lift via an NCS study with overwhelming results in driving ROI, attributing 13% of the overall incremental sales.