Life 2015 MEDIA KIT Don t miss our new look and special offers inside! The authority on responsible dog ownership The only consumer media group for Australian families and their best friend For advertising opportunities please contact: Advertising Sales Manager Agnes Beugnon P: 02 9887 0324 M: 0401 759 363 E: abeugnon@universalmagazines.com.au
REACH THE RIGHT AUDIENCE The Dogs Life media group continues to grow and engage Australian families who love their dog The Dogs Life Media Group consists of: 1. A bi-monthly magazine in print and digital formats 2. A dedicated website 3. A monthly E-newsletter 4. A popular Facebook page 5. Regular special editions 6. A popular annual diary and calendar range The highly engaged dog owner spends approx. $400 a quarter on their pet. Dogs Life is the authority on raising dogs and, as such, captures highly engaged dog owners who are looking to spend on their canine companion as an equal member of the family. Highly engaged dog owners and their families raise their dogs as part of the family, take their dogs to the vet more regularly, are interested in every aspect of their dogs health and wellbeing, even take their dogs on holiday with them or kennel them at the best accommodation they can find. They engage their children in responsible dog ownership and best practise and, most importantly, set aside time to read a title dedicated to their family s best friend. Reach our annual audience of 735,000 dog lovers! 93% Female 86% Aged 40+ 92% Are the primary shopper for the dog and the household 55% Spend between $50 and $150 per month on dog food 40% buy super-premium or premium dog food PRINT 50,000 per issue readership x 6 = 300,000 DIGITAL Website 17,000 UV s per month x 12 = 204,000 Digital issues 500 per year Facebook daily reach of 500 x 356 = 182,500 Enewsletter 4,000 recipients x 12 = 48,000 Note: our research reveals that the Dogs Life print reader and digital user are quite different audiences, making both channels unique marketing opportunities.
There are 4.2 million pet dogs in Australia! DOGS ARE BIG BUSINESS! The Australian pet industry has an estimated net worth of more than $8 billion annually, with nearly five million Australian households owning a pet. Dogs are the most common Australian pet with 39 per cent of households owning at least one canine. FOOD: Pet owners are estimated to spend more than $3 billion a year on pet food, and dog food accounts for over half of this spend. PRODUCTS AND ACCESSORIES: Australians spend more than $1.6 billion on pet products and accessories, primarily on healthcare and medicine but also on collars, bowls and toys etc. Over half of this expenditure is on dogs. SPENDING SET TO CONTINUE: Dogs and pets have been compared to babies in the retail sector, in terms of their resilient market performance, with people prioritising spending on their pet as they would a member of their immediate family. Note: all facts above are from the Animal Health Alliance Pet Ownership in Australia 2013 survey. Dogs Life has influence and delivers results Each page of Dogs Life introduces readers to new ideas, products and businesses that can enrich their dogs life. Allow our brand s authority to promote and grow your business! of readers agree or strongly agree that Dogs Life is a 86% trusted source of ideas for raising their dogs. of readers trust or strongly trust the products they see 84% advertised in Dogs Life. of readers agree or strongly agree that the advertisements 67% they see in Dogs Life encourage them to find out more about the products. of readers have considered or would consider purchasing 91% a product advertised in Dogs Life. All facts from the Dogs Life 2013 reader survey.
See page five for new advertiser products! ABOUT THE MAGAZINE For more than 21 years, Dogs Life has been the most successful magazine in the consumer dog market and Australia s love for the magazine has seen it outlast all its competitors to become the ONLY title reaching this audience. Australian families and dog owners continue to remain loyal to Dogs Life magazine as we constantly improve our feature stories, expert advice, contributors, competitions, clients, design and distribution. DOGS LIFE GAINS MASS APPEAL WITH CESAR MILLAN! In mid 2014 in a successful bid to grow readership numbers Dogs Life introduced a regular column by Cesar to answer common training problems and share his personal stories on the joys of dog ownership. The well loved personality has brought many new regular readers and subscribers to the title. FACT FILE: Frequency Bi-monthly Cover Price - $7.95 Readership 50,000 per issue Target Demographic highly engaged dog owners Distribution Nationally through newsagents, subscribers and online MAGAZINES GENERATE CLICKS: Magazine advertising and editorial drive consumers to the internet more than any other medium*. On average, 34.6 per cent of observers of a magazine advertisement with interest in the product visited the company s website**. * Accountability Study, Magazine Publishers Association, 2012. **Print Works Study, conducted by VDZ, 2011 Check out our fresh new design! HEALTH & WELLBEING animals ingest milk. Puppies normally have adequate levels of intestinal lactase to permit digestion of lactose in their mother s milk, however, when given cow s or goat s milk they may develop diarrhoea due to the higher lactose levels, says Dr Perkins. Why so sensitive? ARE CERTAIN BREEDS OR LIFE STAGES MORE PRONE? Kylie Baracz discovers why sensitive stomachs occur in dogs and how you can prevent them. Dr Perkins says that adverse food reactions have been reported in dogs ranging in age from four months to 14 years. Up to one-third, however, may occur in dogs less than one year of age. There are no well-documented breed pre-dispositions to food allergies, but the Chinese Shar Pei and German Shepherd dogs are commonly affected, she says. Gluten-sensitivity is not well reported in dogs but has been documented in Irish Setters. Puppies are often susceptible to sudden changes in diet, more so than adult dogs, so be mindful of this when you purchase a new pup. TREATMENT 40 www.dogslife.com.au FOOD ALLERGIES A food allergy is when a pet has an immunologic reaction to a food and this is usually to a particular protein source. In 15 studies, including 278 dogs, the most commonly identified food allergens reported were beef, dairy and wheat respectively, Dr Perkins says. Dogs with food intolerances, however, may not be allergic to food proteins but may benefit from diets with certain qualities such as being highly digestible or having an improved ratio of Omega 3 and 6 fatty acids or including prebiotics in the diet. Another issue to address is that dogs can develop food allergies after prolonged exposure to one brand or one form of food. On the other hand, reactions resulting from food intolerance may occur after a single exposure to a certain food ingredient. Although food additives are frequently incriminated as causing problems in dogs and cats, few data confirm this perception, says Dr Perkins. WHAT ARE THE SYMPTOMS? Diarrhoea (often intermittent) or soft stools Increased frequency of defecation Flatulence Vomiting Weight loss Reduced appetite CARBOHYDRATE INTOLERANCE Carbohydrate intolerance is often seen by vets due to a sudden change in diet or after an episode of gastrointestinal disease. As you may have noticed in the recommendations on the side of pet food bags, several days are required for the intestine to adapt to changes in food carbohydrate sources. Your veterinarian will always encourage you to change your pet s diet slowly for this reason. Diarrhoea, bloating and abdominal discomfort occur when lactose-intolerant Ella+Friends Photography, Bigstock S ensitive stomachs in canines can occur for many reasons. They may be caused by a dietary sensitivity, food allergy, an intolerance or a gastrointestinal disease. Dr Martine Perkins, veterinarian from Pymble Veterinary Clinic, says because there are a number of reasons why this can occur, you need to make sure there are no underlying issues. First, it is important to rule out underlying issues such as parasites, infectious agents, toxicity from spoiled food or pancreatic disease, says Dr Perkins. Many of these disturbances can cause a short-term dietary sensitivity which responds to both nutritional and pharmacologic therapy. Longer-term dietary sensitivities can result from a true food allergy or food intolerance, or from conditions such as inflammatory bowel disease (IBD). Although no obvious cause for IBD can usually be identified, food sensitivity seems to be a possible culprit, and modifying the diet can palliate signs in some instances. The therapeutic approach to most gastrointestinal diseases involves a combination of pharmacologic and nutritional therapy. The beneficial impact of nutritional therapy is often ignored, resulting in incomplete or delayed resolution of signs, says Dr Perkins. First, you should consult your veterinarian to ensure that there is not an obvious underlying disease process which requires pharmacologic therapy and to get the best advice on how to treat your pet. Feeding a complete and balanced diet with highly digestible ingredients of good quality is very important, but sometimes that is not enough. In acute cases of vomiting or diarrhoea, often your veterinarian will advise you to avoid all food for 12 24 hours and then introduce a bland and highly digestible diet in small, frequent amounts. It is important to always allow free access to water as otherwise your pet may become dehydrated. If your pet is vomiting frequently, immediate veterinary attention is required, she says. Elimination diets Because most food allergens are thought to be glycoproteins, protein in food is the nutrient of most concern in patients with suspected adverse food reactions. The variety of proteins in the food, their sources, the amounts and digestibility, and whether the patient has been previously exposed to the proteins are all considerations. Protein digestibility of at least 87 per cent is recommended for such foods, says Dr Perkins. Ideally, elimination foods should provide a limited number of novel protein sources, preferably a hydrolysed protein source. Protein hydrolysates have molecular weights below levels that commonly elicit an allergic response. The food should preferably be complete and balanced for the age and lifestyle of the animal if it is to be used for more than two to three weeks. Elimination trials are often performed with young animals in which nutritionally inadequate foods are more likely to cause problems. Dietary fibre Dietary fibre consists of nondigestible carbohydrates and is used as a treatment of Colitis. Fibres such as beet pulp, psyllium and fructooligosaccharides (FOS) have been shown to enhance structure and function of the intestinal lining. Additionally, FOS are prebiotics which promote the growth of beneficial intestinal microorganisms, says Dr Perkins. Dietary fibres also have beneficial effects on colonic motility. As a trade-off, addition of fibres to the diet may have a negative impact on nutrient digestibility depending on the fibre type. Psyllium can contribute to improvement of faecal consistency when added to a highly digestible diet. Probiotics Probiotics are friendly bacteria which enhance the normal flora of the digestive tract and can help improve resolution of gastrointestinal signs. Consult your veterinarian on advice about approved veterinary probiotics available. So are we currently seeing more cases of this type? Dr Perkins doesn t think so. I do not believe we are seeing more cases of stomach sensitivity than 10-20 years ago, although I am not sure that those statistics have been documented. I think we are slowly getting a better understanding of dietary sensitivities, although the term food allergy is still often used too freely. DL HOW TO PREVENT SENSITIVE STOMACHS Be watchful: Try to make sure your dog doesn t eat garbage, spoiled food or anything questionable. Avoid giving your dog table scraps Slow down mealtimes: Dogs that eat fast also ingest a lot of air. Divide big meals into smaller portions, feed throughout the day or try a slow-feeder bowl. Be consistent: Any change in nutrition can irritate a dog s system. If you are changing your dog s food, do so slowly. Gradually mix greater and greater proportions of the new food with the old. Feed your dog a nutritious, high-quality food which is complete and balanced: Dogs cannot readily digest food made with low quality ingredients. Keep your pet s parasite control in check: Consult your veterinarian for advice. Consult your veterinarian if you feel your dog has any of the above mentioned clinical signs. www.dogslife.com.au 41
DOGS LIFE DIGITAL WEB, ENEWS + SOCIAL! DOGSLIFE.COM.AU Australia s leading online destination for dog lovers, attracting people looking for health and nutrition advice, training and behaviour answers for their pets problems, breed information, latest news, articles, competitions and more. Statistics show that it has a unique blend of magazine readers as well as pure web users. Key trend for 2014/15: online purchasing of pet food and products. In the era of peer referral, a magazine editor is a reader s friend, and magazine websites consistently outperform all other websites, in terms of driving purchasing intent, with 29% of users visiting a store or client website to view a product*. * Accountability Study, Magazine Publishers Association, 2012. OUR FACEBOOK The Dogs Life Facebook page has over 4,500 friends and growing UNIQUE VISITORS MONTHLY: 17,000 UNIQUE VISITORS ANNUALLY: 204,000 LEADERBOARD BANNERS $1200 plus GST/quarter Max 3 x share available Banner appears run of site 468 x 60 px FIRST FOLD MREC $900 + GST/quarter 1 x available Banner appears run of site 300 x 250 px STICKY MREC 1 x available Banner appears run of site 300 x 250 px $1000 + GST/quarter FOOTER BANNER 1 x available Banner appears run of site 468 x 60 px $900 + GST/quarter
MONTHLY E-NEWS FETCHING AND DROPPING ALL THE LATEST The monthly E-newsletter reaches 4,000 users who love the Dogs Life brand of information and entertainment. For businesses, it is a fast, efficient and easy way to reach a targeted database of dog lovers in a trusted and regular environment. The E-news database is built from opt-in regular print readers, subscribers, facebook friends, competition entrants, expo visitors and website members ensuring that it is an engaged dog loving audience. The database is regularly growing and being added to every day. The content is broad and entertaining with funny newsworthy stories and exclusive competitions to ensure high open rates. Rate: $280 per 000 EDMS: The E-news database is also available for dedicated EDM communications. These are personalised single message email communications to our readers. EDM s are ideal for sending a larger amount of content or when you have a great offer, deal or announcement to make. These additional emails are limited to one per month to ensure the database remains engaged.
Dogs Life now offers sponsorship of its Kids Club and Ask The Experts sections. SPECIAL NEW OFFERS AND RATES FROM THE DOGS LIFE TEAM! NEW ADVERTORIAL PRODUCT Buy a six-issue schedule and receive a free full-page profile on your business/product on the new Dogs Life Loves page. Limited to one client per issue Advertising rates: CASUAL 3 ISSUES (-10%) 6 ISSUES (-20%) DPS $8500 $7650 $6800 Full page $4500 $4050 $3600 Two columns $4000 $3600 $3200 Half page $3000 $2700 $2400 One column $2500 $2250 $2000 Quarter page $2000 $1800 $1600 Premium Positions IFC $5500 $4950 $4400 IFC DPS $7500 $6750 $6000 IBC $4600 $4140 $3680 OBC $5800 $5220 $4640 Doggy Directory Half page $1112 $1000 $890 Quarter page $611 $550 $489 1/6 display $502 $451 $402 1/8 display $305 $275 $244 Please note: the above rates do not include GST. Each issue contains the following sections: Health & Nutrition Behaviour & Training Tales of Life with Dogs Celebrity Special Breed Features Bone-anza Giveaways Hot Products Kids Club THE DOGGIE DIRECTORY The directory has developed into an integral section of the magazine where readers go to search for services and products for their dog. It is heavily promote din each issue to ensure reader attention. The directory is a cost effective opportunity to promote your brand in this national title. Important dates: ISSUE AD BKGS CLOSE AD COPY CLOSE COMP. MAT DUE ON SALE Jan/Feb 2015 #129 6 Sept 20 Sept 27 Sept 18 Dec Mar/April #130 18 Oct 1 Nov 15 Nov 19 Feb May/June #131 3 Jan 17 Jan 24 Jan 16 Apr July/August #132 6 March 20 March 27 March 18 June Sept/Oct #133 8 May 22 May 29 May 20 August Nov/Dec #134 3 July 17 July 24 July 15 October Jan/Feb 2016 #135 4 Sept 18 Sept 25 Sept 16 December
UPCOMING FEATURES 2015/2016 January/February Issue #129 Puppy Yearbook July/August Issue #132 Winter Special PUPPY SPECIAL Puppy kit leads, training toys/treats, toys, bedding etc Why it is important to get pet insurance early What breeds are suitable to allergy sufferers? Puppy names history, top 50 most popular names etc WINTER SPECIAL Winter pampered pooch shoot/road test (coats, beds, collars etc) Grooming special products, services How to knit a unique doggy jumper Fleas and worms they are not always just summer pests! Grooming essentials Skincare lice, mites and mange How to start a pet business grooming, retail, cafe Choosing a dog-friendly car Heartworm, all worms How vets cope with day-to-day events (pet loss, surgeries, owner s concerns etc) Animal Law meet the owners of the first ever law firm dedicated to animal cases March/April Issue #130 Action & Training Special September/October Issue #133 Seniors & Mutts Special TRAINING SPECIAL Training products and treats road test Dogs Life Loves feature on training toys/trainers? How a dog sport helped a cancer patient regain her confidence Dog sledding the dog sport taking the world by storm SENIORS SPECIAL Arthritis treatments How to keep seniors comfortable beds, creams, heated mats, exercise regime etc Oodles of fun deciphering the different cross breeds What is a mutt? Senior pet adoption benefits of owning an older pet Surviving traumatic events dog heroes Careers with pets Where should you buy your dog? Canine Myofunctional Therapy Dog eyesight does it change as they age? How to help your pack cope after a pet loss May/June Issue #131 Health & Nutrition Special November/December Issue #134 Summer Special HEALTH SPECIAL Dog allergies & toxic plants Is your dog an emotional eater? Cleaning products non-toxic & pet hair vacuums How to feed your dog nutritional needs and what to avoid Health products and services to keep your dog in peak condition *** Christmas Gift Guide *** War dogs (ANZAC Day special) Mother s Day Gift Guide Dog Lovers Show Doggy diet challenge? SUMMER SPECIAL Keep your dog cool grooming, cooling mats, portable water bowls etc Fun outdoor activities with your pet Best pooch-friendly holiday destinations Christmas Gift Guide Feel-good stories (eg miracle drugs, rescue features Using positive reinforcement in training Meet the dogs that have changed people s lives (include readers stories)
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