The web site, www.petspartofthefamily.com, has been relaunched to improve the way it complements it’s off-line counterparts and improve visitor experience.
The Pets: part of the family brand is a multi-media pet franchise, introduced in 1999. The web site parallels the public television series, bimonthly magazine and book collection – all of the same name. Although the media avenues different, the focus is common: to explore, celebrate and stand in awe before the relationship between us and the animals who share our lives. Each brand property reinforces the other channels, cross-marketing all products and spreading the brand’s message about the human – animal bond.
Off-line publishing powerhouse Rodale Inc. launched the magazine and book projects last year. Subscription growth of the magazine has been fast and impressive, with reader feedback incredibly positive. The magazine was recently awarded honors for top pet magazine by the Dog Writers’ Association of America. The combined production resources of Bulldog Communications and Resolution Inc. were paired with Rodale to develop the public television series. Rolling out season two of the public television show in May, 2000, the series appears poised for continued critical and commercial success. Underwritten by PETsMART Retail and PETsMART.com, the public television distribution success in 1999 looks to continue during season two as well.
www.petspartofthefamily.com is relaunching with enhancements to year one features and new additions to improve the value of the site experience. The site will continue to feature special magazine subscription offers, a program guide and local station listing for the TV show, the popular kids’ department and a vet expert Q&A section. An improved availability of virtual postcards has been uploaded to the site. And the links section will provide users even more resources to the online pet community. All Rodale pet books will be featured on the site, with links to the on-line bookstore for special offers.
A major change for the site in year two is the improved use of real animal photography, a change from the animated shots in year one. Chief among the featured images will be the lovable PetClan, the six live animals who “co-host” Pets: part of the family Public Television – alongside Emmy-award winning Gary “Radar” Burghoff. The numerous photo shoots conducted for the magazine over the past year also allow the site to draw upon rich, familiar images to enhance the web site.
Among the additions in the 2000 site are downloadable wallpaper of the magazine’s editorial centerpiece, The Pets Bill of Rights; a downloadable screensaver as a free gift for ordering a subscription on-line; a Making a Difference department highlighting an animal welfare group with related links and archived information on Pets: part of the family’s first-year of public television shows and magazine issues. Archived magazine articles will also be available, based on those features that readers have loved most. For current subscribers, the site allows review and modifications to subscription account records, on-line subscription payments and on-line (paperless!) renewals.
The web site has increased in traffic and transaction productivity through year one, particularly aided by the brand’s affiliation with PETsMART.com. As sponsor of Pets: part of the family Public Television and official on-line content partner, both sites collaborate on traffic and brand-building programs.
Pets: part of the family Magazine Associate Publisher, Mike Fitzpatrick, remarked on the evolution of the on-line presence for this exciting new media brand: “Our first year of exciting growth is behind us and we have reinvigorated our site according to what we’ve learned. This year’s site relaunch was designed to better portray our products, while serving as a resource for what the pet lover wants and needs. As Pets: part of the family continues to build into a household brand name, we want our site to focus on the celebration of the human-pet bond that is at the core of all of our products.”
Advertising Sales Don Schroder 610-967-8265
Editorial Kathleen Moser 610-967-7859
Cooperative Marketing Mike Fitzpatrick 303-216-9218
Public Television Karen Parrella 203.227.5606
Web relationships Leah Karo 303.216.9212