Martha Stewart Bows Pet-Lovers Business

Staff -- Home Textiles Today, 3/23/2009 12:00:00 AM

New York —

With an audience that includes 9.7 million pet owners who share their homes with a collective 21.7 million dogs and cats, Martha Stewart Living Omnimedia Inc. is looking to better serve this set with the March 16 launch of a multiplatform initiative.

The cornerstone is the new marthastewart.com/pets website, which provides ideas and information related to pet care and "the joys of animal companionship," the company said. This includes a blog from the perspective of Martha's French bulldogs, Francesca and Sharkey, called "The Daily Wag" at dailywag.marthastewart.com.

The site will offer nutrition and grooming tips, crafts and contests — and will feature videos and photo galleries.

"I understand why people consider their pets to be members of their family and am delighted to be offering a website, television programming, and other content that celebrate that special relationship," said MSLO founder Martha Stewart, longtime owner of dogs, cats and canaries.

In a multi-million dollar agreement, the primary sponsor is Nestle Purina PetCare and its super-premium pet food brand Purina ONE. Advice from Purina's nutritionists and veterinarians will be featured. The pet food company will also be the subject of two special segments on upcoming episodes of "The Martha Stewart Show."

MSLO's pet owner audience base is said to purchase more than 200 million pounds of pet food each month. How many pet beds they buy is an open question.