The Mutts Magazine Archived
PLEASE NOTE THAT THIS IS PAGE CONTAINS SELECTED ARCHIVED CONTENT OF THE ORIGINAL SITE.
A glossy upscale magazine, The Mutts Magazine, used this website as part of their PR push during the magazine's launch. I was so excited to see this dog lovers' magazine burst out on the dog scene. This site was overflowing with great ideas. The PDF that previewed the magazine was slick, there were facebook and twitter accounts with posts of events. It appeared that The Mutts Magazine was on its way. So what happened? The sites domain expired and the Mutts Magazine website disappeared.
Although their Facebook page still exists, there have been no new posts since 2013. Their posts extended from 2010 till 2013. I'm not sure if I fit into the complete profile of the demographics the magazine was aiming at. For instance I haven't bought doggie googles for my dog so she can ride in a Porsche Boxster, which sadly I can't afford. But I'm sure some folks would say I do pamper her, probably more than I pamper myself. I saw a recommendation in Vogue about some fashionable doggie products that mentioned an online store called GoodNightDog.com. They make and sell these gorgeous dog beds that put all others to shame - designer dog beds that look like stylish floor pillows. I have one dog and 2 of these. Now I consider that pampering!
I was delighted when I recently discovered that the domain was available, so I bought it with the goal of recreating as much of its original content as possible from archived pages. I did not want someone else to purchase the domain and re-purpose the site for something that had nothing in common with the original website.
If you were familiar with the magazine this should be a stroll down memory lane. Enjoy.
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This is the dawn of eco-awareness. Soon to be gone are the days of thoughtless exploitation of Mother Nature and the fellow beings with whom we share our planet. A new generation is taking form, from hybrid cars to eco-fashion a society that is more aware of its surroundings is being born as we speak. This change is what we like to call THE AGE OF THE MUTTS. With more and more animal lovers opting for the immense satisfaction of choosing a MUTT over the made to order pedigree, its time there was a publication dedicated exclusively for this special breed of humans and their pampered pooches.
Each month, The MUTTS magazine will reach thousands of these conscious consumers who create demand for your brand. From health and fitness, style and living, fashion and beauty, to more pressing issues like disease and cures many would come to the MUTTS magazine to be informed, to be surprised, to laugh, and to be moved.
The doting parent: Like any doting parent these mutt lovers spend hundreds on pet food, healthcare, lifestyle products and toys. On average pet owners spend over $12,000 for a small dog that lives 15yrs and more than $23,000 for a larger breed that live for 12yrs which exceeds the average cost of providing clothing, transport and healthcare ($18,690) for a child the same age by far. Always looking for ways to spoil their precious little tots these big spenders splurge on basic necessities like bedding, leashes, etc to sheer luxuries like eco friendly clothing, puppy goggles, etc
Conscious consumer: Unlike pure-breed dog owners who buy dogs from breeders puppy mills and treat them more like accessories or fashion statements, owners of mutts or shelter dogs are conscious of the pet overpopulation issue and are true animal lovers at heart who are assertive about the role they play in their pets life.
In short MUTTS is a lifestyle magazine for the modern pet parent, featuring an editorial mix of fashion, home décor, travel, entertainment and health for them and their precious MUTTS. With a clean, stylish design aesthetic, MUTTS believes that being a good pet owner and maintaining nature’s balance are not mutually exclusive.
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THE MUTTS Magazine Reader Profile
Predominantly female, affluent, well educated and professional. They are married, own their homes and have an average of 2 pets. These are well balanced and more active individuals than regular dog owners. They are proactive about all aspects of their pet's life - be it diet, exercise, grooming or even style.
Higher household income: With better jobs and higher disposable incomes these consumers place more importance on quality rather than price. According to the Annual Retail Trade Survey 2008 pet spending came a close second to clothing stores and even exceeded the combined spending on jewelry, beer and liquor.
Better educated / well read buyer: This select breed of animal lovers are intelligent, well educated and well informed on issues relating to their pets be it heartworm and tick prevention or the importance of micro chip, healthy diet and pet insurance. Constantly on the look-out for better products that are good for both their pampered mutts as well as the environment!
The doting parent: Like any doting parent these mutt lovers spend hundreds on pet food, healthcare, lifestyle products and toys. On average pet owners spend over $12,000 for a small dog that lives 15yrs and more than $23,000 for a larger breed that live for 12yrs which exceeds the average cost of providing clothing, transport and healthcare ($18,690) for a child the same age by far. Always looking for ways to spoil their precious little tots these big spenders splurge on basic necessities like bedding, leashes, etc to sheer luxuries like eco friendly clothing, puppy goggles, etc.
Conscious consumer: Unlike pure-breed dog owners who buy dogs from breeders / puppy mills and treat them more like accessories or fashion statements, owners of mutts or shelter dogs are conscious of the pet overpopulation issue and are true animal lovers at heart who are assertive about the role they play in their pets life.
In short MUTTS is a lifestyle magazine for the modern pet parent, featuring an editorial mix of fashion, home decor, travel, entertainment and health for them and their precious MUTTS. With a clean, stylish design aesthetic, MUTTS believes that being a good pet owner and maintaining nature's balance are not mutually exclusive.
