Where's My Bone: A magazine tailor-made for dog lovers

By Sumantha Rathore , afaqs!, New Delhi | In Media Publishing | September 23, 2010
The lifestyle magazine for dogs will be for the pet enthusiasts from the upper middle and high income group

Has it ever happened that you so wanted to go for an exotic holiday but couldn't, because you did not have the heart to leave your pet pooch alone at home? For pet owners who are obsessed with their canine friends, dog lovers Jimmy Jain and Apeksha Harihar decided to launch a magazine focussing on dogs. Titled 'Where's My Bone', the lifestyle offering will cater to pet owners from middle income and high net worth group.

Where's My Bone is tentatively priced at Rs 75. It will be launched in January 2011 and will be a quarterly offering. The company is promoted by Jimmy Jain, chief executive officer; and Apeksha Harihar, editor and founder, Where's My Bone.

The magazine is looking at advertisers from various sections, including those who are into related businesses, pet friendly hotels, dog food companies and "basically anyone who wants to reach out to the pet owners," says Harihar.

The magazine is in the final stages of talks with Mahindra Homestay, Petsmart Pet Products and a few dog salons in Mumbai for advertisements.

It also aims to attract advertisements from other small but growing dog related businesses such as dog travel agencies which suggest pet friendly vacations, pet photography related businesses and dog bakeries.

It will have an initial print run of 2,000 copies and aims to take the figure up to 5,000 copies by the end of the year. The magazine will be available at Landmark and Crosswords outlets and pet shops across the metros of the country. Harihar adds that 70 per cent of the circulation will be through subscription based model.

Talking about the content of the magazine, Harihar says, "Where's My Bone will be a strictly dog lifestyle magazine and it will have nothing to do with dog nutrition and training. There are many magazines which cover that aspect. We will cater to those who want to give their dogs a better life. We want to make India a well equipped nation for pets, like many other countries."

Each edition of this quarterly will have a different theme, including travel special, beauty special, fashion special and photography special issues.

The magazine's closest competitor will be the six year old Dogs and Pups magazine.

Where's My Bone will, on an average, have 50 pages, out of which 70 per cent will be dedicated to content and the rest will be taken up by advertisements.

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