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.