Market Focus?Dog Lovers (311 words)
"There's a whole world of consumer files, and pet owners really took to the Internet, but part of the problem is that not all of them are specified by type of pet," McAleer says.
Michelle Liebau-Drennan, senior account executive at Focus USA, warns that consumer files can be flawed: "I don't have a dog, but I buy presents for my parent's dog. Because of that I'm on every pet list going." Liebau-Drennan suggests using lists overlaid with survey information because pet ownership is self-reported.
Among other list test possibilities, McAleer says that lists of respondents to veterinarian-distributed puppy kits are not as strong as catalog files, but she does attest to the good performance of personalized, or "affinity," check files, where people choose to have puppies printed on their checks.
Tom Mack, sales manager at Adrea Rubin Management, agrees. "There's a very strong affinity there. People write checks every week and they're sending out something that makes a statement about who they are. People who pick dog or puppy checks are not just dog-likers."
The Truth About Cats and Dogs
Fear not, kitty lovers: According to a study conducted by the American Veterinary Medical Association (AVMA) in 1997, there were an estimated 59 million cats in the United States.
Yet, while felines outnumber the canines by nearly 6 million, dogs are found in 4.2 million more homes. The reason: Cats are like potato chips, you can't have just one.
Dog owners are more likely to live in non-metropolitan areas. The income of dog-owning households is generally in the mid to high range, and dog owners are more likely to also be homeowners.
Both the AVMA study and Dog Fancy readership surveys agree that 70 percent to three-quarters of the people taking care of dogs are women.
No Bones About It