More consumer press coverage for my IMG project with Cesar "Dog Whisperer" Millan

Famous People And Dogs: A Super Team

Celebrities and pets: The last two subjects that Americans care to read about.

Here we have America's newest magazine Cesar's Way, combining a popular television personality, dogs, and celebrities talking about their dogs. Every other magazine in America is worried about folding, but this invincible trifecta of American interests makes Cesar's Way the surest media bet until Jill Abramson's god damn 'Puppy Diaries' book comes along.

"Can your dog fix your marriage? Just ask Jada Pinkett Smith." That seems like a bizarre conversation.

Dogs and famous people, together at last!


Dog Whisperer is starting magazine 'Cesar's Way'

By Richard Vogel, AP
Can't get enough of the Dog Whisperer's advice?

Cesar Millan is launching a new magazine Sept. 15 that has two publication dates in 2009 and goes bi-monthly in 2010.

While it is tough times for many in the publishing industry, pet fans seem to be hanging onto to their publications. Both Dog Fancy and Cat Fancy have seen their circulation hold steady, according to Cesar's Way will cover various aspects of dog ownership.


The Dog Whisperer In Print

jpgmagcover.jpgLast year, as our economy was beginning to crumble, I was walking by a doggie boutique with my friend Randall. As we peered in at the couture collars and tutus for Shitzus, he predicted that the pet industry would be among the first victims of the recession. But I knew Randall was wrong. Certainly our country's deep bond with the canine species would help us get through these troubled economic times. We co-evolved with these beasts, they've stuck by our side through wars and famines, and they will see us through to a healthy stock portfolio, I just know it.

Cesar Millan seems to see things my way. The "Dog Whisperer" is launching a new magazine called Cesar's Way, and it hits newsstands tomorrow. The Wall Street Journal had a peek at the publication, and says it is:

filled with slick photos of celebrities such as Mariah Carey, Paris Hilton and Jennifer Aniston with pets in tow. Articles include "Can Your Dog Fix Your Marriage? Just Ask Jada Pinkett Smith" and "7-Day Doggie Detox."

Okay, so it sounds like utter schlock. All the more reason to think the mag will be a big hit. Wouldn't you rather look at pictures of puppies than read the Economist?


'Dog Whisperer' Cesar Millan Launches New Magazine

Categories: Dogs, Pets in the News, Celebrity Pets

On newsstands now! The debut issue of Cesar Millan's new magazine. Photo: IMG Publishing/Cesar Millan

Known by millions as the "Dog Whisperer," Cesar Millan has been helping problem canines and their owners for the last twenty years -- and has become a media sensation in the process. There's his wildly popular show "The Dog Whisperer" -- about to launch its sixth season on the National Geographic channel on October 9 -- multiple best-selling books, and a foundation that Cesar and his wife of 15½ years, Ilusion Wilson Millan, created to rescue dogs across the country.

Now, the Millans can add a magazine to their list of achievements.

Entitled Cesar's Way, the magazine is a joint venture between IMG Publishing and the Millans. The glossy bi-monthly publication, which debuted its first issue yesterday, features training articles penned by Cesar, health tips, real life tales, and celebrity profiles.

Recently, Paw Nation spoke with Ilusion Millan, the magazine's editor-a t-large, about Cesar's Way.

How did the magazine come about?
It's a labor of love. Once we published our books, we decided we needed something to reflect our worldview of what we do, that people can subscri be to, and get up-to-date information about our lives.

How would you describe the magazine?
It's a lifestyle and pet magazine. We wanted to really engage the reader with information and just make it a fun thing for everybody to read. It's not purely educational.

What do you hope to achieve with Cesar's Way?
We hope readers can see a little of themselves and their dogs in this magazine. We want to enhance people's knowledge about their dog, so they have better, more bonded, loving relationships that are fulfilling both for the person and the dog.

Will Cesar be on the magazine's cover every month, as Oprah Winfrey is on O, The Oprah Magazine?
We're still determining that. We wanted to launch the magazine with Cesar being the face because there are people who may not know who he is. [Editor's note: Over 10 million viewers tuned in each week to watch The Dog Whisperer last season.]

What will you be doing as editor-at-large?
I'll be approving and overseein g the content, putting in my two cents creatively, and ensuring the Cesar Millan brand and philosophy are represented accurate ly. I'll also be writing a column for each issue where I get to share a little bit about myself and how my life works around Cesar, our children [sons Andre, 15, and Calvin, 10], our businesses and our dogs.

Like sharing how you met Cesar at an ice-skating rink when you were 17 years old?
Yes! [Laughing.] My friend called him for a ride and he and I just looked at each other and smiled. I heard, "He's the one." I looked behind me, but there was no one there. It was so crisp and clear. Right the next morning, he called to ask me if I wanted to go out for tacos. Now, normally you don't ask a girl to go out for tacos for breakfast -- that doesn't work. But I knew exactly what he was up to. I agreed. And we hit it off from there.

You have famous fashion photographer, Gilles Bensimon, doing the photography for Cesar's Way.
I was very excited about that and proud that Gilles was going to take the pictures. We love him very much.

Are you amazed at all that you and Cesar have created?
I'm just really grateful that God has put us in this place and given us the opportunity to grow in an immense way. Dogs are so amazing; they have taught us so much. An d I'm really grateful to our fans as well. They have given us the opportunity to help them and learn from them, too. People say, "Oh, the teacher is going to come and teach us," but we forget that the teacher is also learning.

What types of articles can readers look forward to in the magazine?
Stories about people who've made their dogs a part of their family and been inspired by these amazing relationships that exist between people and their dogs. We want to give you the information to be a better pack leader not only with your dog, but in your life, as well.


Is the 'Dog Whisperer' leaving behind his pack for a new venture?

The “Dog Whisperer,” Cesar Millan is unleashing a new venture in his media enterprise with the launch of his magazine – Cesar’s Way. The dog behavior expert is already credited with a television show, DVDs and books in his empire.

Surprisingly the magazine will not focus solely on dogs and dog behavior. It is being called a “lifestyle” magazine by publishing company IMG Worldwide. It features glossy pictures of celebrities such as Mariah Carey, Paris Hilton and Jennifer Aniston along with their pets. And the magazine features stories like, “What’s Sandra Lee Cooking for Her Secret Love?”

Lee Rosenbaum, vice president of IMG says, “We show (people’s) lifestyles and how dogs fit within their lifestyle. It’s a bit of a mixed breed.”

Cesar’s Way was created to compete with successful pet magazines such as The Bark, Modern Dog and the online magazine PEOPLE Pets and cash in on the pet craze. It is also trying to gain readers and advertisers from other publications such as Martha Stewart Living and Country Living which have expanded their pet coverage.

But do we really need another “lifestyle” magazine? Perhaps Cesar Millan should stay in his area of expertise of correcting dog behavior and educating people to be responsible pet owners. This is especially important in-light of stories like the one coming from Maple Valley, WA where an irresponsible owner allowed his five dogs to attack and kill two rescued horses at an equine sanctuary last week.

Instead of trying to become a household name through his relationship with celebrities, perhaps Millan could stay in the public eye by continuing his worthwhile projects that have saved the lives of many animals.

For instance, earlier this year Millan worked with Last Chance for Animals to uncover abuses at a puppy mill. He also spoke in support of a pet shop called Pet’s Delight that promoted the concept of “humane adoptions” by selling dogs that have been rescued from city shelters.

And he could further his public image by speaking about the accomplishments of his non-profit organization called the Cesar and Illusion Millan Foundation that rescues, rehabilitates and adopts abused and neglected dogs.

IMG sees a lot of potential for Cesar’s Way which will hit the streets on September 15th. They want to make Millan a recognizable name in every home. Let’s hope this new venture doesn’t make Cesar Millan forget about his roots and leave behind all of the good work he has accomplished on behalf of dogs and abused animals.


Dog Whisperer launching magazine

Shh. What's that? It's either the rustling of money or Cesar Millan whispering about a new venture...maybe both.

The canine trainer famously known as The Dog Whisperer is launching a new magazine called Cesar's Way. This is in addition to his book, products and TV show about helping dogs with behavior issues.

The Wall Street Journal reports: Cesar's Way, which hits newsstands next week, is filled with slick photos of celebrities such as Mariah Carey, Paris Hilton and Jennifer Aniston with pets in tow.

Articles include "Can Your Dog Fix Your Marriage? Just Ask Jada Pinkett Smith" and "7-Day Doggie Detox." IMG says it plans to publish two issues this year and six in 2010.


Look what Cesar’s stepping into now

cesarmagTV’s “Dog Whisperer” has sniffed out some new turf: He’s launching a

magazine that will hit newstands next week.

The magazine — dubbed Cesar’s Way – will be a joint venture between Cesar Millan and the New York sports management and entertainment firm IMG, the Wall Street Journal reports.

The Journal reports that the premier issue is heavy on celebrities, with Mariah Carey, Paris Hilton, Jennifer Aniston and their pets filling many of its pages. Articles seem to have a celebrity bent as well, including “Can Your Dog Fix Your Marriage? Just Ask Jada Pinkett Smith” and “7-Day Doggie Detox.”

IMG says it plans to publish two issues this year and six in 2010.

Millan, following in the footsteps of Opray Winfrey and Rachel Ray, will see if his fame parlays into newsstand sales. He’s listed as editorial director of the magazine.

The new magazine joins about 60 other dog-related titles in the U.S., including Dog Fancy, Doggie Aficionado and Urban Dog, according to the National Directory of Magazines.

The Journal says Cesar’s Way faces the worst ad climate in decades — one that has forced the closure of such magazines as CosmoGirl, House & Garden and Domino. In the first half of 2009, magazine ad revenue plunged 21% from a year earlier, according to the Publishers Information Bureau.

Nevertheless, IMG and Millan think they can profit from the 75 million dog owners in the U.S. and the “recession-resistance” of the pet industry. “People have continue d to spend on their pets,” Millan said. “You always want to make sure your family is taken care of, and Americans believe the dog is part of the family.”

IMG isn’t the only company to see dollar signs in the pet market. Martha Stewart Living Omnimedia added a pet destination to its Web site this year. People Magazine introduced PeoplePets, and Honda is touting its pet-friendly Element with features such as a cushioned pet bed in the cargo area and a pet-restraint system.


Pet Pro Profile:
Ilusion Millan

ilusion millanAs Cesar Millan has become a household name thanks to his National Geographic Channel series "Dog Whisperer" and his bestselling books, a powerful force behind the scenes has been wife Ilusion Millan. Serving as president of Cesar Millan, Inc. and Editor-at-Large of the newly-launched Cesar's Way magazine, Ilusion Millan is at work on a variety of projects from developing a school curriculum to foundation work to help homeless dogs. Recently interviewed Ilusion Millan about her work and the new magazine.

In an economic climate when sadly many magazines are folding, "Cesar's Way" has launched. What is it about dogs that you believe is helping the pet industry go against the odds and succeed during this downturn?

In households all across the country, family has really become the focal point. The state of the economy doesn't change the fact that you take care of your family as best you can, no matter what. You do what you can with what you have, even in a downturn. Dogs are a part of that family unit, and I think more and more people are recognizing that. That's why the dog industry is still going strong.

As a mother, you've been able to introduce your sons to all types of dogs

and made sure they understand the proper way to safely meet a strange dog. For parents new to the dog world, do you have a tip as to where they can begin to introduce their children to dogs even if their situation doesn't permit them to have a dog at home at the present time?

No touch, no talk, no eye contact! That's a rule that my husband teaches to adults when they meet dogs for the first time, and it's something that is important - maybe even more important - for kids to follow.

Many parents teach their kids that it is okay to be excited when they see a dog, so the child will run up, give the dog a big hug, and look him straight in the eye. Dogs can see this unstable energy as a threat. Imagine if a complete stranger ran up to you and did those things.

So I would recommend that you treat every encounter with a dog as an opportunity to teach how to properly interact with an animal, and I would recommend taking time to talk to your child about compassion towards animals. If you can touch the heart of a child, that message will stick with them forever, so this is an issue that Cesar and I feel very passionately about. Our non-profit organization, the Cesar and Ilusion Millan Foundation, is currently working on a curriculum to teach kids the safe way to interact with dogs.

The goal of the program is to teach kids social and emotional skills, so they grow up to become more respectful, compassionate, and confident - skills they to become pack leaders in both the human and the animal world!

As a former preschool teacher

and a mother, you've been working with North Shore Animal League and Yale University developing the "Mutt-i-grees" Curriculum to teach preschool and primary age children empathy and care for homeless animals. Can you tell us more about your work with the program and your goals for the project?

The Mutt-i-grees® Curriculum teaches empathy and caring for homeless pets. It is a unique approach to humane education. But it is so much more. It teaches empathy and caring within the broader context of social and emotional learning, which is the classroom application of emotional intelligence.

It will teach a generation of children to be aware of their emotions and of other people and animals, to be able to think about people's actions, and our reactions - as well as make informed and socially-aware decisions. The message is take care of yourself, take care of other people and animals, take care of your community and the environment.

I am very excited about The Mutt-i-grees Curriculum and its potential for children to grow up humane in the broad sense - toward animals as well as each other.

What is remarkable is that when children learn about emotional intelligence - when they acquire social and emotional skills - they become better learners. There are so many studies that have shown the link between social and emotional learning and academic achievement.

As a former teacher and mother, I know that these skills are so essential in today's global environment. And knowing how important this will be in saving animals is especially gratifying to me.

The Curriculum starts with preschool and the primary grades, but we hope to have follow up with versions for older students in the upper elementary grades, middle school, and high school.

What's the most rewarding part of your job as president of the Cesar Millan, Inc.?

I am so proud of the work we do through the non-profit Foundation; of our efforts to help in the rescue, rehabilitation, and re-homing of abused and abandoned dogs. I love knowing that we're helping people to experience the growth and self discovery that come from realizing their potential for pack leadership. The relationship between humans and dogs gives us insight into who we really are, and I think that makes us all better people. Being a part of that transformation of human beings by way of this relationship is very exciting.

What would you like the readers of to know about "Cesar's Way" and your goals for the coming months?

Our chief goal is to produce a magazine that helps you better manage the relationship between you and your dog. We hear inspiring stories every day from owners all over the country describing how their dogs have enriched their lives and given them a better sense of themselves. The magazine is about sharing those stories with a wider audience, because we think that the personal lessons those people have learned can be applied to anyone. That's very important to us. And, of course, there will be plenty of tips to help you develop your inner pack leader.

For More Information:


BLOG MAGAZINE: "Cesar's Way Latest in Pet Lifestyle Genre"

POP HANGOVER: "Dog Whisperer Getting His Own Magazine"