Cesar's Way, a joint venture between IMG and Milan, will hit newstands next week. According to the Wall Street Journal, the new publication will feature photos of celebs with their dogs, will include self-help articles and hopes to capitalize on the 75 million dog owners in the U.S. However, the magazine will join a crowded field--there are about 60 other dog-related magazine titles already in circulation.
Two issues will be published this year with six slated for 2010.
Milan has turned into a cable sensation, thus the desire to continue to expand upon his popularity. He is represented by IMG and has written several books, created a popular website and produced several dog-related self-help videos. It remains to be seen if he can parlay that success in the world of print where many titles are folding or dealing with depleted advertising pages in this soft economy and amidst changing consumer media consumption habits.