Power to the (Dog) People
Cameron Woo, today’s guest blogger, is publisher of Bark, a must-read magazine for dog lovers.
People Have the Power
by Patti SmithListen. I believe everything we dream
Can come to pass through our union
We can turn the world around
We can turn the earth’s revolutionWe have the power
People have the power
After more than ten years of publishing Bark magazine—the “voice of modern dog culture”—if I’ve learned anything at all it’s that every dog has his/her day. And that day has arrived (hallelujah) for dog people. It seems every strategist from Wall Street to Madison Avenue is acknowledging the newest demographic to mark a territory—people who love dogs.
Part of my job at Bark is selling advertising space in the magazine. Lately, the quest for reader demographics has been turned up several notches. Ad agencies representing companies large and small have been asking: How much do your readers earn? What kind of car do they drive? Do they vacation with their dogs? Buy organic? The interest is palpable. In a world where information is king, dog people are what they refer to as “impassioned enthusiasts” with a strong psychographic (attributes relating to personality, attitude, values and lifestyle). In short, we love dogs—and that makes us highly desirable.
You’ve probably seen those eye-opening stats in articles about the burgeoning pet industry—75 million dogs, a third of American households owning a pet dog, $30 billion spent annually. Yes, that’s you! Someone cares about you and your dog! Or, how your love of dog influences your spending and the social choices you make. Cue up those commercials with the adorable rescue dogs and their pet food, and the one featuring a lost dog and a credit card. These are aimed straight at the heart of dog people in a none-too-subtle effort to seize your sympathies and make that all powerful brand-consumer connection.
So, now that we have accepted our card-carrying membership in this new social group, what’s next? How about using this newfound power to make a difference? I’m reminded of the bumper sticker created by a few off-leash advocacy group: “I have a dog, and I vote.” Yes, it’s time to get involved and to let your opinions be known. Worthy causes abound. Not enough off-leash areas for dogs? The local shelter threatened by budget cuts? Is that anti-puppy mill legislation being stone-walled by special interests? Well, there’s good news, as a dog lover, you are part of a special interest group 100 million strong! That’s some special interest!
So, like it or not dog people, you belong to a community and a greater cause. You have responsibilities. Embrace them and learn to love it. As they say in my hometown, the Republic of Berkeley, everything is political. Shop wisely. Vote responsibly. Exercise your freedom of speech (hey you, pick up!). And help us take a giant leap forward for all dog-kind.
First, let me say how much I LOVE, LOVE, LOVE Bark Magazine.
Second, it is so important for animal lovers to exert their opinions through voting and find out what the positions of politicians are on animal welfare.
With all of the puppy mills in the United States, laws on vaccinations, pet food recalls, wild animal conservation and more, our politicians deeply affect the lives of animals. With animal friendly politics, we can improve the well being of animals all around.
We all need to get active – AND VOTE!!
By the way – my demographic is that of a canine aficionado, I drive a Mini Cooper, buy organic for me and my dog and my dogs come with me on vacations and pretty much anyplace I can get away with toting the furkids.
Keep up the great work on Bark!!!
“You’ve probably seen those eye-opening stats in articles about the burgeoning pet industry—75 million dogs, a third of American households owning a pet dog, $30 billion spent annually. Yes, that’s you! Someone cares about you and your dog!”
What a crock… as you probably know, they arent really interested in you or your dog. They are interested in your money. That may explain why increasingly dog food companies are being caught using unsafe ingredients in your dog’s food. Like the dairy industry that cares lees about your health and more about $, so they stuff cows with growth hormones that results in girls menstruating at ridiculously young ages.
With rights come responsibilities and until dog owners get serious about picking up after their dogs and keeping them leashed when in public so that they do not treaten or endanger the public dog advocacy groups can expect to see lots of resistance in urban areas to increasing access to public parks, etc.
Dog owners are you and me and good a great people, but they are also indicative of the lazy selfishness that characterizes our entitled culture.
Wow, David!
Bravo!
I just got a chance to check out Bark magazine for the first time — great content! I’m glad to hear a “woof” for politically-minded dog owners. There’s a great site, in that category, that satirizes politics from dogs’ perspective: http://www.thedogvote.com