At a time when magazines face evaporating ad sales [0], one small publisher has an ambitious plan to launch as many as 18 editions of a new enthusiast title over the next couple of years.

Bluedogg Innovation Marketing & Media [1] said it will launch the first edition of HauteDog—a 10,000-circulation magazine for dog lovers—in Austin, Texas in September. The Austin-based company said it plans to launch four regional editions of the magazine every six months.

“We hope to reach a total of 12 to 18 markets, and more if the areas can support it” Bluedogg owner Susan Patton told FOLIO:. “Since this is a local market magazine, the ‘dog-centricness’ of the select cities will determine the opportunity in the market.”

Patton—a former associate publisher at ST Media Group International—said the initial launch is self-funded and that advertising sales and event sponsorships will be "key elements" in the magazine's revenue generation.

Before the end of the year, editions of HauteDog will launch in Dallas, Cincinnati and Louisville, Kentucky Patton said. Once printed, each new edition will be featured at a launch event, paid for by as many as three sponsors, to be held at area dog-friendly locations, she said.

The magazine’s companion Web site will go live in August.

The launch issue is expected to have 36 pages and carry a $4.95 cover price. An annual subscription will cost $18. The magazine will be distributed to various pet-friendly locations including veterinarian offices, specialty retail locations and area shelters.