Time Inc. Announces Paid Membership Program for Pet Owners
PetHero, set to launch in the fall, will provide members with discounts on pet services.
The program, set to start this fall at $20/month, will give its members a 25 percent discount on in-house medical services from participating veterinary practices, as well as toy and treat boxes, according to a statement from the company.
“PetHero was created to make it easier, more fun and more affordable for families to keep their pets happy and healthy,” says Leslie Dukker Doty, executive vice president of consumer marketing and revenue at Time Inc. “Offering a great discount on vet care nationwide, seasonal delivery of the latest toys and treats, an interactive community and more, PetHero will be an invaluable destination for our passionate and engaged group of pet owners, a group that is growing by the day.”
Time Inc. seeks to build upon its audience, which reaches over 100 million consumers, according to 16 comScore Multi-Platform, who own pets or identify as pet lovers across its print and digital audience, according to a company statement.
“As one of the largest direct marketing companies in the US…we have a unique ability to access first-party data and insights on what is important to our customers,” says Jen Wong, chief operating officer and president, digital at Time Inc. “We use this knowledge to rapidly develop new consumer products and services, like PetHero, that we can market directly to our large, direct customer base.”
The launch of PetHero serves as the first major consumer product headed under Time Inc. president and CEO Rich Battista and his team, with plans ahead for the implementation of another paid membership product before the end of the year. Battista started his current position in September of last year.