August 7, 2017 Last Updated 9:28 am

Time Inc. launches PetHero paid membership program

PetHero marks the first major consumer product developed under CEO Rich Battista and his team, with another paid membership product to be launched before year-end

NEW YORK, NY — August 7, 2017 — Time Inc. is jumping into the $60 billion-and-growing pet products industry with the launch of PetHero, a new paid membership program designed for the millions of pet owners nationwide. Beginning this fall, PetHero membership will provide a range of benefits, including 25% discounts on all in-house medical services by participating veterinary practices. Members will also receive toy and treat boxes and other benefits. Membership plans begin at $20 per month.

Leslie Dukker Doty, Executive Vice President of Consumer Marketing and Revenue, the Time Inc. division driving the product introduction, commented: “PetHero was created to make it easier, more fun and more affordable for families to keep their pets happy and healthy. 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.”

The pet products and services industry is expected to exceed $70 billion by 2020, according to the American Pet Products Association. Across digital and print* Time Inc. reaches more than 100 million consumers who own pets or are pet lovers and engages them regularly with content on pet wellness and health, human interest, food and celebrities and celebrity pets.

“As one of the largest direct marketing companies in the US, with approximately 30 million subscribers and a digital footprint of more than 127 million unique visitors a month**, we have a unique ability to access first-party data and insights on what is important to our customers. 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,” said Jen Wong, Time Inc. Chief Operating Officer and President, Digital.

PetHero marks the first major consumer product introduced under President and CEO Rich Battista and his leadership team, which is developing another paid membership product to be launched before year-end.

* Source: 16 comScore Multi-Platform, June 2017

** Source: comScore, June 2017

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