Naperville Business Lawyer Discusses New Niche Venture From Audible

niche, Naperville business law attorneyAs a business law attorney, I recognize the importance of products and services designed to reach a specific demographic or market segment. Not every product must appeal to everyone, and niche products can be extremely successful for the right customers. This is exactly what a popular streaming service hopes to do with its most recent offering.

Millan Claims Audiobooks Will Help Dogs Feel More At Peace

The ASPCA estimates that Americans own 78 million dogs and 85.8 million cats. Pets are a very important part of many people’s lives. About 44% of all households have a dog and many of those dog-owners feel that their furry friends are more like family members than pets. Countless products for pets have become popular in recent years. Individuals buy pet insurance, outfits, toys, furniture and even perfume for their furry friends. Now, thanks to the efforts of Cesar Millan and Amazon, your dog can also listen to audiobooks.

Cesar Millan is a “dog behaviorist” and is featured on the hit television shows Dog Whisperer and Cesar 911. Millan helps families with dog troubles as he coaches dog owners to be “calm and assertive” to help tackle behavior problems, separation anxiety, and aggression. His new product is a joint venture with Amazon’s streaming audiobook service Audible. Audible for Dogs includes audiobooks that have been selected by Millan to help calm anxious pets—particularly when their owners are away. Titles include classics such as Jane Austen’s Pride and Prejudice and newer releases such as Born a Crime: Stories from a South African Childhood by Trevor Noah. Millian’s research team found that 76% of dog owners who played the audiobooks for their dogs reported lower levels of pet anxiety and stress.

Americans Will Spend $69 Billion on Pets in 2017

The trend of buying more and more pet products is not a new one. According to the American Pet Products Association, Americans will spend $69 billion dollars on pets this year. That amount has almost doubled since 2004. Families are spending more money on pet food and pet accessories than ever before. In 2016, $28 billion was spent on pet food, $14 billion on supplies, and almost $16 billion on veterinary care.

Some of this spending may seem a bit extravagant to some, but Millan believes otherwise. He says, “Dogs are social animals, so they need to engage with someone and the purpose of Audible for Dogs is to make dogs feel there is someone with them. The person performing the audiobook is actually keeping your dog calm and taking the dog to a resting state, acting as an extension of you.” Clearly, many pet owners agree with Cesar’s methodology. If trends continue, audiobooks may not be the last specialized pet product to become available this year.

Making Your Niche Idea Work

If you have an idea for a niche product or service, contact an experienced Naperville business law attorney for help with bringing it to market. Call The Gierach Law Firm at 630-756-1160 for a confidential consultation today.





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American Pet Products