TFH Publications Bringing 'Animal Planet' to Stores

A deal signed late last month with Discovery Communications to develop a series of pet care books is the latest effort by TFH Publications to broaden its publishing line. Founded in 1952 and now part of the billion-dollar Central Garden & Pet Corp, TFH will launch the Animal Planet Pet Care Library this fall with the simultaneous publication of 20 titles. The books will appear under the Animal Planet brand but will not tie directly to any particular show airing on the Animal Planet cable network. Rather, said TFH publisher Chris Reggio, the line will feature books by experts on caring for a range of animals.

The launch list will have 10 books on caring for different dog breeds, five on fish, two bird books and three titles on caring for small animals like gerbils. Each will be a 112-page hardcover and include full-color illustrations. Priced at $9.95, the line will fill a void between TFH's low-priced Easy & Quick $4.95 series and the $16.95 Terra Nova books.

While pet stores have long been TFH's largest market, the company began expanding its presence in bookstores about two years ago by hiring new commission rep groups, and Reggio is hopeful the high visibility of the Animal Planet name will further the company's penetration in bookstores. Reggio said TFH will design different promotions for the different markets and is just beginning to discuss with Animal Planet how the two companies will promote the line on the network.

Reggio joined TFH from Reader's Digest one year ago and has been looking for ways to leverage the company's backlist of 3,000 titles and strong brand recognition in pet stores. The launch earlier this year of the Terra Nova dog breed series, which includes a DVD, was a success in both bookstores and pet stores. TFH's first horse-care book, Good Horsekeeping, won a Best in Show award at Pet Expo in the equine category. Unlike most awards in the book industry, pet awards "bring a certain amount of cachet," Reggio said, and can boost sales.

Other new initiatives in 2006 include assuming U.S. distribution for TFH's U.K. sister company Interpet and the launch of the Complete Herb Care series in June.