Clayton and Marina sit down with Alex and Kim, the founders of "Westies and Besties," a niche publication dedicated to West Highland White Terriers. The conversation delves into the evolution of publishing, highlighting the shift towards breed-specific content in an era where consumers crave detailed and specialized information. Alex and Kim share their personal journey, inspired by their beloved Westie, Buffy, and discuss the challenges and triumphs of launching their magazine during the pandemic. They emphasize the importance of providing well-sourced, expert-backed information to dog owners, addressing common misconceptions and health issues specific to Westies. The episode also touches on the broader pet industry landscape, the significance of community engagement, and their exciting plans for a new publication focused on Labradors and Retrievers, showcasing their commitment to serving passionate pet owners worldwide.

KEY TAKEAWAYS

Niche Publishing is the Future: The rise of breed-specific publications, like "Westies and Besties," reflects a growing demand for specialized content as consumers seek more targeted information rather than generalized media.

Community Engagement: Building a loyal community around a publication is crucial. 

Importance of Expert Information: Providing well-sourced, expert opinions on dog care, health, and nutrition is essential to combat misinformation prevalent in online forums. 

Global Reach of Publications: The digital age allows niche publications to reach a global audience, expanding their market beyond local communities. 

 

BEST MOMENTS

"We had a little Westie called Buffy... that was our sort of inspiration." - Alex

"There's a lot of misinformation out there... having somewhere that is actually a well-sourced, real information is going to be so much better." - Kim

"People want their information quicker than going down to the corner shop to get your newspaper." - Clayton

"We want to be a go-to source for that information." - Alex

HOST BIO

Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few. 

Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica).

As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals.
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