What began as a love of dogs has morphed into a one-woman publishing success story, even in today's times of financial turmoil. Editor and founder of "Dog's Life Magazine" Yvonne B. Mejia of Santa Monica created a resource for canine lovers throughout the Southland. The magazine hit the stands in the fall of 2007, and it's been gaining popularity ever since.
The message is simple: how can you make dogs' lives better? The free, tabloid-sized glossy publishes just four times a year and is gaining national attention. "Dog's Life Magazine" has won high honors at the Humane Society of the United States' Genesis Awards five times—including two for 2009. Mejia, a New Orleans native, has high hopes for the future.
Orange County Dog Examiner: When and why did you begin "Dog's Life?"
Yvonne Mejia: I started planning Dog’s Life in the fall of 2003. I was working in San Diego as an adoption counselor for the Helen Woodward Animal Center (HWAC) where I counseled adopters on choosing the right pet and educated them on pet ownership. Although the main function was as an adoption shelter, people were constantly calling HWAC for help with behavior problems, health issues, nutrition etc.
I noticed that the questions were always the same, so to me, that meant many pet owners had the same concerns and were looking for the same type of resources. That is when I got the idea to create some sort of publication that would include all of the information that people were looking for while at the same time promoting adoption and the best practices of pet ownership.
OCDE: What was the journey like?
YM: The journey has been a learning experience. Prior to moving to San Diego I worked in advertising and broadcast production for almost 15 years. I wanted to create a magazine and I had never worked in the publishing industry. I did a lot of research and decided that in order to execute the type of magazine that I wanted, I needed to learn everything about the magazine business first hand.
A fellow New Orleanian I knew works at a magazine publishing company in Los Angeles. I gave her a call and told her what I was planning to do and she found a position for me. Once I started the job, I made it my mission to learn about every facet of the publishing because I knew that in the beginning I would be doing almost everything on my own. Then at night I would do local animal welfare research, read books and plan. I was constantly trying to learn, and I’m still learning things on a daily basis.
OCDE: What has been your proudest moment with "Dog's Life?"
YM: My proudest moment so far was when I received a phone call from an elderly gentleman soon after the first issue came out. He told me that he loved the magazine and that he found it very useful. He felt inspired to help and wanted to know if he could pass by my office and help me out in some way. It was a lovely gesture and I felt like I succeeded in making a difference with one person.
OCDE: How do you feel about winning so many Genesis Awards, especially as a new magazine?
YM: I'm extremely honored that Dog's Life has been recognized for the editorial mission. We may be a small media outlet right now, but we are making a big difference. And it is being noticed.
OCDE: What are your hopes for the magazine?
YM: I hope the magazine will truly make a difference. Its purpose is to help dogs by giving current and future dog owners the tools necessary to be their dog’s best friend. Dogs are members of the family and deserve the best when we make a commitment to bring them home. That commitment means a lot of things these days and I want readers to learn from Dog’s Life. One day I hope to have a Dog’s Life available in every major city with their own local resources.
OCDE: Where can people find it?
YM: Dog’s Life is distributed at no cost at all Los Angeles City, County and SPCA shelters. It is also available at hundreds of pet and non-pet businesses throughout Los Angeles and Orange counties. Subscriptions are available online and a portion of the fees will go to a local spay/neuter program.
OCDE: What are the three things people can do to help make dogs' lives better?
YM: 1) Adoption is important. Saving a life is so rewarding and necessary to put puppy mills out of business. 2) Spay and neuter is vital to stopping the cycle of overpopulation as well as giving a dog many social and health benefits. 3) I also feel that socialization is key to a good dog’s life. Dogs are social animals that love to be with people and other dogs. Consistently walking them, bringing them to the park, or a day at a doggie day care fulfills them a great deal.
OCDE: Lastly, who inspires you?
YM: My inspiration is my mother. She is from Honduras and came to the U.S. four years before I was born. She worked very hard to give me the opportunities for a good life and an excellent education. She has supported every idea I have ever had, even if it seemed far-fetched. She just wants me to live a purposeful life and be happy. I think I’m on my way to making that happen.
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