DogTime Media Launches Its First Ever Seal of Approval

Swiffer Honored as First Recipient of Seal Created to Offer Peace of Mind to Pet Owners

SAN FRANCISCO–(November 16, 2009)–DogTime Media, the largest online media community focused exclusively on pet owners, today launched the first-ever DogTime Media “Approved for Pets” seal. The DogTime seal of approval was developed to provide pet owners with valuable insight into the suitability and safety of selected consumer products. The easily identifiable seal gives pet owners and pet enthusiasts confidence that a product has been reviewed by pet experts, thoroughly tested in real world environments and is determined to be safe and effective for use around their pets.

“A cornerstone of DogTime’s mission is to be an advocate for pet owners, by not only helping them select the best products for their pets, but encouraging manufacturers to keep pets and pet owners in mind when they develop new products,” says Trevor Wright, CEO of DogTime Media. “The DogTime “Approved for Pets” Seal is a key part of this mission and is our way rewarding brands that truly care about pets and their owners. As such, we’re delighted to award Swiffer’s family of products with the first seal of approval.”

Swiffer, a brand already advertising with DogTime Media, stood out to DogTime for its complete system for pet hair clean-up.

“Swiffer enthusiasts have been telling us for years that they love the pet cleaning benefit of Swiffer products,” said Dewayne Guy, external relations manager, Swiffer.”As a result, the brand develops products with pet safety in mind and is honored to be recognized as safe and effective for pets with the first DogTime seal of approval for its new Swiffer Wet Mopping Cloths, redesigned Swiffer WetJet, Swiffer Sweeper and Swiffer SweeperVac.”

The DogTime Consumer Product Review Panel and the DogTime editorial staff continue to search for products to receive the seal of approval. Interested companies will be required to complete a questionnaire and submit samples of their products for review. Once completed, the products will be reviewed rigorously by the DogTime Consumer Product Review Panel, which is currently made up of the following pet experts:

  • Dr. Carol Osborne, veterinarian, founder and president of the American Pet Institute, the Pet Anti-Aging Wellness Centers and PAAWS;
  • Julie Bjelland Lokhandwala, a dog trainer with 15 years of experience who trained at the world-renowned Guide Dogs for the Blind;
  • Leigh Siegfried, a Certified Pet Dog Trainer who has been working professionally with dogs since 2002
  • Trevor Wright, CEO of DogTime who launched the company so that he could put his years of experience building Internet companies to use helping to reduce the numbers of animals that are euthanized every year in this country

Companies can be considered for the Seal by sending an email to: ApprovedforPets@dogtime.com. For more information about the DogTime Media Seal of Approval, visit http://dogtime.com/dogtime-approved-for-pets-seal-swiffer.html. For additional information on the approved Swiffer products, visit www.swiffer.com.

About DogTime Media

DogTime Media is the largest vertical media community focused exclusively on pet owners and the 45.4 billion dollar annual pet market. DogTime Media reaches 27.8 million monthly users via its community of 500 leading pet-focused websites, 420 pet bloggers and more than 2,000 rescue groups, anchored by its own DogTime.com, the premier destination for dog owners.

DogTime Media actively supports the efforts of rescue groups and shelters nationwide to significantly reduce the number of homeless and neglected pets in the country by providing authoritative advice to both novice and experienced pet guardians. Privately held DogTime Media and DogTime.com are based in San Francisco, Calif.

About Procter & Gamble

Four billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Gain®, Pringles®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Actonel®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun® and Fusion®. The P&G community includes approximately 135,000 employees working in about 80 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.