August is the time for squeezing in one more beach trip before Fall hits, so I chose a photo with clear skies, calm waters, and a faithful hound by the viewer's side.

The layout here is a little unusual for the Retail Messenger in that an advertisement for an upcoming event is taking up the entire message space. Normally, there would be helpful advice, either for the retailers themselves or for them to pass on to customers. But, the Buying Show for the Northwest distribution zone that year was larger than normal, so I wanted to hype it to retailers in the area.

"It's still a little warm out! Can we go out on the water again one more time hoo-man? Pleeeaaase? I have my life vest on," is the vibe I was aiming for, and this photo is just perfect. October will be National Animal Safety & Protection month, so I added a call out in the same color as this little guy's vest to clue the retailer in to what amazing deals they'll find inside so they can be prepared.

Despite that little White Westie's wish for summer to not end, temperatures are dropping which means pet parents must turn to toys to help entertain their furry friends. Here, I highlight the benefits of playing with your pet and give advice on picking out toys, both of which the retailer can pass on to customers.

Retail is all about staying ahead of the game. The following month, November, will be National Senior Pet Month. A call out informs the retailer and at the same time hints that there's many deals in that category inside. I wanted a photo of a wizened dog with some gray around the muzzle, but still has a playful twinkle in the eyes. When I found this golden retriever, I knew he was the one (I'd bet he's still a puppy at heart).

Building on the spirit of the front cover, I wrote two pieces about senior pets filled with information for both retailers and their customers. The first explains how adopting an older pet can be just as wonderful as adopting a younger one. The second calls attention to pet supplements and the rigorous standards they are held to, so that pet parents can trust using them.

A call out never hurts, even if the theme for December is quite obvious. And an adorable stowaway never hurts either! Holidays mean heavy travel, especially when it comes to Thanksgiving and Christmas, and what cat owner hasn't turned around for one second while packing and then had to unpack their cat upon turning back again?

Cats are perhaps more infamous for destroyi- I mean, playing with decorations. So the first piece has tips for retailers to give to customers looking to avoid that scenario. The second talks about what essential supplies any pet parent looking to bring their fur baby along on their travels should have.

Christmas is here, and if you haven't got the decorations up already, don't worry - your furry family members are always happy to help! See? Look how helpful they are being in this photo!

In the spirit of the season, the first piece serves as a reminder that there is an incredibly wide variety of holiday-themed pet products across all categories, while the second explains how we can improve our pets' lives in addition to our own.

If not for the cozy scarf around his neck, this calm and cool guy might just blend in with his surroundings! I'm sure he's been having plenty of fun in the snow with his hoo-mans though.

Sometimes it's hard enough to remember to take care of our own teeth, which is why I decided to dedicate the first piece to reminding retailers about pet dental health and all the products that are out there, so that they can stock up and tell their customers about it during February - National Dental Health Month! The second piece serves as a word of caution about ensuring that our pets are just as warm and comfortable as we would want to be during the cold winter weather.

Continuing off of the back cover of the January issue, the Dental Health theme has taken over the front cover of the February issue with a dog happily gnawing away on a tasty hide bone. The preview message lets retailers know there's more deals on dental products inside, just in case they need to order more for health conscious pet parents.

Spring is approaching, so the first piece is a friendly reminder that it will soon be time to check and treat outdoor ponds, get protection against insects, and set out tasty feed for birds and small animals as they return with warmer weather. Since February is the month of love, I naturally wrote the second piece on adoption and the joys and benefits of bringing a pet into the family.

There will be no pinching this handsome lad with all that green around him. No, our ginger friend here would much rather romp, stalk and play in the lush grass that has grown with the return of Spring. The preview message is a little continuation from the back cover of the February issue.

The back cover reminds retailers of and celebrates two special days that are fast approaching: National Puppy Day on March 23rd and Earth Day on April 22nd! Both pieces give advice to retailers on how to enjoy, honor and promote the two days with their customers.

"Psst... Will you tell me where the eggs are hidden?" asks the chick. The bunny mischievously twitches its nose and whispers back "Sorry, it's a secret surprise!" Because I couldn't resist taking a subtle Easter theme with the April issue. Plus, I wanted to showcase small animals since much of the time a dog or cat is chosen for the front cover.

National Adopt a Shelter Pet Day is April 30th, and I decided to take a balanced approach with it in the first piece. I acknowledge that shelter pets are not always perfect, but then highlight how they don't have to be and can still make you perfectly happy after you've welcomed them into your family. The second piece recognizes that those who love to travel do not wait for summer, they just go as soon as it's warm enough. In it I wrote helpful advice to retailers on what to stock up on and by extension what to encourage on-the-go pet parents to buy.

For many people across the country, Memorial Day is the "official" start of boating season. The dust is brushed off the boat cover, the trailer is hitched and everyone - pets included - piles into the car for a day (or more) on the water. To embody this feeling, I chose a photo of a dog boldly (and safely, thanks to his life vest) leaping into the water.

The first piece is an extension and elaboration on the front cover, promoting how pet life vests are a real thing and come in all shapes and sizes, so your dog or cat can safely tag along. The second piece gives advice to retailers on how to encourage pet parents to get outdoors more in general with their fur babies, and the benefits that come with spending time outside.

As you've probably noticed, the Retail Messenger normally does not use photos that include humans for the front cover. But, when I found this photo of a cat dad giving his beloved feline some love and attention, it just felt right for June as we begin to ease into Summer.

I gave warnings in previous issues, and now that it's more consistently warmer out the insects are everywhere. But, as I explain in the first piece, there's a bright side: flea & tick prevention and treatment comes in more varieties than ever, so stock up to give the customers choices! The second piece is a little reminder and warning about a certain very loud holiday coming up, as well as advice to pass on to customers about how to help pets get through it.

Have you ever seen a more patriotic Guinea pig? I'll bet you haven't! Just look at the little guy and his tiny cape and felt hat! When I found this photo, I had to use it because it checked so many boxes: cute, funny, thematically appropriate, and a way to show the small animal category on the cover again.

The raw pet food category was rapidly growing (and still is to this day). I had been working on another project with the Vendor Manager of the raw category and Animal Supply Co.'s freezer program, and used the knowledge I gained from that to write an introduction to raw pet food for the first piece. In the second, I give tips on how to help pets stay cool in the hot Summer heat in simple, fun and interesting ways.

There's still time before school starts up again, but you don't have to be in school to do some reading. Any time is a good time to enjoy a good book with a good boy by your side.

That said... it is important to prepare for that first day back at school. The pets likely won't fully understand it, and won't want to see their young hoo-mans disappear for several hours a day five days a week. As I explain in the first piece, there are steps pet parents can take to address it, chief among them being training. The second piece covers how play does not and should not end with Summer. Playing with your pet gets them active, stimulates the hunter instinct, helps burn energy, is a form of bonding, and can even be a reward for training!

Animal Supply Co. distributes an incredibly wide variety of pet products that covers dogs, cats, rabbits, Guinea pigs, hamsters, ferrets, wild and domestic birds, chickens, aquatic creatures (fish and more), and reptiles (snakes, lizards and beyond)! Considering the cooler temps and turning leaves of Fall, I chose a small tortoise resting comfortably in his warm little log cabin.

The first piece is a heads up to retailers that September is National Disaster Preparedness Month, advising them on what to stock more of and how to educate customers on how to include their pet(s) in their emergency plan. The second one is a reminder that, like at the start of the Spring, work needs to be done in Fall to adjust for shift in weather - ponds need to be treated, outdoor structures should be checked, and more.

Black cats are NOT bad luck - they're just a little spoopy~. I took advantage of the spirit of the season to put this fine feline on the cover. Black cats are undeservedly one of the least adopted due to the untrue superstition surrounding them. They deserve more love (and a treat, it's Halloween for goodness sake!).

Both pieces address the holiday season in different ways. The first is a humorous, lighthearted jab at how many mainstream stores put decorations on the shelves ridiculously ahead of the actual holiday, which can feel confusing - but we got just what retailers need to keep up with plenty of seasonal products. In the second piece, as a nod to our tendency to overeat this time of year, I gently remind that pet obesity is a serious health issue and that we can take steps to address and prevent it.