Uh... huh. All this time I've been subscribing to both "New York Dog" and "Hollywood Dog", and I never realized they were THE SAME MAGAZINE!!!

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Ryan and O'Doherty also plan to capitalise on the success of the New York Dog Magazine with the launch of the Hollywood Dog Magazine.

The New York Dog Magazine dubs itself an upscale magazine with attitude - catering to one of the fastest growing markets in the country'. The magazine, which has a $4.95 cover price, has a circulation of about 21,000.

While the content of both of the magazines will remain the same, Ryan and O'Doherty believe a different masthead will boost the circulation on the west coast of the US.

There was a bit of resistance to the name of the magazine on the West coast, as people thought it was focused on New York, O'Doherty said.

The idea for the canine magazine came about when Ryan moved to New York after O'Doherty had bought out his share of VIP magazine.

Ryan felt there was an untapped market of upwardly mobile women who spend significant cash and time on their dogs.

The first issue of New York Dog debuted in the US last September. Filled with stories titled Dogs on Atkins! You've Got Pee-Mail! and Are Mutts the New Black?, the by monthly magazine also features regular columns such as Doggiescopes, which gives dog owners their pets' horoscopes.

There is also an obituary column offering dog lovers the opportunity to commemorate their departed pets.

An article in the Washington Post noted that, while America was awash with dog magazines, none can match the sheer jaw-dropping goofiness of New York Dog, and few would even think of running a piece like Not in front of the dog, dear! which raises this provocative question: Can making love in front of your dog disturb it so much that the resulting trauma might be long-lasting, or even permanent?