European Stars And Stripes (Newspaper) - April 6, 1987, Darmstadt, Hesse                                Snewin the animal business by Sid Kane now York time there is no disputing that animals contribute a Tot Moto to society than companionship and Lood. They sniff for bomb Gas teams and drugs they catch criminals and serve a eyed Lochhe mind and oars for the deaf they Rescue earthquake and Avalanche Vic Lynw Small wonder then Hal animal lovers in Iho United slates Are willing to spend fortunes on keeping their Pels stylish end Happy Anco that businesses at Ell kinds Ere trying 10 capitalize on the Devotion Between animals and people. Indeed animals have turned out to be excellent salesmen showing up in television and print ads to sell products As obvious As dog food and As unexpected As Mutual funds a recent marketing study has shown that americans generally regard a product More positively if there s an animal associated with it the Pel tends a degree of warmth and liability said Kely o Reilly a spokeswoman for the pets Are wonderful Council a Chicago organization that does research into the pet Industry. The Ute of animals in ads has meant a Nice chunk of revenues for trainers and pet latent agencies in the United states. Some experts say that it has made animal training a belter than $100 million business. More and More Calls Are coming in especially for cats and dogs confirms Carol Maul Elf vice president of animal actors International in Washington . The Agency provides animals Lor films and Lor such print and television ads As the Prudential Bache commercial showing a Herd of bulls walking through a crowd of people on Wall Street. Animal theatrical s business has been doubling  american Pel owners meanwhile keep moving farther and farther away from the lovable Mutt or stray cat to the pedigreed highbrow animal. Animal breeders report that such pure bred dogs As Irish setters Golden retrievers and dobermans always popular in the United Stales Are now Selling extraordinarily Well in Japan. That has meant a thriving Export Market for some breeders although others Are Balking at Selling their animals out of fear that japanese buyers will Breed them also and turn into competitors. Unusual animals especially the More colourful and exotic Birds also Ere Selling extraordinarily Well these Days. You see people today walking around with Birds snakes and with other animals that will draw attention to them said Brian Kilcommons an animal expert and professional dog Trainer in new York. It s the exotic that s in and the Bird business in particular is taking off and growing  Donald san Long curator of Birds for the new York zoological society estimates that at least 80 percent of All Birds sold in the United slates last year including Many of the exotic macaws cockatiels and parrots were bred domestically. Five or six years ago he says the figure was probably no More than half. More people Are also getting into the business of manufacturing expensive items for pets including hand painted victorian style Bird houses that sell for As much As $1.500 there s an up scaling of the Pel Industry going on now which is Why we re finding a Market said Cannon Garber owner of animal Manors inc., a Manhattan company that manufactures elaborate Homes for pets. Nol Long ago Arthur Haggerty owner of Captain Hagerl a dog training school in the Bronx received a request from an increasingly important Type of customer a television commercial production company. It wanted a Saint Bernard that would sit quietly and pose for a commercial a dog that would usually Cost less than $500 a Day. But before Long the dog s role had increased by an order of magnitude and so had Haggerty s tee. By the time the shoot was Over the dog had to push it Way through a Kitchen door do a double Taka at Iho camera walk along a Kitchon Wall and across the room jump up on a counter and Knock Over a Bunch of oranges Haggerty said. Haggerty. Who has trained and sold bomb sniffing dogs and police dogs says that television requests now account for o growing part of his business. For example a recent Goodyear tire and rubber co. Commercial shows a Mart and his boy driving on a Rainy night in search of their loss dog. Anco then the boy spotting it. Lev Strauss & co. Is running a commercial that shows a Young boy in jeans playing with a Friendly Golden retriever and Melita inc., the co fee products manufacturer ran a print and recently depicting a Man drinking Coffee dressed in a Tuxedo and red Bow tie. His dog beside him is watching and is wearing a red Bow lie a Well. You la know the difference even if you Don t choose to share it with your Best Friend the copy read. With nearly 50 million Pel dogs in american households it s obvious that people identify with canine family members said kale Lynch an account representative Lor j. Walter Thompson who worked on the Goodyear commercial. Pets contribute to increased viewer recall for the  but not Only Pels Are making it big in ads other animals Are showing up As Well. The animal theatrical Agency owns and trains some 500 animals including bulls that shave for a Bic disposable razor and a lion that invests its Money with the Dreyfus fund. The company has seen a definite increase in requests for exotic animals such As elephants bulls and tons said Carol Mcauliff. Vice president. Animal theatrical gets Between $125 and $1,250 Lor a cat or dog to appear in a 15-second spot exotic species according to Mcauliff command several times that  on a recent Spring like afternoon. Linda a woman in her late 20s who would not give her last name was walking her Dalmatian on Manhattan s Columbus Avenue. All around her Heads turned. The reason her White Cotton sweater with Large Black spots perfectly matched her Dalmatian. What i do is coordinate Mother and daughter outfits with her she said pausing for a moment with her pet whose name of course is spot. It s great  perhaps her Best outfit for the purpose she confided is a White skirt Black sweater and red hand painted Belt with Small dalmatians All along ii. You really have to see it she said it s great her enthusiasm is no anomaly. Nowadays pet owners Are spending huge amounts of Money on Matching owner pet garments designer clothing and jewelry for pets stylish pet Homes and gourmet pet foods. These Are Selling briskly through catalogues pet stores end pet boutiques. There s been an obvious trend in pet accessories in recent years toward upscale items said Steven King a spokesman Lor the pet Industry joint advisory Council a Trade organization in Washington. We have no hard figures on it but it s a multimillion