A signpost for the global market

The world is getting smaller all the time; it has long since turned into a global village. The consequences of globalisation are clearly perceptible in the pet supplies sector, with products from all over the world to be found on pet store shelves. The supply chain of the leading retail chains is becoming increasingly international. Even the leading manufacturers and suppliers are ever more closely linked to the rest of the world in buying raw materials, manufacturing their pro­ducts and in distribution, given the rising level of export activity.To keep the pet supplies sector abreast of new international developments and events, Dähne Verlag took the decision ten years ago to launch the trade magazine "PET in Europe". The response to this new magazine was extremely positive from the outset. "A great magazine. The first issue has made quite an impression on my colleagues too," wrote one press officer from a leading aquatics company. And a recipient at one English industrial company wrote to us: "I have just received my copy of the new magazine PET in Europe, which I can say is informative, well presented and deals with issues and articles at the heart of the European pet trade."At the heart of the pet businessTo be at the heart of the pet business was a particular ambition of the editorial team at the international trade magazine. Right from the beginning, every issue has featured a country focus offering news, views, facts and figures on the country in question from market experts. These are intended to give trade and industry a comprehensive overview of the development of the respective market and its special characteristics. A knowledge of what makes a market tick is extremely valuable to trade and industry, for although global markets are growing increasingly alike, major differences still exist between the individual countries. Time and again, manu­fac­turers and retail chains fail to take unique national features into account on entering a new market, with the result that the desired success does not materialise.In addition to country analyses, company profiles, market analyses, reports and commentaries on current events and trends are a standard feature of every issue. The latest products are also presented as part of the editorial offering.Because PET in Europe made excellent progress, Dähne Verlag decided in 2005 to publish the magazine six times a year. Special issues on particular topics complemented the information offered to our readers.The…