Archant, the publisher behind titles including Cheshire Life and Lancashire Life, has announced the launch of a new pet-focused content strand to run across all its titles.

Love Your Pet, a fully multiplatform content offering across print, digital and television, will be “entertaining and informative” and cover pet-related subjects including care, training and advice, pet gifts and celebrities and their pets.

It will also encourage audience interaction, asking pet owners to send in pictures and videos of their favourite pets.

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The new strand is available for sponsorship and there are a range of content marketing feature opportunities.

It’s the latest content marketing initiative to be launched by a major publisher after Johnston Press’s recent Voice Local roll-out.

Craig Nayman, Archamt’s chief commercial officer, said: “This subject has always been hugely popular with our active and affluent family audiences.

“We know that half of the UK own at least one pet, and this, combined with the value of the UK pet industry currently standing at £2.7 billion per year, makes Love Your Pet a really exciting new launch for us.”

Love Your Pet will launch in early December, and from January additional supplements will run biweekly across Archant’s newspaper titles and monthly across the magazine portfolio.