In 1999, Lori Golden left a 25-year career in freelance television production when she found industry changes and "ageism" working against her. Struggling to make ends meet, Golden taught herself desktop publishing and, soon after, The Pet Press was born.
The paper's primary goals are the promotion of animal adoption and rescue from overcrowded shelters, spaying/neutering and responsible pet care. Each issue spotlights a personality involved in some form of animal welfare work.
"Just because a person loves her dog or cat doesn't mean she rates a cover story," Golden said. Celebrity activists that have been featured include Betty White, Bea Arthur, Richard Pryor, Buddy Hackett, Ed Asner, James Cromwell, Shannon Elizabeth and Mary Tyler Moore with her dog, Shana Meydela.
Golden attributes her inspiration for The Pet Press to her own dog, Maxx, whom she rescued from an L.A. shelter. "She was dedicated, loving and loyal, and always by my side in good times and bad. I thought about all of the other wonderful dogs just like Maxx who were lying in animal shelters in Southern California," she said.
I quickly discovered the phenomenal benefits of the barter system," Golden said.
"It was a struggle, but because of a lot of chutzpah, and my father's fantastic support and belief in me, the paper is now doing just fine."
The free monthly paper, headquartered in Northridge, reaches more than 95,000 readers throughout greater Los Angeles and has grown from 20 pages to 40.
"The Pet Press is distributed to pet-related venues and many other places, including libraries, car washes and my favorite locations -- Jewish delicatessens from Calabasas to Long Beach ... and all points in between," Golden said.
Although Golden admits she only attends services once a year for the High Holidays, in keeping true to her profession she makes The Pet Press available for the animal lovers who attend.
"Although I miss the excitement of entertainment," she said, "I take great pride and satisfaction in knowing that my efforts are appreciated, and that I'm helping to save the lives of countless numbers of cats and dogs."
For more information, visit www.thepetpress-la.com .