To reinforce itself as the authority on the subject of purebred dogs and show the benefits of registering your dog with the organization, the American Kennel Club (AKC) decided to use proprietary data to create news, knowing that the surveys and lists are a big draw for the media.
"The obvious thing was our registration statistics," says Daisy Okas, assistant VP of communications for the AKC.
Strategy
Each year, the AKC puts out a list of the most popular dog breeds in the ...