The Daily Cat

Time, Inc. has a treat for your cat, and it's not a magazine to curl up on while you're trying to read.

In a departure from its usual business, the company recently launched PetHero, a paid subscription program that offers discounts and other benefits to people on the prowl for lower cat care costs.

While at first glance PetHero and Time may look like a mismatch, the media company is thinking its new venture could be a "purrfect" fit. When it dug through its consumer data, what jumped out was the number of people (about 100 million!) the company reaches who live with cats and dogs.

"PetHero was created to make it easier, more fun and more affordable for families to keep their pets happy and healthy," executive vice president of consumer marketing and revenue Leslie Dukker Doty told Business Wire.

PetHero offers a 25 percent discount on vet bills; a lost pet concierge service to help recover lost companion animals; discounts on prescriptions, food and supplies and seasonal pet boxes filled with toys, treats and accessories. Of course, most cats would be happy to have just the empty box.

Membership in PetHero is $20 a month for one cat or dog. Add $5 a month for each additional animal.