Pet Airways, the nation's first pet-exclusive airline, is launching an online pet-adoption network to promote its brand. DogFinder helps connect pets and owners. Meanwhile, Feline Pine kitty litter is availing blogs and Twitter to promote more meaningful connections than what traditional advertising can do. "Targeting people who are cat indulgent can be difficult to do through traditional media," one marketer said, "and what social networking does is allow the cat audience to find us."
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