Publisher Janet Rivers of Stoneham, MA, recently made the bold (and forward-thinking) move to shift her print publication, Happy Dog Directory, to an online venture. Watershed Online Media was her choice for the recasting of her brand.

“The Happy Dog Directory has published two beautiful full-color publications over the past several years,” explains Rivers. “We made the decision this winter to go green with the exclusive online directory. Our ego-friendly decision will reduce paper consumption as well as costs for our advertisers. The 2011 edition can still be found at all locations listed on our website, as well as Fall and Winter local dog events.”

The new online entity features a directory of service providers in the North Shore area, searchable by category, business name, and location. Feature articles about dog care include topics about safety, travel, health care, recipes, and training. An image gallery — “Show Us Your Happy Dog” — invites readers to submit images of their pets, and a calendar provides at-a-glance information about upcoming events that involve pets.

Rivers has created a mix of online advertising opportunities that fit any budget: ads may be purchased as classified directory listings, display advertisements, or coupon offers.