Dear Diary

The paperback-weight cover of the diary has an adorable illustration of a puppy and kitten sleeping cheek to cheek. Inside are blank diary pages, as well as a mini-calendar and address-book pages. On the back side of the diary are listed “7 Steps to a Happier Pet,” which include preparing for disasters, planning for your pet’s future and avoiding dog bites. Aside from being a unique choice of freemium — unlike address labels, which constituents mail away, a diary is something kept and used in the most personal of moments.