Palm Beach, Fla. ? Pampered pooches with this exclusive address already have their own chefs, poolside chaises and birthday parties the most spoiled child would envy.

Now they have their own society magazine to chart the season’s biggest canine social events, the latest designs in dog beds and the general comings and goings that make pedigreed purebreds the talk of weekly grooming sessions.

Joanne Cutner, the owner of a Lhasa Apsa named Mr. Churchill, wanted to make sure the island’s pets have everything their masters do, so she put out the glossy Palm Beach Pet Society – a close replica of the Palm Beach Society magazine that features locals of the less furry sort. The 44-page oversized magazine, which hit island newsstands this fall, features more than 100 Palm Beach dogs and cats at play and at home.

A photo of Mr. Churchill, who carries the title of editor, graces the opening pages, along with a half-dozen paw prints. He’s sitting at his desk, before a computer with spectacles atop his wavy, blond tresses. A photographer also caught him at the birthday event of the season, along with eight panting pals, where he sports a tropical lei, cool shades and a burgundy bow.

“In Palm Beach, this is yet another social outlet,” said Caroline Clore, owner of the pet boutique Paws on the Avenue.

A society magazine for pets doesn’t seem so out of place in Palm Beach, where the average home costs in excess of $1 million and many dogs spend more time getting prettied up than their owners.

Palm Beach pets attend lavish $1,000-plus birthday parties, an annual charity ball held by the local pet hospital and a yearly Halloween celebration. This year’s Halloween costume party drew 400 dogs :quot; and in true Palm Beach fashion, no two pooches dressed alike.

The purebreds regularly strut along Worth Avenue, shopping with their owners at tony shops, showing off their $75 designer collars, $100 sweaters and even pricier diamond and pearl jewelry. They travel in yachts and private jets and at least one Palm Beach restaurant offers a menu just for them.

Many of the island’s 10,500 residents either don’t have children or they’re grown, according to census figures. Having dogs gives wealthy Palm Beachers another child to pamper and an excuse to socialize with each other, said Clore, the pet boutique owner.

Like Palm Beach Society, Pet Society only shows the most flattering photos of its stars. So pictures with drool, growls or the derrieres of more uncooperative models are tossed aside.

Since it has quickly become the new place to be seen, pet owners have been clamoring to get pictures of their dogs and cats in the next issue. But other than those who attend April’s “Coats and Tails” gala, Cutner won’t reveal who the magazine’s next stars will be.

“Mr. Churchill has been sniffing things out, and he has some really great leads,” she said.