Enquirer: Where have you been?

Pet Athletic Club, 818 Reedy St--I believe the sign is big enough

Is a business that opened nine months ago still considered "new"?

Sunday's Enquirer ran a story about the Pet Athletic Club at 818 Reedy Street downtown:
Cincinnati Enquirer: Dogs have new spot downtown

I reported on this last September:
Urban Ohio: Random Cincinnati Developments thread

I could understand if this had been a fluff piece in the Life section, but to put this in the Business section nine months after it opened? Why now, and why call it "new"?