Extraordinary measures to care for Fido have become the ordinary

A few weeks before Christmas, the family sat with their three daughters and gave them a choice: their dog was dying and needed surgery, but the procedure was expensive and the family would have to cut back on presents.

The children didn't hesitate to sacrifice extra gifts. They even offered to pitch in some of their own savings. So the the family headed to Columbus where a team of specialists performed reconstructive bowel surgery. Extraordinary measures to care for Fido have become

Five years later, the 85-pound sheep dog, still hogs the queen-sized bed. Price of the surgery: $5,000. Value to the the family: priceless.

These are good times for many of America's 64.2 million cats and 62.4 million dogs that are pets. Gone are the days of a bowl of dry food, foul-smelling litter, or a metal-link chain in the back yard. Welcome to doggy day cares, animal organ transplants and pet cemeteries.

People seem to value pets more than ever. Consider what they're willing to spend: the pet care industry generated $23 billion in sales in 1998, up from $17 billion in 1994. While owners spend an average $377 a year per pet, it's not unusual for costs to rise into the thousands, especially when an animal is sick. Chemotheraphy for cancer, one of the most common diseases for cats and dogs, runs about $1,200. An organ transplant starts around $4,000.

The rise in spending is, in part, because of advances in technology. New medicine and surgical procedures come at a higher price. You could also blame the economy; flush wallets make it a little easier to buy Fido a nice collar and some fancy treats.

But animal lovers and pet experts say more intangible reasons drive this willingness to go to greater and more expensive measures. In a fast-paced society where people often move away from families, live alone or chose not to have children, pets become substitute companions. For those who feel alienated, pets give acceptance. And for everyone who wants love, pets give it freely.

And like other members of the family, pets increasingly are getting their own insurance policies. Only 1 to 2 percent of pet owners in the United States currently have pet insurance policies, which start at $100 a year for basic coverage. But the number is growing, said Ms. Itzler. Sales at Veterinary Pet Insurance based in Anaheim, Calif., climbed from $16 million in 1998 to $25 million last year. And according to a survey by a Baltimore company, pet insurance ranks among the top five most requested optional employee benefits.