Face-Off: No Holiday for Travel Books

Folio: the Magazine for Magazine Management, March 1, 2003 | Go to article overview

Face-Off: No Holiday for Travel Books


For travel magazines, it's been a long road back since September 11, 2001. The books are finally showing consistent ad page gains - Travel + Leisure is up 50 percent, Conde Nast Traveler is up 23 percent, and Travel Holiday is up 55 percent through the first quarter of '03. But in these uncertain times, the holiday could end abruptly. "They definitely rebounded and clawed their way back," says Mike McHale, senior vice president, group media director for Optimedia. "But if something else of a catastrophic nature happened, it would be one of the hardest-hit categories." - Susan Thea Posnock

Travel + Leisure (American Express Publishing) Ad pages 2002: 1,508.7 (-14%) Through March '03: 355.4 (+50%)* Total circ: 960,779 (-3.7%) Newsstand: 30,180 (+8.3%) Subscription: 930,599 (-4%) New advertiser: Mazda

While T+L suffered the steepest drops in ad pages and circulation in 2002, it managed to hold on to its No. 1 ranking. To maintain its stature, T+L strives to get its fair share of airtime - its editors work the talk show circuit and are regular guests on the "Today" show. T+L sets the travel agenda, says publisher Ellen Asmodeo. "We cover it, it becomes the trend, and then everyone else picks it up," she says. These days the magazine is also zeroing in on the circ side of the biz as it looks to derive more revenue from subs. But at $34.80, T+L's average sub price is already more than double that of its competitors', notes Asmodeo. Media buyers say the mag gets its edge from its American Express gene. "Knowing how much readers spent on [their AmEx cards] for your airline is a very compelling sales point," says Optimedia's McHale. On the competition: "They consistently talk negatively about us while we still remain and always have been the leader in circulation, ad pages, and editorial." - Ellen Asmodeo

Conde Nast Traveler (Conde Nast) Ad pages 2002: 1,371 (-3%) Through March '03: 315 (+23%)* Total circ: 780,051 (-2.7%) Newsstand: 36,285 (+3%) Subscription: 743,766 (-3%) New advertiser: Porsche

The first half of 2002 was tumultuous, but with nine months of consecutive ad-page growth, Traveler has recovered nicely. Touting its five National Magazine Awards, vice president and publisher Lisa Hughes says, "We constantly innovate and the other magazines copy us. …

The rest of this article is only available to active members of Questia

Sign up now for a free, 1-day trial and receive full access to:

  • Questia's entire collection
  • Automatic bibliography creation
  • More helpful research tools like notes, citations, and highlights
  • Ad-free environment

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items

Items saved from this article

This article has been saved
Highlights (0)
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

Citations (0)
Some of your citations are legacy items.

Any citation created before July 30, 2012 will labeled as a “Cited page.” New citations will be saved as cited passages, pages or articles.

We also added the ability to view new citations from your projects or the book or article where you created them.

Notes (0)
Bookmarks (0)

You have no saved items from this article

Project items include:
  • Saved book/article
  • Highlights
  • Quotes/citations
  • Notes
  • Bookmarks
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

1

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited article

Face-Off: No Holiday for Travel Books
Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Full screen

matching results for page

Cited passage

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited passage

Welcome to the new Questia Reader

The Questia Reader has been updated to provide you with an even better online reading experience.  It is now 100% Responsive, which means you can read our books and articles on any sized device you wish.  All of your favorite tools like notes, highlights, and citations are still here, but the way you select text has been updated to be easier to use, especially on touchscreen devices.  Here's how:

1. Click or tap the first word you want to select.
2. Click or tap the last word you want to select.

OK, got it!

Thanks for trying Questia!

Please continue trying out our research tools, but please note, full functionality is available only to our active members.

Your work will be lost once you leave this Web page.

For full access in an ad-free environment, sign up now for a FREE, 1-day trial.

Already a member? Log in now.