Bonnier Shutters Caribbean Travel + Life Magazine and Related TV Show
Sister publication Islands magazine will increase frequency, absorb audience.
â€śAs part of this initiative, Islands will increase its frequency to 10x, while Caribbean Travel + Life ceases publication after its Jan./Feb. 13 issue,â€ť an internal announcement from the company says. â€śBy blending content, staff, resources, audiences and business opportunities formerly split between Islands and Caribbean Travel + Life, the Islands brand will be better positioned to compete aggressively and earnestly within all travel segments worldwide.â€ť
To ensure that the title remains relevant among its newly Caribbean-focused audience and advertising parents, Bonnier says, Islands will produce two Caribbean-themed issues in May and November, as well as dedicating consistent pages focused on that region within departments and feature wells of each issue.
â€śBy merging Islandsâ€™ traditionally strong inspirational content with an infusion of service-based content both in print and digitally, the brand will better meet the needs of its engaged traveling audience in all media channels,â€ť the companyâ€™s announcement says.
It is unclear how much of the Caribbean Travel + Life staff will be retained. Guy Britton, director of TV and digital media for the Bonnier Travel Group and publisher of the magazine, is already out.
The Caribbean Travel + Life television program, which was produced and created by the magazineâ€™s editorial staff for paid time spots on the Discovery Channel and the Travel Channel, will no longer air. The program, says a spokesperson, had been on hiatus this year and will not be revived. In early 2012, Britton said that surveys showed that over 50 percent of the magazineâ€™s readers watched at least one episode of the television program and that the episodes helped to support the magazine.
â€śI think there is a connection,â€ť Britton said in February. â€śItâ€™s hard to draw a direct correlation, but Caribbean Travel + Life has one of the best newsstand sell-throughs of any of our magazines at Bonnier. Part of that is the subject matter, but I think the television show really helps. We have a very high MMR Research audience rating and I think the TV show has had an impact on that in terms of our engagement and overall awareness of the magazine for a larger audience.â€ť
From 2010 to 2012 the magazineâ€™s circulation did drop, though not by muchâ€”the brand went from a total paid and verified circulation of 154,044 in June 2010 to 153,618 in June 2012â€”a decrease of 426, according to the Alliance For Audited Media. During the same period, however, single copies went from 20,164 as of June 2010 to 11,858 in June 2012.
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