The Sunday Times Travel: doubling its frequency
The Sunday Times Travel magazine is to increase its frequency from bi-monthly to monthly next year, following a positive response on the news-stand.
The move will see it go head to head with Condé Nast Traveller, which has cornered the monthly market with sales of 83,031.
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The move will see it go head to head with Condé Nast Traveller, which has cornered the monthly market with sales of 83,031.
News International launched The Sunday Times Travel magazine in January 2003 with the aim of filling the gap between elite destination titles such as Condé Nast Traveller and guide books, and offering an extension to the travel pages in The Sunday Times. The magazine, whose editorial content is produced by River Publishing, claims to outsell Traveller on the news-stand.
Condé Nast Traveller editor Sarah Miller said she welcomed the move. “It just means more choice for the consumer. We started the market and imitation is the sincerest form of flattery,” she said.
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Miller claimed the titles were distinct enough for readers to buy both. “We are appealing to the aspirational traveller who likes to go independently and because we have a policy where we don’t accept press trips, we actually send journalists out to the places as opposed to doing it sitting behind a desk, from a filing cabinet.
“We do spend more on sending journalists to places than they [The Sunday Times Travel] probably do,” she said.
Andrew Perry-Smith, head of corporate development at News International, said: “It’s very sweet they think that’s what we do. Between The Sunday Times travel desk and The Sunday Times Travel magazine we probably send lots more journalists to lots more places than they have even heard of.
Condé Nast Traveller has this great belief there is a huge amount of competition between us. I don’t necessarily see it that way.”
The announcement also follows expansion plans by Wanderlust, which increased its frequency after a cash injection.
Ruth Addicott
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