With that in mind, Questex Media Group recently made a strategic shift in its Travel Agent Media Group. It reduced the frequency of its flagship magazine, Travel Agent, from weekly to biweekly and ramped up the content on www.travelagentcentral.com.
In addition to Travel Agent, the portfolio includes Home-Based Travel Agent and Luxury Travel Advisor, the Web sites Premier Hotel & Resorts (www.premierhotels.com) and Five-Star Alliance (www.fivestaralliance.com), and the Luxury Travel Expo and Home-Based Travel Expo, which this year will be co-located in Las Vegas Dec. 4-6.
The move was spurred by the growing number of customers asking for more integrated marketing packages, Cannon said. "They want print supplemented by electronic and tactile communications with cross-sectors of database, coupled with e-learning programs," he said.
Cannon stressed that the change in strategy does not mean that Questex is losing faith in print. "The reality is that two issues of the new version cost considerably more than four issues because of upgrades and editorial improvements," he said. "We're investing in an upgrade in print, in partnership with an upgrade online."
Editorial enhancements include a heavier paper stock and larger trim size. "It's more visually arresting than the previous incarnation," Cannon said. "More in-depth stories that are graphically improved, supplemented with online changes, makes for a real good synchronization of information."
Online enhancements include a series of subscription-based e-newsletters and breaking news alerts, in addition to the existing Travel Agent University.com.