AMERICAN EXPRESS MAKES 'TRAVEL & LEISURE FAMILY' BIMONTHLY

Controlled Circulation Will Double to 500,000 Next Fall

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NEW YORK (AdAge.com) -- After seven years, American Express Publishing is planning to expand Travel & Leisure Family from a thrice-yearly companion to Travel & Leisure into a stand-alone bimonthly, effective September 2006.
The 'Travel & Leisure' brand is also rolling out additional international editions and expanding its Web presence.

Travel & Leisure Family is just one of the ways the company has expanded the Travel & Leisure brand. It also has rolled out additional international editions and expanded its Web presence.

“Not only is the family market growing, but the hotel and travel industries in general are increasing their offers to attract this highly lucrative traveler,” said Ellen Asmodeo-Giglio, senior VP-publisher, Travel & Leisure and Travel & Leisure Family. “We’re stepping up the pace to maximize it.”

Controlled circulation
Travel & Leisure Family will remain a controlled-circulation title, distributed to selected households rather than sold through subscriptions or on the newsstands, Ms. Asmodeo-Giglio said. American Express Publishing will distribute the usual 250,000 issues of its April and June issues, but will double its distribution when the new publishing schedule begins next fall.

Travel-specific titles attract affluent and educated readers, who in turn attract advertisers from all kinds of categories, said Jack Hanrahan, senior VP-print and media buyer OMD. But the depth of advertiser demand for a family-specific travel title is not clear, Mr. Hanrahan said, noting that titles like Meredith’s Family Circle already talk about where to take children on vacations.

Sophisticated parents
Ms. Asmodeo-Giglio said a gap exists in the market. “There is really no product out there that reaches sophisticated parents who are planning family vacations,” she said.

Michael Londregan, VP-Americas, Tourism Australia, said travel agents, airlines and travel editors have all reported rising interest in family trips. “There’s certainly no question that in the last few years -- and probably really since 9/11 -- destinations like Australia have seen a discernable increase in the number of people looking to travel with families,” he said.

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