Travel guidebook publisher Lonely Planet is expanding its media presence with the launch of a new quarterly magazine of the same name, with the first issue set to hit newsstands Nov. 3. The U.S. magazine is the 12th Lonely Planet magazine targeting national markets around the world.
Approaching travel from the same quirky, adventurous perspective as the famous guidebooks, Lonely Planet magazine’s coverage will include tips and advice, travel gear, technology, photography and pullout pocket guides to various destinations, among other things.
The first issue features the top places to travel in 2016, as well as tips for traveling in Cuba and features on Rome and the culinary scene in Nashville.
The magazine has a cover price of $5.99 and a guaranteed circulation rate base of 450,000, with distribution by retailers including Barnes & Noble, Hudson Booksellers and Whole Foods Market. Readers can sign up for a year’s subscription at an introductory offer price of $8.
The launch is part of a broader cross-platform strategy that also includes trade books, social, video, mobile and a return to TV programming beginning next year.
Lonely Planet isn’t the only publication launching a new travel brand. In July, Monocle, a magazine devoted to global current affairs, business, culture and design, launched a new travel-focused annual publication called The Escapist.
In fact these are just the latest in a series of new travel magazines launched in recent years catering to younger travelers. The list also includes Afar, Renegade, Sidetracked, The American Guide, Boat and Yonder Journal. There are also new custom content publications, including Smithsonian Journeys, a magazine targeting customers of the branded travel service of the same name.
Established travel titles have been repositioning themselves as lifestyle brands and e-commerce platforms.
In August, Condé Nast Traveler unveiled a new look that includes a new fashion section. And in September, Time Inc.’s Travel + Leisure plunged into e-commerce through a new partnership with Black Tomato, offering well-heeled travelers luxurious, experience-focused vacations.