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Forbes Lends Its Brand Name to Travel Shops at 3 U.S. Airports

@denschaal

Apr 04, 2014 2:30 pm

Skift Take

Business magazine Forbes is trying to attract business travelers at U.S. airports, hoping they’ll buy magazines, luggage and gum. Why not? It could work.

— Dennis Schaal

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Paradies

A promotional image from Paradies showing the company's collaboration with the New York Times. Paradies


Even if print magazines are having their challenges, Forbes is branching out with a retail-store strategy at three U.S. airports.

Forbes Media gave an exclusive licensing deal at airports in North America to airport concessionaire Paradies, and the first of four Forbes Travel Stores has opened at Detroit’s Metropolitan Wayne County Airport in its McNamara Terminal.

A total of three other Forbes retail outlets are expected to open this month at Washington Reagan and Washington Dulles airports.

This is Forbes first venture into retail stores, says Paradies marketing director Michael Pietryka.

Pietryka says the Detroit airport has a healthy mix of international and domestic travelers who will be looking for news and information to round out their trip experiences.

The Forbes-branded stores will have touch-screen computers with news on investing, technology, entrepreneurship, and TVs in the stores will broadcast programming from the Forbes video network.

The newstands within the stores carry Forbes publications, as well as a collection of other national and international publications. These retail outlets will also offer books, electronics, luggage, health and beauty accessories, apparel, and food and beverage.

Paradies also has licensing agreements for retail stores at airports with CNBC and The New York Times.

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