National Geographic Traveler can no longer rely on its parent brand's recognition because social media is leveling the playing field for younger online based publications.
Despite the quality of its content, Executive Travel's infrequent publication and poor digital presence meant it played a small role in the fast-moving world of frequent travelers.
Talking to users should be easy for travel media brands, but a few have managed to dominate the conversation (like LP and Travel Channel) while others surprise despite their size (like Fathom).
Not much of a shocker, such is the state of the legacy magazine business these days.
The transaction is official, which means the real work now lies ahead.
Traditional travel publications are in a flux right now, but it's an exciting time for re-invention.
At AmEX, the magazines' sales teams have long been hamstrung by a lengthy approval process so as not to run afoul of banking regulations. Expect a quick bump in ad page sales as soon as the new owners start running things.
T+L and Departures were no slouches in the ad department, with over $50 million in combined revenue last quarter alone. Their success will depend on whether or not Time Inc. will micromanage the brands or give them greater freedom than Amex could.