Name: Janet Libert
Title: Editor-in-chief and publisher
Outlets: Executive Travel and Executive Travel SkyGuide
Preferred e-mail address: email@example.com
Janet Libert, editor-in-chief and publisher of Executive Travel, speaks with Nicole Zerillo about how she reaches her C-suite readership and which travel trends are starting to take off.
PRWeek: Do you think of your readership in terms of demographics or psychographics?
Libert: In our world, it's a bit of both. Our readers travel frequently [and] are running companies. That C-level executive, by definition, is very affluent, so we look at the demographics to see who he is, but it's [his] behavior that ultimately drives what we write about. When you look at the demographics, [this is] someone who is flying 38 airline trips a year, is pretty darn savvy, and [has] been to a lot of places around the world.
PRWeek: What are some trends your readers are increasingly interested in?
Libert: A couple of areas, which are not as mainstream as people might think. My readers are a small audience – very niche, but very powerful and high spending. We're seeing people are [still] traveling. Some people are traveling even more… So, while [these execs] are traveling as much and more than they have in the past, their cost base is much lower. They can stay at the Ritz for the same amount of money that they would [have been] able to stay at a mid-tier hotel.
PRWeek: What are the different touch points for communicating with your readers?
Libert: This is a really hard audience to reach. These are time-starved folks and they're also unique in that there is no firewall between [their] work and personal life. So what we do is provide content in all possible forms that would be relevant to our readers [with] the magazine, a printed flight directory, but also global flight schedules available online and on a PDA… Also we have a mobile site.
One of our Web sites is a Wiki, and [we] have a lot of community activity [there]. We also have a club of benefits that our readers can take advantage of. We also have a weekly e-mail newsletter. We're Tweeting and blogging and doing all of those things.
PRWeek: How can PR pros best pitch Executive Travel?
Libert: The trend is your friend. A trend is defined in my world, pretty finitely. A one-off is not a trend. It's about tying all of the dots together for me. Even though we have a very focused niche audience reader, [what] I need to [hear] from the PR folks [is], “Here's what's happening, here's why it's important, and here [are] other elements that fold into that to show it's going to be significant.”