Lonely Planet not so lonely

BBC, in an effort to add to its content library, bought a 75% stake in travel publisher Lonely Planet, The Wall Street Journal reports....

BBC, in an effort to add to its content library, bought a 75% stake in travel publisher Lonely Planet, The Wall Street Journal reports. The broadcasting corp. plans to expand the guide’s internet and TV presence.
The travel-guide company, based in Melbourne, Australia, says its Web site draws 4.3 million monthly visitors -- far fewer than the 30 million monthly visitors to one of the leading travel sites, TripAdvisor.com, according to Internet-research firm comScore.

BBC’s strategy, to expand the content it can offer through various outlets, will not affect marketing for the actual guide book, which remains a top seller for budget travelers no matter how fast the internet grows.

After all, it is a lonely planet, and nice to feel the weight of a guide in those dark, nonconformist corners of the world, at least until internet reaches those corners and portable internet is affordable for all budget travelers…

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