For years, the luxury holiday title Conde Nast Traveller has managed to remain successful despite a growing online threat. But in order to maintain its hegemony, the publication has refreshed its online content, and the result is another home for luxury brands wanting to attract the affluent market.
After ten years in the old format, the new site is set to launch this month with interactivity, more news and a hotel booking facility that brings a transaction side to the site for the first time.
'We want the site to become a more useful destination for readers,' says CN Traveller site executive editor Tony Cross.
Rooster PR MD James Brooke believes the booking function will allow PROs to track how effective online content is for clients: 'It will be a great tool to track measurement and effectiveness.'
Offline, high-quality photography has always distinguished CN Traveller from its rivals and remains key when trying to secure coverage in the online format too.
'The photography featured in the magazine and online is always stunning,' says Hills Balfour Synergy MD Jonathan Sloan. 'But it's important to note the CN Traveller team likes to take photographers on trips, so that can increase the amount of work.'
The site will also run 'best of' galleries and photography competitions, according to Cross. He says these offer a great opportunity for PROs: 'Competitions and promotions continue to play a big part in the site.'
Other changes include a new advice and questions & answers section, which will enable readers to ask questions about upcoming holidays. An itineraries section will also appear on the new site so readers can share what they did on holiday.
For the first time, the website will feature a news channel.
This will enable PR professionals to target the publication with news that can be broken daily.
'The printed product has always worked ahead of the monthly schedule, by about three or four months. Breaking news on the website is great because it will be up to the minute rather than the traditional four-month delay,' says Rooster's Brooke.
Despite its luxury status, PR professionals believe there may be more of a chance for cheaper holidays to appear on the site.
And in a final paean to the world of online, CN Traveller now has a Twitter feed, which is updated by the web team and the magazine editor Sarah Miller.
'We are trying to bring the online offering and the magazine closer. We are hoping the Twitter feed will become a travelogue of what is happening on the site and in the magazine,' explains Miller.
Unique users: 270,000 monthly
Page impressions: 2.2 million
Email subscribers: 54,000
Frequency: Daily updates
Deadlines: Previous or same day for news, one week for competitions and
Site editor: Emma.Lundin@condenast.co.uk
Executive editor: Tony.Cross@condenast.co.uk
A MINUTE WITH ... TONY CROSS, EXECUTIVE EDITOR, CN TRAVELLER WEBSITE
- Who reads CN Traveller?
CN Traveller is a luxury travel magazine. The target audience is 35- to 45-year-olds with a very high income. They typically have children who are growing up and gaining more independence and taking more holidays.
- What is your Truth in Travel policy?
The magazine has a policy that it is independent of the travel industry and pays its own way on trips. This applies to the website as well as the printed magazine. We visit places on our own terms.
- What content can PROs provide for the site?
We will have a news channel for the first time on the site, with which we want PR professionals to help. We are interested in news on the industry, whether that happens to be problems at Heathrow Airport or a hotel opening. We want to provide a running commentary on the industry for readers. Competitions is another area where we encourage approaches from PR professionals. They work very well in the magazine and we want that to continue on the new site.
- How do the magazine and site fit together?
We have been working closely with the magazine during the redesign as we want to reflect the magazine's values. We are trying to bring the site and magazine closer together.