Free & Independent London Visitor Publications – which
are the best for you to advertise in?
In
addition to the numerous ‘in-house’ titles published
and/or supported by VisitBritain and regional tourist boards
like Visit London, there are a number of independent publishing
companies who have ‘gone it alone’ and use their
commercial skills to reach those all important visitors once
they are in London.
The success of such publications depends equally on their distribution
and filling gaps left by other publications or by the tourist
boards.
It’s worth noting that these publications have all survived
the trials and tribulations post 9/11, foot and mouth, rail disasters
and all that’s been thrown at the industry over the past
few years. Quite a remarkable feat, underlining the clear need
for such publications, despite predictions of some industry figures
about the demise of print.
Being
the ex-publisher at Morris Visitor Publications I’ve
tried to give a neutral outline of, ‘who does what best’ from
the list of predominant titles below.
I
can also add a small hint that should help you to decide which
publications
are best for you. Don’t just rely on the rate
card. Speak to some of those advertisers you find in the magazines
below and simply ask them why they choose that publication and
what others they use and why – then analyze that! Seems
that in certain circumstances the trade ‘gossip’ is
often well founded, I’ve certainly observed it’s
the case on this subject over the past few years!
So
here’s
the line up of key titles that you can choose from. You should
note that these are the free publications so
there are no comments on the likes of Time Out and the Evening
Standard supplements etc.
The following outlines the basic options and how they may fit
your target audience. I’ve included contact details for
you to request rate-cards, distribution data and media information.
Here are a few pointers when deciding where to advertise:
1. Choose a publication that already has advertisers like you
in it. More ads like you = good at reaching your audience.
2. Always enquire about editorial coverage. Some publications
don't do 'advertorials' but many will support you with editorial
if you advertise regularly. Loyalty works both ways.
3. Whenever possible place some workable response mechanism
into your advertisement, for evaluation through the year.
4.
You get seen by more people by being seen often, so consider
whether
the publication is monthly or bi-monthly and evaluate
what total distribution you’ll get.
5. If possible, book a series of ads. It will enable you to
negotiate a better price and perhaps a better position or editorial.
Where
London – A
monthly magazine, reaching visitors primarily through leading
London hotels, at concierge desks or in-room/lobbies.
Has international familiarity as it is published for major cities
throughout the world, that ensures most savvy travellers look
out for it and are familiar with its content/layout. Good listings
magazine, maps etc, interspersed with topical features. Tel:
020 7242 5222, alix.johnston@wheremagazine.com
Where
London Map – Widely used, this popular annual map
is ‘given’ by concierge’s at many of London’s
leading hotels, most specifically in association with the Society
of Golden Keys and has some attraction details around the map.
Tel: 020 7242 5222, alix.johnston@wheremagazine.com
The
London Guide – Monthly magazine with a unique distribution
that primarily reaches visitors directly through its resourceful
and extensive range of key distribution partners providing high
visibility and take up. The London Guide is an A5 magazine that
provides timely information in an attractive format. Tel: 020
8740 2040, way@morriseurope.com
IN
London – Bi-monthly
luxury and lifestyle Londoncentric magazine, in-flight, airport
lounges and in-room, at London leading
5* hotels, this catches the jet setters with the big wallets
in an intelligent and informative publication matching the expectations
of the upper end. Tel: 020 8740 2040, turner@morriseurope.com
Pocket
London - Pocket London produces personalised guides to
London and a shopping guide too, used for example, at the World
Travel Market as well as bespoke versions for numerous other
London businesses, events and locations. Tel: 020 7720 1166,
rupert@pocketlondon.com
Welcome
to London – Bi-monthly magazine about London and
with features on days out around London, this magazine’s
primary distribution is in 2/3/4* hotels throughout London. Tel:
020 8297 4444, nick@welcometolondon.com
In
the next newsletter we’ll take a look at the other
publications reaching visitors and evaluate how they can work
for you in promoting your attractions and services pre-travel.
Mark
Hendriksen
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