Anna MooreJour 4300Prof. Bowie10/16/12
Publishing Plan
Title: Vagabond
Mission Statement: “Real life inspiration, innovation and thrifty travel tips for the
young, adventurous travelers of today.”
Calling all the dreamers, the doers and the free spirits of today! There is a big
world out there and you only have so many years to experience it. The best things in life
are free— but travel can get expensive, so we at Vagabond are here to help you explore
without breaking the bank. We understand that life is not about how many stars your
hotel has, or how many Louis Vuitton bags you take on Holiday. Life is about riding a
smelly camel in Egypt, and carrying that one backpack full of only the essentials so that
your arms are free to embrace each new culture.
Audience Description & Proof of Need:
There are currently 1,190 separate consumer magazines in the United States that
identify themselves as travel magazines, proving that there is a vast and varying audience
of American travelers. However, there is currently a void in the travel magazine niche for
young (18-35) travelers who do not have a lot of money to spend on five star hotels. If
you look at current travel magazines you will notice a trend: Travel and Leisure, Conde
Nast’s Traveler, etc… All of these publications have a glamorous feel that is not realistic
for the younger, less-wealthy population of audacious travelers. I want Vagabond
magazine to make traveling not a luxury, but a reality for those who aren’t afraid to try
new things.
After studying and traveling in Australia and New Zealand, I was exposed to an
entire culture of low-budget traveling that is very popular in those countries. The culture
of backpacking and no-frills traveling also permeates throughout Western Europe in
countries such as Germany, France, Spain, and the Netherlands. It is very common in the
United Kingdom for 18-20-somethings to take an entire year, also known as a “gap year,”
to explore the world prior to entering the formal workforce, or University. The low-
budget cross-continental travel lifestyle is not as common in the United States at the
moment, but it is growing among young people, especially students.
The option to study abroad is also a major selling point for many American
Universities and during the 2009-2010 academic school year more than 270,000
American students chose to study abroad, according to the Institute of International
Education (IIE). Also, post-graduates are continuing the traveling trend and Gen Y, those
born after 1980, currently make up 12 percent of all U.S. leisure travelers and those
traveling in this group take and average of 3.9 leisure trips per year according to the U.S.
Travel Association. (http://www.ustravel.org/news/press-kit/travel-facts-and-statistics)
With the ease of travel and a growing population of passport holders, Vagabond
will fill a void for the young, possibly first-time travelers along with those who have been
bitten by the travel bug. Not only is Vagabond’s mission to aid experienced travelers, but
also to inspire young Americans to venture beyond what they thought was possible.
According to the 2010 Census, 18,337,716 Americans held some kind of residence
abroad in the previous year— proving that Americans are exploring places outside of our
country’s boundaries. Also, one-third of the population, or nearly 110 million out of 313
million Americans now hold passports. That’s more than double the number of US
Passports in 2000.” (http://www.forbes.com/sites/andrewbender/2012/01/30/record-
number-of-americans-now-hold-passports/)
My target age demographic is 18-34, which accounts for 71,769,123 people
(census.gov). This is a perfect age-range for the magazine that will focus on no-frills
exploring. This age demographic is usually still mobile in their careers and family lives.
They are less likely to have settled down or hold a high position in their field of work that
would require them to stay close to home. The education level of my readers would be
college age to college graduates with the globally embracing theme of the magazine.
Speaking economically, Vagabond would appeal to those who are unable to travel
in luxury. According to the 2010 Census, the median income in the United States for the
year 2010 was $26,059. With the average income being so low, it is important for
Vagabond to give a voice to those who still wish to see the world, in the most affordable
way possible.
Also, the ability to up and go without being stuck taking care of a household or
children would cater to the 79,625,958.666 adult Americans who are not married, and do
not have children. Not to say that Vagabond wouldn’t welcome couples to travel
together, but in the bigger picture, single agents would be more inclined to explore with
independence.
Vagabond’s mission would be to altar “American skepticism and/or ignorance about
international destinations, a work culture that prevents Americans from taking long
vacations abroad and the prohibitive cost and logistics of going overseas.” According to
a CNN. Com article, "American culture doesn't emphasize knowledge of the world," and
that "Americans are more skeptical of it because we just don't know about it." I want
Vagabond to change that perception, starting with the fresh out of college population.
(http://articles.cnn.com/2011-02-04/travel/americans.travel.domestically_1_western-
hemisphere-travel-initiative-passports-tourism-industries/3?_s=PM:TRAVEL)
Competition Analysis:
Budget Travel: has a circulation of 452,074.
Subscribers to a magazine that offers money-saving, intensely practical travel advice.
35 percent male, 52 percent female; average age 44. MEDIAN HHI, $69,500,
CHILDREN IN HOUSEHOLD 37%, HOME PC OWNERSHIP 89%.
Although Arthur Frommer is known for having some of the best travel guides, this
magazine caters to an older demographic, often including best family locations and
activities for the kids. Vagabond will be catered toward the more independent, free-
agent, youthful traveler. Instead of articles about what coloring books and activities to
give your kids on a long car ride, Vagabond will give games for the driver and passenger
for their hour six of a twelve hour drive in a camper van through the Outback.
AFAR: “Appreciating the unfamiliar— cultures and moments.” AFAR magazine, which
focuses on experiences over luxury has only been in existence for a few years and has
108,923 subscribers. AFAR Magazine guides and inspires individuals who travel the
world seeking to connect with its people, experience their culture, and understand their
perspectives.
Off Track Planet – This Low budget strictly online magazine boasts 1.2 millions readers.
Hands down, Off Track Planet magazine would be Vagabond’s toughest competitor
because of its no-frills, all fun theme. They are established and have a strong online
following, but they lack the quality of travel guides that backpackers and wanderers
purchase for the long term. One major difference that would set Vagabond above and
beyond would be a less vulgar approach. For example, Off Track Planet has departments
that include: Broke Ass Travel, Partying+Sex, What the F*ck, and Travel Porn. I like
their gritty approach, but the trashy factor is unacceptable. Vagabond would never
include tips on where to get the best alleyway sex in Amsterdam. Also, Vagabond would
be mostly distributed in hard copies instead of online.
Production Strategy:
Sizing would be ideally smaller than most magazines in order to be more travel-friendly.
Just like a pocket-guide, Vagabond can easily fit in your purse or pants pocket.
Paper Size : 5 ½ by 7 inches.
Paper Type: 100% recycled materials and our ink would be soy based. The matte finish
of the ink mixed with the grainy, earthy tone of the paper automatically sets Vagabond
aside from other glossy publications. Being environmentally conscious and sustainable is
also another theme and selling point to our audience.
Page number: 98- Six signatures will give enough space for content along with a fair
amount of advertising space. Perfect binding will also allow for some possible fold out
sections that would be like maps.
Color: 4 color printing to give a full range of colors to our fine travel photography.
Stitching: Perfect Binding will be necessary
Cover Strategy:
The cover is meant to put you there! We will feature a person being shown actively
traveling on every issue. The aesthetics will be very relatable, personable, and nature
oriented. A toothy tanned and toned model in a bathing suit is not what we are about.
The covers will be colorful and vibrant on a heavyweight paper to simulate the feel of a
travel guide book. Here is an example of a photo for Vagabond’s cover:
Taglines will be used but not exploited. The selling factor of the cover will be the eye
candy travel images along with a hip graphic design quality. The feeling will be modern
but warm, inspiring and relatable. Title will also have subtitle.
Publication Frequency and Pricing:
Vagabond would publish every two months.
Another selling point about Vagabond would be its circulation rate. Since so much about
traveling is seasonal and has to do with special festivals or events, it is important to keep
travelers up to date. The Lonely Planet book brand is a great resource for my desired
demographic, but their publications come out on a yearly basis. Sometimes what is
included in Lonely Planet has already come and gone. Vagabond would create a more
seasonal approach to destinations and experiences that are off the beaten tourist track at a
quicker rate. Also, with the incorporation of a strong online community of travelers,
there will be a constantly updating source for readers in various parts of the world.
Cover Price: $ 4.00
Subscription Price: 6 per year, so a discounted rate of $ 22.00 a year or $11.00 for 6
months.
Distribution Strategy:
We will distribute the magazine to businesses with high travel rates such as in hostels and
travel agencies. The magazine will also sell at newsstands in heavy travel areas such as
train stations and airports as well as in large university bookstores. We will also be
available by subscription. Also, collaborate with Universities and their education abroad
offices to have Vagabond be a recommended resource for first time travelers. Freebies
would be given away at festivals or events that would draw a large tourist crowd. Pairing
with advertisers and travel-friendly businesses. Synergy between travel agencies, airlines,
bus companies, outdoor outfitting stores etc… will be essential.
Advertising Categories:
Travel Agencies: Expedia, Hotwire, Kayak, Travelocity, STA…
Transportation Businesses: Buses: Greyhound, GoBus, Contiki, etc…
Airlines: Delta, Jetstar, Quantas, SouthWest, etc…
Hospitality: YHA,
Outdoor Equipment Businesses: REI, L.L. Bean, Mountain Gear, TREK, North Face,
Hurley, High Sierra, FiveFingers,
Education Abroad Businesses: AustraLearn, IES Abroad, GlobalSemesters, CIEE
Abroad.
Other Specific Advertisers:
Nature Valley, Kashi, Luna, Cliff, Honest-tea, Sobe, Aveeno, Burts Bees… Also Smaller
local businesses from features and travel destinations that are featured. For example in
this issue an advertisement for a Nepali Sherpa company could be in the department The
Clothes On Our Backs.
Editorial Budget:
*Main Cover Story and source for cover art is the third feature: Hitchhikers Guide to the
Universe- Meet three generations of thumbers and hear their stories of what it is like to
live day-by-day, ride-to-ride.
*Recurring Department names are Discover, See, Trailblazers, Thrive, Taste and Unite
*Features are listed 1. 2. 3. 4.
FOB:
Full Page Adverts intermingling with the Table of Contents and the Letter from the
Editor and Reader Write Ins.
Discover-
Where In the World…? The craziest destinations for the most fearless of Vagabonds.
Cave Rave- Glowworms. Not the light-up stuffed animal you cuddled with as a
child… Journey underground on a subterranean adventure at the Waitomo
Glowworm Caves of Southern New Zealand. Discover an underground labyrinth
of limestone caves and formations that are dripping with these little light-brite
critters.
Hello Earth- Fun popcorn-sized facts and photos to showcase something cool and quirky
about the planet (Lots of info-graphics and tiny pictures)
Antarctica is 90 percent of the total ice on Earth
There are roughly 7,000 languages in the world… Here is how you say, “Hello
my name is….” In about 10 of them. Etc…
Gear and Gadgets- Easy and affordable ways to upgrade your travel gear.
The Best of Backpacks- Our picks for the best investment pieces that you can
carry with you for years to come!
Secondhand Sites- check out these used-luggage and camping gear sites before
you hit the mall.
Nothing But the Clothes On Our Backs- How to take back a new style when you return
home. The do’s and don’ts of travel wear and some really cool, and cheap ways to
broaden your style horizon.
The colors and textures of Nepal- From bright head wraps to Sherpa
sweaters, the beautiful way of life in the Nepali people is worth wearing on your
sleeve.
MOB:
Features
1. Spin the Globe: With a flick of a finger we send the globe in our office spinning, and
wherever that same finger lands, we send one of our writers to discover. Anywhere from
Kalamazoo to Kathmandu— we’re going!
Off to Angola- Bantering with the Bantu people… Becoming versed in the
diverse nation on the West Coat of Africa. Visit the Black Stones of Pungo
Adongo, the epic Kalendula waterfalls of the Lucala and take in the strange mix
of Portuguese, African, and Muslim architecture of Luanda.
See
2. Earth, Sea and Sky- A photo feature about the natural beautiful from above, on and
below the surface of the Tropics.
Trailblazers- Innovation in the ways we travel
3. Hitchhikers Guide to the Universe- Meet three generations of thumbers and hear their
stories of what it is like to live day-by-day, ride-to-ride.
4. Offsetting Carbon Emissions- What exactly does that mean? Plane
An Investigative look at what are airlines doing to reverse their carbon footprint.
Thrive- Incorporating health, fitness and fun wherever you go!
The Get Out Work Out- Are all those German Sausages, endless Korean noodle
bowels and amazing Irish beers making you feel less fit than when you began
your journey? Don’t let traveling get the better of your health and fitness! Try
our easy no equipment and site-specific workout!
Stepping it up… A workout inspired by the Great Wall of China.
There may be 5,164 steps of the Great Wall of China, but you can get a killer
mid-vacation workout with just two or three…Here’s a list of whole body
blasting exercises to make you sweat out the bad decisions of your journey… If
you happen to have the Great Wall- get to it!
Bike Across the World- A yearlong series about seeing the world from two
wheels. We will provide you with some of the most scenic routes and rides for
your next trip!
Biking Across the… USA! Yes we know it is cliché, but with the rising
travel costs and ever rising dollar per gallon, the trip across Ol’ Route 66’ is
becoming more and more expensive. Even if you don’t plan on riding from
coast to coast, we still think that seeing America on two wheels is one of the
most honest, and gosh darn American experience you can have. We have
compiled a collection of routes with cheap places to stay, camp, and hangout on
your all-American adventure.
Taste-
Local Flavor- A round up of foreign flavors, odd delicacies and the most popular dishes
of far off lands.
“I’ll have the Stinky Plate Please”- Ahh, smell the yumminess of dinner
on the stove… Or is that the stench of your hiking boots left in your backpack?
One man’s gym socks are another man’s dinner! Here are some of the smelliest
dishes of China. Good thing we didn’t make this article scratch and sniff!
Last Bite- The best of the best eats from around the world and how you can make them!
Street Snacks of India: All About Chaats! Chaats are the salty and spicy
snacks sold on the carts throughout India and they are crave-worthy in any part
of the world. We rounded up the best Chaat recipes for rich Dahi Puri, spicy
Aloo Tikkam and crispy Samosas!
Another Round- The coolest pubs, bars, and clubs for a big night out or an intimate brew
with the locals.
Ancient Brews: Get to know some of the oldest spirits in the world when
we hit the historical moonshine trail of the Incas, the Ancient Egyptians and the
Vikings. Every antediluvian culture is different, but the love of the drink is
universal. Discover the cocktails of the past and meet the newest brewers of
these prehistoric brewing techniques.
BOB:
Unite-
What is it like to work at a Hostel: Sarah left college with a small bank
account, but a big dream to backpack across Europe. Her bright eyes and
adventurous spirit weren’t enough to sustain her financially, so she has been
working from hostel to hostel. A life of endless backpacker parties and late night
conversations with interesting foreigners was tougher than she thought.
Living in… Explore the unique ways our world lives.
A Box: With China’s ever-expanding population, the mega cities of
Beijing and Shanghai are coming up with new ways to fit their people into
smaller, inexpensive, and stranger apartments. With less floor space, people
have to get creative… Here are some of the tiniest and coolest apartments of
urban China.
Celebrate: A calendar of the coolest and most affordable festivals, carnivals, and global
happenings that we think you should add to your must-see list.
Winter Festivals-
Underground Raves in Paris- The catacombs aren’t just for the dead
anymore. They are being used for killer dance parties
The Citrus Festival- Ever dream of seeing a cathedral of tangerines?
Check out Menton’s Citrus Festival in February? The festival takes place in the
city of just over 28,000 on the French Riviera, near the Franco-Italian border,
where its beautiful gardens are known throughout Europe. The lemon is its
symbol, and in 1929, when it was the leading supplier of lemons in Europe…
Carnival- Get weird in Leipzig Germany… A hotbed for cheap student
clubs and radical new Art galleries for those who like to interact with their art.
Caravan: Links to other travelers and their stories. A write in of hilarious “How did we
get here,” stories from our readers.
Guide To… Meet _Sven_ Your Personal Guide To: Stolkholm
Sven will tell you a little about his favorite spots and will hand-draw on our fold-
out a map of Stolkholm to get you to the best of the best bars, hostels, and other
cheap/awesome spots in the trendy Swedish city!
Suitcase Treasures: A little ode to the strange little souvenirs that followed us home and
the stories they will always carry.
*Final page adverts and links to our digital content.
Additional Cover Stories:
WOOFing 101- The Worldwide Opportunies in Organic Farming organization has been
giving Vagabonds a real world way to live, eat and earn money when traveling. Meet
some WOOF’ers and see what life is like on organic farms all over the world.
*Cover art could be a beautiful shot of someone farming in an exotic locale.
Running Wild- Get in touch with your inner athlete as we spend a week with the fastest
tribes in the world. Based on the research of minimal footwear and the book Born To
Run, we will experience every aspect of the Tarumata tribe of Mexico to see if even we
were “born to run.”
* Cover art could be a group of runners, some native, some obviously not- all running
together.
Ain’t No Mountain High Enough- Stories from novice to expert climbers who have
tackled the Alps. What you need, and how to prepare.
*Cover Art: A scenic shot of someone setting up tent on the side of a snowy mountain
top.
Letter From the Editor:
Within each of us is an explorer, a mountaineer, a disco-tech dancing, red wine sipping,
campfire sitting, lover of all things new. There is a big world out there, so why not
explore it? Vagabond is here for you to get you going, going and gone! We understand
that travel is not about first-class flights, yachts and fancy suitcases. Traveling is about
feeling the fresh air off a new sea, burning your tongue on fiery Indian curries, climbing
to the top of that ancient temple and not being afraid to get a little dirty. For the
backpackers, the exchange students, the hitch-hikers and all those who are unafraid to
expand their world-view, Vagabond is here. We share your passion for the human
experience, and we want to connect you with real life tips and a community of fellow
travelers to make your next adventure, your best one yet
Digital content: A compatible website to our issue with even more detailed links and
multimedia to add to our existing editorial.
Take Me There: A live photostream (Instagram, facebook etc…) that allows travelers to
post there location to show others. They will be able to post captions, and then branch
out to people in that location.
You’re our Travel Guide:
Feature reader bloggers who are living their travel dreams. Giving our readers some say
in what places and events we cover by allowing them to cameo on our online page.
A map App to allow our readers to post comments to destinations as well as links to
Couchsurfing sites, hostels, and budget travel websites.