A two-page
article has a value of $400,000 X 5 = $2,000,000.
It is important
to remember that even a beautifully written and illustrated
article can produce mixed results. While it is important to
be seen in the significant travel magazines, such as Travel
& Leisure and National Geographic Adventure,
small, specialized magazines can create a huge demand for your
trips when they are targeted at end-users or consumers who have
the ability to book your trips.
To gauge
value, use the publication demographics, their ad rate, their
circulation numbers and the topic and subject(s) of the article.
If it is correctly targeted, it is recommended that you work
with them. The subject(s) are defined as the companies included
in the article. For instance, a ‘round-up’ article
does not have as much value to the participants as does an entire
story about your company.
COMPLIMENTARY
VS PAID TRIPS
This
is the question on the minds of both the outfitter/tour operator
as well as the journalist. There are two schools of thought
on this question: a paid trip has no obligation to mention the
outfitter favorably, while a writer taking a hosted trip feels
obligated to write the story to show the trip provider in a
positive light.
Many publications
do not allow hosted trips and most freelance writers never pay
for a trip they take. It is up to you to screen carefully for
those requesting to accompany a trip as a complimentary guest.
If you use a media relations firm, such as Adventure Travel
Media Source, they maintain a database of journalists and their
credentials which will be shared with you. All you have to do
is request a search of a particular writer you are considering.
You can also check publications for yourself from our resources
such as the Bacon’s Guide.
PRESS
TRIPS
We
generally advise clients to include the writer in a regularly
scheduled trip so they see what their readers will experience.
This is preferable over taking just a departure of writers.
Please treat the writer with the same courtesy as your other
guests and do not single them out for preferential treatment.
If they desire to spend time with you on the trip to interview,
ask questions, etc., do so at an inconspicuous time and place.
It is helpful
to create press trip policies for those who are planning to
invite journalists to accompany their trips.
Any writer
accompanying your trip is expected to stay in touch with you
after the trip is taken and to provide clips of any and all
articles which appear as a result of their trip.
Once the
article(s) have appeared, be sure to track resulting activity
from this exposure, whether it is inquiries or bookings. This
will help you make decisions about future activity.
Whether
you engage the services of a professional or you do it in-house,
media relations is the most cost-effective and results-oriented
marketing a small operator can do to build their business.
ATMS is a recognized and widely respected PR and press
release service. With an audience of over 5,000 qualified media
contacts you can be sure that your press release will be taken
seriously and has the best possible chance of being read. ATMS
employs experienced, professional writers who know and use the
accepted formula for writing an effective press release. Travel
writers, editors and freelance journalists have learned to trust
and use ATMS. In the words of a leading active travel writer,
“ATMS is the Holy Grail of Adventure Travel Sites”.
www.atmstravelnews.com
