Archive for the ‘Advertising’ Category

Awards Night

Thursday, January 21st, 2010

We have a lot to look forward to tonight at the Andaz Wall Street. The GT Tested Awards are always a great way to wrap up another year with friends and colleagues. It’s great to hear that just after its grand opening last week, the Andaz is booked through Feb. 1.

The GT staff enjoyed reuniting over dinner and cocktails last night. Alex Young returned from a safe and prosperous trip to the Middle East — hopefully a good sign of what’s to come in 2010. It’s great to have the team together again, and as part of the sales team, I especially enjoy reconnecting with the editorial staff. We have a lot of new ideas to add value for our readers and clients this year. I look forward to continuing business with a lot of the partners we will see tonight.

I hope to see plenty of familiar faces, and I look forward to welcoming all new friends, colleagues and clients to the GT  family.

– Courtney Centeno, account executive

Misguided Hawaii

Monday, January 4th, 2010

Last year I vowed not to stay home for the New Year’s holiday this year, but guess what I did? Stayed home. I did some quick Internet searches, several times, on Orbitz, Travelocity and Kayak, but I found nothing that jumped out at me. I wanted to reach out to some of my client friends in the industry, but I was so bogged down with business and year-end work, I just never got around to reaching out.

So I was here the day after New Year’s, watching the news, when I saw that Hawaii is continuing a two-year downward slide. I happen to be a big fan of Hawaii and think it is a great destination. Many people think it is too sterile and too expensive, but when you go to Hawaii, everything works and the people cannot be more friendly. As far as the expense, I have a friend who refers to it as “Hawaii money,” and when I traveled there with my family, no matter where we ate dinner, it was always the same price. Expensive, but orderly, friendly and tasty; so definitely worth it.

But have you see a lot of promotions for Hawaii? Have you seen any spectacular marketing or advertising about the Islands? I haven’t. Additionally, Hawaii and its hotels cannot get their sights off the West Coast market. This is where they spend nearly all their marketing dollars. In case they haven’t heard, California is in the dumps, so perhaps they should open their minds and reach out to the less-recession-hit East Coast?

Several years ago, Hawaii won Best Domestic Tourism Destination from the readers of Global Traveler. When I reached out to the CVB, I received a less than “aloha” response. I was a little shocked. Not only did they seem not to care, but they were not interested in coming to the awards ceremony or responding to me as if they were honored.

Now they think President Obama’s trip to Hawaii is their best marketing tool. This is the same guy who told travelers not to go to extravagant meetings and not to travel (the AIG effect), which resulted in the loss of 100 meetings in Hawaii. Companies canceled their meetings in fear of what these meetings would look like in the AIG effect-hungry press. In my opinion, Hawaii could not have picked a worse spokesperson.

Hawaii is obviously misguided and has no idea how to get people back to the islands. It was an easy out to blame the economy. Perhaps the CVB needs to talk to some of the people who check guests in at hotels, who serve the meals and who attend to your needs while in Hawaii. They are the people that make Hawaii great. The guys at the Royal Hawaiian’s Tiki Bar have better insight on the true Aloha spirit than anyone at the CVB.

To all our blog readers, subscribers and friends of Global Traveler, a Happy New Year!

– Fran Gallagher, publisher and CEO

Here’s to 2010!

Thursday, December 31st, 2009

With 2009 behind us (finally!), we have a lot to look forward to in 2010. I was shocked by the closing of several magazines this year, and I was grateful we kept our heads above the water for the year. The economy seems to be picking up, and we’ve had a taste of the harsh winter season when a recent blizzard hit the East Coast. What’s next?

February marks Global Traveler’s sixth year anniversary and another year of success. On Jan. 21, we are happy to help bring business back into the downtown Wall Street area at our GT Tested Awards ceremony and cocktail party at the Andaz Wall Street. I look forward to seeing friends, clients, coworkers, subscribers, family and supporters.

I am proud to be part of such a great team and publication. I wish all the GT subscribers, staff and partners a very happy and healthy New Year!

– Courtney Centeno, account executive

Musings on Deadline

Saturday, December 19th, 2009

Yesterday afternoon, the Global Traveler editorial staff completed work on the January 2010 issue of the magazine. As usual, it was a fast and furious push to get the final approved files to the printer by deadline. That is not to say that we aren’t well organized, but it is the nature of the business that there may be last-minute changes to the layout due to the purchase of additional ad space and late-breaking news that requires changes to content. Generally, too, the editor’s and publisher’s letters are written close to deadline to allow for timely commentary.

Allow me to draw aside the veil on producing an issue of Global Traveler, from my somewhat limited perspective:

Sometime in early fall, editor in chief Lisa Matte produces the editorial calendar for the coming year. It outlines the proposed major features and destination articles, aiming to provide an interesting mix of subjects from around the world relevant to our readers. Nothing is set in stone, however, to accomodate events which may affect travelers. For example, late in November of 2008 Mumbai suffered attacks by terrorists on sites frequented by foreign visitors. Six weeks later, contributing writer Patrick Adams was in Mumbai, and his article in the February 2009 issue of Global Traveler described the city’s reaction to and recovery from the assault.

While Lisa and associate editor Jan Hecht may receive the raw text for articles well in advance of the deadline for the issue in which they will appear, most of the work on an issue occurs within the four weeks prior to the “files to printer” date. Plying their red pens, they address length and formatting issues, edit for clarity and focus and confirm facts and details. The text then passes on to art director Tracey Cullen, who fits the words and accompanying photos and graphics into the allotted space for each piece. Often, if the writer has not done so,  she must chase down images for obscure places and activities. I don’t pretend to know how she works her magic, but I am always impressed with the results!

Generally, Lisa or Jan look over the first pdf of the proposed article before it is presented to me. I then do my grammar-teacher bit on punctuation, spelling and sentence structure as well as checking for consistency in style and format (bold this, italicize that) and confirming facts, web addresses and the like. I send my list of edits to Tracey, and she then sends back an amended pdf reflecting those changes. We continue that dance until I send a final “No correx” message, and Lisa gives her final seal of approval for release to the printer. 

Most of this occurs via email, as each of us lives in a different city (and I live in an entirely different time zone). Although it may sound quite dry and isolated, we actually have established a very lively communication. While we debate style issues and confer on editorial content, we also share personal anecdotes and the occasional silly photo from our pasts. It makes for a friendly, fun and intellectually interesting working relationship that I very much treasure.

I will enjoy a bit of a lull now (and hopefully my co-workers will, too) before work begins on our February issue. I’ll spend the next week catching up on my Christmas to-do list, but I look forward to reading the next batch of articles coming my way — and yours –  soon!

– Patty Vanikiotis, proofreader 

Ad Assault

Saturday, December 12th, 2009

I don’t know if I can take it anymore. They’re everywhere, and each day brings a fresh assault. Stuffed in my mailbox, folded inside each issue of the local newspaper, blaring from the T.V. and radio, filling up the inbox of my email. I’m speaking, of course, of all those catalogs, advertisements and “special, bonus coupons” urging me to take advantage of incredible offers and ”the lowest prices of the year.”

It happens every year, surely, as retailers try to end their year in the black and move as much inventory as possible as consumers cross items off their holiday gift-giving lists. And while I would say that I’m pretty sure this year we have gotten fewer and smaller print catalogs from some retailers such as Lands End, Coldwater Creek and Victoria’s Secret who traditionally have sent out a book a week from November ’til Christmas, everywhere else the flood has increased in volume.

It’s understandable, of course, considering the bleak season for merchants last year and their hopes to end this year on a high note, but it’s all feeling rather desperate to me. According to one ad I heard last night, one company has decided one Black Friday wasn’t enough this year; they’re having one each week — but on Saturdays, instead. And we saw how the Black Friday sales began well before the day after Thanksgiving this year, and online sellers spread their Cyber Monday over a week or more of special deals and free shipping. Now it isn’t just the Friday or Sunday papers stuffed with pages and pages of ad inserts from retailers one never hears from the rest of the year. Virtually every day of the week come notices of one-day sales and early-morning doorbusters and sheets of special coupons offering additional percentages off of other coupons. It’s all really starting to get to me.

I am not a shopper. I don’t have the time or the patience to meander the malls or boutiques just hoping to stumble on something I don’t really need but can’t live without. I go with a list of what I’m looking for after checking to see who might offer the best price, get what I came for and leave. Sure, I’ll browse and windowshop a bit, but I can’t spend hours doing so, nor do I have the time to go through all those ads or the space in my head to keep track of the zillions of special deals available for three hours next Tuesday.

But the sum effect of all those ads and promos this year is really beginning to wear on me. What if there really IS something in all that newsprint that might be just the thing for my daughter/sister/husband? Perhaps that electronic item IS within my budget if I’d only check every ad in print or online and found the right coupon or rebate offer to apply to it. Surely in that enormous mountain of paper piling up in my recycle bin there is SOMETHING I WILL REGRET MISSING OUT ON!!! Oh, the horror! Oh, the wasted opportunity! Oh, the ten dollars I might have saved!

I’m not sure my frazzled nerves and fragile psyche can handle any more. Perhaps I should let my husband sort through the paper and the mail each day and remove all those urgent messages of irresistible savings before I can see them. I’ll turn off the T.V. and radio and just zone out to holiday tunes and New Age harmonies. I’ll unsubscribe to and designate as “junk” all the online retailers who dare to tempt me via email. Then I’ll be safe . . . at least until all the after-Christmas sales.

– Patty Vanikiotis, proofreader