The backpacker's trusty companion is now a glossy magazine, but it must convince some sceptical travellers that the brand has not been diluted by its tie-up with the BBC, which owns 75% of Lonely Planet.
- What's in it for readers?
The title aims to be more than a travel magazine, offering readers an insight into the culture, history and food in destinations around the world. Launch issue features include Stephen Fry's Wild West road trip, tying in with his recent BBC One series Stephen Fry in America, and six pull-out-and-keep mini-guides.
- What's in it for advertisers?
Lonely Planet magazine's target audience is 'people with a real sense of adventure, who want to learn about and connect with the people and places they visit'. Launch issue advertisers include Amazing Thailand, Kuoni and Virgin Atlantic. The title faces stiff competition from the upmarket Conde Nast Traveller, independent Wanderlust and the mid-market Sunday Times Travel. The launch is supported by print and in-store activity.