TRADE NEWS MAGAZINE
Mexico Travel News, a bimonthly trade publication distributed to travel agents and meetings/incentive travel planners in the U.S.,was funded by the Mexico Ministry of Tourism and by private sector advertising on a 1:1 ad to edit ratio. As publishers, we developed the strategy, edited, produced, and distributed the publication.
There are ten major destinations in Mexico and we have written and edited magazine supplements for all of them. These destination guides had been dotted-line directories until we introduced the concept of incorporating editorial features. Instead of just filing away these reference guides, travel professionals began reading them. Data tracking confirmed increased pass-along and bingo-card response. The reader inquiries provided a replenishing database of sales leads for each destination and its advertisers.
PHOTO/DESIGN originated as a trade bimonthly to service a highly targeted niche of advertising creative directors and commercial photographers. It was launched via controlled circulation with a conversion to paid circulation at a cover price of $7 with an annual subscription offer at $36. It reached a controlled-to-paid circ conversion rate of 20% by the end of its first year. As co-founder, we developed the editorial direction with other industry professionals, wrote cover features for each issue, developed and implemented the marketing strategies and produced 45% of the ad revenues via a sales volume that filled 60% of all ad pages.
Fond recollections persist of crowding around monitors at JPL in Pasadena with the likes of Carl Sagan, Isaac Asimov, and Ray Bradbury. Images rasterized slowly on the screens and gave humans their first looks at braided rings around Saturn, Viking Lander’s views of Mars, and myriad other moments of discovery. The mission for Photomethods was to bring deep space imaging down to earth for readers to understand. Contributing editor, Davy Hoffman, has brought Photomethods readers complete coverage of the space program as well as imaging “How To” pieces, corporate profiles of technology companies, product and publications reviews, and interviews.