It’s become commonplace in the group travel publishing market that magazines trade advertising for editorial. They woo potential advertisers in with the promise that they will write fluffy editorial stories about that company if they throw a few dollars at the publisher. Conveniently, these editorial stories appear adjacent to the suppliers ad – a “Where’s Waldo?” approach to magazine publishing. Some “editorial” is masked to appear as if the publisher is writing the story, others are so blatant as to put the CVB’s byline in the article.

As publisher, I don’t play that game. I insist that editorial stories that my team writes are based on quality of content, not whether that company is lining our pockets. I trust my team of professional journalists – most are travel industry veterans, having planned tours, checked groups into hotels and been on the firing lines of planning group itineraries. Since they’ve “walked the walk,” they can “talk the talk.”

Think about this next time you read one of the “other guys.” Is the information on its pages really as good as “advertised”, or are they only stating claims because the advertiser wants them to? Do you feel compelled to plan your next group trip to a destination based solely upon who’s advertising, or would you rather find that out-of-the way destination, or hidden jewel based on our writer’s ability to research and report on what’s truly unique?

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3.21 Copyright (C) 2007 Alain Georgette / Copyright (C) 2006 Frantisek Hliva. All rights reserved."