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Australian Traveller Magazine


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Title: Australian Traveller Magazine

Australian Traveller Magazine
A magazine readers advertisers trust
Magazine Overview
  • Australias biggest selling national travel
  • Average 15,000 sold per issue
  • 45,000 print run
  • All content relates to travel in Australia only.
  • A committed and involved audience.
  • They buy the magazine because they want to spend
    money on travel within Australia
  • Readers make a commitment when they buy
  • Readers write in in droves
  • Australian Traveller has strong advertising
  • A unique environment that delivers a qualified
  • Pinpoint accuracy with marketing spend saves time
    and money

Key Facts
  • Print run 45,000
  • Copy sales more than 15,000 per issue
  • 2.5k subscribers
  • Audience Profile
  • 40 middle Australia ABs
  • White collar workers, female skew
  • Above average income
  • Distribution
  • Woolworths Kmart
  • 3500 Newsagents National
  • Borders
  • Newslink
  • Marketing support
  • Australian Traveller spends more on marketing
    than any other travel magazine in Australia

Australian Traveller is the only travel magazine
to be ranged in Kmart or Woolworths
Our Mission
  • Produce a travel magazine that talks to REAL
    Australians about REALISTIC travel opportunities.
  • Create a visually stunning, INDEPENDENT magazine
    that captures the imagination of Australians.
  • Develop an iconic magazine brand that is
    synonymous with quality and inspired leisure.

Why readers LOVE Australian Traveller(AKA How
we sell more copies than any other travel
Editorial Sections
Australians are proud of their country but just
need inspiration and a practical guide to find
the best travel for them. The editorial
sections are well thought out in order to deliver
the right mix of inspiration, practical tips and
entertainment. Thats how Australian Traveller
delivers advertisers the single biggest domestic
travel audience of all magazines in
Australia. (Read on and we prove it)
Reader response to each issue is overwhelming.
No travel magazine has such involved interaction
with its readers. They send us their stories .
. .
their letters
their recommendations
and their photos.
What the readers say
In my work I am constantly travelling around the
country and am endlessly bored on flight after
flight until your magazine came along. Chris
Kirby, Coogee NSW
Australia really needed an independent travel
publication. Ellie James, Brisbane QLD
Just wanted to say a big congrats on your first
issue. Great to see a dedicated Australian travel
magazine thats not just a government tourism
mouthpiece. Neil Armstrong, Noosa QLD
Keep up the good work, but pl-eeeze dont bring
in recipes, celebrities, gardening or
horoscopes. Lynne Bennet, via email
My wife is constantly asking me to read
Australian Traveller and then take her somewhere,
and it always helps. Iranna Sahukar, Sydenham VIC
What the readers say
Keep up the great work. Ill be telling my
friends about it. Allison Turner, Mandurah WA
During my last visit in 2002 I continued to
notice a serious lack of Australian travel
magazines. I think Gourmet Traveller was the best
on offer, and it wasnt even a travel rag . . . I
picked up a copy of your Dec/Jan issue. Excellent
stuff, well done. I wish you every success. Tony
Clegg-Butt, Publisher, TN, East Africas Premiere
Travel Magazine
How dare you launch a magazine with integrity!
What will other travel mags do now? . . . How
dare you print stories with relevance to the Oz
traveller, giving review-based info that might
show both sides of the coin? Peter, via email
I actually said wow out loud as my eyes were
fixated on your Byron piece. Linda Nathaniel,
Lane Cove NSW
Arrival Gate
High profile Australians share their travel
favourites, their tips and their personal stories
  • How to save money and time, get a bargain and
    other smart travel ideas. Regulars include
  • The 3-Hour Holiday
  • Now Thats An Idea
  • The AT Insider
  • Pillow Talk
  • Eco Watch
  • Web Watch
  • Getting Air

Detours Diversions
  • The unique, unusual and quirky delivers
    inspiration plus regulars like
  • Ten Things You Didnt Know About
  • Impulse Weekends
  • Just Like
  • They Got There First
  • Great Australian Pubs

Fischers Secret Spot
The Leyland Brother with credibility, ex Deputy
PM and Chairman of Tourism Australia
Gourmet Guy
Food and wine are the perfect ingredients to
great holidays
Hotel Reviews
Independent accommodation reviews that our
readers can trust.
Reflecting real Australian travel habits.
Sometimes its 4.5 star family beach holidays
Australian Traveller reviewers travel
anonymously and pay their own way so readers can
absolutely trust what we say thats credibility
and trust that not many others have.
Hotel Reviews
Sometimes chic city hotels
Hotel Reviews
sometimes rugged budget isolation
Hotel Reviews
And sometimes exclusive boutique retreats.
Australian Traveller has it covered.
Australian Traveller has the best photographers
showcasing the best of Australia every issue.
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Every feature is focussed on making sure our
readers can travel with the utmost confidence. We
ensure they understand the regions, the highs and
lows, where to eat and stay to have the perfect
holiday for them. The stories are created by
writers who have personally experienced the
region and paid their own way. This is travel
writing they can trust . . .
Why advertisers trust Australian Traveller(AKA
Why you should advertise)
Marketing For Success
  • The key to our success is the editorial product
    well supported by marketing
  • Australian Traveller outspends the competition to
    insure we deliver the biggest audience of all
    travel magazines
  • Heres our TVC
  • Plus
  • A national PR campaign reaching more than 400,000
  • Regular slots on ABC radio nationally
  • Which deliver

Circulation Success
  • Australias biggest selling travel magazine
  • The only travel mag stocked by Woolworths/Kmart
  • Australian Traveller invited to host regular
    weekly travel segment on 2GB
  • Biggest issue ever Apr/May
  • 156ppg
  • But who reads it?

Reader Research
Reader Profile
Source Acxiom Australia analysis of Australian
Traveller Subscribers Nov 05 (Click here for
further Info)
Our Advertisers
Just some advertisers who trust us to deliver the
biggest domestic travel audience in Australia
Advertising Rates
Australian Traveller and The Competition
  • A magazines content reflects its readers
  • ie a magazine features what attracts readers
  • The amount of Australian travel content reflects
    the number of readers with an interest in
    Australian travel
  • Advertisers seeking domestic travellers advertise
    in Australian Traveller
  • Do you want your advertising seen by readers
    focussed on food or travel in Australia?

Australian Traveller and The Competition
  • More domestic travel operators and owners choose
    to advertise with Australian Traveller than any
    other magazine
  • Australian Traveller has double the domestic
    travel advertising pages of all its competitors

Other print advertising opportunities
Creative Opportunities
  • Feature/Section Sponsorship
  • Regional Guides/Profiles
  • Reprints
  • Custom Magazines
  • Call us for more information

Yes, we have a website. And yes, it is growing.
  • Highly targeted audience
  • Actively seeking travel and holiday ideas
  • Looking to spend their holiday money
  • Approximately 1500 unique users per week
  • High click through rate (average 2.5)

39 Statistics
40 Benefits
  • No wastage
  • Only those looking for travel solutions
  • Greater click through rates
  • Ownership of sections leads to greater value
  • Sponsorship is exclusive
  • Lock out competition

Meet the Australian Traveller Team.
Our Editorial Team
Greg Barton Editor Greg has been with
Australian Traveller magazine since launch.
Gregs enthusiasm for domestic travel and his
easy going nature has made him a sought after
media guest to comment on domestic travel. Greg
has his own travel segment on 2GB radio in
Sydney and is a regular guest on the ABC. An ex
Perth boy, he came to Sydney for the 2000
Olympics and, like a lot of people, never ended
up moving home again.
2GB is Sydneys highest rating radio station.
Greg speaks to 70,000 avid listeners every week.
Our Editorial Team
Kim Richards Editorial Coordinator Kim joins
the Australian Traveller team all the way from
South Africa. Shes a young travel journalist on
the rise, with a zest and enthusiasm for travel
that has led her to cross the globe. Her travels
include USA, Mexico, Central America, South
America, India, UK, Europe, South East Asia,
Caribbean . . . She has worked on magazines in
the US and South Africa, and as a published
photographer and journalist makes a welcome
addition to the team.
Key Contributors
Tim Fischer Former Deputy PM and now Chairman of
Tourism Australia, hes seen more of Australia
than anyone. Produces a column of hidden
Australian gems.
Suzi Petkovski Consulting editor to Australian
Traveller, Suzi has published several travel
books and is an ex Lonely Planet editor
Michelle Hespe Widely published and now working
on her first book, Michelle is ATs go-to girl
for resorts, spas, health treatments and pampered
David Whitley Editor of British Balls backpacker
magazine, David has a disturbingly extensive
knowledge of the nooks, crannies, odds and ends
of Australia.
Peter Robinson A specialist BB reviewer, hes
sampled more Australian accommodation than most
of us have had hot breakfasts.
John Borthwick One of Australias most
experienced and respected travel writers. Part of
a very select few who can produce gorgeous words
AND photos, John is in demand by numerous
Our features coming up . . .
June 2006 Issue
Subject to change
  • Features
  • Australias Top 101 Hotels
  • The most glamorous holidays in Australia
  • The nature of Luxury - what is it, and how do we
    stack up?
  • Regional Feature
  • Ningaloo Reef and diving with Whale Sharks
  • Affordable Cruising
  • Photo Portfolio
  • Shark Bay, Western Australia
  • Business Traveller
  • Melbourne
  • Regional Food
  • ACT, Canberra and surrounds

Booking May 5 Material May 10 On Sale
May 24
August 2006 Issue
Subject to change
  • Features The Driving Issue
  • Driving - The Great Drives of Australia
  • The 4WD beginners guide
  • Centre to the surf An odyssey from Alice to
    Apollo Bay
  • Fathers Day Special 6 Golf Packages for 6
    different Dads
  • Winnebago Vs Maserati A Road test with a
  • Regional Feature
  • North East Tasmania
  • Kimberley Portfolio
  • Regional Food
  • Tasmania
  • Business Traveller
  • Adelaide

Booking July 7 Material July 12 On Sale
Jul 26
October 2006 Issue
Subject to change
  • Features The Cultural Issue
  • Travel Reading Features
  • Aboriginal Art a journey through the remote
    parts of Australia
  • Educational and volunteer holidays
  • Art Galleries roundup
  • Images from Uluru seldom seen images of ancient
    rock art
  • Regional Feature
  • Victoria on the book-lovers trail
  • Western Queensland
  • Business Traveller
  • Sydney
  • Regional Food
  • The Clare Valley, SA

Booking Sept 8 Material Sept 13 On Sale
Sept 27
December 2006 Issue
Subject to change
  • Features The Pets Issue
  • Pet-friendly holidays
  • Horse riding - the best horse riding Australia
    has to offer
  • Secret Surf Hideaways
  • Last-minute Christmas
  • 100 Things To Do This Summer
  • Ten best caravan parks they're not like they
    used to be
  • Here they come how to entertain overseas
  • Regional Feature
  • NSW south coast Jervis Bay
  • 1770 the new Noosa
  • Business Traveller
  • Canberra
  • Photo Portfolio Regional Food TBC

Booking Nov 3 Material Nov 8 On Sale Nov
Want to get in touch?
Australian Traveller Contact Details
  • Editorial
  • Editor
  • Greg Barton
  • Tel 61 2 9281 6080
  • Fax 61 2 9281 6083
  • Press Releases
  • Advertising
  • Sales Director
  • Nigel Herbert
  • Tel 61 2 9281 6080
  • Fax 61 2 9281 6083

Postal Address Australian Traveller Media Suite
305, 3 Smail Street BROADWAY NSW 2007