PR Bulletin: Media Insights

September 26, 2016

Labor Day has come and gone, marking the end of another summer. But it certainly wasn’t a lazy summer for those in the travel and lifestyle media space. Here are some of the developments that occurred and what it means for destination marketers who work within earned channels:

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CBC – THE GOODS: The new lifestyle series ‘The Goods’ will premiere in front of a live studio audience on October 3, 2016, at 2:00 p.m. The show’s four hosts will cover topics such as style, wellness, home/design and food.

 

 

CTV – CANADA AM: After 43 seasons, CTV’s national morning news staple “Canada AM”, has ended production. It will be replaced with “Your Morning,” a contemporary twist to morning TV, with a focus on news, lifestyle and current events. It is anticipated the program will have expanded lifestyle offerings, providing additional exposure opportunities for DMO’s.

 

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Examiner.com: This citizen journalism website ceased existence on July 10, 2016. Parent company AXS, the media and ticketing arm of sports and entertainment venue operator AEG Live, will focus its 1,500 staff and freelancers on producing content about music, entertainment and culture on assignment from editors. DMO’s can leverage this shift in focus to highlight their destination’s live music offerings.

 

INSTAGRAM STORIES: Fashion magazines are experimenting with Instagram Stories. Cosmopolitan has launched its first international “Cosmo Around the World” Instagram Story, featuring 24 hours of updates from editors around the globe. Allure is posting office happenings such as its editors trying a new product. GQ is using the channel to tease upcoming content in print and online. Destination marketers can enhance their pitches to help editorial staff fill this additional need for regular content.

 

 
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The Oregonian: The newspaper is refocusing its travel content to Pacific Northwest destinations only. Destinations outside this area need to find a local angle to be considered for editorial coverage.

 

8Toronto Star: Toronto Star, Canada’s highest circulated newspaper, has had a 17 percent decline in advertising revenues for print in Q2 2016. As a result, 52 staff, including 45 from the newsroom, were laid-off. The publication will continue to focus efforts on its Star Touch digital app, another example of Canadian media’s migration to digital platforms to connect with millennial readers.

Written by Malcolm Griffiths

Malcolm is Vice President in Development Counsellors International’s Tourism Practice. Since joining DCI from Tourism Australia in 2003, he has developed creative marketing and public relations campaigns to communicate travel experiences for destinations spanning the globe, from California to Sweden, Miami to Tasmania.

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