Like Vogue and GQ, Condé Nast Traveler is the latest Condé Nast publication, launching a global issue featuring the US, UK, Italy, Spain, Middle East, India editions and China all participating.
The shared editorial initiative, launched online on September 1, focuses on 100 locals in 100 countries, Ask them what they love most about knowing where they come from. This list includes 28-year-old Senegalese-born French chef Mory Sacko and Guatemalan actress María Mercedes Coroy.
“These are not travel industry people. They are not experts in the field of travel. These are ordinary people that you would love to meet if you went to a particular country, ”said Divia Thani, Condé Nast Traveler’s Global Editor-in-Chief. “People all over the world naturally return in one form or another to travel in different phases to different places. Everyone has more than something to think about. ”
As well as marking a preliminary return to travel with a new roofline “the world became local, ” the collaboration is also related to that Condé has led to streamline its editions following the merger of US and international operations just two years ago as part of its austerity efforts.
On Condé Nast Traveler, tThe US and UK have been cooperating since 2018, but in December it was among a series of titles to be awarded to a global editorial director to “enable the brands to create the best version of each global story or piece of content and distribute it in ways adapted to each local edition.”
“The timing of our global integration is very much in line with where we are in the world, and it set it up really well,” he added. Jesse Ashlock, American editor of Condé Nast Travelers, added the global collaboration problem. “More practically, it was a way to get our feet wet working together along the way. It is by no means a one off. That’s the start of how we’ll be dong things going forward. ”
As for the type of content the site has been producing too late, Ashlock told Headline 4 Ever that there is still a greater percentage of news coverage than before the pandemic, but the appetite for general travel content is returning. When the pandemic first hit, Condé Nast Traveler had to quickly switch to two categories: in-depth COVID-19 coverage as it pertained to travel (updated information on all the new rules and regulations) and pure armchair escapism.
“As the path of the pandemic ebbs and flows, a lot of news coverage needs to be provided to travelers,” he said. “But what has been true for almost a year now has been that the core destination evergreen content has worked well again, and it was taken up as the journey resumed. So we lean into the good while making sure everyone is informed of the news they need to know. ”
According to data from Condé Nast, on-site traffic rose 11 percent year-on-year in July.
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