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Content has long shelf life Broader reach Contextual – both advertising and content

FACT: Media influence is changing Like other industries, publishing is moving online. Online content is especially important in the travel industry. Why?. Nearly three out of four (74%) consumers use the Internet when researching and/or purchasing travel products or services.

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Content has long shelf life Broader reach Contextual – both advertising and content

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  1. FACT: Media influence is changingLike other industries, publishing is moving online. Online content is especially important in the travel industry. Why?

  2. Nearly three out of four (74%) consumers use the Internet when researching and/or purchasing travel products or services. Your message must be online to reach the majority of travelers. Source: "Online Travel Search", Jupiter Research (June '04)

  3. Benefits of Online Media • Content has long shelf life • Broader reach • Contextual – both advertising and content • Reaches traveler at point of decision • Information is on-demand (when the traveler wants it)

  4. Online publishers can use new, innovative mediums • Podcasts • Blogs • Newsletters • Interactive contests • Reader forums • Video

  5. Travel ServiceProvider Travel ServiceBroker Online Agencies Airline TravelSearchEngines Hotel TravelConsumer Traditional Agencies Car Travel InformationProvider Cruise Tour Other… Online Travel Industry

  6. What does online publishing mean for travel writers? • More and more of your income will come from online markets. You must know these markets and their needs. • Look for credible online publishers. Pay rates will continue to rise. • Look for non-traditional markets

  7. How do you know which sites are credible? • Same criteria as print • Compelling content & look? • Link collector or true content? • Research Site Traffic • Google rankings • Alexa.com, MetricsMarket.com • Search engine presence

  8. Examples of non-traditional markets • Orbitz has free destination podcasts. • Expedia.com is testing a form of tour-guiding. Homeandabroad.com sells books such as Frommer's and Zagat guides. • Apple iPods come with pre-loaded indoor and outdoor running guides will be available at five New York hotels.

  9. Should you start your own site? An online personal portfolio is a must Commercial potential? • Specialists will do better than generalists • Lower barrier to entry, but online sites face many of the same challenges as traditional publications. • Online success is a mixture of content, technology and a successful business model.

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