Condé Nast Traveler is going big. Starting with its September issue, Traveler’s trim size will increase by two inches. On the inside, there will be more white space and the magazine’s paper stock will get a boost.
The change is designed to differentiate Traveler in print from Traveler on the web. The former is for rich people, the latter for everyone else.
“In making this change, we are making a clear delineation in the marketplace that the magazine is for the person who’s taking seven or more foreign trips a year,” Traveler publisher Bill Wackermann told WWD. “That’s very different from someone who is just coming to our Web site and planning a family vacation.”
This is a smart move by Wackermann and Traveler editor Pilar Guzmán. The more luxurious the magazine seems, the more luxury ad dollars will follow.