Condé Nast Traveler’s site is getting a decidedly average makeover. According to Digiday, starting this summer, CNTraveler.com is going to feature content from 25 outside contributors, with plans to eventually add up to 1,000.
The strategy will essentially take Traveler from a high-end brand to one for the masses. You can blame Instagram.
“Historically, it’s been very top-down,” Pilar Guzmán, Traveler’s editor, told Digiday. “We are in the business of producing these highly polished images. Social media has trained our eye to be even more authentic. Our eye has become tired of that totally polished [look].”
While this change will certainly alter the Traveler brand, we’re thankful for one thing: At least the magazine is paying the contributors. Of course we should note that the contributors will have to meet “traffic goals” to get their scrilla, because nothing in life is ever easy.