Lonely Planet Traveller launched in Germany and UAE
Two new international editions of Lonely Planet Traveller have been launched in Germany and the UAE. The licensing deals have been secured by BBC Worldwide’s exclusive sales agent, Immediate Media Co.
Lonely Planet Traveller Germany is published by Life House Media and went on sale last month. The title, which is also available in Austria and Switzerland, is initially bi-monthly, with each issue 132 pages. The first issue landed in December with extensive advertising in print, online as well as at the point of sale and a PR campaign. The initial print run for issue one was 80,000. The initial split is 70/30 UK to local content.
Lonely Planet Traveller Middle East went on sale on 15 January 2013 and is published by CPI. CPI has been in the UAE for more than 20 years and publishes BBC Good Food. The monthly magazine which is published in English will be a 50/50 split between local and UK content with a distribution of 7,500. Lonely Planet Traveller Middle East will be the first high quality, expert magazine in the region.
Joanna Alexandre, Immediate Media Co.’s head of licensing and syndication, said: “It’s incredibly exciting that the Lonely Planet Traveller brand has now penetrated the largest magazine market in Europe-Germany and one of the most diverse in the UAE with our Middle East edition. With our twelfth and thirteenth licenses, the international appeal of the brand goes from strength to strength.”