Hybrid ’Zines

You're in your hotel room on vacation and you have no idea of where to eat dinner. A magazine on the table catches your eye, and you flip through to the dining section. All the local restaurants are alphabetized by cuisine type with all the particulars: addresses, phone numbers, prices, family-friendly, full bar, etc. Then you discover the attractions section, coupons, articles on where to go and what to do, all with handy maps and directions. Jackpot! You throw the 'zine in the rental car and use it as a guide during your trip.

What you've just encountered is an effort by the local Conference & Visitors Bureau (CVB) to promote the area and its member businesses from hotels to nightclubs. The Destination Publishing Group at Pace Communications produces the annual visitors publications for Myrtle Beach, S.C.; Wilmington, N.C.; Hilton Head, S.C.; Pinehurst, N.C.; and Santa Barbara, Calif.—the latter of which had an interesting proposition for us: What if one of these standard guides that simply conveys service information could become a luxury lifestyle magazine a la, say, a Condé Nast Traveler? The folks in Santa Barbara have always been innovative thinkers, and they enlisted us to marry their traditional CVB business model with sleek, travel-style journalism.

How did we do it? We hired professional writers to produce first-person narratives on area attractions, such as touring wine country, whale watching and stand-up paddle surfing. Then we hired professional photographers to capture compelling, current imagery, and we arranged a cover shoot, complete with model, wardrobe and several locations.

To meet the needs of the CVB's membership, we developed an attractive directory at the back of the book listing all members and their service information. Those who did not get a shout-out in the front-of-the-book editorial this year have the opportunity to be featured in the 2011 or 2012 guides.

The result? CEO Kathy Janega-Dykes says she hasn't heard one complaint from members about the new hybrid publication. But she has heard plenty of compliments: "106 great pages that make me want to go to Santa Barbara," says Dean Noble, director of marketing, Santa Barbara Zoo. "The piece reads and feels like a real magazine more than anything else . . . The photos are outstanding. Copy is engaging and to the point. Layout is beautiful and varied. Great job!"

And visitors have been seen around town carrying the mag with them as they explore the area. Add to that a 2010 Pearl Award from the Custom Publishing Council for Most Improved Publication-Editorial, and it equals a successful new venture for all parties.

But the most exciting part for us is developing a new area of custom publishing in the form of beautiful travel publications for CVBs. Sure, we still enjoy the traditional guides, but as other CVBs get a look at Santa Barbara's new style, they're inquiring about going in the same direction—a fresh and exciting one!

Posted By: Waynette Goodson