Word: traveller
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Dates: during 1980-1989
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...trying a different style and message. Call it discomfort chic. Published by the khaki-clothing chain Banana Republic, Trips is for the wanderlusty adventurer accustomed to sharing hotel space with all manner of wildlife. Editor in Chief and Banana Republic Founder Mel Ziegler, a former newspaper reporter, dismisses most travel writing as "dull and antiseptic" and describes his entry as the equivalent of a "bunch of friends at a dinner table swapping really good travel tales." The inaugural issue has more ads for Jeeps than jewels, and few ads of any kind that do not reek of adventure and natural...
Taken together, the new magazines have pushed out the boundaries of traditional travel writing by including information for impulse travelers as well as careful planners and offering, in some cases at least, a critical view of the industry. Traveler, the best new entry, has produced some trenchant investigative pieces on the qualifications of the lordly Michelin guides and the destruction of the Tongass rain forest in Alaska. But in the new sensibility, Traveler included, the spirit of travel porn persists with such seductive stories as "How to Shop Like a Princess," "Ballooning over Newport" and "The Almost-Too-Good Life...
There are also some troubles in paradise. Lawyers for Conde Nast's Traveler will be appearing in Manhattan federal court this week to respond to a lawsuit by National Geographic's quarterly Traveler charging that the overall appearance of Evans' magazine is strikingly similar to National Geographic's publication. At Trips, Ziegler denies that hard times in the parent clothing chain will trim the magazine's sails. And industry analysts still wonder if the market can soak up so many go-go competitors -- particularly since travel- related companies put only one-fifth of their ad budgets into travel magazines...
...Traveler Publisher Ronald Galotti is not concerned. "We're evolving into a group of people who believe we are entitled to some downtime or vacation time," he says. "We're talking about self-indulgence and self-entitlement for that 40-year-old." In other words, a new adage: You can't go broke (or so the new travel publishers hope) overestimating the indulgence of the American people...
...Travel magazines flock to separate the despised tourist from the preferred traveler and to cash in on a taste for vacation indulgence...