Sherman's Travel Magazine Launches

Posted on September 19, 2006

ShermansTravel.com has launched a new luxury print travel magazine called Sherman's Travel. Media Buyer Planner says experts think the new luxury title will encounter a difficult market.

The new magazine is aimed at the 25 percent most affluent subscribers to the site's email newsletter, which has 3.5 million subscribers, The New York Times reports. The site had 1.5 million unique visitors in July.
Travel and publishing experts think the magazine faces an uphill battle. Expedia and Travelocity began publishing travel magazines in late 2000; both ceased publication. Luxury travelers are also already served through other publications.

ShermansTravel.com was founded by Jim Sherman who does have experience in publishing. He has served as acting general manager/full-time consultant to Martha Stewart Living and has also worked in publishing for Time Inc. (marketing manager), Pearson (head of corporate development), and Troll Books (GM/VP, Internet).