“Our vision is to shift from the 100m books we’ve printed to 100m shared stories,”
That vision is that of Lonely Planet,and comes from Matt Goldberg, who became Lonely Planet’s chief executive in March.
Part of their digital strategy is to
expand Lonely Planet’s audience from young adventurers, who account for about a fifth of all travellers, to the 60 per cent who have “grown up, had kids but not changed their mindset”.
More importantly for the digital age
the company is refreshing its core book and magazine businesses. He will not give details but says a priority is to integrate them more closely with timely digital content.
The share strategy appears high with plans afoot to focus on mobile devices such as Apple’s iPhone, for which it has sold more than 500,000 downloads of city guides and phrasebooks that speak translation outloud, at $9.99 apiece.
The company is already embedding external blogs onto its output to expand the travel information and experience on its content.