A Magazine Readers & Advertisers Trust

Australian Traveller Magazine
A magazine readers & advertisers trust
www.australiantraveller.com
Magazine Overview
 Australia’s biggest selling national travel magazine.

 Average 15,000 sold per issue
 45,000 print run
 All content relates to travel in Australia only.
 A committed and involved audience.
 They buy the magazine because they want to spend money on travel
within Australia
 Readers make a commitment when they buy
 Readers write in in droves
 Australian Traveller has strong advertising support.
 A unique environment that delivers a qualified audience
 Pinpoint accuracy with marketing spend saves time and money
Key Facts
 Print run 45,000
 Copy sales – more than 15,000 per issue
 2.5k subscribers
 Audience Profile
 40+ middle Australia ABs
 White collar workers, female skew
 Above average income
 Distribution
 Woolworths & Kmart*
 3500 Newsagents National
 Borders
 Newslink
 Marketing support
 Australian Traveller spends more on marketing
than any other travel magazine in Australia
*Australian Traveller is the only travel magazine to be ranged in Kmart or Woolworths www.australiantraveller.com
Our Mission
 Produce a travel magazine that talks to REAL

Australians about REALISTIC travel
opportunities.
 Create a visually stunning, INDEPENDENT
magazine that captures the imagination of
Australians.
 Develop an iconic magazine brand that is
synonymous with quality and inspired leisure.
Why readers LOVE
Australian Traveller
(AKA How we sell more copies than any other travel magazine)
Editorial Sections
Australians are proud of their country but just
need inspiration and a practical guide to find
the best travel for them.
The editorial sections are well thought out in

order to deliver the right mix of inspiration,
practical tips and entertainment.
That’s how Australian Traveller delivers

advertisers the single biggest domestic travel
audience of all magazines in Australia.
(Read on and we prove it)
Readers
Reader response to each issue is overwhelming.
No travel magazine has such involved interaction
with its readers.
They send us their stories . . .
Readers
… their letters …
Readers
… their recommendations …
Readers
… and their photos.
What the readers say
“In my work I am constantly travelling around the country and am endlessly
bored on flight after flight – until your magazine came along.”
Chris Kirby, Coogee NSW
“Australia really needed an independent travel publication.”

Ellie James, Brisbane QLD
“Just wanted to say a big congrats on your first issue. Great to see a dedicated
Australian travel magazine that’s not just a government tourism mouthpiece.”
Neil Armstrong, Noosa QLD
“Keep up the good work, but pl-eeeze don’t bring in recipes, celebrities,
gardening or horoscopes.”
Lynne Bennet, via email
“My wife is constantly asking me to read Australian Traveller and then take
her somewhere, and it always helps.”
Iranna Sahukar, Sydenham VIC
What the readers say
“Keep up the great work. I’ll be telling my friends about it.”
Allison Turner, Mandurah WA
“During my last visit in 2002 I continued to notice a serious lack of

Australian travel magazines. I think Gourmet Traveller was the best on offer,
and it wasn’t even a travel rag . . . I picked up a copy of your Dec/Jan issue.
Excellent stuff, well done. I wish you every success.”
Tony Clegg-Butt, Publisher, TN, East Africa’s Premiere Travel Magazine
“How dare you launch a magazine with integrity! What will other travel
mags do now? . . . How dare you print stories with relevance to the Oz
traveller, giving review-based info that might show both sides of the coin?”
Peter, via email
“I actually said ‘wow’ out loud as my eyes were fixated on your Byron piece.”
Linda Nathaniel, Lane Cove NSW
Arrival Gate
High profile Australians share their travel favourites,
their tips and their personal stories
Shortcuts
How to save money and time, get a bargain
and other smart travel ideas. Regulars include:
• The 3-Hour Holiday

• Now That’s An Idea
• The AT Insider
• Pillow Talk
• Eco Watch
• Web Watch
• Getting Air
Detours & Diversions
The unique, unusual and quirky delivers
inspiration plus regulars like:
• Ten Things You Didn’t Know About
• Impulse Weekends
• Just Like
• They Got There First
• Great Australian Pubs
Fischer’s Secret Spot
The Leyland Brother with credibility, ex Deputy
PM and Chairman of Tourism Australia
Gourmet Guy
Food and wine are the perfect ingredients to
great holidays
Hotel Reviews
Independent* accommodation reviews that our
readers can trust.
Reflecting
real Australian
travel habits.
Sometimes its 4.5

star family beach
holidays …
*Australian Traveller reviewers travel anonymously and pay their own way so readers can
absolutely trust what we say – that’s credibility and trust that not many others have.
Hotel Reviews
Sometimes chic city hotels …
Hotel Reviews
sometimes rugged budget isolation …
Hotel Reviews
And sometimes exclusive boutique retreats.
Australian Traveller has it covered.

Portfolio
Australian Traveller has the best photographers
showcasing the best of Australia every issue.
Features
Every feature is focussed on making sure our

readers can travel with the utmost confidence. We
ensure they understand the regions, the highs and
lows, where to eat and stay to have the perfect
holiday for them.
The stories are created by writers who have
personally experienced the region and paid their
own way.
This is travel writing they can trust . . .
Why advertisers trust Australian Traveller
(AKA Why you should advertise)
Marketing For Success
 The key to our success is the editorial product well supported by
marketing
 Australian Traveller outspends the competition to insure we
deliver the biggest audience of all travel magazines
 Here’s our TVC
 Plus
• A national PR campaign reaching more than 400,000 people
• Regular slots on ABC radio nationally
 Which deliver …
Circulation Success
 Australia’s biggest selling travel magazine
 The only travel mag stocked by Woolworths/Kmart
 Australian Traveller invited to host regular
weekly travel segment on 2GB
 Biggest issue ever Apr/May
 156ppg
 But who reads it?
Reader Research
Age of Subscribers* Value of House*
26%
> 65 yo 9%
27% $750 + % of AT Subscribers
3% Australia
51%
35 - 64 yo
39%
37%
$350-$750
27%
25 - 34 yo 11%
16%
% of AT Subscribers
Australia 40%
1% <$350k
>25 yo 50%
6%
0% 20% 40% 60% 0% 20% 40% 60%
Reader Profile
Household Income Net Worth
11% 31%
$104k + $300k +
7% 20%
$62.4- 46% $200 - 34%

$103.4k 36% $300k 30%
$41.6- 16% $100 - 24%

$62.3k 17% $200k 29%
% of AT Subscribers
Australia
22% 5%
<$41.5k <$100k %of ATSubscribers
34% 4% Australia
0% 10% 20% 30% 40% 50% 0% 10% 20% 30% 40%
*Source: Acxiom Australia analysis of Australian Traveller Subscribers Nov 05 (Click here for further Info)
Our Advertisers
Just some advertisers who trust us to deliver the
biggest domestic travel audience in Australia
Advertising Rates
Display Advertising
Casual 3x 6x
Full Page $5,950 $5,801 $5,653
Double Page Spread $10,950 $10,676 $10,403
½ Page $3,868 $3,771 $3,674
⅓ Page $2,578 $2,513 $2,449
¼ Page $1,933 $1,885 $1,837
Classified Advertising
Casual 3x 6x
¼ Page $650 $634 $618
⅛ Page $350 $341 $333
Australian Traveller and The Competition
Domestic Travel Editorial Pages as
a % of total editorial
 A magazine’s content July 05 - June 06
reflects its readers’ interests
 ie: a magazine features what Australian
100%
Traveller
attracts readers
 The amount of Australian travel Travel &
content reflects the number of Leisure 21.8%
readers with an interest in
Australian travel Vogue
Entertaining 5.8%
 Advertisers seeking & Travel
domestic travellers advertise
in Australian Traveller Gourmet
6.5%
Traveller
 Do you want your advertising
seen by readers focussed on 0.0% 50.0% 100.0% 150.0%
food or travel in Australia?
Domestic Travel Ed Pages
Australian Traveller and The Competition
Domestic Travel Advertising Pages
Last 3 Issues to June 2006
 More domestic travel
operators and owners Australian
42.1
choose to advertise with Traveller
Australian Traveller than Travel &

21
any other magazine Leisure
 Australian Traveller has Vogue

Entertaining 17.4
double the domestic travel & Travel
advertising pages of all its
Gourmet
competitors Traveller
19.5
0 10 20 30 40 50
Other print advertising opportunities
Creative Opportunities
 Feature/Section Sponsorship
 Regional Guides/Profiles
 Reprints
 Custom Magazines
 Call us for more information
Yes, we have a website. And yes, it is
growing.
australiantraveller.com
 Highly targeted
audience
 Actively seeking travel
and holiday ideas
 Looking to spend their
holiday money
 Approximately 1500
unique users per week
 High click through rate
(average 2.5%)
www.australiantraveller.com Statistics
Unique Users p/month Page Views p/month

7,000 60,000
54,735
6,391
6,000 50,000
5,000
40,000
4,566
4,000
30,000
3,350
3,000 3,055 23,377
18,307 17,185
2,347 20,000
16,685 20,829
2,000
17,509
1,652 16,465
1,514
10,000
1,060 1,145
1,000 988 10,328
6,129
0 0
June July Aug Sept Oct Nov Dec Jan Feb Mar
June July Aug Sept Oct Nov Dec Jan Feb Mar
australiantraveller.com Benefits
 No wastage
 Only those looking for travel solutions
 Greater click through rates
 Ownership of sections leads to greater value
 Sponsorship is exclusive
 Lock out competition
Meet the Australian Traveller Team.
Our Editorial Team
Greg Barton – Editor

Greg has been with Australian Traveller
magazine since launch. Greg’s
enthusiasm for domestic travel and his
easy going nature has made him a
sought after media guest to comment on
domestic travel.
Greg has his own travel segment on
2GB radio in Sydney* and is a regular
guest on the ABC.
An ex Perth boy, he came to Sydney for
the 2000 Olympics and, like a lot of
people, never ended up moving home
again.
*2GB is Sydney’s highest rating

radio station. Greg speaks to
70,000 avid listeners every week.
Our Editorial Team
Kim Richards – Editorial
Coordinator
Kim joins the Australian Traveller team
all the way from South Africa. She’s a
young travel journalist on the rise, with a
zest and enthusiasm for travel that has
led her to cross the globe. Her travels
include USA, Mexico, Central America,
South America, India, UK, Europe,
South East Asia, Caribbean . . .
She has worked on magazines in
the US and South Africa, and as a
published photographer and journalist
makes a welcome addition to the team.
Key Contributors
Tim Fischer Suzi Petkovski
Former Deputy PM and now Chairman Consulting editor to Australian
of Tourism Australia, he’s seen more of Traveller, Suzi has published several
Australia than anyone. Produces a travel books and is an ex Lonely Planet
column of hidden Australian gems. editor
David Whitley Michelle Hespe

Editor of British Balls backpacker Widely published and now working on
magazine, David has a disturbingly her first book, Michelle is AT’s go-to girl
extensive knowledge of the nooks, for resorts, spas, health treatments and
crannies, odds and ends of Australia. pampered experiences.
John Borthwick Peter Robinson

One of Australia’s most experienced A specialist B&B reviewer,
and respected travel writers. Part of he’s sampled more Australian
a very select few who can produce accommodation than most of
gorgeous words AND photos, John is us have had hot breakfasts.
in demand by numerous magazines.
Our features coming up . . .
June 2006 Issue*
*Subject to change
 Features
 Australia’s Top 101 Hotels
 The most glamorous holidays in Australia
 The nature of Luxury - what is it, and how do we stack up?
 Regional Feature
 Ningaloo Reef and diving with Whale Sharks
 Affordable Cruising
Photo Portfolio
 Shark Bay, Western Australia
 Business Traveller
 Melbourne
 Regional Food
 ACT, Canberra and surrounds
Booking: May 5 Material: May 10 On Sale: May 24

August 2006 Issue*
*Subject to change
 Features – The Driving Issue

 Driving - The Great Drives of Australia
 The 4WD beginner’s guide
 Centre to the surf – An odyssey from Alice to Apollo Bay
 Fathers Day Special – 6 Golf Packages for 6 different Dads
 Winnebago Vs Maserati – A Road test with a difference
 North East Tasmania
 Kimberley Portfolio
 Regional Food
 Tasmania
 Adelaide
Booking: July 7 Material: July 12 On Sale: Jul 26

October 2006 Issue*
*Subject to change
 Features – The Cultural Issue

 Travel Reading Features
 Aboriginal Art: a journey through the remote parts of Australia
 Educational and volunteer holidays
 Art Galleries roundup
 Images from Uluru – seldom seen images of ancient rock art
 Victoria – on the book-lovers’ trail
 Western Queensland
 Sydney
 Regional Food
 The Clare Valley, SA
Booking: Sept 8 Material: Sept 13 On Sale: Sept 27

December 2006 Issue*
*Subject to change
 Features – The Pets Issue

 Pet-friendly holidays
 Horse riding - the best horse riding Australia has to offer
 Secret Surf Hideaways
 Last-minute Christmas
 100 Things To Do This Summer
 Ten best caravan parks: they're not like they used to be
 Here they come: how to entertain overseas visitors
 NSW south coast – Jervis Bay
 1770 – the new Noosa
 Canberra
 Photo Portfolio & Regional Food TBC
Booking: Nov 3 Material: Nov 8 On Sale: Nov 22

Want to get in touch?
Australian Traveller Contact Details
 Editorial  Advertising
Editor Sales Director
Greg Barton Nigel Herbert
Tel:+ 61 2 9281 6080 Tel:+ 61 2 9281 6080
Fax:+ 61 2 9281 6083 Fax:+ 61 2 9281 6083
gbarton@australiantraveller.com nherbert@australiantraveller.com
 Press Releases
news@australiantraveller.com
Postal Address:
Australian Traveller Media
Suite 305, 3 Smail Street
BROADWAY NSW 2007

A Magazine Readers & Advertisers Trust

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A Magazine Readers & Advertisers Trust

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Australian Traveller Magazine

A magazine readers & advertisers trust

 Australia’s biggest selling national travel magazine.

 Produce a travel magazine that talks to REAL

The editorial sections are well thought out in

That’s how Australian Traveller delivers

“Australia really needed an independent travel publication.”

“During my last visit in 2002 I continued to notice a serious lack of

• The 3-Hour Holiday

Sometimes its 4.5

Australian Traveller has it covered.

Every feature is focussed on making sure our

(AKA Why you should advertise)

Age of Subscribers* Value of House*

0% 20% 40% 60% 0% 20% 40% 60%

$62.4- 46% $200 - 34%

$41.6- 16% $100 - 24%

0% 10% 20% 30% 40% 50% 0% 10% 20% 30% 40%

Australian Traveller than Travel &

 Australian Traveller has Vogue

 Call us for more information

Unique Users p/month Page Views p/month

Greg Barton – Editor

*2GB is Sydney’s highest rating

David Whitley Michelle Hespe

John Borthwick Peter Robinson

Booking: May 5 Material: May 10 On Sale: May 24

 Features – The Driving Issue

Booking: July 7 Material: July 12 On Sale: Jul 26

 Features – The Cultural Issue

Booking: Sept 8 Material: Sept 13 On Sale: Sept 27

 Features – The Pets Issue

Booking: Nov 3 Material: Nov 8 On Sale: Nov 22

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