New Magazine Analysis

SOJOURNER is a publication geared towards those with an interest in low impact, budget, and solo traveling. The publication will be available both in print and digitally, allowing for maximum interaction. The goal of the publication is to provide content that is easy to read, motivating, and thought provoking to its readers. This focus will mean covering topics such as the environment, culture, and global politics.

         The target audience of SOJOURNER are young adults, primarily those aged 18-35, with a love for travel and adventure. The target customer has full time job, but it is more than likely that they either work in a hybrid environment or entirely remote. This situation makes it easier to travel and potential work from another city or country. They do not take typical vacations and most likely do not relish in luxury, but would rather immerse themselves in the culture of the area they are staying in. Being someone with a global perspective is crucial to being a consumer of SOJOURNER. This publication will offer insight and advice into travel and any happenings around the world.

         Similarly formatted magazines include Wanderlust, Backpacker, AFAR, and Explore. All four of these are examples of indie travel magazines, with focuses on different elements. The most similar of these competitors to the concept of SOJOURNER is Wanderlust. Wanderlust focuses on different travel niches for each issue.[1] They are a small omni-channel publication based out of the United Kingdom, with issues focusing on travel stories, trip planning and practical advice, news and reviews, and interviews.[2] Despite all the similarities, the primary focus of Wanderlust is off-the-beaten-path destinations and experiences. While similar people would be reading the two magazines, they do not fall under the exact same niche. Wanderlust also focuses predominantly on travel opportunities near or within Europe, given their customer, whereas SOJOURNER can place more of a focus on the Americas, along with other global experiences. As the audience grows and gains more of a following, writers will be able to dive into the interest expressed by the consumers.

         Backpacker follows one of the niches that SOJOURNER will also focus on. Backpacker, as the name leads you to believe, is focused almost entirely on solo travel and backpacking. It has more of a focus on the outdoors than any of the competitors and fall under the brand Outside+, which owns a range of outdoors, healthy living, endurance, and general industry sub-brands.[3] Most of the advertising for Backpacker is outdoors gear and outdoor experiences. Backpacker also has a high experience and events following, as seen in their media kit. Because of the nature of their audience, the publication is able to get people out in the world to join together, whether by meeting each other or being joined by a shared experience, which is an aspirational idea of SOJOURNER.[4] While SOJOURNER will not delve this deeply into backpacking and outdoors culture, there will be sporadic articles and issues that will cover the topic, as this is still an ideology that is important to the target customer of the magazine. These articles will be predominantly featured online unless relevant to the print version of the publication.

         The print issue of the magazine will be published on a bi-monthly basis, focusing on a different topic each issue. These topics will come from a rotating list, and some will be highlights of countries or regions, whereas others will have a general focus that can be brought around the world. Issues don’t necessarily need to focus on a region either but could instead focus on cuisine or a method of travelling, such as staying in hostels or out-of-the-ordinary methods of lodging. For the 2024 calendar year, SOJOURNER would be releasing issues with the following six topics: solo travel highlight, metropolitan cities, tropical destinations, road trips, culinary spotlight, and historical destinations. The deadlines for advertisers and the date of sale can be found within the media kit. These six topics cover a range of interests that a reader of SOJOURNER may be interested in without excluding a greater public by being too niche. These are also six topics that can feature countries and cities around the world, meaning there is something for everyone. As the magazine gains more of a following, there can be more region-specific issues to cater towards the places the audience is interested in.

Editorial will be responsible for the overall product and the look of the published magazine. This includes ensuring all articles are timely and important, photographs are high quality and relevant, and illustrations and layout are aesthetically pleasing. This means editorial will be responsible for everything from seeking out writers and photographers to the final product utilizing said talent. Marketing, sales, promotions, and public relations are responsible for getting advertisers to buy into the concept of the magazine. They will also be tasked with making sure advertisement is catered to fit the selling point of each issue, an advertiser may not work for the solo travel highlight may be perfect for the culinary spotlight. They are also responsible for putting together costing and negotiating deals with advertisers within the media kit. At the end of the day, the magazine needs to be circulating, both in print and online, which will require the communication of all departments at all levels.  

         The two mockup covers are the January/February edition, the solo travel highlight, and the July/August edition, road trips. These are two topics that appeal to a similar crowd at large, but a different niche within that audience. Both covers feature the title of the publication in bold letters, as well as a teaser to what the magazine covers. The two cover articles also give us insight into what the magazine will focus on without spoiling the content inside. Articles within each issue will not exclusively cover solo travel and road trips, but they will be the primary theme.

         In the January/February solo travel highlight, the two cover articles are “Where to Stay When” and “Staying in Hostels.” These articles will be interesting to a variety of readers of the magazine, as well as people who may not be a part of the current audience. “Where to Stay When” is going to give the issue a global outlook on what regions and countries to stay in at what time of year. Since this issue will be coming out at the start of 2024, people will be thinking about the year ahead of them and the plans they are making. Along with that, not everyone is looking to solo travel the same regions: while many of us think about backpacking or traveling around Europe, there is a large population who would prefer to go to Southeast Asia or Central America for that experience. The time of year you choose to visit a region can also make all the difference, as there is heavy rainfall or severe droughts in some months, whereas others have mild winters and hot summers. Deciding a time of year to get away or picking the destination will start deciding when your trip should be for you. The article “Staying in Hostels” will serve as a guide for anyone, whether you are a hostel expert or have never stayed in one before. It will include the dos and don’ts of communal travel, how to research and pick the right hostel for you, and how to find deals, as well as when to opt for a hotel. Each city has its own feeling, and while that doesn’t apply to all accommodations, there will be an overarching feeling to the options.

         In the July/August road trip highlight, the two cover articles include “U.S. National Parks Highlight” and “The Realities of Driving Abroad.” The National Parks and American Southwest are some of the first things Americans think of when planning a road trip, so for the “U.S. National Parks Highlight” article there will be a range of example itineraries and tips for planning different length trips and with different groups of people. Some people may only be looking to spend a couple of days on the road, while others may have two weeks of camping and driving ahead of them. What’s important is that both parties can make the best use of their time. “The Realities of Driving Abroad” challenges the notions that us Americans have about road trips, as the whole world is open to us. The scary part is not knowing how driving in another country feels. While an article isn’t going to be able to relive all the stress or cover every country and city, it will be able to give some insight on learning how to drive in foreign conditions as quickly as possible. The article will include real life testimonials from individuals that did drive in foreign countries and will be able to cover a range of countries and cultures.

         SOJOURNER will be available both physically and digitally. This allows for maximum interaction between the publication and its audience. The magazine itself will require a subscription, of which different levels will be offered. The base level customer will not pay for the services of SOJOURNER and will only have access to the articles featured on the website. The next level will be a digital subscription to the magazine itself. This subscription can be paid on a month-by-month or as needed basis or can be paid for in full for one year of issues. The following subscription will be to the physical copy as well, which can be paid for in the same way as the digital only subscription. Paying for a one-year subscription to the print issues of the magazine will also allow for web access of the magazine. Because SOJOURNER is a smaller magazine, physical copies will be made available at select magazine stores across the United States. These locations will most likely be in urban or metropolitan areas with larger populations and a range of people and culture.

The three methods of advertising and promotion used by magazine are print, web, and social media. Advertising is at the core of any successful publication, both physically and virtually. This is one of the primary methods of fundraising magazines have, as many followers and readers exclusively use web and social media. Although the cost per advertisement depends on the size and frequency, as well as the size of the publication itself, advertisements can run companies anywhere from a couple hundred to hundreds of thousands of dollars.[5] Exact specs and advertising sizes are to be determined upon the actual size of a print issue, as magazines offer different ranges of advertising space.[6]

         SOJOURNER’s goal is to create content that catches the eye of the cultured individual. While the magazine has a very specific niche it is falling under, that does not mean it isn’t for the general public. The only way to gain a more global perspective is to focus in and cultivate that ideology, and SOJOURNER wants to be a place where those ideas begin to form. The range of light-hearted articles in conjunction with heavier and more pressing topics will allow for a range of readers to find a point of interest and continue learning, both with SOJOURNER and from other sources.

[1] “Wanderlust: Our Story.” Wanderlust, 2023. https://wanderlusttravelmedia.com/.

[2] “Wanderlust Travel Magazine.” Wanderlust, 2023. https://www.wanderlust.co.uk/wanderlust-magazine/.

[3] “Backpacker.” Outside+ Backpacker Magazine, 2023. https://www.backpacker.com/

[4] “Media Kit 2020.” Backpacker Media Kit, 2019. https://images.saymedia-content.com/.image/cs_srgb/MTcwMjMzODQzMDU0MjkwMjU1/bp-mk2020-ne-111919.pdf.

[5] “The Cost of Print Advertising: A Guide for Managers.” Indeed, 2023.

https://www.indeed.com/hire/c/info/cost-of-print-advertising#:~:text='%20Local%20magazines'%20rate%20cards%20are,placement%20in%20a%20national%20magazine.

[6] “Media Kit 2020.” Backpacker Media Kit, 2019.