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US parent company Morris Communications is bringing together its three Bath-based businesses - Footprint Travel Guides, PopOut Maps and sales agency Travel Alliance - into one new company, Morris Content Alliance (MCA), as it looks to grow the business.
Former Lonely Planet m.d. John Sadler will head the new company, which will remain headquartered in Bath, with outposts in London, Atlanta and Hong Kong. Patrick Dawson, formerly Footprint m.d., will move to a non-executive director role, with Linda Flynn, formerly general manager of PopOut, becoming head of logistics across both imprints. The company will also recruit a new head of business development as it looks to develop its custom publishing.
Footprint and PopOut will continue to operate as independent imprints, while Travel Alliance - which sells lists such as Trailblazer and Blue Guides into retail channels - will be relaunched as MCA Sales.
Sadler said his new role "offers a unique opportunity to grow all parts of the business across retail, direct to consumer and B2B channels. The three individual businesses have great strengths and great opportunities; integrating them into the new company will enable us to deliver the significant potential for growth."
Among the activity planned for 2016, Footprint is continuing to revamp its guides with a new cover look and reorganised layouts, and will have 51 books in the fresh look by June, plus new titles Jordan (left - April, £9.99) and Western Brazil (right - May, £9.99). Sadler is looking to create bespoke retail promotions for the new-look guides over the spring and summer, and will work with retailers on bundling app and print products.
Footprint is also attending travel exhibitions, such as The Adventure Travel Show, as it looks to build a direct relationship with readers. Sadler said: "The guidebook market has become less crowded over the past few years as certain companies have pulled out; meanwhile guidebook sales have stabilised and are robust—if smaller than seven or eight years ago. We are very clear about our place in that market, and one of the elements we are focusing on is direct communication with our customers. The feedback has been that we have a loyal band of fans. The negative side of being a big travel brand is that readers go where they recommend; everyone is following suit. We endeavour to offer alternative recommendations. Our ambition is not to be the biggest publisher."
Sadler is looking to grow the PopOut custom editions it has produced for venues such as Westfield Shopping Centre and brands including Ralph Lauren.