Publication: Lonely Planet magazine
Owner: BBC Magazines
What's happened?: Magazine has launched
On top of this, Wanderlust editor and publisher Lyn Hughes accused BBC Worldwide of deliberately planning its launch to coincide with her title's 15th anniversary issue.
Having bought a 75% stake in Lonely Planet a year ago, BBC Worldwide has extended the franchise to a monthly magazine. Surprisingly, only 4% of the guide books sold in the UK are bought by backpackers and consequently the target audience for the magazine are "empty nesters" and "unconstrained couples" - both groups BBC Worldwide has extensive experience of reaching.
The magazine itself is fresh, exciting and different to anything else currently in the travel sector. It's a substantial read and feels like a cross between a travel title and National Geographic.
It covers everything related to travel and foreign culture, from food to history, architecture to festivals. The emphasis throughout is on finding new things or rediscovering places you thought you knew.
A unique element of the publication is the volume and prominence of user-generated content. The stall is set out early with an invitation to get involved in "your magazine" - you can join the panel, get involved in a Q&A or even send in your photos that could be published across a spread right at the front of the book in the Postcards section.
In terms of advertising, BBC Worldwide has crafted a publication that's attracted a broad range of clients, including British Airways, Qantas, Lanson, Moet and the Post Office, alongside assorted travel operators.
Lonely Planet magazine brings something genuinely new to the travel magazine pack. Competition, as long as it's fair and is in areas that have lacked it, is always good for the magazine industry. We'd welcome Lonely Planet, whoever published it.
What's good?
Stunning photography.
What could be better?
The house ads; there are too many of them.
Would I book my clients in to this?
It will appeal to an upmarket audience.
Nik Vyas, group media director, ZenithOptimedia