In a bold move that defies traditional media launch strategies, TheVacationSaver.com, a subsidiary of Trader Electronic Media, has made a splash by introducing its print magazine after the successful launch of its website. This unconventional approach aims to synergize digital and print advertising, offering resort managers a unique platform to reach potential timeshare buyers. With the magazine set to be available in over 250 Wal-Mart stores, the company is leveraging the retail giant's massive foot traffic to expand its audience reach. This article delves into the details of TheVacationSaver.com's innovative strategy and its potential impact on the vacation advertising industry.
TheVacationSaver.com initially emerged as a digital platform in August 2004, designed to connect resort managers with prospective timeshare buyers through the promotion of affordable vacation specials. The website's vacation deals, which were initially featured on a subsidiary page of TimeShareSaver.com, received an overwhelming response, prompting the decision to establish a dedicated business to cater to online travelers. According to Webtrends, as of January 2005, TheVacationSaver.com website has attracted over 80,000 unique visitors, a figure that is anticipated to grow with the introduction of the print magazine.
TheVacationSaver.com magazine is set to complement the website by featuring full-page ads for a select group of resorts. This print venture is scheduled to reach shelves later this month, with distribution in over 250 Wal-Mart locations and other select retailers across the eastern United States. Wal-Mart's impressive average weekly walk-through rate of more than 119,000 shoppers, who have an average household income of $62,500, presents an extensive lead base of high-quality prospects for resort managers.
Historically, Trader Publishing's magazines, such as CycleTrader.com, ForRent.com, and HarmonHomes.com, have served as springboards for their corresponding websites. However, TheVacationSaver.com is charting a new course by launching its magazine after the website's debut. This reverse strategy is a departure from the norm for Trader Electronic Media (TEM), and according to Henry Yates, the Business Development Manager of TheVacationSaver.com, it represents a groundbreaking and optimistic venture.
As part of the Trader Electronic Media network, TheVacationSaver.com joins over 15 websites, including ForRent.com, HarmonHomes.com, RoomSaver.com, and RentJillsHouse.com, all accessible at TraderOnline.com. TraderOnline.com ranks among the top 200 most trafficked websites, boasting over 7 million visitors each month. To explore vacation offers, interested parties can visit TheVacationSaver.com.
Trader Publishing Company, the parent company and the nation's largest publisher of photo-classified publications, publishes 680 classified ad publications that reach 80 percent of the U.S. population. These publications serve over 175 major markets and are distributed at approximately 200,000 points nationwide, with a combined circulation exceeding 9 million per week. Notable publications include Auto Trader, Boat Trader, and Employment Guide magazines.
Resort managers interested in advertising with TheVacationSaver.com magazine or website can contact the company at 866-881-4860 ext. 4725 or via email at thevacationsaver@traderonline.com for more information.
TheVacationSaver.com's reverse media launch strategy could signal a new trend in the vacation advertising industry, where the integration of digital and print media is leveraged to maximize reach and engagement with potential customers. As the company continues to innovate, it will be interesting to observe the impact of this approach on the broader media landscape.
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