Just the ticket

The Works - - PRINT -

Some 7.2 mil­lion Aus­tralians use travel sec­tions for in­spi­ra­tion as they dream about their next hol­i­day.

Travel jour­nal­ism rep­re­sents plea­sur­able es­capism for read­ers who, ac­cord­ing to emma fig­ures, and are avid trav­ellers.

Some 85 per cent of read­ers in­tend to go on a hol­i­day in the next 12 months – and nearly one-third (29%) plan an over­seas trip.

One in two (48%) print news­pa­per read­ers have read a travel sec­tion in the past four weeks.

Read­ers will also use print to find the best dig­i­tal sites that can of­fer fur­ther in­for­ma­tion and book­ing op­tions – an im­por­tant point for ad­ver­tis­ers who invest heav­ily in their own dig­i­tal pres­ence. Some 60 per cent of heavy news­pa­per read­ers have

vis­ited a travel web­site in the last 4 weeks, ac­cord­ing to emma.

News­pa­pers are only sec­ond to on­line as the most use­ful me­dia that in­flu­ences hol­i­day de­ci­sions, with 31 per cent of Aus­tralians us­ing print news­pa­pers to help plan their next trip.

Print news­pa­pers in­spire and in­flu­ence hol­i­day ideas and en­tice read­ers into ac­tion.

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