Bits and Snippets of the Philippines

Basic Reading of Global Filipinos

Adventour – For Backpackers and Budget Travelers

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“You’ve got to be crazy!”

This was and still is the common reaction of my online friends (and offline as well) when I told them I recently joined a start up print magazine company. In our digital age, would an old school magazine survive? I think so. I know so.

I’ve been in the digital world since the day I lay my fingers on the teletype machine of a Digital Electronics Corporation (DEC) PDP-8 in 1981, a minicomputer the size of household refrigerator hooked up to dumb terminals and teletypes using a timesharing phenomenon called Resource Sharing Timesharing System or RSTS. From then on, an IBM mainframe, a few minicomputers, lots of microcomputers, personal computers, laptops, notebooks, netbooks and today’s tablets and smartphones have made me wired and wireless in my day-to-day life.

But I still buy print magazines, books made of paper, and would grab the day’s broadsheet newspaper to turn the pages my arm rather than my fingers. In most of the Southeast Asian countries, though the penetration of mobile phones is high, the general public still rely on print media to get the current events, opinions, features and gossip. The older generation still wants to touch paper when reading and the younger generation still has to contend with paper-made books, pens, pencils and paper-made notebooks in school. Print media in the context of demographic statistics is still one of the three main mediums of information and entertainment, together with radio and television.

Adventour started in October last year with the intent of providing travel articles to the reading public in the Philippines, Taiwan and Vietnam. Content was and is being developed in the Philippines but with trips to other countries. In March of this year, I met with the publisher and editor-in-chief and came on board as the magazine’s Marketing Director, together with a new advertising head, too. Together, we re-engineered the strategy and direction of the magazine that resulted in its current tagline – The Backpacker’s Lifestyle Guide.

Adventour, on its third quarterly issue, will start talking to backpackers, budget travelers, budget vacationers, budget diners and budget lifestyle seekers by the fourth quarterly issue. We broke down our target age group into five: 40% of the 25-30 years of age, 25% of the 31-40, 15% each of the 15-24 and 41-54, and 5% of the 55 and above. This simply means to whom our stories will be talking to by age, including targeting the urbanized market. We all know everyone owns a mobile phone and people tend to assume the majority are online. Statistics tells us otherwise – 32% have access to the internet and 28% have social media accounts, both active and inactive.  This only means that the primary medium of information in the Philippines is still tri-media, with print media playing a major role. Maybe the online world will catch up soon but not soon enough.

The Adventour team would like to make it very easy for its market to get its hands on a copy of the magazine, very easy to use it as their travel and lifestyle guide, and very easy to earn or gain from using it. Circulation is key and for now, the magazine is free.

Adventour will begin to feature everything a backpacker and budget traveler wants to read and see – people, places, promos, value for money and the unique experience. It’s not just another common travel magazine; rather, we want that one special breed of travelers to benefit from reading Adventour – the backpacker and the budget traveler.

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If you are interested to advertise with Adventour, please e-mail me at adventour@pekson.com and I or someone else will send you the media kit.

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If you are interested to get a copy of Adventour, please fill in the short form below.

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