Sample Venues 2009 Edition

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The Africa Travel and Nature Library: How an Outstanding Combination of Marketing, Media and Learning Resources will Beneifit from Emerging Technology and Global Impact

by Jerry W. Bird

Our Google Score for Marketing the Africa Travel Association

The launch of 24 World Editions in our Africa Travel and Nature Library marks an exciting new era in the history of journalism and development of advanced learning resources. Steve Jobs of Apple Computer and others have revealed how this revolutionary technology enhances reading, comprehension and retention.What's more, it extends the global reach and circulation of our new digital editions, while encouraging subscriptions to our current variety of printed editions featuring African tourism destinations. These magazines will also appear on Corporate Press Display, the world's largest internet kiosk, while “Faces of Africa,” our magazine's Who's Who of Travel, Trade and Tourism, provides a wealth of timely articles, biographies, audio clips and online video for the library. Here are some timely links: Mac iPad . Demo Video . Kindle . Editors . Press Display

My First Library
During 15 years as publishers, we laid the foundation for The Africa Travel and Nature Library. The concept is based on a project I initiated years ago, when my advertising agency was an adviser to the Alberta Government. On visiting the Queen's Printer in Edmonton, I discovered a large inventory of unsold books gathering dust in their warehouse. The books had such titles as "Birds of Alberta," "Wildflowers of Alberta," "Mammals of Alberta," "Freshwater Fish of Alberta" and similar topics.

Seizing the Moment
I grouped these books under the banner of "The Alberta Nature Library," providing a more appealing platform for marketing. Our agency's graphics team designed counter top displays that soon appeared at every branch of a major bank, giving the books instant mass recognition at prestige, province-wide locations. What's more - instead of the usual single unit sales, the library concept created multiple purchases. Families, schools, conservation and nature enthusiasts wanted to own the complete set. Guess what? Our marketing program was a sellout! We expect The Africa Travel and Nature Library to be equally successful.

Color us Global
Two basic colors designate the volumes in our library. This combination will be our key to global reach and 24/7 frequency.
The Green
Green Editions are in Electronic format. They require no paper and can be updated daily, even hourly. Readers can print any edition free, which is ideal for travel agents, tour operators and government ministries handouts for trade shows or meetings. I may have been one of the original 'Green Editors,' since my company at the time was an award winning producer of audio visual books, learning resources and training manuals. There's will be shortage of viewers; our website has already peaked at over 1.7 million hits per month - and receives visits from around the world. The left sidebar shows the leading countries visiting our site and the top African country visitors - another indication of our popularity. We are consistently #1 on Google for many Africa marketing and other topics.

Gold Editions are printed magazines designed for a five year shelf-life or longer. I call them keepers! Such magazines have an effective life far beyond the usual day, week or month of most print media. National Geographic is an ideal role model - still a good read after many decades. Readers Digest has similar immortality. Most Gold Editions begin life as Green Editions and "turn gold" after being exposed and tested online for six months or more. We schedule the launch of a Gold Edition to coincide with major travel shows, as we did for ITB Berlin and Salon International de Tourisme in Paris, Out of Africa in Houston, Texas and others.

"We seek permanence in whatever we do. Most magazine issues are so temporary. Why cut down a forest to feed the needs of a newspaper or large magazine. We aim for maximum shelf life and the capacity to reissue with updates. I love trees! I hate unnecessary waste. "


A 21st Century Marketing Resource
Every issue we produce as Africa Travel Magazine, Air Highways Magazine, or any other label, now and in future, will be part of the Africa Travel Library. It will be an ongoing resource for learning, teaching, marketing, fund raising, or as the guide to a more rewarding travel experience. Our inventory will include printed and electronic books and magazines, dads, audio and video features. With the Africa Travel Library we can plan long-range and produce several issues simultaneously on a realistic and affordable timetable. We will cover a wide range of topics, from travel and tourism, to trade and transportation. We will also include more African destinations - many countries that do not receive enough positive news coverage. Here are four of our important categories:

a) Venues World Edition:
A 64 page event guide, preview and post event review of global activities in support of Africa Travel, Trade and Tourism. Events profiled range from ITB Berlin, World Travel Market, UK and New York Times Travel Show, to Africa-based events, such as Indaba, Karibu Fair and AT Annual Congress. The Venues World Edition will showcase recommended events in depth, providing background, current and future dates, plus details regarding host cities, transportation and hotels. We exhibit at most of the dozens of events our editors attend. Global Venues Editions will be created on demand for certain major events. For example, we produced and circulated a special issue when Zanzibar hosted the Southern Africa Development Community (SADC).

b) Africa Regional Editions:
Currently in production and available for viewing through our website, are the following titles. These are ideal for companies, agencies and individuals selling multi-country tours and travel:

. Northern Africa
Algeria, Egypt, Libya, Morocco, Sudan, Tunisia, Western Sahara.

. Southern Africa World Edition
Botswana, Lesotho, Namibia, South Africa, Swaziland.

. Eastern Africa
Comoros, Djibouti, Eritrea, Ethiopia, Kenya, Madagascar, Malawi, Mauritius, Mayotte, Mozambique, Réunion, Rwanda, Seychelles, Somalia, Uganda, Tanzania, Zambia, Zimbabwe.

. Western Africa
Benin, Burkina Faso, Cape Verde, Côte d'Ivoire, Ghana, Guinea, Guinea-Bissau, Liberia, Mali, Mauritania, Niger, Nigeria, Saint Helena, Senegal, Sierra Leone, The Gambia, Togo.

. Central Africa
Angola, Cameroon, Central African Republic, Chad, Congo, Congo (D.R.), Equatorial Guinea, Gabon, Sao Tome & Principe.

c) Single Destinations Editions:
Each Destination Edition of Africa Travel Magazine at our Vancouver Warehouse is part of the library, and this archive includes: Angola, Benin, Cameroon (2 volumes), Ethiopia (2 volumes), Ghana, Guinea, Kenya, Morocco, Namibia, Nigeria, South Africa, Tanzania, Uganda, Zambia and Zanzibar. These editions will be updated, expanded, enhanced and reprinted as requested or required.

We expect to partner with many African Tourism Ministries, Tourist Boards and Airlines when designing and producing new magazine editions for the above countries. We are reaching out to others who have not had one of our magazines to promote their destinations. As an example, you can download our latest Ethiopia Edition

d) Self Cover Supplements
Currently in production are full color supplements on:

• Tanzania, Land of Kilimanjaro, Zanzibar and Serengeti

• Zanzibar Archelago and Swahili Coast.

. Morocco, SeaCoasts, Mountains and Desert.

• Ghana and the Gold Coast

• Swahili Scene - from the Zanzibar Archipelago to Mombassa, Lamu, Malindi and Beyond

• Cruising Africa:

• The African Diaspora - Contacts, Links and Opportunities.


Why a Travel Library?
Evolution 1
: I love a challenge - the bigger the better! My career has gone through evolution and revolution as the tools of technology changed with the times. My first efforts were Audio Visual Books and Learning Resources, several of which won awards for Creative Excellence at the U.S. Industrial Film Festival in Chicago.

Evolution 2: One of my pet projects included "Supermaps" of Highways, Sea Lanes, Railway and Airline Routes, sponsored by Transport Canada, Best Western Hotels, Avis Rent A Car and others, with print runs of up to 150,000. This effort gave birth to Air Highways Magazine, distributed through airports and regional airlines.

Evolution 3. On joining Travel Trade Canada Magazine in 1989, I made a vow every any edition I initiated would be a "keeper, " and with this in mind I developed a series called "Railways of the World." To kick start the project, I wrote and faxed every known railway - and achieved a bonanza, of response. Many travel agents saved every issue.

Evolution 4: When the Africa Travel Association approached me in 1995 with an offer to launch Africa Travel Magazine, I kept my promise that each issue would be a "keeper." Our magazine editions are in demand at every event we attend, five or more years or more following publication.

Targeted Long Range Distribution:

A decade ago, I set the stage for widespread distribution of Africa Travel Magazine by seeking out management of travel shows with an offer to barter exhibit space for advertising. Working with Karen Hoffman (left) of the Africa Travel Association, our first success was Adventures in Travel Expo, with events are in New York, Washington, Chicago, Los Angeles and Seattle. In Canada, we bartered for exhibits in Calgary, Alberta and Vancouver, BC. Other prime events followed, and today we have an opportunity to exhibit at over 15 top shows in USA

• We have appeared at events in the Vancouver and Seattle area at every opportunity, from the IATA Airport Managers Convention to Hotel Conferences and Cruise Expos. Every two years, like clockwork we attend Globe International - the world's largest Enviro Business Expo. When the Adventure Travel World Summit was held in Whistler, British Columbia, north of Vancouver, we joined ATTA at one of the best networking opportunities ever.

Out of Africa-Houston, Texas. Our editors joined Hon. Tadelech Delacho and delegation at the International Festival for an exciting two weekend event. It was the launch pad for our Ethiopia Millennium edition, distributed via Ethiopian Airlines, City of Addis Ababa Tourism and the Ethiopian Tour Operators Association booth, with whom we shared exhibit space. We plan a return to Ethiopia this year to visit the country's Western sector.

Building on a Foundation of Established Partnerships:

African Tourism Ministries
This category also includes African Tourist Boards, as well as equivalent organizations at the state, provincial and municipal level. We may involve related ministries, such as transportation, trade, education and finance as well as African overseas embassies.

"We have received valuable support from all African Tourism Ministries and expect these partnerships to be even more vital due to the scope and importance of the Africa Travel Library in its capacity as an educator, goodwill ambassador and universal marketing force."

Africa Travel Association:
Our partnership with the Africa Travel Association began in 1995, when we were approached to launch Africa Travel Magazine. We have won several awards , covered every AT Congress and Symposium in Africa and expect this solid relationship to continue and to prosper through the Africa Travel Library.

Travel Talk Radio
We have many common interests with Sandy Dhuyvetter and company in promoting responsible travel and tourism. We will continue to support each other at every opportunity.

Tourism Industry Associations:
,African Diaspora Heritage Trail Conferences - Gaynelle Henderson
, International Institute for Peace Through Tourism - Louis D'Amore
, Adventure Travel and Trade Association- Shannon Stowell, Chris Doyle
, Pacific Asia Travel Association (PATA) - Janet Antonson
, National Tour Association - Lisa Simon
, Society for the Handicapped Traveler (SATH)
, Corporate Council on Africa (CCA)
, United States Tour Operators Association (USTOA)

Africa Travel Magazine Editorial Team
We are consistent - with the same editorial group our magazine started with in 1995

• Karen Hoffman. Has had her finger on the pulse of Africa for two decades.

• Muguette Goufrani (left) - Bilingual, Africa born. Muguette has lived in more African countries than any other editor or writer we know. She plans to spend the greater part of her time in Africa and is currently living in Essaouira, Morocco and Vancouver, BC, Canada.

• Jerry W. Bird. I am still challenged by and thrive on big ideas. This is the biggest and most exciting ever!

We have been supported by other dedicated professionals from around the world, such as Professor Wolfgang Thome of Uganda, Authors Rick Antonson and Habeeb Salloum of Canada, Ogo Sow of Atlanta, Sarah Graham Mann of New England and others whom we expect to play key roles in providing content and guidance for the Africa Travel Library .

We are seeking volunteers as contributors, translators, fund raisers and area representatives.

World Travel Market, UK. This outstanding event will feature prominently in our Venues World Editions as it attracts a large contingent of exhibitors and participants from Africa.

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