Skift Take
We don't know how successful LP will be with its ambitions for the magazine, but we do know that they'll be more successful by focusing on the brand's expertise and its readers' willingness to travel than low prices and budget bets.
Lonely Planet's anticipated U.S. edition of its print magazine, which was announced by CEO Daniel Houghton at the Skift Global Forum in October, will arrive on newsstands on September 2.
The U.S. edition will be the 11th magazine for the guidebook brand, joining editions in the UK, and elsewhere.
"We have 10 international magazines that produce a vast amount of content that's available to all of them," says Piers Pickard, Managing Director of Publishing for Lonely Planet. "For the U.S. we'll be looking to get the best we can for the readers. Some will be commissioned from the existing titles, some will be commissioned fresh."
The magazine will launch with a guaranteed circulation rate base of 450,000. That number is much higher than many magazine titles l
