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A magazine good news story: Australian Traveller special edition to be reprinted due to demand

The 100 Ways to Holiday Here This Year special edition of Australian Traveller magazine has been reprinted due to retailers asking for more copies to keep up with demand.

The original distribution of the 100 Ways to Holiday Here This Year went on sale on 25 June, and was sold out in more than 250 newsagents in three days, with more than 50 per cent of the total allocation sold. 

Founded in 2005, the Australian Traveller magazine and website aim to inspire Australians to see their own country. Founder Quentin Long details the story of how and why the brand began in a post on the Australian Traveller website, and it’s worth the read. 

Australian Traveller 100 Ways to Holiday Here This Year special edition
The 100 Ways to Holiday Here This Year special edition cover.

The 156-page, 100 Ways to Holiday Here This Year edition was curated by the magazine’s editors to represent the best travel experiences in Australia in partnership with Tourism Australia. 

It includes editorial and itineraries covering 10 key experience categories (coast, cities, islands, outback, icons, indigenous, regional, food and wine, family, and road trips), with the content also published on dedicated state-based hubs on the Australian Traveller website.

Experiences available in drought and bushfire-affected regions are indicated with icons, to draw the focus of travellers looking to help those particular communities.

The special edition was supported by a PR and TV campaign, and included an oversized wall map. 

The Australian Traveller 100 Ways to Holiday Here This Year oversized map.

Long said “The cover, the wall map, the content, the TV commercial and PR all proved so successful that I actually didn’t believe it until our distributor confirmed the extent of the sell-outs.

“We really haven’t been able to keep up with demand. We were selling an issue every 10 seconds from 7:45am until about 11am on 25 June through our website. Newsagents have been calling us for the last four weeks asking for more copies.” 

The magazine cover price was reduced to cost at $3.95 compared to its regular $9.95 to assist the local tourism industry suffering from the effects of bushfires and COVID-19. 

“I didn’t want to profit from Australians finding their next amazing Aussie experience and putting much-needed money into the tills of Aussie tourism businesses,” Long said. 

The reprint was made possible by Woolworths offering to stock the special edition for four weeks from mid-August. 

“When Woolworths offered us the chance to be in 650-plus stores we wanted to jump at it and thankfully managed to find the additional funds to make it happen,” said Long. 

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