International Members' Ads Make Byway Travel Guide a Profit-maker

Sales of travel guide ads to byway organization members in two nations produces profit for and international byway organization.

Who:

The 501-c-6 International Selkirk Loop byway organization produces an annual travel guide solely with revenue generated by ads paid for by byway organization members in the U.S. and Canada.

What/When:

The International Selkirk Loop byway organization publishes an annual, four-color, 8 ½ x 5 ¼ inch, 64-page travel guide. In 2000, the guide had 36 pages; in 2001, 48 pages; in 2002, there was no guide as a new byway map was introduced that year. The 2003 and 2004 guides each had 48 pages; the 2005 guide was expanded to 64 pages and included a complete membership directory sorted by community name and categories such as Places to Stay, Food and Eateries, and Things to See & Do. Business names and phone numbers appear in the listings and in any advertising the businesses purchase.

The guide includes a brief narrative on each byway community, sprinkled with a little history and highlights of the most notable activities and attractions that are in that community. A Calendar of Events is included on each town’s page.

For more details, see How .

Where:

The International Selkirk Loop is a combination of four state scenic byways on the main 280-mile route with a National Scenic Byway included as part of one of six Super Side Trips. Portions of the International Selkirk Loop are in Idaho and Washington in the U.S. and in British Columbia in Canada.

How:

Annual membership dues for the byway organization range from $50 U.S./$65 CDN for businesses to $100/$125 for chambers and government organizations. All members are listed in the travel guide directory at no extra cost as a member benefit. Purchase of a display ad is optional. Ad sales allow participating members to purchase increased exposure at different buy-in levels. The byway organization also offers early sign-up discounts and multiple ad discounts.

Revenue from the ad sales to byway organization members pays for a graphic designer and covers the printing costs of the travel guide. Photos are donated. The byway organization’s Operations Director acts as editor; volunteers help with proofing.

Ad sales begin in September with a four-month deadline for collecting all ads. Advertisers have to be members of the byway organization. Signed contracts require a one-half downpayment with order and the balance due in December. Ads must be provided in digital, camera-ready format. Publication design is completed in December. Thirty-thousand printed guides are distributed beginning in January.

In 2006, the byway’s Operations Director and its Canadian Board President will sell ads respectively to U.S. and Canadian buyers. Ad sales are part of the director’s part-time salaried responsibilities, however, both the Director & Board President will be paid a 30% commission on ads sold. This sales commission pays the Director’s extra time devoted to selling ads and is a way to compensate the Director on a self-generating basis. Expenses (gas, lodging, food) will not be reimbursed. All checks are deposited into a U.S.-based bank account. A Canadian bank account is held only for grant award funds.

The travel guide is distributed to 25 different Chamber/Visitor Centers in and around the Loop region. The guide is also provided to all members by depositing extra cases at each community Visitor Center and requesting that the members pick up the copies they need. If they will use a case (200 copies) or more, special arrangements can be made to have them dropped off at that business.

The Travel Guide is provided to member businesses attending Travel & Trade shows - this is one reason the guide is produced and ready to distribute in mid-January. The byway organization staff also attend a few trade shows and directly distribute the guide there.

The byway organization spends $5,000 per year for advertising in high-end national magazines, e.g., Sunset and Northwest Travel, and uses the travel guide as a fulfillment piece. The byway’s racked maps state that a free 64-page travel guide is available. Requests for the guide are taken through the byway’s website. Many of the byway-based Chambers that produce their own brochures feature the Loop as an attraction and travel guide requests are generated through this source.

Funding Potential:

Ads in the brochure range from a 4-line black & white boxed listing for $189 and the smallest 4-color ad of 2 3/8” wide x 1 ¾” high for $325 to a full-page inside ad for $1750. Advertising purchasers include municipalities, large and small businesses, Chambers and a casino.

The cost to print the travel guide in 2004 was approximately $9,500. The designer cost was $8,500. The project’s gross income was $47,300, producing a net income of $15,110 for the byway organization.

 Why Brochure Ad Sales:

• Generate funding while increasing public awareness of byway.

• Offer byway organization members a value-added opportunity for exposure

 • Provide a travel guide in a handy pocket-size format that is easily tucked into purse or glove box and is popular with the public .

Resources:

International Selkirk Loop

Photo Credit:

Photo courtesy of International Selkirk Loop