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Sherman's travels with USA TodayCrain's New York Business
Editor-in-Chief Norman Vanamee and Publisher Ernie Renzulli discuss new developments at Smart Luxury Travel magazine. Click here for the Crain's New York link
Sherman's Travel—the four-year-old print offshoot of ShermansTravel.com—is being rechristened. It's also getting bigger.
While many other magazines are struggling to grow, the Manhattan-based title, which has a circulation of about 250,000 copies, will soon add another 150,000. They'll be tucked inside the weekend edition of USA Today in the next week or two and distributed to upscale hotels. And starting with that fall issue, the five-times-a-year magazine will be known as Smart Luxury Travel.
The new title “will clearly say to our readers exactly what to expect,” says Editor-in-Chief Norman Vanamee. The four-year-old magazine focuses on luxury deals, while the website offers a range of advice.
According to Publisher Ernie Renzulli, the fall issue has attracted a record 40 pages of advertising. Recent issues have averaged in the low 30s. He adds that the title is close to breaking even. “We'll never be a huge circulation magazine,” he says, “but in tandem with online, we offer a unique opportunity to advertisers.”
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