Darren,

Completely agree, I’d love to see more comment and opinion from the travel trade press. You’re probably surprised to hear that from someone at a travel PR agency!

Any publishers aiming to improve their online offering (as the travel trade press are desperately trying to do) need to offer a strong element of reader interaction, as it’s what we’ve come to expect from online (and you play yourself down saying you carry little weight, but it’s blogs like yours that have established that!).

As you say TTG and Travelmole have comments, but why do they have the barrier of logging in? Travel Weekly has TravelHub which is a cool concept, but lets itself down in terms of commenting. They do actually have comment pieces, like this one – http://www.travelweekly.co.uk/Articles/2010/02/04/32982/comment-could-freudmanns-lobby-group-sway-the-caa.html – so why not open up comments to readers? This piece ends in open questions, perfect for commenting, surely?

I suspect you’re right about advertising pressure though, as they are really becoming reliant on keeping advertisers onside. Think the reason it might look like they’re just reprinting press releases might be down to staff numbers too, they’ve been declining pretty rapidly and I know some very busy travel trade journos out there!

Ian

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As a freelance journalist, there have been a number of occasions where I have been very frustrated because I have a good – and important – feature idea that is of public interest, but an editor has refused to commission it (while recognising its value) for fear of upsetting the advertisers.

This situation and relationship between advertisers and publishers is not isolated to travel (in fact, my examples tend to be more health and diet related), but is across the board wherever a publication relies on advertisers to support it.

I do think there is huge value in blogs such as Travel Rants and consumer forums for bringing individual voices together to cause change (MoneySavingExpert being one great example). If you look at MSE, their home phone forum receives a lot of attention and comment from BT – clearly keen to manage the impact of consumer complaints in such a public and respected forum.

One of the things I’ve found useful with my Chocolate & Beyond blog (http://www.chocolateandbeyond.co.uk) is venting at the dieting industry – where the relationship between media and advertisers is even strongerl than with travel (IMHO), and where misinformation has a massive impact on consumer health and their finances.

So – I doubt really that things will ever change with regard to staff journalists and publishers biting the hand that feeds them, while advertising is their main financial support – which is why the internet has been so valuable in allowing consumers to rally together online to ‘tell it like it is’.

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First of all I am delighted/chuckling/grateful that Tnooz didn’t make your trio of churnalism list.

I am not going to comment on the editorial policy of the three titles you mentioned – I am sure they will defend themselves vigorously.

But in what appears to be an increasingly cut-throat world to inform the so-called “trade” (as it is still known, but essentially means agents and operators) of the latest “news”, it is much more about speed and being seen to be first.

Thus the inevitable raft of “exclusives” and “you can’t read any of this anywhere”-type nonsense (until the PR company sends it to the next publication on their list).

In my reasonable amount of print and online journalism and publishing experience, it’s become increasingly obvious to me that perhaps the ideal form of news journalism now combines two elements – speed AND analysis.

From a Tnooz perspective I will say that we try to make sure that almost every story has some context and/or analysis with it – this is quite a leap for some publications and also requires a different writing style, something that those who have only ever rewritten press releases struggle with on occasions.

As well as the news-analysis pieces that Dennis Schaal and I write every day, we have brought together probably the best and most experienced group of travel B2B bloggers around the world to pen contextual and commentary pieces for Tnooz.

This mixture is what creates (the dreaded word) value to readers.

We have (I hope it would be safe to say) created a fair splash in the travel business media since we launched just 4 months ago, I hope primarily because of our desire to be edgy and analytical, as well as accurate and fair with topical and interesting news.

HOWEVER!!!

I might be completely and embarrassingly wrong. Perhaps the travel industry wants its news delivered in a certain way.

Take TravelMole, for example – on its About Us page it boasts truly amazing traffic figures given what you say about the quality of its editorial.

It claims, and of course I have no reason to doubt it, in Europe alone there are 133K subscribers to its daily email news service and a massive 240K in North America.

This generates around 3.1M hits a month in Europe and 8.5M across the entire world.

This means that despite your concerns about the apparent lack of differentiation and context, industry folk are lapping up this stuff.

Oh well, maybe I’m just desperate to read original editorial and should shut up…

As dear old Lord Beaverbook used to say, and my favourite phrase whenever I get wound up about this type of issue: “Real news is what somebody is trying to hide from you. All the rest is just advertising.”

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God help the PR that comes to you Kevin with an ‘exclusive’ story that has run in another publication 7 days previous I suspect it’s your ‘take no prisoners’ attitude that has earnt you a formidable reputation amongst PRs but also gets you results.

There is no doubt about it – even in the ten years I’ve worked in the industry it has become obvious that the media environment is changing and I’m not just referring to the demise of the boozy lunch!

The current media zeitgeist does increasingly appear to be driven (or in fact distracted) by profit. Bertstein commented that being a good journalist involves “Being a good listener.” And? “Listening to source after source after source”. And? “Knocking on doors and wearing out shoe leather.”

The reality is being ‘out there’ is extremely important when it comes to the inside line and hardhitting news but at the moment meetings and presence at events is being ruled out by company heads considering these as ‘ineffectual junkets in a difficult operating environment’.

As a result, I do wonder how often journalists are tasked with writing a story they don’t have access to the full background to. This could easily result in the type of article Darren has described.

I also noticed a few key PR agencies conspicuous by their absence at The Business Travel Show and Travel Technology Show this week and the same rules apply.

I think the reason why Travelrants, Alex Bainbridge et al do so well is because they can verbalise what the rest of us would like to say . They provide access to opinionated, noisy stuff that actually gets people talking. Somehow Tnooz also manages to fit in to this bracket…

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@Kevin I thought you might pitch in here! I thought about mentioning Tnooz in my comment actually, as I’ve quickly become an avid reader as you guys are great with analysis.

Following from your comments about Travelmole, check out eTurbonews’ figures:

230,362 global readers (of the newsletter)
2,700,000 monthly page views

And they literally just publish press releases! That doesn’t really bode well for your concerns about how the industry wants news, but maybe there’s a trend for people starting to look for more analysis. I hope so – I know I’m a PR but I still have to read the stuff!

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Guess I might as well give up.

I’ll just stick to churning out press releases on a wire service and be at the mercy of all those PRs I know and love so well.

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There has to be a serious distinction drawn here between opinion and analysis. The original post mentioned the former and subsequent posts the latter, which is a key difference as far as I can see.

As a general rule, it’s very important that journalists separate opinion from news, or at least when an opinion is expressed in a news story it is highlighted with speech marks and attributed, ideally, to a named individual.

You’re right to say blogs don’t carry weight whereas the trade press does, but it is that very fact that means it is important we are very careful not to confuse opinion with news.

Analysis and context, is, of course, perfectly acceptable in any news story but this wasn’t what the original post was calling for. If you want to analyse you need to have something to analyse in the first place.

Over the past year I’m sure there was plenty of analysis on travel blogs like this on the MedHotels VAT case, the Freedom Direct collapse, the delaying of Summer 2010 programme launch, Travel Republic’s court battle and win, the recent E-Clear controversy. I could go on…and on.

All important stories all brought to you by us “churnalists” (thanks Kev for the description – news desk days are clearly long behind you).

It’s more than a little unfair to suggest some journalists have only every rewritten press releases. Yes it is something we do because for the vast majority of our readers we are the only source of just such information.

Online ‘news’ blogging is presenting challenges which traditional media outlets are responding to, but the two are very different beasts and play very different roles.

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One word for you – resources. Sadly, in my experience of working at travel trade rags, there’s just too few people and not enough time to offer in-depth analysis all the time. Newsdesk people are stretched across too many subjects, making it difficult for them to specialise and offer that additional insight. That, and the fact that – let’s face it – a lot of ‘news’ warrants no further attention than the bare essentials anyway.

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Hey @lee – i’m not sure if there has to be a distinction between news, opinion and analysis any more…

Lest we forget (yeah, those newsdesk days aren’t that long ago for me ) that’s why page-plans were created in the fine old days of print, separating types of articles into different sections as it was easier to commission and edit in the course of the production cycle and, depressingly, simply because it was what readers expected.

There is almost no reason in the world of web publishing to say that now needs to be the case, especially as most online readers fly into a site on the article page from RSS, Google News. Twitter, etc.

We only have to look at some of the brightest, most popular, edgiest online media sites of the past few years – Huffie Post, ReadWriteWeb, The Register et al – to see that they’ve taken a different approach, combining (dare I say it, mashing up) types of writing to produce a far superior quality of output to what their “traditional” contemporaries are doing.

In addition, we used to make the assumption that readers only looked to so-called important people (or, as it often turned out, the same old faces in the trade press) to get opinions, and only the editor with a “leader column” and smiley picture could offer the same.

What is to say that the writers, often with years of experience and knowledge, cannot be using context AND analysis to SUPPORT an opinion – a viewpoint, as long as it’s fair and accurate, can be equally valuable and informative.

Ahh, well. A post more relevant for hacks to agonise over, rather than ranting travel consumers eh, Darren?!

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I couldn’t agree more Darren. It’s one of the reasons I do Travel Shorthand. The other is that as all my experience is from the smaller tour operator side I find it is an area that isn’t very well served.

There’s a huge bias towards agents with TTG and TW and obviously Tnooz and Travolution serve the techie side really well and numerous sites, as you mention, do the news.

But apart from the excellent Small Fish, Big Ocean, I don’t think there’s much for the small guys and in particular the smaller operators.

Maybe the reason that there aren’t many comment pieces is because it’s hard! As an industry it’s so disparate, with so many different strands and sub-sections that I think it’s hard to come up with informed comment pieces that are interesting, relevant to a lot of people and don’t libel anyone!

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@Cass Thank you for calling me noisy and opinionated. Might need to revisit my PR strategy

@Simon – thanks for mentioning our Small Fish Big Ocean forums. Important part of having a social media strategy is that it shouldn’t look too planned, so we achieve that I think!

I can’t write news – frankly I don’t have the energy for it. Requires so much attention and followup with all the people you want to quote that I just don’t have the bandwidth. Also it gets complex, as a blogger, with the question of context. Why is this person speaking to me today? Because they want to work with us? Because they want to get their product into the trade press? Gets complex quickly so try to stay clear of that.

There is a 3rd aspect that I don’t think Darren is clear about

* News
* Opinion / analysis
* Debate / community

i.e. its not my opinion that people care about too much (sometimes they do) but if I push the boat out a bit by expressing my opinion, it gives “permission” to other people to express theirs – as they are no longer the tall poppy. It permits a debate to take place. It is those debates that make the best reading and give the most insight. It requires me to gamble a bit of my personal credibility to make it happen though. Journalists rarely gamble with their personal credibility do they?

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@alex: “Journalists rarely gamble with their personal credibility do they?”

I think I did in the comments above!

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Hi Darren (and all previous commentators)
This is a very good challenge to lay down. When I now set a google news alerts on an issue I want to follow (like pandemic flu) I often only ask for blog returns because I want to know what people think about the news.

But the question you’re asking could also probably be addressed to many other media not just the travel trade. I remember about two years ago meeting the then transport editor of The Times who wearily pointed out that that day’s news about transport strikes was a short sentence in the paper, because it had already been featured extensively online, but his article that day was a half page feature on the danger of older drivers.

National newspapers even then needed to offer more opinionated features so they distinguished themselves from online news. It only seems like a minute ago that The Guardian announced it would break news online before it appeared in the paper. The Huffington Post now has more online readers than the Washington Post.

So have the travel trade been slower to respond? Yes. They were certainly very slow to have their own websites and to understand “upstarts” like Travelmole and etid. But the real problem for TTG and Travel Weekly in this discussion is that their primary audiences (and the people that the advertisers are trying to reach) are travel agents – people at the absolute sharp end of our industry who need to know more than their customers and have very little time to absorb that information. I believe trade research shows that agents read the mystery shopping columns first, comments from other agents in their position and product news.

In days of thinner advertising, current trade titles don’t appear to have room or space for the regular analysis they perhaps once featured (if people remember the Michael East column in Travel Weekly or the “pink pages” in TTG). Rotating columnists perhaps don’t have the same impact.

Travolution and tnooz are talking to different parts of the travel industry and opinion and expert insight is absolutely part of what they should and do offer. Travemole has infrequent opinion columns many of which do start a sharp debate (particularly one Jeremy Skidmore’s)

But – in this online world there is a huge opportunity for the trade titles to be out there reflecting and requesting the travel industry views at every level, not just travel agents in a hurry (and I know there are lots of agents out there too who want analysis). I do think the tradtional print trade titles have been slow to respond to online opportunities and perhaps too slow to understand they can communicate differently in this world. But there should be changes ahead with changes of editors. I for one hope this posting will be proved completely wrong in the next six months.

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@Lee I’m not being personal here since I have no idea what you or your publication does, but I don’t think solely rewriting a press release is ever okay, unless you’re talking about a 60-word news in brief. I think you always need to value add – put it in context with what’s gone before, get different perspectives etc. If a publication is the only source of news for its readers, then it only makes good reporting even more important in terms of public service, even though there might not be competitors to keep it on its toes.

And if not opinion, then at least analysis. It’s not the news that counts, it’s what it means that matters.

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I have to be quick cos as a ‘dinosaur’ print journalist I’m busy with deadlines – yes we still have some! but to answer a few points: @anon anon makes a good point and actually appears to talking from experience.

@Caitlin confuses me because someone has to has to get the news out there for you to know it and then to start to decide what it means. So the service I would argue we regularly and consistently provide is to get it in the public domain first. Not sure what’s wrong with that. Does the fact Abta has announced the next Travel Convention is going to be in Malta need analysis? To pick a rather mundane, but timely example.

And Debbie you make some very valid points, and ones we’re grappling with all the time, particularly under our new private ownership. I think you will start to see the changes you want.

I would, however, warn against paying too much attention to blogs. You may well have read on one the other day how Abta wants to regulate advertising on Google. It doesn’t, but what the hey, it made for a catchy headline!

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Apologies for being defensive and going off-topic, a quick explanation of the rationale behind the reporting being criticised in comments above:

ABTA is submitting recommendations for a new Package Holiday Directive.

It is far from clear what ABTA wants as an organisation as there have been mixed messages.

ABTA members, when asked, certainly wanted stronger regulation on how various travel websites operate. It was a valid article and the headline reflected a potential permutation of what the outcome of the new directive could mean.

We stand by the story (intelligent and in-depth analysis from one of our experienced writers) and the headline.

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And just to prove your point Darren. The lastest TTG news headlines with this piece about BA’s new first class cabin:

“After a £100 million investment, British Airways put its new First cabin into service this week blah blah blah… first for a commercial airline….blah blah…. design dates back to 1920s luxury travel blah blah…. leather-bound writing desks and personal wardrobes.”

This is the sort of first rate investigative journalism we need! Thanks TTG/Carlie Trotter.

I mean it hasn’t even been edited. If you want to read the full, turgid lot of it, it’s here: http://bit.ly/d8IRIb

I don’t know why there is such a lack of genuinely engaging writing in the travel trade press generally. There’s a ton of important and interesting stuff going on. As Darren illustrates, there is a thirst for it and not just from within the industry.

I put a piece up on my blog yesterday about new cruise regulations in the Galapagos islands (you can read it here http://bit.ly/d8IRIb http://bit.ly/ar7TrA)

It’s written by me. The blog is new, it’s hardly the BBC. My writing is amateur at best. And yet, within hours I was getting messages as well as posted comments from people both inside and outside the industry.

There is a thirst for debate and discussion which is, with some notable exceptions, very poorly served by sloppy, PR riddled trade publications.

Rant over.

Next time I’ll think of a solution and be positive.

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@Lee >>> Does the fact Abta has announced the next Travel Convention is going to be in Malta need analysis?

Short answer? Yes.

Longer answer. Off the top of my head, the story might benefit from context and analysis about where the event was held last time, what other cities were in the running, whether convention attendees are trending up or down, and anything interesting or relevant about Malta’s tourism industry eg. if it’s been doing it tough, could this be a nice boost?

If there’s truly nothing interesting to say beyond the facts in the press release, then it can just be a short news-in-brief item, which I did mention as valid. Obviously depending on how much space you want to give to the story will determine how much space you have for analysis and context.

On the web space is not so much of an issue but readers’ attention spans and your staff resources can be. However, I’m not suggesting every story needs to be a 1,000-word analysis. Even just one or two sentences of context can elevate the story beyond a press release rewrite. It doesn’t necessarily take many words, but it does require good reporters who know the topic and the craft.

I’m sorry but I honestly don’t think that putting the news out there in the public domain first is a legitimate service for readers, in this era of disintermediation. Brands can communicate directly with the audience and the only way a trade publication stays relevant is by value-adding. That might have been a legitimate service 20 years ago but not now.

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A follow-up comment as I just noticed this:
@Lee >>@ Anon Anon “actually appears to talking from experience” v @Caitlin “confuses me”.

LOL. An anonymous commenter is credited with news media publishing experience. But since I disagree with you, I must be pulling my opinions out of the ether.

Of course business editors face resources issues as @Anon Anon says. The game is always about doing the most you can with the resources available. That doesn’t change the fact that I believe the “journal of record” editorial model is destined for oblivion. B2B publishers need to either rethink their approach and put the appropriate resources into it or look for an exit strategy.

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@Darren You say “tackling the issues that affects the industry”. Can you give an example of a recent topic where you’d have liked more analysis?
You have a point about opening up commenting, but we have a complex CMS that is linked to many other issues, such as auditing, email alerts, subscriptions and so on. However, we continually evaluate the platform’s performance.

@Thomas Power. The last two TTG cover stories have been about BA, and we’ve reported on strikes, commission levels and trade relationships. Our readers (mostly travel agents) really engaged with us on these topics, sending emails and leaving comments. We react accordingly, and the journalists are following up what is clearly a hot topic. I have to agree with Lee and anon on this – resources are finite, we can’t please everyone and our readers come first. Out of interest though, what exactly would you like to see written about the airline’s new cabin?

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No one’s dismissing anyone’s views on this topic and I have said we in the traditional b2b arena are grappling with the way the world is and has changed due to the internet and how we represent ourselves in that media to ensure the future of all of our brands.

Matt is right about our readers coming first, however, and many of them still like and rely on getting their news first from the trade press be it in print or online. We’ll continue to provide that service for them while reacting to the process of disintermediation for those of you – probably today not in the main our core audience but increasingly our future one – who prefer to interact with us regularly online.

There’s been plenty of sound advice about how a good analytical news story is written and I don’t dispute any of that, nothing has changed in that respect, but this debate was sparked by a post about how we ought to produce less news and more comment – a very different request.

What is heartening, even taking account for Caitlin’s assertion that we’re inexorably heading for the exit, is that people appear to care enough and feel so passionately about what we do to spend time creating and then partaking in this debate.

All valuable feedback and I’m sure in the future both travel weekly and ttg will continue listening and producing the sort of output we’re told people want from us but also, in trying to lead the debate, news, and yes, opinion on topics you don’t yet know you’re interested in.

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@Caitlin – LOL re anon commenters.

As an aside, there is a slightly ironic trend for trade press journos to comment anonymously, especially when wanting to have a go at the writer or publication.

So much for transparency eh! Haha.

It happened on Tnooz a few weeks ago (the person, from a large trade magazine, has since come clean, admitting in an email it was them when I said that I knew the IP address in a later comment) and also when I was editor of Travolution, when someone at CMP (owner of TTG) was leaving rather barbed but anonymous comments on the blog.

Always amusing given how much as a profession we pontificate about openess and fairness.

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@lee is absolutely right in that it is good that people care enough to have this level of debate.

From memory this is first time that we’ve all stuck our oars into the murky waters of publishing styles and strategy for travel B2B media in an open forum. So we should at least be pleased about that!

What is a big shame is that I think almost every commenter is involved either in the writing business or the business of providing “news” to us writers (PRs) – and there are no industry folk here telling us whether we’re right, wrong, or if we should just shut up and get on with finding real stories because we’re simply boring everyone else to death, etc, etc.

Journos and PRs are a notoriously naval-gazing bunch and we take ourselves far too seriously, so most industry people were probably put off days ago.

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Of course, PRs and journos also like their navels, as well as the the sea-bound fighting forces.

One mark there for the continued use of highly skilled sub-editors eh @matt

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I love it when Tnooz knows more about whats happening in my company than I do, Kevin I think you know what I’m talking about.

Having an opinion these days can be a scary thing, take the “Whole foods” issues from about 6 months ago, how do we differentiate between using your company as a soapbox and simply having an opinion? Is there a difference? Personally when I write, I don’t mind if someone gets offended, it usually ends up being more fun (See Plane Stupid post).

In response to Cass’s comments about Alex Bainbridge, someone like Alex has the chops to back up what he says, which is refreshing to see. Most of the time we hear from “social media gurus’ who don’t actually know a thing about the digital world. Believe me, I cringe at various tweets from these facebook Obi-Wans almost daily. I think objectivity could be a huge factor in Tnooz’s success in comparison to something like Travel Mole. The “Stable” of writers plays a huge part as well.

@Darren- that lack of comments drives me nuts as well. If I have to log in, forget it. To me, logging in means that my email will be shared with 3rd parties, why else would they need some over complicated membership process? Great post, by the way.

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It blows my mind when I read a travel review without the author’s opinion in it.

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@Lee >>even taking account for Caitlin’s assertion that we’re inexorably heading for the exit,

I said no such thing. There’s nothing “inexorable” about it – it’s all to do with the publication’s strategy.

What I think is heading for the exit is an editorial strategy that doesn’t account for disintermediation. Republishing or rehashing press releases is not enough of a value add to justify the existence of a publication in an era where there are so many other ways for the news to get out. I don’t think the race to be first does anyone any favours. It doesn’t really matter to the reader if the news goes online at 11am or 12pm. The 11am version might affect SEO but the 12pm version might actually be more useful to the readers if it’s better journalism.

I think there is a bright and healthy future for trade publications that have a value-added editorial strategy. What this means is that they don’t just rehash a press release, but spend time putting context and links and alternative points of view into their news stories. For the vast majority of news stories this means taking an extra 20 minutes or so and not worrying about who is first. For the rare hot, time-sensitive news story it means doing a quick first take with “more to come” and then following up with a second take a short while later.

Of course, the other side of the equation is sorting out the business strategy. I believe that in the future will successful publications manage to get paid subscriptions working far more than they currently have. I think there is absolutely room for advertising as well but we’ll see more hybrid models.

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@Zach I don’t think anyone’s talking about reviews here, which clearly should have opinion. We’re talking about travel industry news.

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Well done Darren, this post has certainly created some good debate amongst the members of the travel press.

From my perspective I’d like to add that reporting PR’s “churnalism” has its place. How do I find out what the market leaders in UK travel are up to? Not all the foremost companies are publicly listed, and as private companies the only information that they’ll send out are via press releases. While these may well be open to analysis and editorial, I’d imagine the vast majority would be difficult / time consuming to find an “angle” that would generate further interest. (Disclaimer: Yes, I’m one of those people responsible for sending out those PR’s)

Where a news story is important or interesting enough to require opinion or editorial I find most of the online reporting titles do a fairly good job in dissecting the sides of the story, although tending to remain neutral with their own position. This maybe related to Alex’s comment of journalists / editors not putting their own reputation on the line or may just be a time / cost / impartiality issue?

With regards to commenting on stories, I really think you should make it as easy as possible for your readers. Please. Surely increased engagement with a certain story will highlight which issues your readership are very interested in and want to expand on? If you’re going to do “online”, do it whole-heartedly!

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@Matt Parsons. Re: “Out of interest though, what exactly would you like to see written about the airline’s new cabin?”

The short answer is, nothing. It’s not a news story. It’s a service update. BA can communicate this stuff with its own constituency. I don’t know why any trade publication would allow itself to become the means of broadcast for BA’s PR department.

I accept that trade publications know their constituencies and updates (I can’t bring myself to call it a story) such as the BA first class cabin revamp may have a place. I really do not believe that it’s a suitable lead item.

Can we have a ‘PR corner’ where this sort of thing is stuck in a roundup section? Leave your headlines to be news items, put the PR stuff in but in its rightful place.

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Darren, as a reader I can tell you the information needs to be short, I have only read half the comments here due to time limits today. The trade press tends to make things short and to the point. The also deliver comment via letters, blogs and editors pages for example. If a paper start to break down every story they carried I probably stop reading that paper and speaking to colleagues they agree with me.

We honestly just want to know whats going on and why, you can see how much via the papers things change each week and to get more detail is overload.

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Blimey think you opened up a can here Darren . Agree with yours and majority of the comments, yes I have been guilty of the cut and paste! But I don’t count myself as main stream. It blows me away to see releases in main stream media just cut and pasted! Not a bad paid job some of these travel journos who work for the big houses!

James

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