Observer Travel: the latest addition to the paper's successful monthly stable
The newspaper supplement and spin-offs bandwagon carried on rolling this week with travel the latest battleground.
This Sunday will see the debut of The Observer Travel Magazine, which will start life as a one-off supplement but which is likely to become a regular feature if it is a hit with the readers.
And Travel, a stand-alone title published under The Sunday Times banner, hit the newsstands today (Thursday).
The Observer Travel Magazine will be in the style of its highly acclaimed monthly sports and food supplements, which have been seen as driving forces behind The Observer's improved circulation.
Mark Gallagher, head of press at Manning Gottlieb OMD, said: "They seem to work if you look at what the food and sport supplements did to The Observer's circulation in 2002."
The Observer's policy of high quality monthly supplements has been welcomed by the industry. Oliver James, press director at Optimedia, said: "I think it's immensely positive from our perspective. The bubble will burst when the editorial quality isn't there. The Observer goes for quality over quantity and that's the magic ingredient."
The Sunday Times' Travel, which is being produced by River Publishing, will be published six times a year and hopes to emulate the success of Condé Nast Traveller.
Robin Drysdale, head of advertising at Travel, said: "Condé Nast is so upmarket. This is more practical and more in tune with what Sunday Times readers want."
Steve Goodman, press director at MediaCom, said: "I can see some other travel publications being launched, and more niche travel titles."