Yellow spines in the loud trademark color of Let's Go stand out from the travel shelf at Barnes and Nobles, but Lonely Planet guidebooks, which come in all colors, are taking up more and more shelf space. And shelf space, a common industry measurement of publishing success, is a crucial area where Let's Go can't afford to cede ground to a relative newcomer.
In response, St. Martin's Press-the publisher of the Harvard Student Agencies' Let's Go series-is launching new marketing measures, targeting young travelers, who once formed the backbone of the Let's Go readership.
Representatives of St Martin's press say rising Lonely Planet sales could pose a real threat to the Let's Go empire.
Still, since the payment to students who write and edit the guidebooks does not depend on sales, the offices of Let's Go remain largely free from market concerns.
And St. Martin's Press recently renewed the Let's Go contract for another five years .
A CHANGING MARKET
According to a marketing representative at St. Martin's the travel market is shifting as a result of more guidebook titles and more electronic content and specialized itineraries.
"There are a couple of trends that are eroding sales: the Internet and more competition. Lonely Planet was not really a player until the last few years when they decided to attack the European market," says Esti M. Iturralde `00 of St. Martin's Press. Iturralde was a former Let's Go managing editor.
Let's Go Travel Teams Up With CNN; Duo to Produce Tourism ProgramsLet's Go researchers, normally confined to the printed word, will be launching into the realm of television with the help
A Crazy Kind Of GuyP ROFESSIONAL COMEDY is tough. There are thousands of would-be comics, swallowing apples or appearing on the Gong Show, but
When the Heat is On"So, where do we put our coats?" Parties can be nasty things--sweaty, dark, spilled sticky drinks--how do you protect an
Fifteen Minutes: The Lush Life at Let's GoIt beats working for Goldman--if you don't like stiff suits and you're up for months of exotica on a shoestring
Let's Go Security Policies Worry Writers"Travel to South Africa can place your safety at risk--travelers should exercise very careful judgement at all times to avoid
LettersDangerous Travels for Let's Go Writers To the editors: I want to express my gratitude to Alex Ginsberg for bringing