As Publisher of Resort Trades, this article published in Folio (the B2B periodical for those involved in the business of publishing magazines), caught my eye. Garden & Gun not only has an unlikely title (not mention being somewhat unappealing to me, personally), but was launched in 2007 and yet made it through the recession. Rebecca Wesson’s response to how they survived was that they marketed themselves through the Internet. Another interesting point made in the article is that the publisher is extending the brand beyond traditional media and into areas like events and ecommerce.
These ideas are applicable to the resort world, as well. First, from the viewpoint of the resort operator wishing to promote sales, occupancy, rentals and resales; and second, from the standpoint of vendors and suppliers to the industry. Look for ways to use the Internet to attract buyers. Like Jay Baer teaches in his book, Youtility, “Smart Marketing is About Help not Hype.”