Issue link: http://read.dmtmag.com/i/100792
WINE WISE MARKETING ELIZABETH SLATER sionals in nearby business areas. For example, the Virginia Tourism Council publishes an annual ���Virginia Travel Guide��� containing comprehensive information about Virginia���s many travel destinations, including its wineries, restaurants and accommodations. Distributed primarily in the Washington, D.C., area and with a circulation of more than 100,000, the guide sells ad space costing between $199 and $2,700. Tourism and convention/visitors bureaus should be the first place you go to for information on advertising opportunities. Then look to visitor magazines that are distributed through wineries, lodgings, restaurants and other places frequented by tourists. I asked him to name four things he thought were most important to consider when working with tourist publications. Here���s his list: 1. Create your goals and objectives: ���When you consider advertising, the first and most important thing is to understand the goals and objectives for the ads. What do you want to accomplish with your advertising? Most businesses are looking to enlarge their customer base by letting people who do not know them discover their businesses, and to let people who may have heard of them know more about their products, programs and services.��� EXPERT ADVICE To get the inside track on advertising in magazines published specifically for tourists, I talked to Jim Brumm, who created and operated Inside Napa Valley magazine in conjunction with the Napa Valley Register newspaper, and founded Napa Valley Life, where he was the publisher and editor for seven years. Brumm is now a freelance writer whose book, ���Long-Term Thinking for a Short-Sighted World,��� was published in late 2012. When creating ads, publishing veteran Jim Brumm advises wineries to focus on what makes them different from other wineries. w w w. v w m media.com J a n - F e b 2 0 13 | V I N E YA R D & W I N E RY M A N A G E M E N T 23