Travel letter-box magazine launches in Sydney and Melbourne

A new fortnightly travel magazine has launched which will tweak its distribution base on advertiser and content requirements.

GoXplore is a fortnightly letter-box drop travel magazine which draws on Salmat data to determine which households in Sydney and Melbourne are most interested in international travel and the topics in each issue.


Toby Hines, CEO of GoXplore magazine, told Mumbrella: “We look at the highest spending households on international travel and we use that as a base for 400,000 homes in Sydney and Melbourne.

“We’re constantly evaluating that. For example, in the Sydney drop we did on the weekend, we’re thinking in the next drop which, is on August 13, that we will refine that slightly because our major article in that issue appeals to an older audience. We’re enabled to work with Salmat, we go back to the advertisers and liaise with them to see where the distribution should be.

“We’re trying to make sure the letter-boxes they go to are the most relevant; international travel is on their agenda,” Hines added.

Toby Hines

Toby Hines: We wanted to give the travel industry a real alternative

Hines said the magazine was launched to give their Artifishal Studios travel print and distribution clients another “option to do mass print marketing”.

“We looked at what what was happening in real estate and we saw that even though newspaper and magazine circulations were dropping, we saw in markets like real estate print was really strong. We thought using that idea we could give the travel industry a real alternative to get to hundreds of thousands of people through print,” he said.

GoXplore, which first issue was released at the end of last month, is distributed to 400,000 households in Sydney and 400,000 households in Melbourne.

“We do have a plan to go to Brisbane towards the end of the year, the beginning of next year – if that’s what the advertisers want us to do,” Hines said.

There are a number of opportunities for advertisers, including sponsored articles and lift-outs.

“We’ve got a 16-page supplement going in issue two, which is really exciting,” Hines said.

Issue two of GoXplore is available from August 13.


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