Has the way you do business changed in the past 20 years? Of course it has. Changing markets, emerging technologies, shifting demographics and ever-evolving customer tastes and consumption patterns have likely compelled you to adapt and innovate.
Think for a moment about how the publishing business has changed in that same stretch of time. Just look on your desk, in your carry bag, on your TV or in your pocket.
Since 1997, Yachts International has delivered an entertaining, informative, award-winning print magazine to our passionate, loyal audience of yacht owners and enthusiasts. In recent years, we have expanded into the digital realm with an engaging website, e-news and an active presence on social media.
We constantly evaluate how we deliver our stories to you. Most recently, our parent company’s in-house branding and marketing agency, Catapult Creative Labs, looked at many of Active Interest Media’s 50-plus print magazines and came to a simple conclusion: In some cases, affluent, busy, outdoor enthusiasts might be better served receiving high-quality material in fewer print packages, with expanded content online.
This may not be news, but as editors, our own anecdotal evidence—gained from decades on the docks talking to owners and people in the yachting industry—suggests that such an approach will resonate with our active, engaged print readers.
To that end, I’d like to tell you about the new Yachts International quarterly.
Beginning with our September issue, you’ll find a completely reimagined, visually driven yachting magazine, printed on contemporary, high-quality paper and presented with fresh architecture that better captures the best of the best in the yachting milieu. The editorial package will include exquisitely photographed and compellingly written features about the finest large yachts in the world.
But the yachting lifestyle is broader than just the vehicles upon which owners indulge their passions. It encompasses art, design, engineering, technology, travel, history, craftsmanship, personalities and the other facets around which the yachting community revolves. We’ll go deep on those topics as well, again with great photography and memorable storytelling.
If you’re thinking that reduced frequency means fewer editorial pages, not so. We’ll be delivering the same number of pages in four issues that we previously did in seven—the same great coverage of yachts and the yachting lifestyle, but in larger packages.
Meanwhile, in this last issue of our award-winning format, you’ll find features on yachts from Italian semi-custom builders such as Sanlorenzo and Custom Line, as well as the breathtaking, 244-foot (74.5-meter), 2,059-gross-ton Elandess from German shipyard Abeking & Rasmussen. You’ll also see North America’s dramatic Inside Passage through the lens of our new art director and staff photographer, Jonathan Cooper. And you’ll gain insights into the pleasures of classic-yacht regatta charters.
The next time you see us, we’ll have a different face, but we’ll still be bringing you the wonder and beauty of yachts and the broader yachting world. We think you’ll love it.