Each month we highlight a niche magazine that is innovative, creative, and great at serving its readers. This month’s pick: Group Tour Media’s Group Tour. Since 1987, this magazine for international tour planners has expanded its offerings and gone international by niching its niche: regional tour magazines, student tour magazines, special interest tours, and more! We caught up with Group Tour Media’s President Elly DeVries to get the story of how they built a growing and thriving niche media company by finding new markets within their existing niche:
A need to provide more and better travel information for group tour planners inspired Group Tour Media to expand its publishing business. That was in 1987.
When Elly DeVries purchased the 33-year-old company in 2007, she expanded on that idea. “We recognized that tour planning itself was becoming more and more specialized. More niche driven, even six years ago,” DeVries said from her company’s headquarters in Holland, Michigan.
“We began with state-themed magazines—like Wisconsin Group Tour and Michigan Group Tour—and they flew out of here.” On the heels of that success, Group Tour focused on developing regional products for the U.S. and Canada.
“Tour planners don’t stay in one state but branch into surrounding areas so the need for a regionally presented resource was in place and I am delighted that we anticipated that happening,” she said. [Read more…]