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Serving Our Markets,
by Timothy Schneider, Publisher, Association News
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Los
Angeles, CA – August 2015 / Newsmaker Alert / This month, I am pleased
to make two exciting announcements. First, Schneider
Publishing has partnered with Longwoods
International, one of the most highly respected market research consultancies
in the world. As a result of this partnership, Longwoods International
will serve as an authoritative source for data related to the markets we
serve, including the travel spending that results from association meetings.
Data points—including total room nights generated, total spending and other
key measures—will be drawn from Longwoods’ various studies, including the
Travel USA Survey.
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The
Travel USA Survey has been conducted quarterly since 1990 and is considered
the largest ongoing study of the nation’s business and leisure travel.
The study includes information such as a demographic profile of who is
traveling to a destination, whom they traveled with, how much they spent,
the tools used to book their trip and other valuable data points that can
be used to develop brand strategies and evaluate and optimize marketing
programs. Schneider Publishing will also provide a platform for the publication
of new travel-related research created by Longwoods International.
As
a result of our partnership, readers of Association News will be
able to receive an exclusive look at the material before it is released
to any other media outlets. For example, we’re currently previewing the
findings of an upcoming white paper that Longwoods is creating on the economic
development value of tourism advertising.
Authored
by Longwoods International’s Founder and CEO Bill Siegel and Chairman George
Zimmermann, the white paper will consider findings based on a survey of
18,000 consumers across 10 different destination-marketing campaigns. In
every case, tourism advertising by a destination and the resulting subsequent
visitation significantly improved the image of that destination not just
as a place to visit, but also for a wide range of other economic development
objectives.
Zimmermann
knows of what he speaks, having led the efforts of Travel Michigan during
the time that the successful Pure Michigan brand was established. During
his time in the travel industry, Zimmermann has also served on the U.S.
Department of Commerce Travel and Tourism Advisory Board as well as on
the boards of the U.S. Travel Association and the National Council of State
Tourism Directors. As part of our partnership, Zimmermann will also author
a “Destination Marketing” blog on AssociatonNews.com.
His current post includes a link to the study mentioned above.
In
addition to our new partnership with Longwoods International, I am also
happy to announce that Schneider Publishing has expanded its sales and
marketing team. The moves include several promotions for current employees
and redefined sales territories intended to provide better customer service
and a deeper market penetration for all of our company’s brands. For more
details, see the story on page
15.
Both
of these recent developments will allow us to provide greater value to
our company’s clients and, by so doing, an even better information resource
for the association executives and meeting planners who read Association
News.
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Timothy
Schneider is the publisher of Association
News and SportsTravel
magazines, which serve group travel planners responsible for generating
106 million hotel room nights annually. Schneider
Publishing also organizes Meetings
Quest, America's longest-running series of trade shows for meeting
planners, and the TEAMS Conference
& Expo, the world’s largest gathering of sports-event organizers.
TEAMS '15 is being held in Las Vegas, November 9–12, 2015. TEAMS ’16 will
be held September 26–29, 2016, in Atlantic City. For further information
on advertising or sponsorship opportunities, please call toll-free 877-577-3700
or 310-577-3700 if calling from outside the United States.
The
current issue of Association
News can be viewed in digital format online by clicking
here.
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Media
Contact:
Timothy
Schneider
310-577-3700
Schneider
Publishing Company, Inc.
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