Home' Traveller : Scoop Traveller WA 019 Contents December-June 2011 Scoop Traveller 11
Explore WA scoop.com.au
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My wife recently remarked, rather unkindly, that no one could accuse me
of being of being an overnight success. It’s a tough audience out there!
I started Scoop in 1997 and six years later launched Scoop Traveller, to
create the definitive guide to regional WA. That was seven years ago.
But that’s the nature of publishing. It takes time, and in this case, seven
years to get it right, really right, so right that we can say with confidence
that this is now the definitive planning and on-the-ground guide to
regional WA, representing the very best of what the State has to offer.
Right enough that despite having travelled the State extensively, this is
the guide I reach for when planning a trip around WA, and the magazine I
refer to while on the road. This was not always the case.
The challenge with Scoop Traveller is that with a normal travel
magazine, the audience is typically uninformed, having never travelled to
the various destinations you are profiling, so it is hard to assess whether
the stories are nonsense or not. We see it all the time: journalists’ lightning
tours of new destinations and – even worse – the ‘writing by web’
phenomenon. The resulting content is so often misleading and out of date.
At Scoop, we are writing for locals from WA about WA, for West
Australians who may have travelled to these destinations many times
before. Our audience is informed, tough and unforgiving, and our
benchmark for success is that even locals living in the destinations we
write about must be impressed and learn something new.
We also take the view that when you travel, the best person to ask is
the local expert, and that’s what we do. When we write about fishing in
Margaret River, we talk to the local tour operators and the guy who has
owned the tackle shop for 30 years. When reviewing the Porongurup
National Park, we get tips and recommended walking trails from the
ranger who works that region 48 weeks per year. It’s tougher and it takes
longer than you think. People’s opinions differ, even locals get it wrong
or are themselves uninformed about local changes. Many are reluctant to
give away little-known surfing and fishing spots, and building a stable
of writers with the requisite level of care and knowledge of these diverse
regions doesn’t happen overnight.
Then there are the maps! Take ten maps of a region and they will all have
discrepancies. We send our maps out for review to thousands of locals, as
well as tourism and industry associations, and even then the feedback is
inconsistent. But tens of thousands of man hours later, the maps are now
accurate and highly valuable travel tools. From all of us at Scoop, we urge
you to get out and explore more of WA, be it for a quick weekend break or,
even better, taking weeks and going slow. My tip – go in the off-season,
when travellers are few and locals are relaxed and at their very best!
Scoop.com .au, is the most comprehensive guide to travel and hospitality
in Perth and WA, as well as the leading events guide to the State. In
2011 we are making another major investment in our online content,
including a redesign, booking engine, significantly increasing content
and development of iPad and iPhone applications. We are also making
our maps interactive, so that when scanning a map, if you see a beach,
national park, resort, winery or restaurant of interest, a simple click will
produce a full-page profile with detail and images. There’s more to come -
we will keep you posted.
Publisher, Scoop Publishing
THE LONGEST JOURNEY
Seven years building the definitive guide to travel in WA
Managing director David Hogan
Chief controller Marina Fiore
Editor Tanya de Groot email@example.com
Group Art director Matt Leigh firstname.lastname@example.org
Senior designer Jennifer Weale email@example.com
Graphic designer Erin Blamey firstname.lastname@example.org
Chief sub-editor Pete Kempshall
Sub-editor/writer Beth Muhling email@example.com
Rick Murphy firstname.lastname@example.org
Megan Anderson email@example.com
Jessica Matthews firstname.lastname@example.org
Editorial coordinator Marta Maszkowski email@example.com
Contributors Tanya Bolt, Cynthia Dix, Judy Dunlop, Dale Fisher, Brooke Hunter,
Danelle Jackson, Jason Kenny, Keith Morris, Janine P ittaway, Louise Radman,
Leanne Robb, Stephane and Sonja Schuler, Steve Sertis, Sarah Szabo, Alexis Trinh
Production manager/art director Michael Cooper firstname.lastname@example.org
Senior designers Natasja Nortier, Jodi Olsson
Artwork coordinator EmmaJean Pritchard
Group sales manager Kay Cohen email@example.com
Senior consultant Rebecca Barber firstname.lastname@example.org
Business development manager Steve Wright email@example.com
Sales consultant Scott Robertson firstname.lastname@example.org
Sales consultant Carmen Kennedy email@example.com
Sales support Joy Allen, Zara Grigor
Sales coordinator Carla Martinovich
Production controller Lisa Liu
Operations manager Lynnette Thomas firstname.lastname@example.org
Marketing & circulation Megan Gibson email@example.com
General inquiries (08) 9388 8188 firstname.lastname@example.org
Press releases email@example.com
Advertising sales firstname.lastname@example.org
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© 2010 Scoop Traveller is published bi-annually by Scoop Publishing.
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