With the media landscape continuing to shift during this period, MMGY NJF has compiled the following trends as an update to the March 27 blog post:
- Virtual is here to stay. Outlets are continuing to share content for their readers to stay busy while in isolation. The New York Times declared we’re “officially in the era of fauxcations” and even published a virtual edition of their iconic “52 Places” list. Buzzfeed paused their “Bring Me” travel newsletter and instead launched a “Virtual Vacation” newsletter.
- Consumers (and therefore press) are hungry for positive stories to counterbalance the bad news. Outlets like Upworthy that are dedicated to good news have seen surges in demand; John Krasinski launched his Some Good News show this month; publications such as Fodor’s, National Geographic and The Washington Post have created columns and newsletters focused on positive content.
- Brands are finding new success with Instagram. The Met and Getty Museum have created challenges to recreate artwork from home, and both have gone viral. Additionally, several publications have launched Instagram campaigns, encouraging followers to share travel inspiration from the comfort of their homes. British Virgin Islands was recently featured on AFAR’s account through MMGY NJF’s submission in the outlet’s #travelathomechallenge.
- Travel inspiration is now a source of escapism and a quarantine distraction. Editors at outlets like Condé Nast Traveler, CNN and Business Insider are coming together to share their top destinations for post-pandemic travel. The Financial Times even launched their “Wish I Were There” column.
- In-flight magazines are feeling the brunt of the pandemic. Due to record-low flight traffic, Delta, Alaska, United and Southwest have removed their publications from seatback pockets, and some have even skipped their May issues.
- Editorial teams are dwindling. The news industry has been slammed by the pandemic, leading several publication houses to widely lay off and furlough employees during this difficult time. The New York Times reports nearly 28,000 impacted in the industry.