Lonely Planet’s Rise to Millions of Readers With Digital Magazines

Industry: Publishing

Organization Size: 51 - 200

Location: New York City, New York

Meet Lonely Planet

Lonely Planet, the world’s leading travel media company, offers up expert advice across guidebooks, magazines, mobile apps, and digital platforms. The award-winning US-based magazine delivers fresh travel ideas, articles, and the latest in food, drink, and travel news—curated by a global network of travel enthusiasts. Published quarterly, each issue features the must-read Best in Travel and Best in the U.S. editions, designed to inspire your next adventure.

Challenges & Goals

Challenges

  • Building recognition for Lonely Planet’s magazine in a market dominated by its guidebooks

  • Expanding the magazine’s reach and visibility in the U.S. and globally

  • Adapting to growing consumer preferences for digital content over traditional print media

Goals

  • Achieve editorial excellence that captivates and informs

  • Significantly increase the magazine’s readership

  • Boost overall brand awareness to connect with a broader audience

Lonely Planet's flipbooks created on Issuu

“Issuu completely exceeded our expectations! It quickly expanded our reach, introducing Lonely Planet’s magazine to millions of new readers and significantly boosting our following.”

- Scott Toncray, Operations Manager at Lonely Planet

Why Issuu?

When they first launched their magazine, the team at Lonely Planet was looking for a platform that was widely distributed, easy to share on social media, and cost-effective. The most important feature they wanted was the ability to easily embed their content onto existing pages of their website. Issuu fit the bill for all of these requirements - and more.

Issuu’s Embed feature streamlines the distribution process, enhancing the user experience by making it easy to discover and flip through the pages. With just a few clicks, Lonely Planet can upload their magazine, share it across multiple channels, and access real-time Statistics to monitor engagement—seeing which stories captivate readers and how long they linger on each edition. Issuu’s powerful features have notably boosted Lonely Planet’s brand visibility, connecting them with millions of readers worldwide.

Lonely Planet's flipbooks created using Issuu

“We chose Issuu for its ease of sharing and embedding digital magazines, enabling our readers to effortlessly spread the word within their communities.”

- Scott Toncray, Operations Manager at Lonely Planet

Key Results

  • Introduced the Lonely Planet brand to countless new followers using Issuu

  • Boosted global recognition and accessibility for the U.S. edition of its magazine

  • Skyrocketed to over 85,000 subscribers and 2.5 million impressions in less than one year

  • Gained valuable insights from real-time statistics to understand reader preferences

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