With titles like Departures, Food & Wine and Travel + Leisure, American Express Publishing is an industry leader. But when it came to launching Executive Travel, we helped them take a different path. And that allowed them to get off the ground faster than any publication in their history.
Prior to Executive Travel, there really wasn’t a high-quality publication aimed at the very top tier of business travelers. Because many of them happen to be American Express Corporate Platinum card members, we knew they were a relatively small but extremely affluent group: They are the business owners and C-level executives who spend more than five billion dollars on business travel—and who influence more than 60% of business spending.
Rather than design and produce the new bi-monthly magazine in-house, our clients at Executive Travel decided to entrust the design and production work to DNA. We led the brand strategy of their new magazine, and even the name and masthead itself. We continue to help steer editorial direction, including ideas for feature stories and recurring columns. We write and design presentation materials to ad sales reps. And we design every issue, secure artwork and photography, and manage all aspects of print production. As a result, Executive Travel is the leading magazine for affluent, influential executives.
Executive Travel became the shining star at American Express Publishing. Our readership studies show that Executive Travel is truly meaningful and relevant to its audience: Our very busy, very time-strapped readers spend an average of 44 minutes with every issue—nearly double the norm for business publications. And most recently, ET won eight Folio and Min Online awards, the magazine industry’s most prestigious awards for design and editorial excellence.