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Last updated:
January 6, 2009 9:51 AM

 

Industry Mood is Cautiously Cautious for 2009 by Douglas Cooke, CTC, Publisher As we move into 2009 we are also moving into uncharted waters. Never before has our industry (and most others) faced the challenges that await us next year. Having just returned from USTOA’s annual conference, the mood in the industry is “cautiously cautious” for 2009. Most travel suppliers are planning for the worst and hoping for the best. Although most were concerned about what the first six months (at least) of 2009 will bring in terms of new bookings, there was some optimism expressed by some of the speakers. Dr. Stanley Plog, a long time travel industry researcher believes that ... Read Full Article...

EXCLUSIVE INTERVIEW by Maria Lisella With Riccardo Strano, North America Director for the Italian Government Tourist Board (ENIT) in New York who addressed what makes Italy a perennial fand perpetual favoriteand how travel to Italy continues to provide new generations with new reasons to visit and revisit Italy. READ: Why should travel agents send their clients to Italy? ...and more...

JAX FAX Travel Marketing Magazine’s
Dynamic Evolution: 37th Anniversary

By Doug Cooke, Publisher

JAX FAX Travel Marketing Magazine has been committe to a single mission for 37 years: to provide our travel agent readers with information essential to selling travel to your clients as profitably as possible.

During this time, we have sought to make our magazine as easy to use as possible so you can access the travel products your clients need quickly. Our editorial is written to provide the information necessary to persuade your clients to visit a destination as well as the necessary logistics: how to get there, where to stay, how to get around and what to see.

Every design aspect has been added or deleted to further assist agents including the perfect binding that provides an instant idea view of which destinations are featured in the most depth.

Likewise, our “Best Buys” are edited so you can scan the page and find basic product information including: destination, price, hotel, tours, inclusions and booking contact. Additionally, we try to survey the agent incentives that cross our threshold monthly to further boost your commission levels on all travel products.

Our Listings of tour packages and consolidator airfares are designed to familiarize you with the suppliers that service specific destinations along with price, schedule, validity period and booking contact. The Listings’ format has changed very little over the years, but their positioning has.

Two Magazines in One

Unlike other trade magazines that carry only Editorial content, JAX FAX distinguishes itself as a reference tool in addition to providing excellent editorial content. For many years, the editorial and listings were presented together in geographic order. About eight years ago, we separated the editorial content from the listings to effectively create two publications within one cover.

Last year, we flipped the listings pages over, which appeared as two magazines bound together back to back. This met with mixed reviews and after one year we decided to return to our original format. However, we still wanted to find a way to emphasize the two aspects of the magazine.

Introducing the Tabbed Insert

Starting with this issue, the “listings” section of JAX FAX will now be just a finger-flip away because of our new tabbed insert. Much like the Hotel and Travel Index, which most agents are familiar with, our fold out tab will allow you to flip open to the reference section of the magazine. Immediately following the tab, you will find the Index Page listing most of the countries in the world with the corresponding page numbers for the respective air and/or tour listings. This new feature will not only serve to separate the two aspects of the magazine, but will serve to help agents more quickly find the information needed for their clients.

What’s in a name?

People often ask about the origins of our name, JAX FAX. When our company – JAX (Jet Airtransport Exchange Inc.) – was established, the business model was a database of worldwide charter flights and an 800 number that travel agents could call to find out who was operating a charter from point A to B. Within a year, agents requested “printouts” of the charter listings, which eventually led us to developing a monthly hard copy publication that incorporated its roots – JAX FAX Travel Marketing Magazine – with the dynamic evolution we have since followed.

The “FAX” is a play on the word “facts” because that is what it was providing, facts about worldwide charters. Over the years the magazine has changed drastically and evolved into “The Travel Agents’ Path to Profits” it is today.