Leading caravan and touring magazine celebrates 50 years of publishing amid the backdrop of a changing industry which is set to be reshaped again post-COVID.
The September issue of Caravan World marks the 50th anniversary of the industry leading title which was first published in 1970.
Having produced over 600 issues, Caravan World has played a critical role in shaping the RV and camping industry in Australia with a loyal readership which has helped the title thrive in the toughest of times for publishing.
Retail sales and digital audiences for Caravan World have been strong through the COVID period with sell through rates at 50% (up from 39% for the last 12 months) and web traffic up 60%.
“The ability to continue publishing throughout the COVID-19 pandemic is testament to the strength and value that the Caravan World brand has in the market,” Emprise Group CEO, Rob Gallagher commented.
While many other titles have gone into hibernation or closed over the past six months, Caravan World is seeing some really positive growth in reader numbers and advertising support coinciding with its birthday celebrations.
“It has been a tough time for businesses and consumers over this past year with bushfires, floods and now COVID. We have been buoyed by the support we have received from our industry partners and consumers who love the brand like their own,” Gallagher added
“No doubt there is going to be some attrition or rationalisation within the caravan manufacturing market as businesses grapple with the financial impact of the pandemic, however, we see a positive future for the market and its consumers.”
“Some businesses will be looking over the precipice with trepidation, we are looking over the edge and seeing a booming domestic touring market and an energised manufacturing base. The brands might just look slightly different to what they do today.”
Published by content and marketing agency, Adventures Group Holdings (AGH), Caravan World will run a series of editorial focused on the changing shape of the industry over the past 50 years.
In the first of a series of interviews to celebrate the 50 year anniversary, industry icon, Gerry Ryan, founder of Jayco, commented, “When I first started, the only buyers were the holiday market. Then came the retiree market when people had the money to travel for long lengths of time and wanted to travel around Australia and wanted bigger caravans. Now in the last few years people are into the adventure market where they want to go off road and take loads of gear with them.”
“The issue is that the industry is so fragmented at the moment. You could be building a couple a week or bringing them in from China and putting a fridge in it and call it Australian made. The industry needs to make sure that the companies that do a great job are supported.”
Caravan World had a long standing relationship with the industry and its key players. The ability for Caravan World to produce independent and critical content has put it at odds with certain sections of the industry from time to time as it seeks to raise the bar for safety, compliance and quality. At the same time, this independence has allowed it to foster strong stakeholder relationships with leading industry groups.
Australia’s largest RV club, the Campervan and Motorhome Club of Australia, CEO, Richard Barwick said, “On behalf of CMCA, I would like to take this opportunity to congratulate Caravan World on 50 years of publication. To reach such a milestone is such an achievement, especially in this environment.”
“CMCA members now have the opportunity to access the online version of the magazine as a part of its membership which has been very well received. The RV industry has evolved so much over the years and now it encompasses more lifestyle opportunities than ever before.”
“A big congratulations to Emprise Group on producing such an informative, professional publication which gives a fantastic recognition of the lifestyle available to consumers.”
Stuart Lamont, Chief Executive Officer of the Caravan Industry Association of Australia said, “The continuation of Australia’s love affair with caravanning shows no sign of slowing. In today’s digitally connected world there is nothing better than escaping from the troubles of the world and reconnecting physically with family and loved ones through a caravanning and camping experience in the great outdoors.”
“A big driver of the current success of the industry is the specialised industry publications which provide information and inspiration to those looking to go caravanning and camping. The fact that Caravan World is now celebrating its 50th Anniversary is testament to the enduring nature of the industry, and the relevance that our consumers place on Caravan World. Well done, and we look forward to the next 50 years.”
“Even though it’s a difficult time for both publishing and the caravan industry at present, heading up Caravan World during this anniversary year has been a real privilege,” said Caravan World Editor at Large John Ford.
“With overseas travel curtailed, caravanning is spearheading local travel in a way that we haven’t seen for decades. It’s important that our magazine continues to inform the new breed as well as long time owners with an authority backed by 50 years of know-how.”
Caravan World's 50th anniversary issue is on sale on the 3rd of September.
For further information and comment, contact: -
Rob Gallagher, CEO, Emprise Group
Chris Jefferson, GM, Adventures Group
ABOUT CARAVAN WORLD
Caravan World is Australia’s favourite magazine for lovers of caravans, motorhomes, and travel and has been in publication for almost 50 years.
Caravan World is the magazine of choice for caravanners. It is the industry bible and a definitive guide that gives travellers the know-how and confidence to pursue their dream of travelling Australia.
Our readers cover a broad range — from young families to retirees — who all share a love of the great outdoors. These genuine travellers guarantee advertisers a targeted audience of affluent buyers looking to purchase products that will enhance their experience.