The British are coming — with a new family travel magazine.
Ardent Media is launching familytraveller.com in the US on Sept. 25 to be followed by a 100,000-circulation print edition in January.
CEO Andrew Dent, who founded the company four years ago in London, secured a combined $1.2 million in backing in 2015 from two venture firms: the Angel Company Fund, a British sovereign wealth fund, and Cass Entrepreneurship Fund, affiliated with the prestigious Cass Business School.
Currently, he is working on a deal with an undisclosed “legacy media company” for another round of funding that he expects to close by year end.
Dent has already hired Laura Begley Bloom as a New York-based chief content officer, heading up an eight-person staff. Lissa Poirot oversees 18 staffers in London.
While there are a lot of family-oriented travel blogs and Web sites — Travelingmom.com, for example — there are few sizable sites and no print titles aimed purely at family, Dent said.
Begley Bloom was briefly the editor-in-chief of Yahoo Travel until the company shut down the vertical, along with many others.
Earlier, she was a deputy editor at Travel + Leisure and witnessed the shutdown of its spinoff, Travel + Leisure Family.
Dent thinks specialized niche titles can succeed where the giants have tumbled.
“There are mom bloggers who don’t have the scale or the reach,” he notes. “Most travel magazines only touch on the topic of family travel occasionally.”
He thinks a huge market is being overlooked. “Family travel already accounts for 30 percent of the overall travel market, with $200 billion spent in this sector in the United States alone,” said Dent.