Dive Travel Magazine Adopts New Technology
"Little did we know," Susan Wilmink, publisher of Dive Travel magazine, jokes as she recalls the day she and husband, Thomas Schneck, decided to purchase a magazine after seeing it advertised in Inc.
Wilmink has now been at the helm of Dive Travel for more than three years. From day one, she realized that the magazine would be successful if she invested the money and sweat needed to give its readers what they need—nuts-and-bolts information about dive destinations interspersed with exhilarating photography.
"To fuel our readers' sense of adventure, we publish the material about destinations that they do not find in other scuba magazines," Wilmink explains. "We do our best to give them a magazine that's high-gloss and really fun to read—what we call a 'vacation of the mind.' '
Dive Travel's print run tops out at 55,000—44,000 distributed to bookstores and 11,000 destined for private subscribers and/or scuba dealers. A differentiation between Dive Travel and competitors, according to Wilmink, is the quality of its photography and its keen sense of audience.
"For example, we got a shot from a fellow who was shooting at the Red Sea," Wilmink recalls. "He photographed a cluster of divers riding on top of camels with their tanks on. Another shot caught them at the edge of the water getting ready to go in. It was brilliant, because it was exactly what we are all about. It's not only about the underwater experience; it's about the joy of getting to a destination."
Swimming with the big fishes
Honing in on what her audience craved was the easy part of Wilmink's job. Moving the magazine into the technological whirlpool of the publishing business was like testing uncharted waters.
There's no hiding Wilmink's obvious enthusiasm when she talks about the astute genius of her production crew or about the exciting new technological theories she's developed.