Move over Google. Travel publishers are teaming up for grittier city intel.
At the beginning of the decade, the travel guidebook seemed destined to become another casualty from the one-two punch of the Internet Age and the Great Recession. From 2005 to 2011, U.S. guidebook sales dropped a funereal 40%. Many reliable institutions, such as Frommer’s, Fodor’sSuch setbacks didn’t bode well for the romantic travel guide, but none of that discouraged Taylor Bruce, a former travel editor for Southern Living who’d just finished his MFA in fiction at Brooklyn College in 2012.
Launched in 2012, Wildsam Field Guides are pocket-sized volumes that include interviews, essays and expert recommendations to Los Angeles and other cities.Arcadia, which publishes 500 new titles annually, with a back catalog of 15,000 titles, is hoping that Arcadia’s formidable sales and marketing muscle can jump its new acquisition to the next level.
Steinberger says, “There’s a depth to what’s being communicated in Wildsam guides. It gets to the feeling of a place.” Wildsam is also tapping into a larger cultural craving. “There’s something going on right now that has to do with people looking for authentic experience. Especially an authentic experience connected to place.” That authenticity is especially embraced by millennials, a core customer for Wildsam.
Wildsam leans into a city’s “messiness.” The Los Angeles guide includes a partial transcript of a phone call between LAPD Det. Tom Lange and O.J. Simpson during the infamous Bronco chase in 1994 and a brief timeline of the city’s gang history.
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