In 2009, AFAR Media was launched with a focus on travel and a combined $20 million investment from Joe Diaz, Greg Sullivan and Ernie Garcia. This summer, at the five-year anniversary mark and with the August/September issue having just hit newsstands, AFAR has arrived at profitability.
Branded content currently accounts for a third of AFAR’s revenues. In the latest print issue, starting on page 19, there is for example “Artisans Inspired.” Part of a year-long partnership with The Ritz-Carlton, the three-page feature is anchored around quotes from surfer Lon Klein, New York Botanical Gardens curator Karen Daubmann and international travel excursions leader Sean Nelson.
“This is a multi-dimensional, multi-platform branded content program that lives in print, mobile and on desktop,” says Diaz during a recent telephone conversation with FishbowlNY. “How we try to approach branded content is – it’s really all about what is the core idea. What are the hooks, what are the elements that are going to get people excited.”
“We don’t care if it’s paid [content] or if it’s editorial,” he adds. “Our philosophy is that the content always has to be good. And we’re not shy about making sure everybody knows that this is paid for. The whole idea of the campaign is that artisans inspire and let’s help bring those rich values and characters to life, through the eyes of the people on the ground.”