Making Amtrak more Upscale?
Steve’s breakdown: So they hired a UK firm to do the work. Yeah – No!! Are they kidding? We need to get some eastern-seaboard folks to get in on this because they’ll just . . . get all Europe-y.
WASHINGTON, DC: Amtrak, looking to cast itself as a more upscale travel brand, is about to launch its first national magazine, The Post has learned.
“The National,” a bimonthly, is scheduled to hit seat-back pockets in October, sources said.
The glossy, from Ink, the British travel magazine publisher, will emphasize beautiful travel photography and long-form journalism, according to the UK firm.
“It’s much more about Americana, the view from the train, the whole country,” Ink Chief Executive Simon Leslie told The Post. “There will be stories about things going on around the network and stories about people on the train.”
The soon-to-launch title replaces “Arrive,” Amtrak’s current magazine, which is published by Manifest and is much more focused on celebrities, what’s-on content and regional destinations such as New York, Boston and Washington.
“Arrive,” which features Kate McKinnon on its latest issue, is distributed only in the Northeast.
The new title’s staff is based in New York and Ink is looking to staff up a 40-person sales office in Miami.
Ink is also expected to create social media content for Amtrak’s 31 million customers and produce video content based on stories in the new magazine.
The publishing company already prints custom titles for the London-to-Paris Eurostar train service and for American and United airlines, a rep told The Post.
“We’re launching a huge print magazine, in a world where everybody is scared of print. Brands are excited to see what we are going to bring,” added Leslie.