I have been noticing that Lonely Planet has been extending its brand very subtly recently. For instance moving into non-specific travel books like this one or this one and launching a nice set of pictorial books too. The combination of BBC Worldwide’s broadcast power, the excellent content that Lonely Planet has between its photo archive, author bank and general travel knowledge, will make for an impressive product going forward.
In fact, TheBookseller.com carries the story and has a great quote from BBC Worldwide c.e.o. John Smith:
This deal fits well with our strategy to create one of the world’s leading content businesses, to grow our portfolio of content brands online and to increase our operations in Australia and America.
“The possibilities of the web + great content = compelling argument” argument strikes again. I wonder if all these seemingly great partnerships will deliver what is expected of them. I say this not to relate doubt over BBC/Lonely Planet which is a powerful combination, but more to sound a general note of caution on such deals, they cannot all pay of, and someone is going to buy a compelling argument that does not transfer to the web as expected.
Still, one to watch