Stepping out of customs at JFK Airport, I spotted my name on a sign held by a man who looked like Kojak. I love it when people look at my luggage and say, “That’s all?” I’m stopping 24 hours in NYC for the big American booksellers’ convention.
Stepping out of the car in the canyons of Manhattan, I felt like Crocodile Dundee — actually giddy to be back in the USA and actually a bit clumsy with the whole scene. I’m out of practice with America.
News is everywhere. I’ve had no news for 60 days. Like being in a cave and suddenly stepping into the light, my mind was squinting. Noisy, stupid headlines. Paris Hilton out of jail. Bush declares he will fight climate change (but still refuses to call it global warming). 130 dead this month in Iraq…more than usual. I turned around…but the cave was gone.
At breakfast the next morning I share my take on Europe with a roomful of bookstore owners and publishers. The theme of my talk: the big news in Europe — affluence. The helpful new insight — if Italy is “the land of a thousand bell towers,” Europe has even more. As globalism takes hold, and the metabolism of Europe revs up, regionalism and local pride satisfies a deep seated hunger.
The creator of www.gather.com, who doesn’t like his site to be called “Face Book for Adults,” pitched me (quite effectively) on creating a little corner there. New York’s Javits Convention Center is bursting with clever ideas, as the American publishing industry huddles. There’s a frantic, almost desperate scrambling…a clamoring for niches: Chicken Soup for the Coffee Lover’s Soul. The new niche in guidebooks is “pocket color” — slimmed down, cheaper versions of existing city guides with color photos. It’s an easy retool and you fill a different price point. I don’t want to offer two versions of one book, asking, “Why can’t one book do it all?” My publisher explained, “We need to hit different price points.”
I dropped by Lonely Planet. And I enjoyed telling people, I had breakfast yesterday in Zagreb. Lonely Planet founder, Tony Wheeler, was there…hands on and enthusiastic as ever. While Tony flew in from farther than me — Australia, Arthur Frommer — who was in the next aisle over — lives close enough to walk to the convention center. I’m impressed by how these icons of travel writing keep working. Rather than dream up another Chicken Soup for the Greedy Soul, their niche is a God-given love and enthusiasm for smart travel.
The big travel publishers (Fodors, Frommers, Lonely Planet, and Avalon — that’s mine) met at lunch to discuss “coop-itition”…or was it “compit-oration” (the value of working together to keep traveling consumers enthusiastic about carrying their travel information around in printed books rather than dumping guidebooks for the web and “new media” alternatives).
I signed a hundred of my new Europe 101: History and Art for Travelerbooks for a line of librarians and book store owners. (The fine folks I met made me recall two conversations I’ve had with taxis: In Barcelona last month during the massive Building Construction convention one cabbie told me they bused in legions of prostitutes–“the biggest brothel anywhere.” Another, here in the USA, told me that at the massive American booksellers’ convention, prostitutes don’t even bother showing up for work.)
The guy who signed after me was Scott Ritter, the weapons inspector who courageously told a nation what it didn’t want to believe — that we bombed an Iraq without WMDs. He wanted to go to Ireland. I had been. I wanted to get on Jon Stewart. He had been. We talked.
I enjoyed meeting the CEO of Borders (the massive chain that sells roughly 20 percent of all travel books…less than Barnes & Noble…but impressive nevertheless). They seem really energized and have chosen travel to be one of their “destination” genres.
Everyone is thrilled with how Costco sold 50,000 of our new DVDs. The scary thing about a Costco venture is that publishers often get mountains of returns. With this foray into the “big box” world, they returned nothing. With a touch of Bill Gatesian megalomania, I said, “We can do better. I want a Rick Steves Europe DVD anthology — all 70 shows — on every American bookshelf.”
Right through the 1990s, this convention was an annual think tank for me. I’d systematically walk the vast floor, talking, dreaming, and scheming. As an old habit, I started to make another walk but abruptly stopped — enough ideas for now. I’m maxed out. It’s so intense. I just want to make old-fashioned guidebooks. Thankfully, my publisher knows about the price points, niches, and new platforms. Without their business savvy, I doubt anyone would be reading this blog right now. Coming to this convention reminds me of that.
Twenty-four hours after touching down at JFK, I was back at JFK taking off again.
Rick, you’re the greatest! Keep on traveling!
Rick how about a travel book with ring binders and a zip lock bag to protect what you have taken out each day. I am old-fashioned and really hate to tear your books apart when I travel. I know I will need a new book if I go back next year; however I still like to refer back to your books after traveling.
Rick, You really should read some more news. Iraq had WMDs. It’s a fact. We found them. Google it.
Rick I’ve really enjoyed reading the blog. Can’t wait to hear your take on Vienna and Prague as I’m headed there in October.
I love your series Rick on PBS! I hope we have newer 2007 shows coming to PBS soon too. Sarah here in San Diego, CA
We love your books and have most of them! My husband and I live in Copenhagen and use your books to take trips as often as we can! We live near Nyhavn, so we will be looking for you this summer if you come to Denmark! If we see you, we will buy you a Danish beer!
Great post . . . another aspect of your business that we love. I think your travel store should offer Streetwise Maps (Sarasota, FL). They are the best maps.
As you see by the news you haven’t missed anything here! I hope you have safe travels and if you go back to the Veneto Region have a Grappa for me! Buon viaggio e Arrivederci’!
Hi, Rick! Seattle is the same. We finally broke into some nice sunny weather. The Sea Pirates are out for Sea Fair. :) I think you do an awesome job! Keep up the good work. Happy travels!
You’d be a great guest on The Daily Show, I’m sure. Might have better luck with Stephen Colbert, though; his guest list tends to be a little more eclectic than Jon Stewart’s celebrities-and-political-authors treadmill.
Hi Rick, we have traveled widly and love your books. However I now have to carry the book in a plastic bag so I do not look like an American. We were recenty in Prague and Krakow and your book was spotted all over, so that’s a good thing.
I know it always feels good to be home… but it is sad for those of us who live vicariously through your travels waiting until the next time we take off. Have really enjoyed this year’s blog Rick, thanks. And by the way…your anthology of all 70 shows is on my book shelf!
Hi Rick–When I was preparing for a 2.5 month trip to Europe this Spring (for work; lots of countries), I bought the guidebook for every place I was going. OK, so I could have just bought The Best of Europe and Italy, and I would have been fine, but NO, I had to have them all. Of course, it was utterly impossible to take the stack (approximately 1 foot high) or even to read all of it before I left. I was really wishing that you had an on line subscription to the books. That way, I could always sign on for things like hotel info, etc. I’d still have the paper copy for walking around with (and I think I will always prefer that, even if someday I do get an iPhone!) I think there is a way to do both…I know I certainly would buy the book and then pay extra for the on-line version. The publishers could be in charge, and that way, they stay in business, too. Thanks for everything! Stacy
Ah! I saw Stephen Colbert was at Jacob Javits for this convention (the TiVo found it on CNBC). You should have gotten with him about getting on Jon Stewart’s show. :-D As you can see, you missed nothing much in the news while you were gone…
And PS: My dad called me last night for the express purpose of reading a passage you wrote in your 2006 Italy guide about the fall of the Roman empire, and your insertion of Mr. Bush into the equation. Hilarious!
Well Rick, at least one American household has your “anthology” of all 70 shows on it’s bookshelf. We watch them over and over to plan our next trip. My husband was in S. Africa last month and got back from India last night. Even there they have heard of Rick Steeves, although as far as I know you don’t have guidebooks for those areas. Any future plans?
I guess I’m just too old. Although I love being able to look things up on the web, I love even more the printed page. However, it is going to break my heart to slice pages out of my Rick Steves’ Italy 2007 book in a few days for my trip. I saw that one in Costco a few weeks ago and, like a fool, I didn’t pick up a second copy. (Got the first one from Amazon.) Wish I had a second: One to slice and one to save.
Oh, wait! Here’s an idea… how about something like Sunset magazine does. They have a code printed on the copyright page of every issue so that, as long as you’ve purchased that month’s issue, you can go to their website and get additional info. With something like that for each volume of Rick Steves’ travel guides, I could print the few pages I need and avoid destroying the books.
I am so in awe of the way your company runs and the people you employ. They all sound as genuine & down to earth as you. I love to travel and to meet new people in other cultures and feel as if I do when I read your blogs or watch your shows. Thanks for all you do! All us working arm chair travelers need a Rick fix every-so-often to keep our dreams of someday traveling alive! Especially liked the coop-ititionâ€â€¦or was it “compit-oration†remark. It really fits today’s business to a “T”. Keep on traveling! Deb
Thank you for not selling out for a “Price Point”. That action says a lot about your ethics and values. We’re also a 70 DVD anthology owner – proudly. And when we return to Europe each year we buy the new version of your books. When I know my $ are being used to plant trees, support single moms in affordable housing and purchase carbon credits I’m happy and proud to ante up for the newest edition. You are a phenomenal representative for the U.S. Thanks.
Rick, you do an amazing job and your company is THE BEST. Our family just returned from 3 weeks in Italy (our 1st trip to Europe as a family) and you easily proved to be our sage for the entire trip. Your advice and information was consistently spot-on. Thanks to you, we even had the courage to be in the middle of the crowd at the July 2 Il Palio in Siena! Talk about fearless, smart travel!! Great fun and we’ll never forget it. I wrote to Jon Stewart this morning; he’s just GOTTA book you as a guest!! All the best to you. –Susan, Seattle WA
Rick, Keep on publishing those books! I have converted a few friends to switch to your books. I always tear mine apart and use them later for scrapbook journaling. Sad to say, I left my Scandinavian book at home, so when I met you at the Ibsens Hotel in Copenhagen, June 30, 2007, I missed out on an autograph. We did get great pictures of you with us. If there is a place to send them, I will. Good travels. Donna