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TRAVEL BUREAU AND MIDWEST LIVING MAGAZINE PUBLISH FIRST-EVER MICHIGAN VACATION GUIDE

 TRAVEL BUREAU AND MIDWEST LIVING MAGAZINE PUBLISH
 FIRST-EVER MICHIGAN VACATION GUIDE
 LANSING, Mich., Nov. 12 /PRNewswire/ -- Michigan Travel Bureau and Midwest Living magazine announced today they will co-publish the first Midwest Living magazine special edition: Michigan Travel Ideas. The 132-page publication will be mailed with the March/April 1993 issue of Midwest Living magazine to 440,000 subscribers in the Midwest. Michigan Travel Ideas will include 106 pages of Midwest Living editorial on activities, attractions and travel destinations throughout Michigan; 26 pages will be provided by the Travel Bureau with information about seasonal attractions and activities statewide, as well as local and regional contacts for travel information throughout Michigan.
 "It's a great way for us to influence travelers in our core market," said Thomas Altemus, director of the Michigan Travel Bureau. "The distribution of Michigan travel information will almost double as a result of this public-private cooperative partnership. As the competition gets tougher, we have to find smarter, more customer- oriented ways to market ourselves," he added.
 "We think that our readers will enjoy receiving this Michigan issue as an unexpected and added bonus," said Midwest Living publisher Tom Benson. "They will get two magazines for the price of one. This is an exciting venture for our magazine," he added. "We are focusing on the Midwest," said Midwest Living Editor Dan Kaercher, "because Americans are rediscovering the Heartland and all that it has to offer, and it's right in their own backyard."
 Kaercher added, "Michigan is one of the top travel destinations in the Midwest. This special magazine will provide information to our readers about all the major destinations in the state in one handy publication. With more than 100 colorful pages of articles about Michigan, it is sure to become a valued reference for our readers. We'll focus on Michigan's year-round appeal, from cross-country and downhill skiing in the winter months to camping, golfing, and sightseeing along four of the five Great Lakes that surround the state of Michigan. This special issue will include our favorite places, festivals and attractions."
 Altemus said, "There is an added dimension of credibility when the writers of this prestigious publication praise the virtues of a Michigan vacation. Michigan Travel Ideas is a cooperative effort where everyone wins -- especially the traveler." The core advertising markets for the Travel Bureau are Michigan, Indiana, Illinois, Minnesota, Ohio and Wisconsin. Approximately one-third of the advertising budget is spent within Michigan and two-thirds in the Great Lakes region, outside Michigan.
 A total of 1 million copies of this special issue of Michigan Travel Ideas will be printed. In addition to those circulated by Midwest Living, the Travel Bureau will have 560,000 copies to distribute. "The beauty of this cooperative partnership is that not only will we be able to provide midwesterners with specific information they need to plan a Michigan vacation, but Midwest Living readers will also receive the magazine without having to call or write us," Altemus added.
 According to the U.S. Travel Data Center, each year travelers spend $25 billion in the Great Lakes states of Illinois, Indiana, Michigan, Ohio and Wisconsin. This region has over 42 million residents, or 16.8 percent of the U.S. population. It is the second leading generator of trips of the nine U.S. census regions. As a travel destination, the Great Lakes states attract 31.7 million travelers each year -- or 11.6 percent of the nation's total.
 Midwest Living was the first magazine to focus on the interests, values and lifestyles of the Midwest region when it began publication in 1987. In five years, its paid circulation has grown 87.5 percent from 400,000 to 750,000. Midwest Living is published in Des Moines, Iowa, by the Meredith Corporation -- a Fortune 500 diversified media company involved in magazine and book publishing, television broadcasting, residential real estate marketing, and franchising and investments in cable television.
 The Michigan Travel Bureau is the tourism office for the state of Michigan. It has a budget of $6.7 million, with $3.7 million spent on the "Yes M!ch!gan" promotion program. It promotes Michigan travel through advertising, marketing, public relations, publications, corporate partnerships, and sales activities that include travel- industry trade shows and trade relations. The Travel Bureau responds to almost 400,000 requests for travel information a year.
 Travelers spend $6.4 billion in Michigan each year, generating a $1.4 billion payroll for more than 113,000 workers and more than $356 million in state and local taxes.
 -0- 11/12/92
 /NOTE: Copies of Michigan Travel Ideas will be available to the media by the end of January. If you receive other publications from the Michigan Travel Bureau, you will receive an advance copy of this publication.
 CONTACT: Sue Wagner of Michigan Travel Bureau, 517-373-9613; or Tom Benson of Midwest Living, 515-284-3062/ CO: Michigan Travel Bureau; Midwest Living ST: Michigan IN: LEI SU:


DH -- DETH01 -- 9999 11/12/92 08:06 EST
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Date:Nov 12, 1992
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