Europe String

James Sherman Interview

by Melissa Atienza-Petri on May 18th, 2007

All internet-savvy budget travel deal hunters know of Sherman’s Travel — the site and its print version. Since 2002, we have been browsing Shermans Travel for travel bargains. And now, it boasts of more than 3.5 million subscribers every Wednesday.

And behind this successful online (and now print) venture is non other than Mr. James Sherman. I’ve long wanted to pick this man’s brains (apart from the above success, he is also a graduate of Stanford and Harvard!) but, I was not lucky enough to cross his path during his and my travels.

BUT… thanks to Gita… I was able to ask Mr. Sherman a few questions.

EuropeString: What made you decide to venture into print publishing? Did you want to reach a particular audience that you cannot reach with your online magazine?

James Sherman: There was a huge disconnect in the world of travel information especially for the upscale traveler seeking luxury vacations at affordable prices. Travelers were teased by existing glossy magazines filled with outrageously priced trips only a lucky few can afford. Rather than taunting readers with over-the-top, inaccessible vacations, Sherman’s Travel magazine not only offers inspiration for travel experiences but also details and tools on how to achieve perfect four and five star vacations.

ES: What difference can the readers expect between the online and the print version of Sherman’s Travel?

JS: ShermansTravel.com is designed to help travelers make sense of the overwhelming amount of travel deals available online. Everyday we feature over 1000 editor reviewed travel deals and bargains. The website features Sherman’s Top 25 Weekly deals, search tools, destination coverage, and practical resources for planning and booking the best vacation at the best value.

Sherman’s Travel Magazine is dedicated to uncovering smart luxury values around the world and showcases the best four- and five-star travel values each season along with practical ideas, advice, and inspiration for realizing the perfect trip. Each issue features:

• The Luxe List: A centerpiece of the magazine, this multi-page spread surveys the season’s top 15 luxury value deals, including pros, cons, and how to book now.
• The Sweet Spot: A clever seasonal graph charting where traveling now is actually worth it, and which destinations to put off for another season.
• Price Points: A comparison of one luxury vacation at three different price options.
• The Perfect Trip: An in depth overview of multi-city and often multi-country trips of a lifetime.

ES: How do you go about choosing the best deals of the week?

JS: Our team of editors literally screen hundreds of travel deals each week and publish the 25 best deals in our free e-newsletter, Sherman’s Top 25. In fact, the newsletter recently surpassed 4 million subscribers.

ES: Have you ever experienced being “ripped off” during one of your travels?

JS: As a frequent traveler, I have had some disappointments. Travelers often need to be aware of additional costs that may be added onto their travels such as taxes, service fees, hotel charges, and other hidden costs. By being aware of hidden costs, I’m able to prevent myself from being “ripped off”.

ES: What prompted you to start ShermansTravel Media?

JS: With the website I wanted to help travelers make sense of the overwhelming amount of travel specials available online and to help make the decisions of where to go and how to get there, simpler.

With my latest venture, Sherman’s Travel magazine I wanted to provide advice and inspiration for luxury vacations for the value conscious traveler.

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