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Casiano Communications Launches Puerto Rico Travel & Tourism

All-New Tourism Magazine Arrives In April


January 15, 2004
Copyright © 2004 CARIBBEAN BUSINESS. All Rights Reserved.

Manuel A. Casiano, chairman & editor in chief of Casiano Communications, announced today the launch of the company’s newest publication, Puerto Rico Travel & Tourism. "We feel Puerto Rico needs a truly independent, privately published, first-rate bilingual tourism magazine for visitors as well as locals–and we are the people to do it!," Casiano said.

Since his days as administrator of the former Economic Development Administration (Fomento) and chairman of the Tourism Co. under Gov. Luis A. Ferre, Casiano has been one of Puerto Rico’s leading proponents of tourism. He has appointed Ronald C. Flores as editorial director of the new quarterly.

Flores, who has been associated with Casiano for more than 20 years, is a former executive editor of CARIBBEAN BUSINESS and is currently a vice president of Casiano Communications. He is the Puerto Rico Hotel & Tourism Association’s 2003 Journalist of the Year and has been recognized by the Puerto Rico Convention Bureau and other tourism organizations for his contributions to the industry. Flores has written hundreds of newspaper and magazine articles, brochures, newsletters, and websites on tourism.

"There are some excellent publications for tourists on the market in Puerto Rico, but they reach only a small percentage of the island’s potential visitors," Flores said. "Puerto Rico Travel & Tourism will have a circulation of 50,000 for the first issue, with a target circulation of at least 100,000 by the fourth issue. That means more than 250,000 issues will be promoting Puerto Rico’s hotels, restaurants, and attractions in Puerto Rico and around the world during the first year of publication."

The first issue of Puerto Rico Travel & Tourism will appear on newsstands in April 2004. "It is unique in many ways," said Flores. "It combines the best elements of a tourism guide with those of a feature magazine, providing information visitors and locals need to make decisions about where to stay, where to dine, what to see, where to shop, and what to do in Puerto Rico, in a lively, readable format.

"To make sure it is seen by potential visitors before they make their travel decisions, we are sending free copies to major travel agencies and wholesalers on the U.S. mainland and in foreign countries that regularly sell Puerto Rico," added Flores. "It will be readily available for purchase at 1,450 newsstands in Puerto Rico and by subscription, and we will supply courtesy copies to island hotels, major restaurants, car rental companies, travel agencies, and municipal, commonwealth, and federal offices.

"What is most exciting to me is the unlimited variety of editorial opportunities. Each issue will have four or five in-depth stories on Puerto Rico’s unique–and often little-known–features…stories of great interest to visitors both from the other side of the island and from the other side of the world," said Flores.

Permanent sections of Puerto Rico Travel & Tourism will include PUERTO RICO ESSENTIALS: the basics about history, climate, currency, getting around, useful telephone numbers, and other practical matters of interest to visitors; MAPPING IT OUT: highly usable maps and information (such as travel distances calculated from San Juan to towns around the island); SIGHTSEEING: from the most popular to the most arcane; LODGING: a comprehensive directory of great places to stay and their features–plus in-depth stories on the delights of small inns, the glory of grand resorts, and the special appeal of guesthouses.

Travel is synonymous with DINING, and in addition to an easy-to-consult list of major restaurants in San Juan and around the island, readers will find stories to whet their appetite. After dining, SHOPPING is one of the most popular pursuits of travelers. This section will tell readers what to buy, from hand-carved eggs to mundillo lace, and where to buy it.

Our LIVING section is for people who don’t want to leave–or want to keep coming back. Stories include how to buy a second home or a timeshare on the island and the intricacies of relocation. Some people define HAVING FUN as outdoor sports. For others it is golf, and for others it is art and architecture. We list and describe all the things we know our readers will love to do. We wrap up each issue with LAST WORDS.

Whether doing business in Puerto Rico, holding an annual convention, or getting a face-lift or a hair transplant, we will have the last word about it in this section!

This Caribbean Business article appears courtesy of Casiano Communications.
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