The Sad Decline of Rough Guides

Link to Original Story

Google has bought Frommers. That rang a bell: an industry insider told me recently that Penguin quietly tried to sell Rough Guides to Frommers a couple of years ago, but “wanted too much” for it. Ho-hum. Travel publishing is in a really tricky place.

Now I’m not an industry analyst, and I’m not in travel tech, so if you want reasoned, insightful comment, stop reading now and click the links. I’m just a guidebook author. I whinge.

Disclosure: I’ve never written for Frommers. Apart from a bit of freelance editing, in 17 years I’ve never worked for any travel publishers other than Rough Guides.

Back when I started, Rough Guides were huge. They had massive brand recognition in the UK, chiefly on the back of the “Rough Guide to…” TV series – presented most famously by Magenta Devine and Sankha Guha – which ran in the late 80s & early 90s, catching people’s imagination like no TV travel show (arguably, no travel idea in any media) before or since. Lonely Planet had books everywhere, of course, but they were kind of boring, a bit earnest and mundane.

Lonely Planet was Microsoft. Rough Guide was Apple.

Then the Rough Guide founders sold the company to Penguin Books in a two-stage deal, completed in 2002. In ten years since, Penguin killed the brand. Rough Guides went from being a big fish in the small sea of travel publishing to a minnow in the ocean that is the Pearson media conglomerate. Penguin already owned DK, with a huge and globally successful travel brand of its own; RGs became an add-on, with fewer resources and a succession of managing directors who tried to crowbar it into a corporate strategy that was less and less interested in anything that didn’t sell in Jamie Oliver quantities.

Sales reps had bigger fish to fry than the 7th edition of the RG to Farflungistan, so the books – frustratingly, virtually impossible to find outside the UK anyway – began to fade from view in their home market. Cartography and other production processes were hived off to Penguin’s Delhi office: cheaper, but not better. Spinoff pocket guide series came, failed and went. Every year or two came another promise to revamp the RG website to bring it up to LP’s standard; it never happened. RGs remain pretty much invisible online. Ebooks? Digital publishing of any kind? Electronic rights? Negligible.

Those ten years have poleaxed RGs, turning it from a leader into a follower. There’s been a cull of titles, with several dozen 2012/2013 updates “postponed” (read: cancelled): one desperate author has had five of his six titles pulled. The website remains an embarrassment, with the promise of something better to be unveiled, er, sometime soon. The books have been redesigned, though – RGs now feature colour pictures throughout, just like it’s 2003.

The thing that made Rough Guides cool (or, if you prefer, successful) – the voice – has gone. Authors are punch-drunk. Editors are overworked. Even though guidebooks remain trusted (intriguingly, see here for an opposite spin) their raison d’etre has been called into question. What travel brands are cool? None. Content isn’t cool anymore: there’s too much of it.

Devices are cool. Content is just content.