The Brisk Apple

Welcome to NY; a long-overdue Subject Line Smackdown; and more

Lady Liberty at sunset.

Next week, I’ll be in New York for TravMedia’s International Media Marketplace, aka IMM, which I’m just tickled pink about. I last attended this cracking conference years ago, before we moved abroad, and it’s a whirlwind few days spent networking and catching up with dear friends and colleagues in this wacky, yet wonderful industry of ours.

In addition, my folks are joining me for a few days in New York — my mom’s first trip to the Big Apple (and my dad’s first since visiting my aunt in the early 1970s). I can’t wait to introduce them to my own favorite spots I’ve cultivated from many visits over the years. My mom’s only request: to see Central Park, which just makes my heart smile. Also on tap for us are a Broadway show, the 9/11 Memorial & Museum, and a local-led walking tour.

I already know this will be one of those trips I’ll come back needing a vacation from, but I’m just crackling with excitement. If you’re also attending IMM, I’d love to say hi! (And if you happen to hear a strange, puzzled howl mingling with the city’s eternal chorus of honking cars and wailing sirens, don’t worry — that’ll just be my dear dad as he adjusts to New York prices these days and/or its frigid temps, which are expected to be in the low-to-mid-20s during our stay. Brrr.)

Subject Line Smackdown

Welcome to the first SLS of 2025! If you’re new here, Subject Line Smackdown is a semi-regular little exercise in which I snapshot a few subject lines that have appeared in my inbox over the last few weeks and highlight why they work (or not). I don’t use names to keep it as anonymous as possible, but if you happen to recognize your subject line in the hot seat, I hope the feedback is helpful!

1. One of many recent pitches citing “romance season,” which feels a bit … well, forced, imo. I know some writers are already deep into stories for Valentine’s Day, but I’m not one of them, alas.

2. Brava! Nice use of a catchy hook, and the pitch itself delivers as well, with all-important figures and stats by a travel insurance company. I replied to this one and will definitely keep it in mind for upcoming stories.

3. Yee-haw, I sure wish I had an e-commerce writeup in the pipeline so I could kick up my heels while testing a pair of these beauties (bonus points for the comfort aspect, too). I do see an attachment, which can be a turnoff to some writers, but it appears this is just an embedded images of these fine-looking boots.

4. Good work on this SL, too. I don’t cover California nearly as much these days, but this does a nice job conveying a news hook (Coronado’s resurgence) and tying a hotel property into it.

5. Nice job with a concise SL here, and highlighting a trend, but the biggest issue is that most outlets have already published their where to go stories for 2025.

If you find all of the above helpful, just a friendly reminder that I also provide consulting services to help you snazz up your own subject lines so that journalists find them irresistible and — viola! — open your emails, which is a critical first step in establishing connections and coverage.

Interested? Shoot me an email: blanebachelor@gmail.com to discuss more.

Recently Published Clips

For CNN Travel: Overtourism was the buzzword of 2024. This summer looks to be just as crowded and chaotic

For Afar:

• I Took My Son on an Over-the-Top European Mega-Ship Cruise. Here’s What We Loved—and What We Didn’t (Fun fact: that’s indeed my kiddo — or, more specifically, the back of his head, in the hero image, which I shot!)

• These Will Be Among the Most Popular Destinations in 2025, According to Expedia

• Where to Travel With Your Family in 2025, According to Travel Advisors

• Why You Should Plan for Popular Destinations a Year Ahead

And That’s a Wrap!

It’s so fun see this little newsletter slowly but steadily gain readers. Thanks to every one of you for being here.

Cheers,

Blane