Travel magazines are targeted at affluent travellers who can afford expensive holidays and therefore advertisements are aimed at a specific readership. Conde Nast intends to publish a new travel magazine called Traveller in Sept 1997 whilst the National Magazine company have already produced Harpers and Queen Abroad. The Traveller magazine will be aimed mainly at a UK readership. Expenditure on advertising in travel publications is increasing by 30% each year. British Airways are considering placing their High Life inflight magazine into high street retail outlets.