When I was a strange, reading-obsessed child, I would comb magazines from the library, looking for those tiny ads that promised to mail me something for free. “Ten Tips for Training Your Advanced Reining Horse.” “The Colorful Stamps of Gabon.” “Hinterland Who’s Who: The Beaver.”
All this information available for just the cost of a stamp! Who could resist? What did it matter if I hardly knew what a reining horse was, much less owned or trained a horse of any description? The material would arrive in the mail addressed to ME—very exciting for a seven-year-old. I would devour every word and carefully file the item away in my drawer.
As an adult, the appeal paled. After all, I got so much junk mail every day. Why in the world would I ask for more? For a while, you had to write away to be taken off mailing lists. (I suspect that such requests were actually received as carte blanche to treble the amount of junk sent. “Here’s a live one, Joe. Mark that address for extra deliveries.”)
Nowadays, everything is on the Web. The most obscure information available at the click of a mouse. It’s great for instant facts. But it can be too easy to go directly to the info you want. Sometimes you do require straight-up cold, hard data. But sometimes you want to drift, to sample. You want to dream.
After my father died suddenly, my mother was left a widow at 51. She was lost. My father had been the centre of her life, her children were grown. She was financially comfortable but did not know what to do with herself. One day, on impulse, she walked into a travel agency and picked up a pile of brochures. She and I pored over those brochures together. We talked about the places she could go. I remember she became quite enamoured with the idea of taking a round-the-world cruise. We talked about it for a while. And then she let the notion drop. I think it was the idea that she could do this if she wanted that helped her move forward. Instead of feeling that her life was over, she started to see that she had choices, and some of them might even be fun choices.
I recently found myself clicking on a Facebook ad for a region I have never visited. It was the promise of “Birdwatcher’s Paradise” that pulled me in. Once I was on the website—a nicely constructed one, I may add—I browsed a bit, mildly interested. Beyond the birds, it was the usual “we’ve got wineries, we’ve got charming accommodations, we’ve got golf, etc.” But what drew my attention like a magnet was that little button: “For maps, tour suggestions, and a 64-page vacation guide, click here.” Filling in my name and address took me straight back to the excitement of my reining horse days.
Yes, I know that somewhere in cyberspace, personal information collection software is gleefully adding me to its database. But I don’t care. When that thick envelope arrives in my community mailbox slot, I will hurry home, snuggle into a comfy chair, tear the envelope open, and browse the old-fashioned way. I will unfold the maps, flip through the glossy-paged booklet, and peruse the “special offers.” I will read through the suggested itineraries and trace their routes on the maps. I may turn down corners of pages that interest me or circle text that I want to remember.
The experience of being taken on a carefully planned journey through information, as you hold a booklet in your hands, cannot be replicated by a website. The travel booklet presents information in a crafted sequence. I understand that the sequence is all focused on getting me to commit emotionally before thinking about practicalities like cost. But knowing that, I can still sit back and enjoy the ride. Do your best, I think happily. Sell me, if you can. This could be my next vacation, so go ahead and tell me why it should be.
Because I’m a travel junkie, even when I’m on a trip, I scan the horizon for free travel literature. Staying in a birding lodge, for example, often yields thick, slick, bird tour promos filled with stunning photos. On our meanderings around Cape Breton last year, I happened across a 66-page book advertising the upcoming Celtic Colours Festival. Although we were too early to visit the festival that year, I carried the book home and found it a treasure trove of information and inspiration for a potential future visit. (I’m hoping to visit that festival next year.)
Just so you know, downloadable brochures don’t cut the same mustard. They can be useful, but are just second-class citizens in the travel world. Clicking through an e-book is not the same as turning tangible pages. You may be saving trees by reading an electronic version, but just think of all the viruses and malware that a download could be carrying. At least when I open my paper copy, I don’t suddenly get the sniffles or find that my hands are off-line until I pay a ransom to some hacker.
No, as long as there’s snail mail, I’ll keep looking forward to my free travel literature. Anyone for a cup of tea and a copy of The Visitor’s Guide to Amish Country?
Am I dating myself terribly by clinging to my hard-copy travel brochures? Given a choice, do you prefer downloadable info and websites, or something you can hold in your hands? Let me know your opinion in a comment.