Guide books and the economic viability
- Thread starter mazfc
- Start date
Following the replies to my previous post in this thread, I did a little domestic archaeology in the large cardboard box that holds my old zoo guidebooks. In the lower strata I discovered quite a range from British zoos in the 1970s.
I found that my previous idea was largely correct. I have guidebooks from 21 zoos containing no advertising at all. These include the long established collections at Bristol, Regents Park and Whipsnade and also the newly opened ones at Blackpool, Cotswold, the Curraghs, Knowsley and Marwell. All the bird gardens were also in this category, including Birdland, Birdworld, Flamingo Gardens, Rode and Stagsden.
However as other members have noticed, I was wrong in a few cases: I found four zoos with advertisements in their guidebooks.
Dudley was interesting because my first guide from 1973 has 'Cuddles' the killer whale on the cover . It comprises 56 printed pages, mostly black and white, including the covers and fold-out map, with 11 pages of advertisements. These included pages for Flamingo Park and for Scotia group, which owned both Dudley and Flamingo Park. Most of the others were for local businesses. On the other hand I think my second Dudley guidebook is from 1974 as it includes 'Cuddles', but has elephants on the cover: it is larger format and is printed in full colour, but only has 16 pages and contains no advertising.
Similarly the Chessington guide from 1972 with giraffes on the cover, cost 10p, has 44 printed pages with 9.5 pages of adverts. The 1976 edition, 15p, with penguins on the cover has only 20 pages, with only 2 adverts on the inside covers - for an insurance company (a continuation from 1972) and for JACOBEAN BANQVETS (sic) at Burnt Stub Mansion in the zoo.
But the 1973 Belle Vue guide takes the prize - it may be the edition that Pertinax has mentioned already. It might send our favourite Yorkist parrot-fancier into raptures
but I found it strange - nostalgic and nauseating in equal measure. Of 48 printed pages, 20.2 pages are advertising! These include adverts for ice cream, rum, 3 types of beer and "Goldwell Drinks for Girls" (which make Al Murray's pub landlord look civilised 
). There are also advertisements for the zoo's advertising agent, badge supplier, butcher, butter merchant, electrical contractor, fishmonger, glazier, nurserymen, plumber etc and the rear cover advertises the guide's printers. The last 6 pages are advertorials about Belle Vue's other attractions - the funfair, speedway and the Kings Hall. There are also small photos of celebrities including Douglas Fairbanks Jr with a python and Morecambe & Wise at the chimps tea party. The information about the animals is minimal.
An odd late survival is Paignton's guidebook from 1983 with two tigers on the cover (although its style looks very old-fashioned for that date). It has 52 printed pages and the covers, inside front and rear, and outside rear are tasteful advertisements for Kents Cavern in Torquay, Dennis Local Postcards and Babbacombe Model Village.
I think that this Paignton guide got the balance right. A few well-styled advertisements for local attractions and services seems quite appropriate, particularly for a zoo which attracts a lot of holidaymakers. This might be a possible model for the future - although perhaps it would be more contemporary to ask local companies to sponsor the guidebook, rather than selling them advertising space.
Alan
I found that my previous idea was largely correct. I have guidebooks from 21 zoos containing no advertising at all. These include the long established collections at Bristol, Regents Park and Whipsnade and also the newly opened ones at Blackpool, Cotswold, the Curraghs, Knowsley and Marwell. All the bird gardens were also in this category, including Birdland, Birdworld, Flamingo Gardens, Rode and Stagsden.
However as other members have noticed, I was wrong in a few cases: I found four zoos with advertisements in their guidebooks.
Dudley was interesting because my first guide from 1973 has 'Cuddles' the killer whale on the cover . It comprises 56 printed pages, mostly black and white, including the covers and fold-out map, with 11 pages of advertisements. These included pages for Flamingo Park and for Scotia group, which owned both Dudley and Flamingo Park. Most of the others were for local businesses. On the other hand I think my second Dudley guidebook is from 1974 as it includes 'Cuddles', but has elephants on the cover: it is larger format and is printed in full colour, but only has 16 pages and contains no advertising.
Similarly the Chessington guide from 1972 with giraffes on the cover, cost 10p, has 44 printed pages with 9.5 pages of adverts. The 1976 edition, 15p, with penguins on the cover has only 20 pages, with only 2 adverts on the inside covers - for an insurance company (a continuation from 1972) and for JACOBEAN BANQVETS (sic) at Burnt Stub Mansion in the zoo.
But the 1973 Belle Vue guide takes the prize - it may be the edition that Pertinax has mentioned already. It might send our favourite Yorkist parrot-fancier into raptures
but I found it strange - nostalgic and nauseating in equal measure. Of 48 printed pages, 20.2 pages are advertising! These include adverts for ice cream, rum, 3 types of beer and "Goldwell Drinks for Girls" (which make Al Murray's pub landlord look civilised ). There are also advertisements for the zoo's advertising agent, badge supplier, butcher, butter merchant, electrical contractor, fishmonger, glazier, nurserymen, plumber etc and the rear cover advertises the guide's printers. The last 6 pages are advertorials about Belle Vue's other attractions - the funfair, speedway and the Kings Hall. There are also small photos of celebrities including Douglas Fairbanks Jr with a python and Morecambe & Wise at the chimps tea party. The information about the animals is minimal. An odd late survival is Paignton's guidebook from 1983 with two tigers on the cover (although its style looks very old-fashioned for that date). It has 52 printed pages and the covers, inside front and rear, and outside rear are tasteful advertisements for Kents Cavern in Torquay, Dennis Local Postcards and Babbacombe Model Village.
I think that this Paignton guide got the balance right. A few well-styled advertisements for local attractions and services seems quite appropriate, particularly for a zoo which attracts a lot of holidaymakers. This might be a possible model for the future - although perhaps it would be more contemporary to ask local companies to sponsor the guidebook, rather than selling them advertising space.
Alan
The final nail in viability the smartphone app as an alternative to a guidebook is battery power. My iPhone would not last a day of being used as a guidebook, together with everything else. I'd be reaching for the jolt charger, again.
And, as a poster has already pointed out, how many visitors are really going to have a smartphone, and have it preloaded with the app?
The Chester App is rubbish by the way. Very shallow.
I can't believe guidebooks aren't financially viable, as nobody would produce them is that was the case. Those that opt out are missing a valuable education opportunity too.
And, as a poster has already pointed out, how many visitors are really going to have a smartphone, and have it preloaded with the app?
The Chester App is rubbish by the way. Very shallow.
I can't believe guidebooks aren't financially viable, as nobody would produce them is that was the case. Those that opt out are missing a valuable education opportunity too.
Unfortunately I am going to defend Chester Zoo here and say it's only as good as the people imputing in to it.
I have many old Dudley Zoo guide books and most are full of adverts but after going through them again I actually found them very interesting if just to see how things have changed (adverts and the zoo itself)
sooty mangabey
Well-Known Member
But they are hired by zoo to do the job! If they are poor, that is the fault of the zoo. It rather points to the lack of real effort in this area – as discussed above. If people cared about it, and thought it important, it would be done well. That it is not done well points to the fact that it is not held as a priority.
Generally guidebooks can be financially viable, if done right.
But I think most zoos feel that they are "old fashioned" these days, there is a perception that the public don`t particularly want, or need, guidebooks anymore, and there maybe an element of truth in that?
I also think that it is any excuse to save a bit of money, a bit like the old annual reports most larger zoos used to produce, some still produce an on-line version, but where guidebooks are concerned there wouldn`t be much point in producing an on-line guidebook. And most zoo websites fulfil that function in various other ways, so it`s all about cost- cutting!
But I think most zoos feel that they are "old fashioned" these days, there is a perception that the public don`t particularly want, or need, guidebooks anymore, and there maybe an element of truth in that?
I also think that it is any excuse to save a bit of money, a bit like the old annual reports most larger zoos used to produce, some still produce an on-line version, but where guidebooks are concerned there wouldn`t be much point in producing an on-line guidebook. And most zoo websites fulfil that function in various other ways, so it`s all about cost- cutting!
gentle lemur;928748c said:
Oh dear, Cuddles had died in February 1974, so that would have scuppered the guidebook. As he had been for sale for a while it is possibly odd he was in it anyway. The one with Cuddles on the front is the last of three I have from that era (the first one has an advertisement for the recently opened Dudley offshoot Birmingham Zoo), and I think they are good guides, with the advertisements adding to the flavour of the place, especially when read again today.
But the 1973 Belle Vue guide takes the prize - it may be the edition that Pertinax has mentioned already. It might send our favourite Yorkist parrot-fancier into raptures
Is that me? "Favourite" may discount me though! Unfortunatley I never visited Belle Vue, and the two guides I have from there (I know I posted some scans of one of them, but I do not remember if I posted some from the other as well, maybe not) were kindly given to me by Clin Keeling.
None otherWho else could it be?
Alan
As I said, I thought the "favourite" may have ruled me out!!
I thought that I had to choose between the adjectives 'favourite' and 'only' - so I made the positive and friendly choice
I looked at the images of the Belle Vue guidebook in the Gallery. Some of the pages are the same as mine and I spotted the little photo of Morecambe & Wise & the chimps beside the map.
Alan
I thought that I had to choose between the adjectives 'favourite' and 'only' - so I made the positive and friendly choice
That's very kind of you.