RG drops 'confusing' name on new series

Rough Guides is to publish a new series of pocket guides next year under the name "Directions". The series, aimed at those taking a weekend break, will be launched in May 2004 with guides to Athens, Lisbon, London, Paris, San Francisco and Venice.

The Rough Guides name will not feature on the front covers of the new guides, following a market research study conducted by the publisher. The study found that those who were unfamiliar with the brand—a factor in the US market in particular—were put off by the suggestion of uncomfortable travel. "The word 'rough' confuses some people," marketing director Richard Trillo says.

The Directions guides will be light on text and heavy on pictures, with full-colour sections. As a unique feature, each will include an e-book CD containing the full contents of the book in the three available formats, Adobe E-book, Microsoft Reader and Palm.

Publication will be supported with an advertising campaign and instore p.o.s.