How to Retire Without Money
BEST PLACES TO RETIRE: AUSTRIA (page 12)
CASE HISTORY No. 3. The best local guide of its type I have seen in Europe is that of Dorothy McGuigan who puts out a hard cover book entitled Vienna Today and sells it for about $1.75 on every newsstand and in every book shop of Vienna. It's a beautiful job and a new edition is published each year. A tourist in Vienna would be foolish not to buy a copy his first day in town.I have covered other guides in this book so will not go into detail with Miss McGuigan's other than to mention the items in which she differs from Trimm's Guide to Majorca and Art Buchwald's Paris After Dark.
For one thing, this is a book rather than a pamphlet and the charge is consequently higher. It is also more thorough than any of the others, containing in all 225 pages of text and illustrations and then, in the back, a supplement of more than fifty pages of ads. Yes, I said fifty pages. Every tourist business in town seems anxious to get into Dorothy McGuigan's book, some of them even run full page ads in color.
There's no mystery why they want into the ad section of her book since it makes no bones about writing up in the text those restaurants, hotels, shops, nightclubs and other businesses that advertise with her. I have a sneaking suspicion that the rates she charges aren't particularly low. Certainly they shouldn't be because she really delivers in circulation among the high spending American tourists.
I would estimate that it costs Dorothy McGuigan something less than .25 to print Vienna Today. And the ads alone must total up to several thousand dollars. She had been bringing out new editions yearly since 1951, and each year, of course, the advertisers must renew.
It looks like a gold mine to me and why this isn't being done in more tourist cities is a mystery. Athens for one, Madrid for another, Lisbon for another, Copenhagen for another, Amsterdam, Brussels, Nice, Monte Carlo. There are a multitude of tourist cities where it would go over with a bang.
For further information check what I've said on guides under the chapters devoted to Spain and France.
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