Celebrating half a century of guiding travelers through the vast landscape of Texas, Texas Highways magazine has reached a milestone anniversary and is rolling out a revamped look in its July/Aug 2024 issue. The magazine, which began in 1953 as an in-house bulletin for the State Highway Department employees, has since transformed into the quintessential guide for Texas exploration, according to the Texas Department of Transportation.
What we currently know as Texas Highways first hit stands in 1974, though it's been around since 1959 under the same name, following a shift in state policy that allowed the promotion of tourism. Tourism became a large-scale economic endeavor and state officials turned their gaze to marketing Texas as a notable travel destination. Andrea Lin, director of the Travel Publications Section of the Travel Information Division, said "That was a time when state officials started recognizing Texas as a marketable travel destination," in a statement released by the publication. By 1977, the magazine had cultivated a national audience, boasting subscribers across all 50 states, and an international presence spanning 48 countries.
Emily Stone, the current editor-in-chief of Texas Highways, mentioned the magazine's diverse subscriptions and points out that they "still have subscribers in every state," indicating both a national and international interest in the Texan way of life, culture, and attractions. This reader loyalty is complemented by trust, as Texas Highways is seen as a reliable source. "We’re very protective of the trust of our readers,” Lin pointed out, noting that the publication earns high marks for credibility in reader surveys.
With a monthly readership of 292,000 in print and a reach that extends to 14 million annually across various platforms, the influence of Texas Highways is pervasive. It's a publication that not only speaks of Texan culture and vibrancy but also contributes significantly to its economic pulse. Last year's travel spending in Texas hit $94.8 billion, with a sizable projected economic impact— a vivid testament to the enduring draw of Texas, Lin touted in the interview. The magazine’s upcoming special double issue has also set new records for the Travel Division in advertising revenue.
Recognition has extended to the publishing world as well; in 2021, Texas Highways was nominated for a National Magazine Award, an honor shared by giants like The Economist and The New Yorker. Moreover, one of its stories was selected for The Best American Magazine Writing 2022. With the recent launch of its new design, the publication is set on a continued path of evolution, seeking to bridge the legacy of the past with the innovations of the future.
