March 20, 2025 • 32 mins
What's it like to spend over two decades telling the world's most captivating travel stories? Amy Alipio's journey from aspiring journalist to managing editor of National Geographic Traveler offers rare insight into the ever-evolving world of travel journalism.
Amy never expected to become a travel editor or to interview Dolly Parton about conservation in the Smoky Mountains. Like many successful journalists, she discovered her path through exploration—studying broadcast journalism in Canada, working at an English newspaper in Budapest, and honing her skills at WHERE Washington before landing her dream job at National Geographic. Despite receiving an initial rejection letter, persistence and specialized experience eventually opened the door to what would become a 23-year career at one of the world's most prestigious media brands.
Throughout our conversation, Amy reveals the profound transformation of travel media—from the golden age of print magazines to digital storytelling and social media integration. She candidly shares how staffing went from robust teams of editors, fact-checkers, and designers to small crews producing the same quality content with fewer resources. When she was laid off after more than two decades, Amy embraced the change, returning to her freelance roots with newfound freedom and flexibility.
The most compelling moments in our discussion come from Amy's personal travel revelations—like the unexpected connection she felt in French Polynesia that led to a meaningful tattoo spanning her forearm, symbolizing her role as a mother, traveler and guide. Her approach to travel writing focuses on genuine curiosity and cultural immersion rather than marketing destinations, underscoring the vital distinction between journalism and promotion.
Whether you're an aspiring travel writer, a PR professional looking to collaborate with journalists or simply someone who dreams of exploring the world's most fascinating places, Amy's insights will forever change how you read travel stories. Listen now to discover how the best travel narratives come to life and why authenticity matters more than ever in an increasingly connected world.
Connect with Amy:
Instagram: https://www.instagram.com/amyalipio/?hl=en
LinkedIN: https://www.linkedin.com/in/amy-alipio-549988/
Check out her tattoo here: https://www.instagram.com/p/BPbYvOcj9Nu/
Thank you for listening! Please take a moment to rate, review and subscribe to the Media in Minutes podcast here or anywhere you get your podcasts: https://podcasts.apple.com/us/podcast/media-in-minutes/id1555710662
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Angela Tuell (00:05):
Welcome to Media in Minutes.
This is your host, Angela Tuell.
This podcast features in-depthinterviews with those who report
on the world around us.
They share everything fromtheir favorite stories to what
happened behind the lens andgive us a glimpse into their
world From our studio here atCommunications Redefined.
This is Media in Minutes.
In today's episode, we aretalking with Amy Alipio as an
(00:32):
award-winning travel editor andwriter at National Geographic.
For 23 years, amy illuminatedsome of the world's most
beautiful destinations.
She helped produce stories onplaces from the Arctic to
Zanzibar and has written abouthidden civil war stories in
Gettysburg, king Charles II'sconnection with Transylvania and
hiking in Wales.
(00:53):
While at National Geographic,amy managed their signature
franchise, the annual Best ofthe World list, and won an
American Society of MagazineEditors Award for the best
illustrated story.
Amy is now a freelance writer,editor and content strategist
and lives in the Washington DCarea.
Hi, amy, thanks for joining ustoday.
Thanks so much for asking me.
Amy Alipio (01:14):
Angela.
Angela Tuell (01:15):
Yes, I'm excited to share your story.
I must know did you always wantto be a journalist?
Amy Alipio (01:23):
Well, you know, I have Asian parents, so in the
beginning I think I tried to bea good Asian daughter and told
everyone I was going to be adoctor.
But I think I eventuallyadmitted to myself that what I
really loved was writing andreading.
And so then I did focus onjournalism as the thing that you
know would make me money and assomeone whose skills were
(01:44):
writing and reading.
But you know, I have to saythat I only had a vague idea of
what that meant, and it was onlylike the experience of going
through journalism school andthose first years out of
journalism school that I startedto like hone my idea of my goal
, of what I could or I wanted todo.
Angela Tuell (02:04):
Right, so you actually went to college for
journalism then.
Yeah, yeah.
Amy Alipio (02:08):
So, for example, my I got a master's in journalism
and my degree is actually inbroadcast at Carleton University
in Ottawa, and I think Ifocused on that because it was
not as known to me as printjournalism.
Like I figured like, oh, I knowprint and I didn't know
broadcast.
So you know, I learned abouthow to make radio stories and TV
stories.
You know, what I remember islike they had to be a minute 30.
(02:30):
Is that right?
Angela Tuell (02:32):
I know you're shorter now, right.
Amy Alipio (02:34):
And I learned how to do stand ups, which I'm sure
you all know about, but Iremember, oh my God, I remember
doing a stand up outside insubzero weather in Ottawa.
It was like totally freezingout, and you know how it is
right.
You know you have to like talkand like my mouth like just not
form the words after a whilebecause it was so cold and so
(02:56):
like I didn't nail it on thefirst try.
So I tried to do it again.
You know the words that Ineeded to say.
And then, but my mouth likejust progressively, just could
not get around the words, andI'm sure you know exactly what I
mean.
Angela Tuell (03:08):
yes, but yeah, that was one time.
I will just never forget so didthat tell you you didn't want
to go to broadcast.
Amy Alipio (03:14):
That was definitely one of the experiences that
convinced me that I wasn't meantto do broadcast.
That was one of them.
But I think I also realizedthat you know, you know I suck
at stand-ups.
I'd call props to you, likesomeone like you who could talk
on off the top of your headwhile looking into a camera or a
mic, because that is so hard.
And then I also realized that Iwasn't so interested in news
(03:35):
reporting.
Like I didn't want to have toask someone what their reaction
was to you know, their loved onedying tragically in an accident
, or like even being at a pressconference and and reporting
what was to you know, theirloved one dying tragically in an
accident, or like even being ata press conference and and
reporting what was said.
I mean, and I think all that'sso important, news reporting is
absolutely essential, especiallyto a democracy, especially now.
(03:55):
But I found that I was notinterested in that so much as
like the context reporting, likecultural reporting or like
feature reporting you know,narratives.
So from there I startedfocusing on that type of
journalism.
Angela Tuell (04:10):
Okay, and that was great to learn going through
school to really narrow it down.
Amy Alipio (04:15):
Yeah, and I think that's really the takeaway for
you know, anyone listening whomight be considering a career in
journalism is that you know youmight not know exactly right
away what you want to do, butthe journey is about like trying
things and then discarding thatif it doesn't work, and then
you kind of keep narrowing downto what you really want to do
and what you're best at and youonly get.
You only know that really Ithink a lot of people don't know
(04:36):
what they want to do.
You only really get that fromlike trying it and so I feel
that now you know, yeah, that'sI've always told.
Angela Tuell (04:47):
I mean my kids are still younger, but the
internships and job shadowingand all of that is the most
important.
So you can really determinewhat you like to do and what you
think you.
You know what you think youwant to do.
I know and.
Amy Alipio (04:57):
I think, exactly nowadays, like a lot of kids,
like my kids, don't exactly knowwhat they want to do and a lot
of kids don't because you don'treally know like all the stuff
that's out there that you can do, like even like being an editor
, I don't think I even knew whatan editor was right as a kid.
You know what does an editor do.
I knew, like being a journalist, I knew about you know people
who's a broadcast anchor, but Ididn't know editor and I didn't
(05:20):
know that you could, that couldbe a job, or that being travel
writing could be a job.
Angela Tuell (05:25):
Yes, yes, it seems too good to be true, right?
Amy Alipio (05:28):
I know right.
Angela Tuell (05:29):
I was fascinated to learn that you attended
college in England, canada, andhave lived in Budapest, so you
have to tell us a little bitmore about this.
Amy Alipio (05:45):
Yeah, well, so I did go to, did my undergrad in
England, did my master's injournalism in Canada and then,
like, after I graduated, I livedin Budapest, worked at an
English language news weekly inBudapest and you know really all
of those places.
I have such like great and fondmemories of all.
But I think for me, like beingin England, as an English major
and a theater lover, was like Ihave ascended you know it was
like.
I was like bookworm nir.
(06:06):
I mean there was Shakespeareand Stratford and you know Jane
Austen and Dickens and that wasjust like the, the old, old
dudes.
You know all the contemporarystuff, like you know Bridget
Jones and Ian McEwan and so manythings and like so to this day
I am like a huge and shamelessAnglophile and London is my
(06:26):
go-to city.
But when I was living inBudapest that was kind of my
first time living and likeworking somewhere, because of
course in England and Canada Iwas going to school.
So being in Budapest and havingto to work there, just doing
all the like the daily mundanethings, was also just really eye
(06:48):
opening.
Like you know paying a bill atthe post office or you know
picking up a pay paycheck andyou know it had to be in cash
because you know that kind ofthing.
So yeah, yeah.
How'd you choose Budapest?
Oh, so my then boyfriend, nowhusband, is Hungarian, from,
from actually Transylvania,which is in Romania, but it used
(07:11):
to be part of Austria-Hungarybefore World War One, so yeah,
so that's where he was from.
So I just kind of thought I'dgo hang out in Hungary, where he
had gone back to to help outhis family business and yeah.
So I just kind of followed himthere, but I wanted to make sure
also that I was learning stuff,and that's kind of where I
launched my journalism career.
Angela Tuell (07:31):
Okay, so how did you land at National Geographic?
Amy Alipio (07:36):
Um, I wish I could say it was because, like I, was
a globetrotting archaeologistand they offered me a job, like
when I was in the middle of thePeruvian Amazon.
But no, actually I think it wasjust and this is a good story
for young journalists to hear aswell is that, you know, just
kind of the building blocks thatI had built up up to that point
.
So the fact that I had livedabroad, that I had traveled a
(08:00):
lot, that I had worked for atravel magazine before that, and
the funny thing is that Iactually got a rejection letter
from them because, you know, Ihad applied.
Yeah, hr sent me a rejectionletter and I was like, okay,
well, that's too bad, it's likemy dream job.
But then, like, I think maybetwo or three months after that,
(08:20):
I got a call from the managingeditor at National Geographic
Traveler and he said can youcome in and interview?
And so I did.
I interviewed, took an edit test, I had to like, edit a feature,
went through a couple otherrounds of editing and yeah, so
then they finally offered me thejob.
So I guess the takeaway is isthat like, like, if you get an
(08:41):
HR rejection letter, you know,maybe follow up with the actual
person who is at the place youwant to work at, you know
because, like an organization asbig as Nat Geo and of course as
big as a lot of other mediaorganizations, the HR folks
might not know exactly what thatdepartment might need.
Angela Tuell (09:01):
So what did you do before National Geographic?
Amy Alipio (09:05):
So immediately before I was working at a like a
tourist publication called whenWashington, w-h-e-r-e.
Angela Tuell (09:12):
Washington and it was part of a network.
Amy Alipio (09:13):
I think you might have known it.
It used to be a network allover the world.
You know that was actuallywhere Budapest, which is how I
also knew it.
But I worked at whereWashington for a couple years
and that really taught me how tolook at a destination one
destination, washington from alldifferent angles and from a
tourist point of view.
So I think that was actuallyreally helpful in landing the
(09:35):
job at traveler as well, justbecause I was very definitely
focused on, like the readership,the specific readership that
travel is the travelers are andthe skill set of being able to
look at a destination from freshangles, because, you know,
every month at Wear Washingtonwe had to come up with a new
story angle on, you know, dc.
(09:56):
Well, several story angles onDC.
So, yeah, that was greattraining as well.
Angela Tuell (10:02):
Yeah, I remember reading that publication when I
was out there.
You too, I know Right.
Amy Alipio (10:07):
And I don't think it's existing anymore, but it
used to be in all the majorcities.
It was in London, Paris, and itwas a great resource to me when
I was living in Budapest.
Angela Tuell (10:18):
Yes, I'm sure.
And then so with NationalGeographic you spent more than
23 years there, which is alsounusual in the journalism world.
Amy Alipio (10:27):
Say it like that.
That sounds so ancient, I know.
Angela Tuell (10:30):
Although how are you only 25?
Amy Alipio (10:34):
Child prodigy.
Angela Tuell (10:36):
But with the last four, four plus as the managing
editor, could you tell us aboutyour time there and any insight
you can share about thepublication?
Amy Alipio (10:47):
So my time there.
I mean, as I said, you know 23years sounds so awfully long,
but you know, seriously, it didnot feel like 23 years Like I am
grateful for every day I wasthere.
Every day I learned somethingnew about the world.
Like 23 years like I amgrateful for every day.
Every day I learned somethingnew about the world.
The people I got to meet wasamazing.
Angela Tuell (11:06):
Like you know.
Amy Alipio (11:06):
Bob Ballard in the elevator, jane Goodall in the
cafeteria you know that kind ofthing and it's a publication
that so many people have suchgood memories of, you know.
I can't tell you the number oftimes people told me they, you
know they grew up reading it andit sparked their interest in
travel or photography or marinebiology.
So, yeah, it's a great place towork and I'm grateful for every
(11:32):
day there.
Angela Tuell (11:33):
What were you the most proud of while working
there?
Amy Alipio (11:36):
Well, I worked on so many great stories with so many
great writers, like Pico Ayer.
I worked with him on greatstories with so many great
writers, like you know.
Pico Iyer, you know I workedwith him on a story, yo-yo Ma,
he actually did a story for meon Nara in Japan.
So, and also not just thewell-known people but the people
who you know kind of I helpeddiscover.
(12:00):
Yeah, that sounds like, youknow, really self-aggrandizing,
but yeah, I feel like, forexample, there's one writer,
ronan O'Connell.
I kind of noticed he'd beenpitching me for a long time and
one of his pitches, you know,stood out for me and so you know
, I just I, you know got startedworking with him and his
stories were some of the mosttrafficked stories on our site
(12:26):
for the year, like for each year, you know.
And recently he got cold calledby Harper Collins in the U S
and he's based in Australia todo it and to do um, they offered
him a two book um deal, um, twobook deal, kind of like carte
blanche.
He told me, because of the workhe did we did together at Nat
(12:47):
Geo, because they'd seen all thework he was doing at Nat Geo,
the stories he had on our siteand they're like we want you to
do that for these books and youcan do what you want, and so
they kind of like, gave him,like you know, a two book deal
which is like that is unheard of, right, someone cold calling
you, like a publisher coldcalling you.
So when he told me you know it'sbecause of of you recognizing
(13:09):
my work and the work we've donetogether, making you know you
editing it and making thestories you know shine.
So stuff like that I'm proud of.
Angela Tuell (13:18):
What a wonderful accomplishment.
Yes, and what did the role ofmanaging editor really look like
or include?
Amy Alipio (13:25):
Well, managing editor I mean we're very small
staff, so managing editor wasreally kind of just making sure
like the trains run on time.
But because, also being a shortstaff, it was also really
everything from ideating fromthe very beginning, kind of
looking at the big picture, thewhole gamut, you know ideating,
(13:47):
finding the writers, copyediting, doing the last copy
edit and really just making surethe product is as excellent as
it can be, as it should be.
Angela Tuell (14:01):
Yeah, you make it sound like a simple job, but not
at all.
Amy Alipio (14:05):
It was a lot but a lot of it is like making sure
you know that it's a legacy,that's your brand and it and
it's really kind of stewardingthat legacy really, and so
making sure that everything thatgoes out the door when we press
print or when we send it to theprinter, is accurate, you know,
(14:26):
and excellent yeah, yeah, youwere there during the times.
Angela Tuell (14:31):
So much shift in media from you know to to online
, away from print to back toprint to you know so many
changes.
What was that like while you?
Amy Alipio (14:40):
were there.
Yeah, well, it was so funnybecause, like for maybe for the
first, maybe 10 years, I wasthere 15 years like everything
was the same, but theneverything started to change,
maybe in the last, you know,five, 10 years, and that's when,
like literally every year,there was some churn happening,
whether it's like we closed, weretired our print magazine and
went to almost totally digital,but then we did start putting
(15:04):
some travel stories into theflagship National Geographic
magazine and then it was likeyou know, of course, the rise of
social media and that becomingnot just something that happened
on the side but something thatwas really integrated and really
important as another platformfor storytelling.
That is just as important asanything else.
(15:25):
So it really showed me, itreally taught me that you know,
the importance of being flexiblebecause it really was and, of
course, the shrinking of staff.
Like when I started 23 yearsago, it was, I think, there were
like 11 other text editors andyou know, then there was like
several photo editors, there wasseveral researchers who were,
(15:47):
like you know, fact checkers,there were several designers and
when we retired print themagazine print in 2020, right
before the pandemic it wasbasically like me and two other
editors, and one of them waslike the editor in chief and
then like one designer, one, youknow no fact checkers, that
kind of thing.
So the shrinking of the staffwas also significant.
Angela Tuell (16:11):
Yeah, and what are some of your?
I know this is a hard questionand you've mentioned a couple,
but some of your most memorablestories while you were there,
Well, a career high in 2022 wasthe opportunity to interview
Dolly Parton.
Amy Alipio (16:25):
Oh yes, so that was awesome.
It's funny too, because, likethere was a time when, you know,
I have to travel down toDollywood to meet her and it was
kind of like an awkward time, Ithink, or something, and there
was talk of maybe giving it tosomeone else to do the story.
I was like uh-, like I amtotally going out and doing that
story and like I had to like goout and like I knew I knew I
(16:46):
had to like look better than Iusually do.
You're just like in like themost comfortable clothes
possible.
So I actually had to go out andbuy clothes to to be in this
interview with her.
And it's so funny because sheactually did say to me, like I
sat down and she was like, oh, Ilove your top.
And I'm like, oh my god,because Dolly Parton
complimented me, my top, that'samazing.
(17:07):
And it was like a style that Idon't usually wear.
It had like kind of like, um, Idon't know, it's just maybe
more like country, more countryyeah it was.
It didn't have rhinestones, butit had like some other kind of
thing that was kind of like moreWestern and country, yeah, but
anyway, so that was definitelyone, and oh.
(17:28):
The thing about that, though,was that what I was proud of
about that was I took basicallylike a it was a 10 minute like
she was doing, of course, herpress press run, and she was
talking to a bunch ofjournalists, and you know, I
think we had like 10, 15 minuteswith her each, but from that I
(17:48):
was able to do a story that wasabout her, her love of the Smoky
mountains, where she's from andhow she thinks it needs to be
taken care of just the world ingeneral.
She gave me so many great times, like she said, like, um, we
have to be taking care of theworld because of being um, not
taking care of it's like beingugly to your mama and um.
(18:10):
I was just proud that, fromlike 10-15 minutes with her, I
feel like the story that I tookaway wasn't just fluff.
It was actually somethingspecific about you know how she
sees conservation being reallyimportant in the Smokies.
Angela Tuell (18:24):
Yeah, she is such an inspiration all around,
totally.
Amy Alipio (18:27):
I know she's so inspirational.
Angela Tuell (18:29):
So we do need to talk about.
You left National Geographicabout five months ago, but you
do still do freelance work withthem, correct?
Amy Alipio (18:38):
I do freelance as an expedition leader right now,
but yes, the hope is todefinitely do freelance writing
for them as well and hopefullyfreelance editing.
Angela Tuell (18:48):
Okay, so why did you decide to go freelance?
Amy Alipio (18:52):
I mean I feel like okay, well, this is, I was laid
off, so it's not like I meant tothat.
Yeah, but since then, you know,freelance writing is actually,
of course, how I started in thiscareer freelance travel writing
and going back to it isactually kind of a joy to me.
And you know, as an editor Ididn't have a whole lot of time
(19:15):
to do writing Because you'realso, of course, editing and of
course editing is the type ofwriting.
But to do my own stories it wasreally hard.
So, like, for example, thatDolly Parton story I just
mentioned to you, I kind of hadto carve out time to do it on
top of everything else.
So that's why it's a littleharder to do the writing when
you're an editor.
Angela Tuell (19:32):
But, anyway.
Amy Alipio (19:33):
So I am doing freelance now, loving the
opportunity to go back towriting, of course, traveling
more.
So I'm doing work for AFAR,aarp and like freelance editing
too.
So for a travel custom travelpublication, north and Warren.
That does has contracts withlike luxury hotel brands and
(19:58):
hospitality brands to do theircustom publications.
Angela Tuell (20:03):
You know that is something talking about the laid
off part.
It happens to so many people,you know, in the journalism
industry in general.
Amy Alipio (20:10):
It's happening now in our world a lot or very
visible feel, yeah, yeah how wasthat to go through, you know,
after being somewhere that long?
Well, I mean, I feel like insome ways I mean of course it
was a shock and heartbreaking,but also, just as I mentioned to
you all the churn that's beenhappening I in other ways like
(20:30):
also not really surprised, um,with how much much trend's going
on in the in the industry rightnow.
Yeah, yeah.
Angela Tuell (20:39):
So let's talk about how much do you travel.
Now you mentioned travelingmore.
How often are you traveling?
Amy Alipio (20:45):
Well, I still I'm traveling about as much I feel,
just because I have three kids.
So I mean, so travel has alwaysbeen, you know, trying to
squeeze it in in between all thecommitments, family commitments
, and so, of course, when I can,I try to take a kid, just
because it's also veryeducational for them, like I
(21:08):
just did an Antarctic cruise.
I took my 15 year old and hethought it was amazing.
I know right, he just like wasso, um, I feel like it was kind
of transformative for him, butum, yeah, so.
So when we do travel, um, I dotry to take them as I mean, as a
family.
We do a lot of mid Atlantictravel, um, and of course,
(21:28):
travel back to Hungary andRomania, where my husband is
from, and um, and then when Itravel myself, like for work you
know now that I am freelance, Ifeel like I can.
I'm a little more free in a way, to like where I can go and
what I can choose to do.
Angela Tuell (21:47):
Yeah, Speaking of that, how do you feel about, you
know, hosted trips?
Do you have preferences?
What, I guess what do youprefer or not prefer in a hosted
trip?
Amy Alipio (21:59):
I think hosted, of course that individual trips is
the most useful in terms of likeI might already have a story
idea in mind or maybe aconfirmed, you know assignment,
and and being able to travel toget the context and the feel of
something is so much better thanjust phone reporting, which, of
course, is totally possible.
(22:20):
A lot of people do phonereporting, but being able to go
to the place and get the colorand interview people there in
the moment is invaluable.
So that's the type of trip thatI think works is the most
useful.
But also hosted trips that arelike group ones or small group I
do prefer small group are arehelpful in that you get just a
(22:42):
sense of the general context ofa place.
Maybe you don't have a specificstory idea in mind yet, but
you're always like on thelookout when you're there and
some things might pop up likeyou know, just in that Antarctic
trip I was just on somethingthat wasn't really part of the
cruise caught my eye and so, forexample, I'm going to be
(23:03):
pitching that story, you know.
And so things grow out fromthose trips that are super
helpful are super helpful.
Yeah, that's a great point whyfreelancers can't ever guarantee
or say what the story is goingto be, or an angle, because you
don't know until you're there.
Right, exactly, and I do havethis policy that I carried over.
(23:27):
The preserve policy at Nat Geowas that I can't guarantee
coverage, and I think that'sjust really helpful for both
sides.
It's like we're very clear onthe expectations and if they
wanted something specific, thenthat's not for me because you
know then you could hire me as acontent marketer and I'm happy
to do that.
But as a journalist, I, you know, to me it's like, well, I don't
(23:50):
know why, I don't think you canexpect me to just repeat
something that you, you know,you told me the story that you
wanted me to tell, becausethat's not my job.
Angela Tuell (24:00):
Right and not ethical journalism either.
Right?
Do you have any places thathave been the most memorable in
your travels or a place that youthink everyone should visit
once in their life?
Amy Alipio (24:12):
Oh my gosh.
Well, when I did a cruise withAaron Ne Nui to the Marquesas,
which is in French Polynesia, Ithought, you know, there's like
the beautiful palm trees and thebeautiful water, but for some
reason, like I felt thisconnection, this weird
(24:33):
connection with Polynesia, andmaybe it has to do with the fact
that, you know, my parents arefrom the Philippines and there's
that deep, deep blood ties toPolynesia, cause I, you know,
polynesians actually came from,like Southeast Asia, but anyway,
so, out of the blue, I decided,I thought I would get a tattoo
because everyone there has, likethese most gorgeous, like you
(24:55):
know, tattoos that are allsymbolic, tattoos that tell
stories.
And so I was like, so, likefelt just this unusual
connection to the place that Idecided to get a tattoo.
So that's you know that I thinksurprises people because I'm a
suburban Asian mom and you knowto have this and it's not even
(25:16):
little, it's not like a littlebutterfly on my ankle.
It's like the, my whole likefrom my elbow to my wrist on my
left hand.
Angela Tuell (25:23):
Are you kidding?
What did your parents say aboutthat?
Amy Alipio (25:26):
Well, yeah, I mean like I had to ask my kid, I
showed my husband too, andthey're like yeah, do it.
But yeah, I think people aresurprised.
Angela Tuell (25:35):
Yeah, I know that's a great story and one
that you can always bring out.
Amy Alipio (25:40):
And it tells the story of my life too.
So it's actually like thesymbol show that I have three
kids, that I'm a traveler, thatI'm a travel guide, and there's
symbols that are like protection.
Angela Tuell (25:53):
That are yeah.
So yeah, it's really cool.
Do you have a photo anywhere onsocial?
Amy Alipio (25:57):
Yes, on Instagram.
We'll have to find it, yeah.
Angela Tuell (26:00):
Because now I want to know what it looks like.
Amy Alipio (26:03):
Okay, I should have showed you when I saw you.
I know I didn didn't even knowthat, but it was like so cold.
Angela Tuell (26:07):
We were all like, yes, what types of stories do
you prefer, and you know whatare you looking for when being
pitched ideas.
Amy Alipio (26:17):
Personally, I prefer stories that align with some of
my like interest, because Ialways tell upcoming journalists
as well like you know, havesomething that you're interested
in and like, focus on that andbe an expert on it, so people
know to come to you for thattype of story like oh, if you're
a.
Caribbean writer if you're anEastern Europe writer.
So I feel like the types ofstories I prefer, ones that
align with my interests, and sothat would be like both
(26:39):
geographic as well as likegenres.
So personally it would be likeEastern Europe, england I mean
not just not just England butthe UK and then interest in like
culture, art and performingarts, especially a total
performing arts lover, love abig theater geek, so anything
(26:59):
around that, and or anythingaround books, like literature,
like Jane Austen, tours ofsomething or that kind of thing.
Angela Tuell (27:07):
Yeah, those are great to keep in mind.
Amy Alipio (27:10):
So have you ever?
Angela Tuell (27:10):
were you ever in performing arts?
Amy Alipio (27:12):
No, no, well, I've always always been interested in
like the writing side of it, solike writing that play.
I've tried writing plays, butnever like on stage Cause, as I
told you, it's just I stageright.
Angela Tuell (27:26):
And I don't know have you is that is that cause I
feel like broadcast is likeit's very performative yeah.
Yeah, although I have to tellyou I was super comfortable
talking into a camera, but if itwas a very large audience of
you know, hundreds of people notas comfortable, definitely more
nervous, but not nervous at allin front of a camera.
Amy Alipio (27:44):
I don't know what the difference is there but yeah
, see, that's like a skill.
I mean, that's probably thatnatural affinity you have,
because cameras point at me andI just got really awkward.
Angela Tuell (27:55):
And I think that's pretty normal.
I've heard that from a lot ofpeople.
So how can PR professionalsbest help you do your job?
Amy Alipio (28:03):
I think well, on one level, just the general press
releases we get are just, uh,are super helpful, just because
I that sits in my inbox when I'mlooking for any information
around, like very specific as Iget looking for information on
glamping, I just, you know, putglamping in my notes, find that
thing.
I might not, you know, read itwhen I first get it, but it's
there.
So if at some point, um, that'ssomething I you know, that
(28:26):
topic is something that's there.
But also I feel like, veryspecifically, if a PR we have
have a relationship and we canjust kind of riff on things and
then they know about myinterests and can align, like,
if I do go on a trip, they cancraft that itinerary that like
(28:46):
hit.
Some of those interests and andstories have totally um sparked
from that kind of thing where,for example, I um did a trip in
colorado and worked with a prthere and they suggested this
quirky town, uh, leadville,colorado, which like hit all the
like things I mentioned, likequirky history and art, and um
(29:07):
had like a superlative about it,that's it's the highest like
city, actually highest altitudecity in the US.
And so I edited a story and Igot someone to write the story
and I edited, but it turned outto be one of the most trafficked
stories on our site for thatyear.
So, yeah, and it was just youknow the fact that we had been
(29:28):
chatting about it and she knewme and she had the type of thing
.
So I think that the personalconnections are super important,
it's really all aboutrelationships.
Angela Tuell (29:38):
I think so Do you have any pet peeves when it
comes to publicists.
Amy Alipio (29:46):
I guess you know it was going to be saying like some
generic thing, like when theysend generic releases, but you
know I don't mind those nowactually Cause, as I just said,
they, the generic ones, help asmuch as the very specific ones.
And I guess publicists whodon't convey to clients my you
know, kind of like what goes onwith hosted or how it works, how
(30:10):
clients maybe they don'tunderstand, they don't help
clients understand how it workswith travel journalism, that
we're not a marketing arm, youknow.
I think that is kind of a petpeeve.
I've had that happen a coupleof times where you know the
client was upset or somethingyou know and I'm like of course
it's not my job to be amarketing arm and I feel like
(30:33):
that was on the publicist to letthe client know that that's how
things work, you know.
So, that would be my main thing.
Angela Tuell (30:41):
That's a good, that's a good one.
Before we go, I have to askwhat are your goals for the
future, professionally?
Amy Alipio (30:47):
You know I would really love if freelance if
freelance writing and freelanceediting I could do that full
time, because the further I get,from like the nine to five
having to go into the office,and like realizing.
It's going to be really hard ifI get another staff job to have
to go back into the office anddo that nine to five thing
because it's so great to havethe kind of the freedom of
(31:08):
freelance where you know, if Iwanted to take a job, you know,
then I just make it up on theweekend or something, or a
little bit at night.
I actually do a lot of greatwork at night, you know.
So just having more flexiblehours, so yeah.
Angela Tuell (31:21):
Yeah, I always say that.
You know, owning a PR firm, Ihave flexibility too.
I work 60 hours.
It can be whatever 60 hours Iwant from the week.
Amy Alipio (31:30):
Right, exactly, not quite, but you know, yeah, yeah.
Angela Tuell (31:32):
Well, depending on the week, it usually it could
be.
Amy Alipio (31:35):
Well, that's the danger, though right, it's like
you may be always working.
Angela Tuell (31:38):
Yeah, always working.
But it is great to have thatflexibility.
Yeah, how can our listenersconnect with you?
Amy Alipio (31:43):
online.
So I am on X Twitter at Amytravels and Instagram at Amy
Alipio, and those are the bestplaces to connect with me.
Angela Tuell (31:54):
Thank you so much.
This has been so great.
Thank you so much, and it wassuch an honor to talk to you.
That's all for this episode ofmedia and minutes, a podcast by
communications redefined.
Please take a moment to rate,review and subscribe to our show
.
We'd love to hear what youthink.
You can find more atcommunicationsredefinedcom slash
podcast.
I'm your host, Angela Tuell.
(32:16):
Talk to you next time.
Welcome to Media in Minutes.
This is your host, Angela Tuell.
This podcast features in-depthinterviews with those who report
on the world around us.
They share everything fromtheir favorite stories to what
happened behind the lens andgive us a glimpse into their
world From our studio here atCommunications Redefined.
This is Media in Minutes.
In today's episode, we aretalking with Amy Alipio as an
(00:32):
award-winning travel editor andwriter at National Geographic.
For 23 years, amy illuminatedsome of the world's most
beautiful destinations.
She helped produce stories onplaces from the Arctic to
Zanzibar and has written abouthidden civil war stories in
Gettysburg, king Charles II'sconnection with Transylvania and
hiking in Wales.
(00:53):
While at National Geographic,amy managed their signature
franchise, the annual Best ofthe World list, and won an
American Society of MagazineEditors Award for the best
illustrated story.
Amy is now a freelance writer,editor and content strategist
and lives in the Washington DCarea.
Hi, amy, thanks for joining ustoday.
Thanks so much for asking me.
Amy Alipio (01:14):
Angela.
Angela Tuell (01:15):
Yes, I'm excited to share your story.
I must know did you always wantto be a journalist?
Amy Alipio (01:23):
Well, you know, I have Asian parents, so in the
beginning I think I tried to bea good Asian daughter and told
everyone I was going to be adoctor.
But I think I eventuallyadmitted to myself that what I
really loved was writing andreading.
And so then I did focus onjournalism as the thing that you
know would make me money and assomeone whose skills were
(01:44):
writing and reading.
But you know, I have to saythat I only had a vague idea of
what that meant, and it was onlylike the experience of going
through journalism school andthose first years out of
journalism school that I startedto like hone my idea of my goal
, of what I could or I wanted todo.
Angela Tuell (02:04):
Right, so you actually went to college for
journalism then.
Yeah, yeah.
Amy Alipio (02:08):
So, for example, my I got a master's in journalism
and my degree is actually inbroadcast at Carleton University
in Ottawa, and I think Ifocused on that because it was
not as known to me as printjournalism.
Like I figured like, oh, I knowprint and I didn't know
broadcast.
So you know, I learned abouthow to make radio stories and TV
stories.
You know, what I remember islike they had to be a minute 30.
(02:30):
Is that right?
Angela Tuell (02:32):
I know you're shorter now, right.
Amy Alipio (02:34):
And I learned how to do stand ups, which I'm sure
you all know about, but Iremember, oh my God, I remember
doing a stand up outside insubzero weather in Ottawa.
It was like totally freezingout, and you know how it is
right.
You know you have to like talkand like my mouth like just not
form the words after a whilebecause it was so cold and so
(02:56):
like I didn't nail it on thefirst try.
So I tried to do it again.
You know the words that Ineeded to say.
And then, but my mouth likejust progressively, just could
not get around the words, andI'm sure you know exactly what I
mean.
Angela Tuell (03:08):
yes, but yeah, that was one time.
I will just never forget so didthat tell you you didn't want
to go to broadcast.
Amy Alipio (03:14):
That was definitely one of the experiences that
convinced me that I wasn't meantto do broadcast.
That was one of them.
But I think I also realizedthat you know, you know I suck
at stand-ups.
I'd call props to you, likesomeone like you who could talk
on off the top of your headwhile looking into a camera or a
mic, because that is so hard.
And then I also realized that Iwasn't so interested in news
(03:35):
reporting.
Like I didn't want to have toask someone what their reaction
was to you know, their loved onedying tragically in an accident
, or like even being at a pressconference and and reporting
what was to you know, theirloved one dying tragically in an
accident, or like even being ata press conference and and
reporting what was said.
I mean, and I think all that'sso important, news reporting is
absolutely essential, especiallyto a democracy, especially now.
(03:55):
But I found that I was notinterested in that so much as
like the context reporting, likecultural reporting or like
feature reporting you know,narratives.
So from there I startedfocusing on that type of
journalism.
Angela Tuell (04:10):
Okay, and that was great to learn going through
school to really narrow it down.
Amy Alipio (04:15):
Yeah, and I think that's really the takeaway for
you know, anyone listening whomight be considering a career in
journalism is that you know youmight not know exactly right
away what you want to do, butthe journey is about like trying
things and then discarding thatif it doesn't work, and then
you kind of keep narrowing downto what you really want to do
and what you're best at and youonly get.
You only know that really Ithink a lot of people don't know
(04:36):
what they want to do.
You only really get that fromlike trying it and so I feel
that now you know, yeah, that'sI've always told.
Angela Tuell (04:47):
I mean my kids are still younger, but the
internships and job shadowingand all of that is the most
important.
So you can really determinewhat you like to do and what you
think you.
You know what you think youwant to do.
I know and.
Amy Alipio (04:57):
I think, exactly nowadays, like a lot of kids,
like my kids, don't exactly knowwhat they want to do and a lot
of kids don't because you don'treally know like all the stuff
that's out there that you can do, like even like being an editor
, I don't think I even knew whatan editor was right as a kid.
You know what does an editor do.
I knew, like being a journalist, I knew about you know people
who's a broadcast anchor, but Ididn't know editor and I didn't
(05:20):
know that you could, that couldbe a job, or that being travel
writing could be a job.
Angela Tuell (05:25):
Yes, yes, it seems too good to be true, right?
Amy Alipio (05:28):
I know right.
Angela Tuell (05:29):
I was fascinated to learn that you attended
college in England, canada, andhave lived in Budapest, so you
have to tell us a little bitmore about this.
Amy Alipio (05:45):
Yeah, well, so I did go to, did my undergrad in
England, did my master's injournalism in Canada and then,
like, after I graduated, I livedin Budapest, worked at an
English language news weekly inBudapest and you know really all
of those places.
I have such like great and fondmemories of all.
But I think for me, like beingin England, as an English major
and a theater lover, was like Ihave ascended you know it was
like.
I was like bookworm nir.
(06:06):
I mean there was Shakespeareand Stratford and you know Jane
Austen and Dickens and that wasjust like the, the old, old
dudes.
You know all the contemporarystuff, like you know Bridget
Jones and Ian McEwan and so manythings and like so to this day
I am like a huge and shamelessAnglophile and London is my
(06:26):
go-to city.
But when I was living inBudapest that was kind of my
first time living and likeworking somewhere, because of
course in England and Canada Iwas going to school.
So being in Budapest and havingto to work there, just doing
all the like the daily mundanethings, was also just really eye
(06:48):
opening.
Like you know paying a bill atthe post office or you know
picking up a pay paycheck andyou know it had to be in cash
because you know that kind ofthing.
So yeah, yeah.
How'd you choose Budapest?
Oh, so my then boyfriend, nowhusband, is Hungarian, from,
from actually Transylvania,which is in Romania, but it used
(07:11):
to be part of Austria-Hungarybefore World War One, so yeah,
so that's where he was from.
So I just kind of thought I'dgo hang out in Hungary, where he
had gone back to to help outhis family business and yeah.
So I just kind of followed himthere, but I wanted to make sure
also that I was learning stuff,and that's kind of where I
launched my journalism career.
Angela Tuell (07:31):
Okay, so how did you land at National Geographic?
Amy Alipio (07:36):
Um, I wish I could say it was because, like I, was
a globetrotting archaeologistand they offered me a job, like
when I was in the middle of thePeruvian Amazon.
But no, actually I think it wasjust and this is a good story
for young journalists to hear aswell is that, you know, just
kind of the building blocks thatI had built up up to that point
.
So the fact that I had livedabroad, that I had traveled a
(08:00):
lot, that I had worked for atravel magazine before that, and
the funny thing is that Iactually got a rejection letter
from them because, you know, Ihad applied.
Yeah, hr sent me a rejectionletter and I was like, okay,
well, that's too bad, it's likemy dream job.
But then, like, I think maybetwo or three months after that,
(08:20):
I got a call from the managingeditor at National Geographic
Traveler and he said can youcome in and interview?
And so I did.
I interviewed, took an edit test, I had to like, edit a feature,
went through a couple otherrounds of editing and yeah, so
then they finally offered me thejob.
So I guess the takeaway is isthat like, like, if you get an
(08:41):
HR rejection letter, you know,maybe follow up with the actual
person who is at the place youwant to work at, you know
because, like an organization asbig as Nat Geo and of course as
big as a lot of other mediaorganizations, the HR folks
might not know exactly what thatdepartment might need.
Angela Tuell (09:01):
So what did you do before National Geographic?
Amy Alipio (09:05):
So immediately before I was working at a like a
tourist publication called whenWashington, w-h-e-r-e.
Angela Tuell (09:12):
Washington and it was part of a network.
Amy Alipio (09:13):
I think you might have known it.
It used to be a network allover the world.
You know that was actuallywhere Budapest, which is how I
also knew it.
But I worked at whereWashington for a couple years
and that really taught me how tolook at a destination one
destination, washington from alldifferent angles and from a
tourist point of view.
So I think that was actuallyreally helpful in landing the
(09:35):
job at traveler as well, justbecause I was very definitely
focused on, like the readership,the specific readership that
travel is the travelers are andthe skill set of being able to
look at a destination from freshangles, because, you know,
every month at Wear Washingtonwe had to come up with a new
story angle on, you know, dc.
(09:56):
Well, several story angles onDC.
So, yeah, that was greattraining as well.
Angela Tuell (10:02):
Yeah, I remember reading that publication when I
was out there.
You too, I know Right.
Amy Alipio (10:07):
And I don't think it's existing anymore, but it
used to be in all the majorcities.
It was in London, Paris, and itwas a great resource to me when
I was living in Budapest.
Angela Tuell (10:18):
Yes, I'm sure.
And then so with NationalGeographic you spent more than
23 years there, which is alsounusual in the journalism world.
Amy Alipio (10:27):
Say it like that.
That sounds so ancient, I know.
Angela Tuell (10:30):
Although how are you only 25?
Amy Alipio (10:34):
Child prodigy.
Angela Tuell (10:36):
But with the last four, four plus as the managing
editor, could you tell us aboutyour time there and any insight
you can share about thepublication?
Amy Alipio (10:47):
So my time there.
I mean, as I said, you know 23years sounds so awfully long,
but you know, seriously, it didnot feel like 23 years Like I am
grateful for every day I wasthere.
Every day I learned somethingnew about the world.
Like 23 years like I amgrateful for every day.
Every day I learned somethingnew about the world.
The people I got to meet wasamazing.
Angela Tuell (11:06):
Like you know.
Amy Alipio (11:06):
Bob Ballard in the elevator, jane Goodall in the
cafeteria you know that kind ofthing and it's a publication
that so many people have suchgood memories of, you know.
I can't tell you the number oftimes people told me they, you
know they grew up reading it andit sparked their interest in
travel or photography or marinebiology.
So, yeah, it's a great place towork and I'm grateful for every
(11:32):
day there.
Angela Tuell (11:33):
What were you the most proud of while working
there?
Amy Alipio (11:36):
Well, I worked on so many great stories with so many
great writers, like Pico Ayer.
I worked with him on greatstories with so many great
writers, like you know.
Pico Iyer, you know I workedwith him on a story, yo-yo Ma,
he actually did a story for meon Nara in Japan.
So, and also not just thewell-known people but the people
who you know kind of I helpeddiscover.
(12:00):
Yeah, that sounds like, youknow, really self-aggrandizing,
but yeah, I feel like, forexample, there's one writer,
ronan O'Connell.
I kind of noticed he'd beenpitching me for a long time and
one of his pitches, you know,stood out for me and so you know
, I just I, you know got startedworking with him and his
stories were some of the mosttrafficked stories on our site
(12:26):
for the year, like for each year, you know.
And recently he got cold calledby Harper Collins in the U S
and he's based in Australia todo it and to do um, they offered
him a two book um deal, um, twobook deal, kind of like carte
blanche.
He told me, because of the workhe did we did together at Nat
(12:47):
Geo, because they'd seen all thework he was doing at Nat Geo,
the stories he had on our siteand they're like we want you to
do that for these books and youcan do what you want, and so
they kind of like, gave him,like you know, a two book deal
which is like that is unheard of, right, someone cold calling
you, like a publisher coldcalling you.
So when he told me you know it'sbecause of of you recognizing
(13:09):
my work and the work we've donetogether, making you know you
editing it and making thestories you know shine.
So stuff like that I'm proud of.
Angela Tuell (13:18):
What a wonderful accomplishment.
Yes, and what did the role ofmanaging editor really look like
or include?
Amy Alipio (13:25):
Well, managing editor I mean we're very small
staff, so managing editor wasreally kind of just making sure
like the trains run on time.
But because, also being a shortstaff, it was also really
everything from ideating fromthe very beginning, kind of
looking at the big picture, thewhole gamut, you know ideating,
(13:47):
finding the writers, copyediting, doing the last copy
edit and really just making surethe product is as excellent as
it can be, as it should be.
Angela Tuell (14:01):
Yeah, you make it sound like a simple job, but not
at all.
Amy Alipio (14:05):
It was a lot but a lot of it is like making sure
you know that it's a legacy,that's your brand and it and
it's really kind of stewardingthat legacy really, and so
making sure that everything thatgoes out the door when we press
print or when we send it to theprinter, is accurate, you know,
(14:26):
and excellent yeah, yeah, youwere there during the times.
Angela Tuell (14:31):
So much shift in media from you know to to online
, away from print to back toprint to you know so many
changes.
What was that like while you?
Amy Alipio (14:40):
were there.
Yeah, well, it was so funnybecause, like for maybe for the
first, maybe 10 years, I wasthere 15 years like everything
was the same, but theneverything started to change,
maybe in the last, you know,five, 10 years, and that's when,
like literally every year,there was some churn happening,
whether it's like we closed, weretired our print magazine and
went to almost totally digital,but then we did start putting
(15:04):
some travel stories into theflagship National Geographic
magazine and then it was likeyou know, of course, the rise of
social media and that becomingnot just something that happened
on the side but something thatwas really integrated and really
important as another platformfor storytelling.
That is just as important asanything else.
(15:25):
So it really showed me, itreally taught me that you know,
the importance of being flexiblebecause it really was and, of
course, the shrinking of staff.
Like when I started 23 yearsago, it was, I think, there were
like 11 other text editors andyou know, then there was like
several photo editors, there wasseveral researchers who were,
(15:47):
like you know, fact checkers,there were several designers and
when we retired print themagazine print in 2020, right
before the pandemic it wasbasically like me and two other
editors, and one of them waslike the editor in chief and
then like one designer, one, youknow no fact checkers, that
kind of thing.
So the shrinking of the staffwas also significant.
Angela Tuell (16:11):
Yeah, and what are some of your?
I know this is a hard questionand you've mentioned a couple,
but some of your most memorablestories while you were there,
Well, a career high in 2022 wasthe opportunity to interview
Dolly Parton.
Amy Alipio (16:25):
Oh yes, so that was awesome.
It's funny too, because, likethere was a time when, you know,
I have to travel down toDollywood to meet her and it was
kind of like an awkward time, Ithink, or something, and there
was talk of maybe giving it tosomeone else to do the story.
I was like uh-, like I amtotally going out and doing that
story and like I had to like goout and like I knew I knew I
(16:46):
had to like look better than Iusually do.
You're just like in like themost comfortable clothes
possible.
So I actually had to go out andbuy clothes to to be in this
interview with her.
And it's so funny because sheactually did say to me, like I
sat down and she was like, oh, Ilove your top.
And I'm like, oh my god,because Dolly Parton
complimented me, my top, that'samazing.
(17:07):
And it was like a style that Idon't usually wear.
It had like kind of like, um, Idon't know, it's just maybe
more like country, more countryyeah it was.
It didn't have rhinestones, butit had like some other kind of
thing that was kind of like moreWestern and country, yeah, but
anyway, so that was definitelyone, and oh.
(17:28):
The thing about that, though,was that what I was proud of
about that was I took basicallylike a it was a 10 minute like
she was doing, of course, herpress press run, and she was
talking to a bunch ofjournalists, and you know, I
think we had like 10, 15 minuteswith her each, but from that I
(17:48):
was able to do a story that wasabout her, her love of the Smoky
mountains, where she's from andhow she thinks it needs to be
taken care of just the world ingeneral.
She gave me so many great times, like she said, like, um, we
have to be taking care of theworld because of being um, not
taking care of it's like beingugly to your mama and um.
(18:10):
I was just proud that, fromlike 10-15 minutes with her, I
feel like the story that I tookaway wasn't just fluff.
It was actually somethingspecific about you know how she
sees conservation being reallyimportant in the Smokies.
Angela Tuell (18:24):
Yeah, she is such an inspiration all around,
totally.
Amy Alipio (18:27):
I know she's so inspirational.
Angela Tuell (18:29):
So we do need to talk about.
You left National Geographicabout five months ago, but you
do still do freelance work withthem, correct?
Amy Alipio (18:38):
I do freelance as an expedition leader right now,
but yes, the hope is todefinitely do freelance writing
for them as well and hopefullyfreelance editing.
Angela Tuell (18:48):
Okay, so why did you decide to go freelance?
Amy Alipio (18:52):
I mean I feel like okay, well, this is, I was laid
off, so it's not like I meant tothat.
Yeah, but since then, you know,freelance writing is actually,
of course, how I started in thiscareer freelance travel writing
and going back to it isactually kind of a joy to me.
And you know, as an editor Ididn't have a whole lot of time
(19:15):
to do writing Because you'realso, of course, editing and of
course editing is the type ofwriting.
But to do my own stories it wasreally hard.
So, like, for example, thatDolly Parton story I just
mentioned to you, I kind of hadto carve out time to do it on
top of everything else.
So that's why it's a littleharder to do the writing when
you're an editor.
Angela Tuell (19:32):
But, anyway.
Amy Alipio (19:33):
So I am doing freelance now, loving the
opportunity to go back towriting, of course, traveling
more.
So I'm doing work for AFAR,aarp and like freelance editing
too.
So for a travel custom travelpublication, north and Warren.
That does has contracts withlike luxury hotel brands and
(19:58):
hospitality brands to do theircustom publications.
Angela Tuell (20:03):
You know that is something talking about the laid
off part.
It happens to so many people,you know, in the journalism
industry in general.
Amy Alipio (20:10):
It's happening now in our world a lot or very
visible feel, yeah, yeah how wasthat to go through, you know,
after being somewhere that long?
Well, I mean, I feel like insome ways I mean of course it
was a shock and heartbreaking,but also, just as I mentioned to
you all the churn that's beenhappening I in other ways like
(20:30):
also not really surprised, um,with how much much trend's going
on in the in the industry rightnow.
Yeah, yeah.
Angela Tuell (20:39):
So let's talk about how much do you travel.
Now you mentioned travelingmore.
How often are you traveling?
Amy Alipio (20:45):
Well, I still I'm traveling about as much I feel,
just because I have three kids.
So I mean, so travel has alwaysbeen, you know, trying to
squeeze it in in between all thecommitments, family commitments
, and so, of course, when I can,I try to take a kid, just
because it's also veryeducational for them, like I
(21:08):
just did an Antarctic cruise.
I took my 15 year old and hethought it was amazing.
I know right, he just like wasso, um, I feel like it was kind
of transformative for him, butum, yeah, so.
So when we do travel, um, I dotry to take them as I mean, as a
family.
We do a lot of mid Atlantictravel, um, and of course,
(21:28):
travel back to Hungary andRomania, where my husband is
from, and um, and then when Itravel myself, like for work you
know now that I am freelance, Ifeel like I can.
I'm a little more free in a way, to like where I can go and
what I can choose to do.
Angela Tuell (21:47):
Yeah, Speaking of that, how do you feel about, you
know, hosted trips?
Do you have preferences?
What, I guess what do youprefer or not prefer in a hosted
trip?
Amy Alipio (21:59):
I think hosted, of course that individual trips is
the most useful in terms of likeI might already have a story
idea in mind or maybe aconfirmed, you know assignment,
and and being able to travel toget the context and the feel of
something is so much better thanjust phone reporting, which, of
course, is totally possible.
(22:20):
A lot of people do phonereporting, but being able to go
to the place and get the colorand interview people there in
the moment is invaluable.
So that's the type of trip thatI think works is the most
useful.
But also hosted trips that arelike group ones or small group I
do prefer small group are arehelpful in that you get just a
(22:42):
sense of the general context ofa place.
Maybe you don't have a specificstory idea in mind yet, but
you're always like on thelookout when you're there and
some things might pop up likeyou know, just in that Antarctic
trip I was just on somethingthat wasn't really part of the
cruise caught my eye and so, forexample, I'm going to be
(23:03):
pitching that story, you know.
And so things grow out fromthose trips that are super
helpful are super helpful.
Yeah, that's a great point whyfreelancers can't ever guarantee
or say what the story is goingto be, or an angle, because you
don't know until you're there.
Right, exactly, and I do havethis policy that I carried over.
(23:27):
The preserve policy at Nat Geowas that I can't guarantee
coverage, and I think that'sjust really helpful for both
sides.
It's like we're very clear onthe expectations and if they
wanted something specific, thenthat's not for me because you
know then you could hire me as acontent marketer and I'm happy
to do that.
But as a journalist, I, you know, to me it's like, well, I don't
(23:50):
know why, I don't think you canexpect me to just repeat
something that you, you know,you told me the story that you
wanted me to tell, becausethat's not my job.
Angela Tuell (24:00):
Right and not ethical journalism either.
Right?
Do you have any places thathave been the most memorable in
your travels or a place that youthink everyone should visit
once in their life?
Amy Alipio (24:12):
Oh my gosh.
Well, when I did a cruise withAaron Ne Nui to the Marquesas,
which is in French Polynesia, Ithought, you know, there's like
the beautiful palm trees and thebeautiful water, but for some
reason, like I felt thisconnection, this weird
(24:33):
connection with Polynesia, andmaybe it has to do with the fact
that, you know, my parents arefrom the Philippines and there's
that deep, deep blood ties toPolynesia, cause I, you know,
polynesians actually came from,like Southeast Asia, but anyway,
so, out of the blue, I decided,I thought I would get a tattoo
because everyone there has, likethese most gorgeous, like you
(24:55):
know, tattoos that are allsymbolic, tattoos that tell
stories.
And so I was like, so, likefelt just this unusual
connection to the place that Idecided to get a tattoo.
So that's you know that I thinksurprises people because I'm a
suburban Asian mom and you knowto have this and it's not even
(25:16):
little, it's not like a littlebutterfly on my ankle.
It's like the, my whole likefrom my elbow to my wrist on my
left hand.
Angela Tuell (25:23):
Are you kidding?
What did your parents say aboutthat?
Amy Alipio (25:26):
Well, yeah, I mean like I had to ask my kid, I
showed my husband too, andthey're like yeah, do it.
But yeah, I think people aresurprised.
Angela Tuell (25:35):
Yeah, I know that's a great story and one
that you can always bring out.
Amy Alipio (25:40):
And it tells the story of my life too.
So it's actually like thesymbol show that I have three
kids, that I'm a traveler, thatI'm a travel guide, and there's
symbols that are like protection.
Angela Tuell (25:53):
That are yeah.
So yeah, it's really cool.
Do you have a photo anywhere onsocial?
Amy Alipio (25:57):
Yes, on Instagram.
We'll have to find it, yeah.
Angela Tuell (26:00):
Because now I want to know what it looks like.
Amy Alipio (26:03):
Okay, I should have showed you when I saw you.
I know I didn didn't even knowthat, but it was like so cold.
Angela Tuell (26:07):
We were all like, yes, what types of stories do
you prefer, and you know whatare you looking for when being
pitched ideas.
Amy Alipio (26:17):
Personally, I prefer stories that align with some of
my like interest, because Ialways tell upcoming journalists
as well like you know, havesomething that you're interested
in and like, focus on that andbe an expert on it, so people
know to come to you for thattype of story like oh, if you're
a.
Caribbean writer if you're anEastern Europe writer.
So I feel like the types ofstories I prefer, ones that
align with my interests, and sothat would be like both
(26:39):
geographic as well as likegenres.
So personally it would be likeEastern Europe, england I mean
not just not just England butthe UK and then interest in like
culture, art and performingarts, especially a total
performing arts lover, love abig theater geek, so anything
(26:59):
around that, and or anythingaround books, like literature,
like Jane Austen, tours ofsomething or that kind of thing.
Angela Tuell (27:07):
Yeah, those are great to keep in mind.
Amy Alipio (27:10):
So have you ever?
Angela Tuell (27:10):
were you ever in performing arts?
Amy Alipio (27:12):
No, no, well, I've always always been interested in
like the writing side of it, solike writing that play.
I've tried writing plays, butnever like on stage Cause, as I
told you, it's just I stageright.
Angela Tuell (27:26):
And I don't know have you is that is that cause I
feel like broadcast is likeit's very performative yeah.
Yeah, although I have to tellyou I was super comfortable
talking into a camera, but if itwas a very large audience of
you know, hundreds of people notas comfortable, definitely more
nervous, but not nervous at allin front of a camera.
Amy Alipio (27:44):
I don't know what the difference is there but yeah
, see, that's like a skill.
I mean, that's probably thatnatural affinity you have,
because cameras point at me andI just got really awkward.
Angela Tuell (27:55):
And I think that's pretty normal.
I've heard that from a lot ofpeople.
So how can PR professionalsbest help you do your job?
Amy Alipio (28:03):
I think well, on one level, just the general press
releases we get are just, uh,are super helpful, just because
I that sits in my inbox when I'mlooking for any information
around, like very specific as Iget looking for information on
glamping, I just, you know, putglamping in my notes, find that
thing.
I might not, you know, read itwhen I first get it, but it's
there.
So if at some point, um, that'ssomething I you know, that
(28:26):
topic is something that's there.
But also I feel like, veryspecifically, if a PR we have
have a relationship and we canjust kind of riff on things and
then they know about myinterests and can align, like,
if I do go on a trip, they cancraft that itinerary that like
(28:46):
hit.
Some of those interests and andstories have totally um sparked
from that kind of thing where,for example, I um did a trip in
colorado and worked with a prthere and they suggested this
quirky town, uh, leadville,colorado, which like hit all the
like things I mentioned, likequirky history and art, and um
(29:07):
had like a superlative about it,that's it's the highest like
city, actually highest altitudecity in the US.
And so I edited a story and Igot someone to write the story
and I edited, but it turned outto be one of the most trafficked
stories on our site for thatyear.
So, yeah, and it was just youknow the fact that we had been
(29:28):
chatting about it and she knewme and she had the type of thing
.
So I think that the personalconnections are super important,
it's really all aboutrelationships.
Angela Tuell (29:38):
I think so Do you have any pet peeves when it
comes to publicists.
Amy Alipio (29:46):
I guess you know it was going to be saying like some
generic thing, like when theysend generic releases, but you
know I don't mind those nowactually Cause, as I just said,
they, the generic ones, help asmuch as the very specific ones.
And I guess publicists whodon't convey to clients my you
know, kind of like what goes onwith hosted or how it works, how
(30:10):
clients maybe they don'tunderstand, they don't help
clients understand how it workswith travel journalism, that
we're not a marketing arm, youknow.
I think that is kind of a petpeeve.
I've had that happen a coupleof times where you know the
client was upset or somethingyou know and I'm like of course
it's not my job to be amarketing arm and I feel like
(30:33):
that was on the publicist to letthe client know that that's how
things work, you know.
So, that would be my main thing.
Angela Tuell (30:41):
That's a good, that's a good one.
Before we go, I have to askwhat are your goals for the
future, professionally?
Amy Alipio (30:47):
You know I would really love if freelance if
freelance writing and freelanceediting I could do that full
time, because the further I get,from like the nine to five
having to go into the office,and like realizing.
It's going to be really hard ifI get another staff job to have
to go back into the office anddo that nine to five thing
because it's so great to havethe kind of the freedom of
(31:08):
freelance where you know, if Iwanted to take a job, you know,
then I just make it up on theweekend or something, or a
little bit at night.
I actually do a lot of greatwork at night, you know.
So just having more flexiblehours, so yeah.
Angela Tuell (31:21):
Yeah, I always say that.
You know, owning a PR firm, Ihave flexibility too.
I work 60 hours.
It can be whatever 60 hours Iwant from the week.
Amy Alipio (31:30):
Right, exactly, not quite, but you know, yeah, yeah.
Angela Tuell (31:32):
Well, depending on the week, it usually it could
be.
Amy Alipio (31:35):
Well, that's the danger, though right, it's like
you may be always working.
Angela Tuell (31:38):
Yeah, always working.
But it is great to have thatflexibility.
Yeah, how can our listenersconnect with you?
Amy Alipio (31:43):
online.
So I am on X Twitter at Amytravels and Instagram at Amy
Alipio, and those are the bestplaces to connect with me.
Angela Tuell (31:54):
Thank you so much.
This has been so great.
Thank you so much, and it wassuch an honor to talk to you.
That's all for this episode ofmedia and minutes, a podcast by
communications redefined.
Please take a moment to rate,review and subscribe to our show
.
We'd love to hear what youthink.
You can find more atcommunicationsredefinedcom slash
podcast.
I'm your host, Angela Tuell.
(32:16):
Talk to you next time.
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