December 29, 2022 • 22 mins
What do luxury travel writing, PR, and Tarot cards have in common? Listen to this week’s episode as Angela chats with Jimmy Im about his career journey.
Follow Jimmy’s life and work here:
Instagram: https://www.instagram.com/jimmyim/
Twitter: https://twitter.com/realjimmyim
Travel Binger: https://twitter.com/travelbinger
Travel Binger Twitter: https://twitter.com/econhardship
Travel Binger Instagram: https://www.instagram.com/travelbinger/
Travel Binger YouTube: https://www.youtube.com/channel/UCFCGKWfvQtKExqHIFjLLmLg
Emerson College: https://emerson.edu/academics/academic-departments/journalism
Business Insider: https://www.businessinsider.com/author/jimmy-im
CNBC: https://www.cnbc.com/jimmy-im/
Lufthansa: https://www.lufthansa.com/us/en/homepage
Google News: https://twitter.com/GoogleNews
Apple News: https://twitter.com/applenews
The Tarot Ship YouTube: https://www.youtube.com/channel/UCzlP6wa5y0dO5lKmcl6VBqA
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 podcastfeatures in-depth interviews
with those reports on the worldaround us. They share everything
from their favorite stories towhat happened behind the lens
and give us a glimpse into theirworld. From our studio here at
Communications Redefined, thisis Media in Minutes. Today we
(00:29):
are talking with Jimmy Im. Jimmyis a veteran travel writer and
expert who has been to 113countries and stayed in more
than 650 hotels. He is thefounder and editor of
TravelBinger.com and has writtenfor top tier publications
including Conde Nast Traveler,Travel + Leisure, Men's Journal,
Robb Report, Marie Claire, andmany more. He was also a senior
(00:52):
lifestyle writer at CNBC.
Welcome, Jimmy, I'm excited totalk with you today.
Jimmy Im (00:58):
Thank you, Angela.
It's so great to be on yourshow.
Angela Tuell (01:02):
Yes. So I have to start, you know, with you are
not only a prolific travelwriter, but you also have a full
time PR job. How do you managethem both?
Jimmy Im (01:13):
You know, that's a really good question. And it's,
it's funny, because it's, it'snot easy. I'm not gonna lie. I
think what helps is the factthat I was a freelancer for such
a long time, I'm really good atmultitasking, I'm really good at
prioritizing, you know, having afull time job in PR. It's great,
(01:35):
because it's in travel. But Ithink the benefit is that, you
know, I've been a writer for solong. I'm back in you know, I'm
back in PR. So I've been on bothsides of the fence. And I think
that is kind of the secretsauce. So I know, it's a comes,
it's almost like effortless waswith the job. Yeah. And then I
(01:56):
do a lot of the writing, um, youknow, at night or, you know, on
the weekends, but yeah, it's,you know, on top of that, you
know, I run my website,travelbinger.com. And that's
been really exciting. So it's, Ido have my hands full.
Angela Tuell (02:11):
Yes. So you started in PR, and then did
freelancing in kind of then meshboth? Is that how your career
path has been?
Jimmy Im (02:19):
It, it - yes. I started, I worked for a vodka
company doing PR and events.
Like when I first moved to NewYork.
Angela Tuell (02:27):
I'm sure that wasn't fun at all.
Jimmy Im (02:29):
I know. Right? It's so it's, it's I the stories that I
have are insane. I know that Iwas also like a pretty big DJ
back then as well. I wasinvolved in the night life. And
so it was a I, you know, I havea lot of stories.
Angela Tuell (02:48):
So did you always want to be a travel writer? And
or did you think you wanted PRfirst and then that kind of
happened? Or how did thathappen?
Jimmy Im (02:57):
Well, I actually, you know, it's funny, I knew that I
wanted to be a writer. And I hadknown since I was a kid. I
remember writing my first youknow, short story when I was
maybe five years old. Yeah. Andso I was you know, throughout, I
was always writing poems andshort stories. In high school, I
(03:17):
was known as the writer, youknow, all the things for our
yearbooks, and, you know, evenjust knew the prom invites, I
would write the little, youknow, blurbs and stuff. And I
was on the yearbook. But Ialways wanted to be a novelist.
And so that was the career paththat I thought I was, you know,
taking. I went to EmersonCollege, but it actually, you
(03:39):
know, travel writing just kindof fell in my lap. I loved
traveling as well. That's one ofthe first jobs I got in New
York, you know, like real jobswas Business Traveler magazine.
And I was an editor there. Andit just everything just started
happening from there. And it'sfunny, because I didn't put two
and two together. I just thoughtas a job. I didn't even realize
(04:03):
I could travel with them. And somy editor the editor in chief
asked me to write a review forit. It was like the new business
class for Lufthansa. And so thatopens so many doors. I, you
know, other editor, you know, aneditor at Travel Weekly reached
out to me asked me to write astory. Yeah, so it's, it took
(04:24):
off from there, I became afreelance. I left and I became a
freelance writer.
Angela Tuell (04:28):
I like wow, was this real life? I'm traveling
and being paid for it. Right?
Jimmy Im (04:32):
I remember this is, you know, back when I'm in my
early 20s. So I started young,like very, very young. Yes,
yeah. And it was easier to be afreelance writer back then.
Because, you know, the state ofthe publishing industry was
different, you know. All thesenew websites were coming out and
they had so much money and yeah,so I, you know, successfully
(04:57):
became a travel writer. I wasn'tlooking for it, but it It just
kind of fell in my lap. And I'mvery grateful that it happened.
Because I see a lot of thisworld.
Angela Tuell (05:07):
Yes. And now it's not the same as you described as
much. It's a little bit harderas for freelancers now, there's
so many more of them too.
Jimmy Im (05:14):
Oh, absolutely everything. You know, what
really changed is when socialmedia became a thing, and when
influencers started coming out,that really changed everything,
because it happened around thetime that publishing what, you
know, the magazines were Yes,they were just closing, right.
So it started becoming a littlebit more challenging for a lot
(05:35):
of freelance writers know, Iknew they had they actually had
to get jobs. You know, I wasstill a DJ at the time, I could
supplement my income. But itbecame harder it was, you know,
it became a lot harder to be afreelance writer.
Angela Tuell (05:48):
Yeah, it's kind of like everyone's a journalist. Or
they claim to be, everyoneclaims to be a journalist.
Right?
Jimmy Im (05:55):
Once I decided I was just it wasn't, you know,
becoming financially it didn'tmake sense to be freelance
writer anymore. I, at the timethat I was thinking about going
in house somewhere, just out ofthe blue, you know, a former
editor I used to work with. Shewas at CNBC asked me to join,
(06:15):
they were launching a newlifestyle verticals. So I went
in house at CNBC. Yeah. And thatwas, that was an amazing
experience.
Angela Tuell (06:25):
Yeah. I'm sure.
Jimmy Im (06:26):
That's yeah, yep. So -
Angela Tuell (06:28):
How do you choose your next destination? And do
you prefer to go solo, or, youknow, press trips or with
others?
Jimmy Im (06:37):
I prefer solo trips.
Pressing trips are, you know,and I think that most people, I
think this is a thing for a lotof publicists post COVID.
There's so many, it's so hard toplease everybody.
Angela Tuell (06:53):
Right.
Jimmy Im (06:54):
But I do definitely do solo trips. Now. I haven't done
a press trip in a really, reallylong time only because I always
have my own agenda. You know,there's an editor in this is an
even this is for a long time.
I've always preferred Zillowbecause if you look at the
right, you know, the outletsthat I wrote for they're so
different, right? And you know,Conde Naste Traveler to Men's
(07:19):
Journal to Passport to MarieClaire, I, I'm catering to so
many different audiences. Andthen if I go on a press trip, it
doesn't like I'm limited interms of what you know, I really
have to just be on my own.
Because that way, I can just setmy own schedule and see what
would be best for this outlet.
And what would be best for thisoutlet. Shoot in terms of
(07:41):
choosing my own destinations,going back to the blessing in
disguise, or the positives ofCOVID, I ended up buying a car.
And so my destinations arechosen by where I would like to
drive to say, yeah, that is thenumber one priority. And then it
(08:02):
really is it has to be - now andI don't know if you experienced
this or you know, any, you know,publicists that are listening
right now. But the moreexperienced a travel writer is
like the veteran travel writers.
(08:23):
We're a lot more picky in termsof the destinations we go to.
And so yeah, it really is, youknow, we have that sense of
like, been there done that.
Okay. So if I'm going to makeeffort to visit destination,
there has to be a lot of newthings that I can experience. So
it's those are usually theangles that I like is like,
(08:45):
what's new here? And what's youknow, what's the new
restaurants, and especially ifit's a city, or a destination
that has multiple new luxuryhotels that have opened as well
as restaurants, maybe celebritychef, open a restaurant, and
there's this new attraction andthose are the things that excite
me in terms of the destination?
(09:09):
Yeah.
Angela Tuell (09:10):
What are your favorite types of stories to
write?
Jimmy Im (09:15):
Lately, it really has been, I've been writing a lot of
like, roadtrip stories. I did areally big, you know, that's
because it's a huge trend.
Everyone's got cars andeveryone's everyone's thriving,
and it's a huge market now. SoI've been doing a lot of
roadtrip stories. And that'sbeen really fun. I always travel
(09:36):
with my dog. Who is you know,she's a shitzu. And she, you
know, saw her first trip waswhen she was seven weeks old,
you know, so, so used to it'slike second nature to her. Just,
you know, she always knows whenwe're gonna go travel somewhere,
but yeah, so I do a lot of petfriendly. kinda like pet travel
(09:59):
stories. There's always youknow, there's always something
to write about.
Angela Tuell (10:06):
So aside from the freelance articles you're
writing and the full time PRjob, you also are the founder
and editor of travel binger.com,which is a travel and lifestyle
website. That is the onlyindependent travel website, both
on Google News and Apple news,which is amazing. You know, many
travel journalists have theirown websites, but do not have
(10:29):
the kind of following that yoursdoes, or the success that yours
have had, you know, how have yougrown it so much?
Jimmy Im (10:36):
That, you know, that's a really good question. And it's
so funny that you bring that up,because I launched the website,
which I launched it, I think itwas January 2020. And so of
course, COVID hit right after,and it did not do well. And I
(10:57):
got investor, I mean, it waslike a whole thing. Yep. So
thankfully, things have grown.
I, you know, I'm very grateful.
And, you know, I'm gonna say I'mproud of myself for getting into
Google News. It's so hard to getnews. And Apple news says Apple
(11:19):
news is one of the hardest, Imean, their criteria just to be
you know, and if you go to Applenews, it's only the major
players that are there, right.
It's like Conde Naste Traveler,Travel + Leisure, or AFAR. So I
feel, you know, it is a hugeaccomplishment. And it's a huge
accolade. It's, you know,writing daily content and
having, you know, the bestcontent. And then Google News,
(11:40):
obviously, like any stories thatI've published will always be,
you know, not only in GoogleNews, but ranked really high. So
they appear, you know, the firstpage, you know, in a Google
search, first or second page,you know, obviously, depending
on the story, but it's beengreat. It's been really good,
(12:02):
you know, I do a lot ofaffiliate marketing, or Yeah,
affiliate link. So that's reallyhelp I'm affiliates with like
Amazon and whatever.
Angela Tuell (12:15):
So in the travel space, right? I mean, so are you
doing products, too, or travelproducts?
Jimmy Im (12:22):
I will do, I will do product reviews, I didn't have a
review section on my site, butI've branched out, it's now a
travel and lifestyle website,because there's a lot of people
coming to my site looking for,you know, like, interested in
the lifestyle component. So it'sbeen great, and it's been great
(12:44):
just keeps growing and growingand growing. And to the point
where it is, thankfully, Ithink, you know, knock on wood
that nothing really ever impactstravel the way that COVID did,
but you know, it is it's doingvery well and it is you know,
passive income and it's, I'm,I'm very well, I wouldn't even
(13:07):
say passive because I, you know,I have to pay -
Angela Tuell (13:09):
You have to do so much with it.
Jimmy Im (13:11):
Yeah - I have to do so much work. But it's been really
wonderful. And it's yeah, I'mvery proud of, of where it's at
now. Yeah,
Angela Tuell (13:22):
That whole affiliate marketing too is just
such an undertaking. I mean,you're probably a pro at it by
now. There's so much that thatgoes into into affiliate
marketing, and it's, it'ssomewhat new, you know, so that
that had to be a big undertakingtoo.
Jimmy Im (13:37):
it was I'm part of two big programs, I was accepted
into two big programs. So I'mvery excited about that. Every
story will have something andyou know, obviously, that's a
new website, any website,affiliate market, you know, it's
it's just how media is thesedays, but I don't do a lot of it
(14:01):
is, you know, I can write astory and I'll probably, you
know, sometimes I'll link toyour hotel sometimes I'll you
know, if you have a lot ofhotels are part of affiliate
programs, and, you know, theyget really excited about having
links and you know, back way, soimportant, right,
Angela Tuell (14:16):
um, the travel writing side and the website,
you know, side how can PRprofessionals help you do your
job and what, you know, petpeeves do you have?
Jimmy Im (14:23):
You know, I, I do get a lot of pitches. And it's
probably the most basic thingthat anyone any writer will say,
in any of these, you know,interviews is, you know, no,
know who you're pitching, right?
Like, I don't want to getpitches for things that I'm not
(14:43):
going to write about. And it'sreally a matter of really
getting to know the writer evenyou know, just for me, as you
know, doing PR as well. It'sit's it's so important to go
through your you know, allplatforms, if you don't know a
writer get to know, you know,what did they like to write
about? Go look at their socialmedia see what, you know, what
(15:05):
interests them. What are theyposting? It's the same thing for
me as a writer and an editor.
It's like, I probably will notwrite about like the, you know,
pink stuffing pink stockingsthat are for kids it, you know,
(15:28):
I mean, like, look at, just lookat the stories I've published on
my website, and then you'll, andyou'll get it. And then, you
know, just as a freelancewriter, like, I am known to just
do luxury travel or even as theterm is becoming more common
now, extreme luxury. And so,yeah, that is, I probably
(15:51):
wouldn't write about, you know,just kind of like a basic place
or like a budget brand.
Angela Tuell (15:59):
So So before we go, I need to ask you about your
side hustle if it wasn't enoughfor you are already doing. But
and tell us a little bit aboutthat.
Jimmy Im (16:09):
I am a professional tarot reader, and I have a Tarot
reading business. Yeah. And it'scalled the taro ship. Just
started a YouTube this spring.
And so I do tarot readings forevery sign like I do weekly
readings and monthly readings.
And I also do celebrityreadings. Yeah, so that's been
(16:33):
going really well, I you know,again, I just started it in I
think it was May. And I havelike about 5000 subscribers at
this point.
Angela Tuell (16:42):
Wow.
Jimmy Im (16:43):
I think is a good sign for
Angela Tuell (16:44):
Ok, for those who don't know, a Tarot reading is -
Jimmy Im (16:47):
Yeah, so it is just it's, you know, using the tarot
cards, I use the Rider WaiteSmith deck. It is divination and
it you know, it's more likeguidance, right. And so, I
worked for a famous astrologerfor five years, I was her
editor. And so I edited all herhoroscopes, and I can tell you
(17:10):
right off the bat, one of thehardest jobs in the world is
being an editor for anastrologer. Okay.
Angela Tuell (17:17):
I bet.Yeah.
Jimmy Im (17:19):
So much work because you have to know all the back
end stuff you have to know whatyou know, this alignment means
and why this happening and whatthis planet represents. And you
have to know all the backendstuff. So you know, it was very
educational for me, I got tolearn everything about
astrology. And you know, I canyou know, as you know, I can
(17:41):
just tell you right off the bat,you tell me what sign you are I
can tell you what's going tohappen for you right now and you
know, by even next year, but Icombined what makes me unique is
that I combined astrology andtarot and not a lot of tarot
readers do this. And it's reallyinteresting because Tarot and
(18:04):
astrology go hand in hand, andthey have for centuries, like
every card, you know, in thetarot deck has is assigned a
specific astrological aspect oris ruled by a planet or whatnot.
So they
Angela Tuell (18:21):
Do those virtually and how do people learn more?
Jimmy Im (18:25):
I do in person and but not as much anymore because it
has it COVID virtually throughZoom, and so how it starts off
and I do events, so I just youknow, Kimpton hotels, I just did
a big event for them, they had acorporate event here in New York
City in July and so they hiredme to do you know, readings for
(18:47):
everyone there. I just didanother one at a boutique hotel
opening a few weeks ago. I'vedone you know, birthday parties,
so I you know, I get booked forevents, but it's so funny
because a lot of those peoplewill come back and do you know,
personal readings and bookPersonal readings with me and
because it's it is reallyinteresting, and it really is
just guidance. I don't know howit works, but it just works.
(19:12):
It's crazy thing, but but I doyeah, I think that you did ask
like pet peeves about. Yeah. Onething that I what this is and
you know, this is coming fromnot only me being, you know,
working in PR but also as awriter for a really long time.
Is I one thing that I've noticedthis year, and I don't know if
(19:34):
it's because of remote work, butand then a thing for you know,
and this is probably the thebiggest takeaway for any
publicist that's listening. Ifthere is a publicist who has no
idea what they're doing anddoesn't respond right away, like
(19:56):
I will not work not only withthat person, but that agency So
it's very important. I've had,you know, sometimes I've been on
deadline, you know, I writethese big 13 page features for
Passport, you know, both printand online. And sometimes I need
things. I always try to givelike advance notice. You know,
(20:19):
if there's a publicist whoreally can't get me the thing,
but then has you I'm reallygood. You know, I'm an empath.
So I can pick up energy. Thatperson represents your agency.
And when I get the attitude ofthem feeling like they don't
want to do the work, I get thatimpression for the agency. So
(20:44):
it's really important to hirethe right people. And to do
these check ins with with, youknow, the people that you work
with, there's so many publicistsout there who are that I've
worked with that because oftheir just how they work, which
(21:04):
doesn't, which isn't great.
Like, it's very, very obviousthat they do not care. It really
does represent the agency andthen I just go with another
agency and I'll you know, writeabout their hotel. That's a
competitor thing.
Angela Tuell (21:22):
Yeah, I completely get it. Well, thank you so much.
You've been very insightful asit was, it was really
interesting. And how can ourlisteners connect with you
online aside from the Tarot sideon the travel side?
Jimmy Im (21:34):
Probably just going through my website
travelbinger.com. Um, it's justJimmy at travelbinger.com is my
email.
Angela Tuell (21:40):
Perfect.
Jimmy Im (21:42):
That's probably the best way.
Angela Tuell (21:43):
Great, thank you so much. And we'll link to all
of the things you mentioned inour show notes.
Jimmy Im (21:48):
I appreciate it. Thank you so much, Angela.
Angela Tuell (21:52):
That's all for this episode of Media in
Minutes, a podcast byCommunications Redefined. Please
take a moment to rate, reviewand subscribe to our show. We'd
love to hear what you think. Youcan find more at Communications
Redefined.com/podcast. I'm yourhost, Angela Tuell. Talk to you
next time.
Welcome to Media in Minutes. This is your host
Angela Tuell. This podcastfeatures in-depth interviews
with those reports on the worldaround us. They share everything
from their favorite stories towhat happened behind the lens
and give us a glimpse into theirworld. From our studio here at
Communications Redefined, thisis Media in Minutes. Today we
(00:29):
are talking with Jimmy Im. Jimmyis a veteran travel writer and
expert who has been to 113countries and stayed in more
than 650 hotels. He is thefounder and editor of
TravelBinger.com and has writtenfor top tier publications
including Conde Nast Traveler,Travel + Leisure, Men's Journal,
Robb Report, Marie Claire, andmany more. He was also a senior
(00:52):
lifestyle writer at CNBC.
Welcome, Jimmy, I'm excited totalk with you today.
Jimmy Im (00:58):
Thank you, Angela.
It's so great to be on yourshow.
Angela Tuell (01:02):
Yes. So I have to start, you know, with you are
not only a prolific travelwriter, but you also have a full
time PR job. How do you managethem both?
Jimmy Im (01:13):
You know, that's a really good question. And it's,
it's funny, because it's, it'snot easy. I'm not gonna lie. I
think what helps is the factthat I was a freelancer for such
a long time, I'm really good atmultitasking, I'm really good at
prioritizing, you know, having afull time job in PR. It's great,
(01:35):
because it's in travel. But Ithink the benefit is that, you
know, I've been a writer for solong. I'm back in you know, I'm
back in PR. So I've been on bothsides of the fence. And I think
that is kind of the secretsauce. So I know, it's a comes,
it's almost like effortless waswith the job. Yeah. And then I
(01:56):
do a lot of the writing, um, youknow, at night or, you know, on
the weekends, but yeah, it's,you know, on top of that, you
know, I run my website,travelbinger.com. And that's
been really exciting. So it's, Ido have my hands full.
Angela Tuell (02:11):
Yes. So you started in PR, and then did
freelancing in kind of then meshboth? Is that how your career
path has been?
Jimmy Im (02:19):
It, it - yes. I started, I worked for a vodka
company doing PR and events.
Like when I first moved to NewYork.
Angela Tuell (02:27):
I'm sure that wasn't fun at all.
Jimmy Im (02:29):
I know. Right? It's so it's, it's I the stories that I
have are insane. I know that Iwas also like a pretty big DJ
back then as well. I wasinvolved in the night life. And
so it was a I, you know, I havea lot of stories.
Angela Tuell (02:48):
So did you always want to be a travel writer? And
or did you think you wanted PRfirst and then that kind of
happened? Or how did thathappen?
Jimmy Im (02:57):
Well, I actually, you know, it's funny, I knew that I
wanted to be a writer. And I hadknown since I was a kid. I
remember writing my first youknow, short story when I was
maybe five years old. Yeah. Andso I was you know, throughout, I
was always writing poems andshort stories. In high school, I
(03:17):
was known as the writer, youknow, all the things for our
yearbooks, and, you know, evenjust knew the prom invites, I
would write the little, youknow, blurbs and stuff. And I
was on the yearbook. But Ialways wanted to be a novelist.
And so that was the career paththat I thought I was, you know,
taking. I went to EmersonCollege, but it actually, you
(03:39):
know, travel writing just kindof fell in my lap. I loved
traveling as well. That's one ofthe first jobs I got in New
York, you know, like real jobswas Business Traveler magazine.
And I was an editor there. Andit just everything just started
happening from there. And it'sfunny, because I didn't put two
and two together. I just thoughtas a job. I didn't even realize
(04:03):
I could travel with them. And somy editor the editor in chief
asked me to write a review forit. It was like the new business
class for Lufthansa. And so thatopens so many doors. I, you
know, other editor, you know, aneditor at Travel Weekly reached
out to me asked me to write astory. Yeah, so it's, it took
(04:24):
off from there, I became afreelance. I left and I became a
freelance writer.
Angela Tuell (04:28):
I like wow, was this real life? I'm traveling
and being paid for it. Right?
Jimmy Im (04:32):
I remember this is, you know, back when I'm in my
early 20s. So I started young,like very, very young. Yes,
yeah. And it was easier to be afreelance writer back then.
Because, you know, the state ofthe publishing industry was
different, you know. All thesenew websites were coming out and
they had so much money and yeah,so I, you know, successfully
(04:57):
became a travel writer. I wasn'tlooking for it, but it It just
kind of fell in my lap. And I'mvery grateful that it happened.
Because I see a lot of thisworld.
Angela Tuell (05:07):
Yes. And now it's not the same as you described as
much. It's a little bit harderas for freelancers now, there's
so many more of them too.
Jimmy Im (05:14):
Oh, absolutely everything. You know, what
really changed is when socialmedia became a thing, and when
influencers started coming out,that really changed everything,
because it happened around thetime that publishing what, you
know, the magazines were Yes,they were just closing, right.
So it started becoming a littlebit more challenging for a lot
(05:35):
of freelance writers know, Iknew they had they actually had
to get jobs. You know, I wasstill a DJ at the time, I could
supplement my income. But itbecame harder it was, you know,
it became a lot harder to be afreelance writer.
Angela Tuell (05:48):
Yeah, it's kind of like everyone's a journalist. Or
they claim to be, everyoneclaims to be a journalist.
Right?
Jimmy Im (05:55):
Once I decided I was just it wasn't, you know,
becoming financially it didn'tmake sense to be freelance
writer anymore. I, at the timethat I was thinking about going
in house somewhere, just out ofthe blue, you know, a former
editor I used to work with. Shewas at CNBC asked me to join,
(06:15):
they were launching a newlifestyle verticals. So I went
in house at CNBC. Yeah. And thatwas, that was an amazing
experience.
Angela Tuell (06:25):
Yeah. I'm sure.
Jimmy Im (06:26):
That's yeah, yep. So -
Angela Tuell (06:28):
How do you choose your next destination? And do
you prefer to go solo, or, youknow, press trips or with
others?
Jimmy Im (06:37):
I prefer solo trips.
Pressing trips are, you know,and I think that most people, I
think this is a thing for a lotof publicists post COVID.
There's so many, it's so hard toplease everybody.
Angela Tuell (06:53):
Right.
Jimmy Im (06:54):
But I do definitely do solo trips. Now. I haven't done
a press trip in a really, reallylong time only because I always
have my own agenda. You know,there's an editor in this is an
even this is for a long time.
I've always preferred Zillowbecause if you look at the
right, you know, the outletsthat I wrote for they're so
different, right? And you know,Conde Naste Traveler to Men's
(07:19):
Journal to Passport to MarieClaire, I, I'm catering to so
many different audiences. Andthen if I go on a press trip, it
doesn't like I'm limited interms of what you know, I really
have to just be on my own.
Because that way, I can just setmy own schedule and see what
would be best for this outlet.
And what would be best for thisoutlet. Shoot in terms of
(07:41):
choosing my own destinations,going back to the blessing in
disguise, or the positives ofCOVID, I ended up buying a car.
And so my destinations arechosen by where I would like to
drive to say, yeah, that is thenumber one priority. And then it
(08:02):
really is it has to be - now andI don't know if you experienced
this or you know, any, you know,publicists that are listening
right now. But the moreexperienced a travel writer is
like the veteran travel writers.
(08:23):
We're a lot more picky in termsof the destinations we go to.
And so yeah, it really is, youknow, we have that sense of
like, been there done that.
Okay. So if I'm going to makeeffort to visit destination,
there has to be a lot of newthings that I can experience. So
it's those are usually theangles that I like is like,
(08:45):
what's new here? And what's youknow, what's the new
restaurants, and especially ifit's a city, or a destination
that has multiple new luxuryhotels that have opened as well
as restaurants, maybe celebritychef, open a restaurant, and
there's this new attraction andthose are the things that excite
me in terms of the destination?
(09:09):
Yeah.
Angela Tuell (09:10):
What are your favorite types of stories to
write?
Jimmy Im (09:15):
Lately, it really has been, I've been writing a lot of
like, roadtrip stories. I did areally big, you know, that's
because it's a huge trend.
Everyone's got cars andeveryone's everyone's thriving,
and it's a huge market now. SoI've been doing a lot of
roadtrip stories. And that'sbeen really fun. I always travel
(09:36):
with my dog. Who is you know,she's a shitzu. And she, you
know, saw her first trip waswhen she was seven weeks old,
you know, so, so used to it'slike second nature to her. Just,
you know, she always knows whenwe're gonna go travel somewhere,
but yeah, so I do a lot of petfriendly. kinda like pet travel
(09:59):
stories. There's always youknow, there's always something
to write about.
Angela Tuell (10:06):
So aside from the freelance articles you're
writing and the full time PRjob, you also are the founder
and editor of travel binger.com,which is a travel and lifestyle
website. That is the onlyindependent travel website, both
on Google News and Apple news,which is amazing. You know, many
travel journalists have theirown websites, but do not have
(10:29):
the kind of following that yoursdoes, or the success that yours
have had, you know, how have yougrown it so much?
Jimmy Im (10:36):
That, you know, that's a really good question. And it's
so funny that you bring that up,because I launched the website,
which I launched it, I think itwas January 2020. And so of
course, COVID hit right after,and it did not do well. And I
(10:57):
got investor, I mean, it waslike a whole thing. Yep. So
thankfully, things have grown.
I, you know, I'm very grateful.
And, you know, I'm gonna say I'mproud of myself for getting into
Google News. It's so hard to getnews. And Apple news says Apple
(11:19):
news is one of the hardest, Imean, their criteria just to be
you know, and if you go to Applenews, it's only the major
players that are there, right.
It's like Conde Naste Traveler,Travel + Leisure, or AFAR. So I
feel, you know, it is a hugeaccomplishment. And it's a huge
accolade. It's, you know,writing daily content and
having, you know, the bestcontent. And then Google News,
(11:40):
obviously, like any stories thatI've published will always be,
you know, not only in GoogleNews, but ranked really high. So
they appear, you know, the firstpage, you know, in a Google
search, first or second page,you know, obviously, depending
on the story, but it's beengreat. It's been really good,
(12:02):
you know, I do a lot ofaffiliate marketing, or Yeah,
affiliate link. So that's reallyhelp I'm affiliates with like
Amazon and whatever.
Angela Tuell (12:15):
So in the travel space, right? I mean, so are you
doing products, too, or travelproducts?
Jimmy Im (12:22):
I will do, I will do product reviews, I didn't have a
review section on my site, butI've branched out, it's now a
travel and lifestyle website,because there's a lot of people
coming to my site looking for,you know, like, interested in
the lifestyle component. So it'sbeen great, and it's been great
(12:44):
just keeps growing and growingand growing. And to the point
where it is, thankfully, Ithink, you know, knock on wood
that nothing really ever impactstravel the way that COVID did,
but you know, it is it's doingvery well and it is you know,
passive income and it's, I'm,I'm very well, I wouldn't even
(13:07):
say passive because I, you know,I have to pay -
Angela Tuell (13:09):
You have to do so much with it.
Jimmy Im (13:11):
Yeah - I have to do so much work. But it's been really
wonderful. And it's yeah, I'mvery proud of, of where it's at
now. Yeah,
Angela Tuell (13:22):
That whole affiliate marketing too is just
such an undertaking. I mean,you're probably a pro at it by
now. There's so much that thatgoes into into affiliate
marketing, and it's, it'ssomewhat new, you know, so that
that had to be a big undertakingtoo.
Jimmy Im (13:37):
it was I'm part of two big programs, I was accepted
into two big programs. So I'mvery excited about that. Every
story will have something andyou know, obviously, that's a
new website, any website,affiliate market, you know, it's
it's just how media is thesedays, but I don't do a lot of it
(14:01):
is, you know, I can write astory and I'll probably, you
know, sometimes I'll link toyour hotel sometimes I'll you
know, if you have a lot ofhotels are part of affiliate
programs, and, you know, theyget really excited about having
links and you know, back way, soimportant, right,
Angela Tuell (14:16):
um, the travel writing side and the website,
you know, side how can PRprofessionals help you do your
job and what, you know, petpeeves do you have?
Jimmy Im (14:23):
You know, I, I do get a lot of pitches. And it's
probably the most basic thingthat anyone any writer will say,
in any of these, you know,interviews is, you know, no,
know who you're pitching, right?
Like, I don't want to getpitches for things that I'm not
(14:43):
going to write about. And it'sreally a matter of really
getting to know the writer evenyou know, just for me, as you
know, doing PR as well. It'sit's it's so important to go
through your you know, allplatforms, if you don't know a
writer get to know, you know,what did they like to write
about? Go look at their socialmedia see what, you know, what
(15:05):
interests them. What are theyposting? It's the same thing for
me as a writer and an editor.
It's like, I probably will notwrite about like the, you know,
pink stuffing pink stockingsthat are for kids it, you know,
(15:28):
I mean, like, look at, just lookat the stories I've published on
my website, and then you'll, andyou'll get it. And then, you
know, just as a freelancewriter, like, I am known to just
do luxury travel or even as theterm is becoming more common
now, extreme luxury. And so,yeah, that is, I probably
(15:51):
wouldn't write about, you know,just kind of like a basic place
or like a budget brand.
Angela Tuell (15:59):
So So before we go, I need to ask you about your
side hustle if it wasn't enoughfor you are already doing. But
and tell us a little bit aboutthat.
Jimmy Im (16:09):
I am a professional tarot reader, and I have a Tarot
reading business. Yeah. And it'scalled the taro ship. Just
started a YouTube this spring.
And so I do tarot readings forevery sign like I do weekly
readings and monthly readings.
And I also do celebrityreadings. Yeah, so that's been
(16:33):
going really well, I you know,again, I just started it in I
think it was May. And I havelike about 5000 subscribers at
this point.
Angela Tuell (16:42):
Wow.
Jimmy Im (16:43):
I think is a good sign for
Angela Tuell (16:44):
Ok, for those who don't know, a Tarot reading is -
Jimmy Im (16:47):
Yeah, so it is just it's, you know, using the tarot
cards, I use the Rider WaiteSmith deck. It is divination and
it you know, it's more likeguidance, right. And so, I
worked for a famous astrologerfor five years, I was her
editor. And so I edited all herhoroscopes, and I can tell you
(17:10):
right off the bat, one of thehardest jobs in the world is
being an editor for anastrologer. Okay.
Angela Tuell (17:17):
I bet.Yeah.
Jimmy Im (17:19):
So much work because you have to know all the back
end stuff you have to know whatyou know, this alignment means
and why this happening and whatthis planet represents. And you
have to know all the backendstuff. So you know, it was very
educational for me, I got tolearn everything about
astrology. And you know, I canyou know, as you know, I can
(17:41):
just tell you right off the bat,you tell me what sign you are I
can tell you what's going tohappen for you right now and you
know, by even next year, but Icombined what makes me unique is
that I combined astrology andtarot and not a lot of tarot
readers do this. And it's reallyinteresting because Tarot and
(18:04):
astrology go hand in hand, andthey have for centuries, like
every card, you know, in thetarot deck has is assigned a
specific astrological aspect oris ruled by a planet or whatnot.
So they
Angela Tuell (18:21):
Do those virtually and how do people learn more?
Jimmy Im (18:25):
I do in person and but not as much anymore because it
has it COVID virtually throughZoom, and so how it starts off
and I do events, so I just youknow, Kimpton hotels, I just did
a big event for them, they had acorporate event here in New York
City in July and so they hiredme to do you know, readings for
(18:47):
everyone there. I just didanother one at a boutique hotel
opening a few weeks ago. I'vedone you know, birthday parties,
so I you know, I get booked forevents, but it's so funny
because a lot of those peoplewill come back and do you know,
personal readings and bookPersonal readings with me and
because it's it is reallyinteresting, and it really is
just guidance. I don't know howit works, but it just works.
(19:12):
It's crazy thing, but but I doyeah, I think that you did ask
like pet peeves about. Yeah. Onething that I what this is and
you know, this is coming fromnot only me being, you know,
working in PR but also as awriter for a really long time.
Is I one thing that I've noticedthis year, and I don't know if
(19:34):
it's because of remote work, butand then a thing for you know,
and this is probably the thebiggest takeaway for any
publicist that's listening. Ifthere is a publicist who has no
idea what they're doing anddoesn't respond right away, like
(19:56):
I will not work not only withthat person, but that agency So
it's very important. I've had,you know, sometimes I've been on
deadline, you know, I writethese big 13 page features for
Passport, you know, both printand online. And sometimes I need
things. I always try to givelike advance notice. You know,
(20:19):
if there's a publicist whoreally can't get me the thing,
but then has you I'm reallygood. You know, I'm an empath.
So I can pick up energy. Thatperson represents your agency.
And when I get the attitude ofthem feeling like they don't
want to do the work, I get thatimpression for the agency. So
(20:44):
it's really important to hirethe right people. And to do
these check ins with with, youknow, the people that you work
with, there's so many publicistsout there who are that I've
worked with that because oftheir just how they work, which
(21:04):
doesn't, which isn't great.
Like, it's very, very obviousthat they do not care. It really
does represent the agency andthen I just go with another
agency and I'll you know, writeabout their hotel. That's a
competitor thing.
Angela Tuell (21:22):
Yeah, I completely get it. Well, thank you so much.
You've been very insightful asit was, it was really
interesting. And how can ourlisteners connect with you
online aside from the Tarot sideon the travel side?
Jimmy Im (21:34):
Probably just going through my website
travelbinger.com. Um, it's justJimmy at travelbinger.com is my
email.
Angela Tuell (21:40):
Perfect.
Jimmy Im (21:42):
That's probably the best way.
Angela Tuell (21:43):
Great, thank you so much. And we'll link to all
of the things you mentioned inour show notes.
Jimmy Im (21:48):
I appreciate it. Thank you so much, Angela.
Angela Tuell (21:52):
That's all for this episode of Media in
Minutes, a podcast byCommunications Redefined. Please
take a moment to rate, reviewand subscribe to our show. We'd
love to hear what you think. Youcan find more at Communications
Redefined.com/podcast. I'm yourhost, Angela Tuell. Talk to you
next time.
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