I AM SPILLING THE BEANS: In one month we will launch a web-based digital magazine for family travel. Following in the footsteps of our successful digital products globaltravelerusa.com and trazeetravel.com — targeting the business and luxury traveler and the millennial traveler, respectively — we are pleased to debut whereverfamily.com in September. The product fills a void in the market: While other publications casually add articles about this subject, we will devote an entire site to families who want to get out and go.

This past winter the Family Travel Association and my longtime friend Rainer Jenss reached out and planted the seed for a family travel magazine. After much discussion and our own internal research, we determined there was a strong need for the product from the readers’ perspective, and a large desire for marketers to reach this segment. Over the past 15 years, for example, Club Med shifted its target market from adults to 70 percent families.

As a totally independent publication not tied to any group or company in the industry, WhereverFamily will offer an open and unhindered look at family travel. Mind you, this will come from editors and writers who travel around the world with families of all types. That description also sets us apart, as we support a broad sense of what a family is and who will make up the readership of whereverfamily.com.

Of course, we will focus on the traditional families with children, but we will also address multigenerational travel, parents who travel with adult children and blended families. Only you determine if your particular group is a family, and we will write for all — as long as they want to get up and go and take their family along.

When I was a child, my parents took me to Avalon, N.J., every summer, where we fished, went to the beach and had a great time. We all took the train from Philadelphia to New York for the World’s Fair (where we first saw the Small World ride and exhibit now preeminently placed at Disneyland in California) and enjoyed other daytrips and vacations. With my own family, I followed in my parents’ footsteps and took weeks at the beach, first in New Jersey and now in Kitty Hawk, N.C. But unlike the generation before, we took bolder steps and headed out on longer treks and overseas excursions, family in tow.

I have made many family trips to the Caribbean, Mexico, California, Europe and Canada, and most recently returned from Zambia, Zimbabwe and South Africa. Part of our family joined me on my South African Airways flight from Dulles, with another adult child flying directly from New York to meet us. I noticed on our flight to Africa and while on safari that all sorts of people made up the family mix.

So gear up as we fill a true void in the marketplace and address, with a clear voice, the unique desires and concerns of families that travel together.