July 2010 | With audio and video on demand (AVOD) a standard in-flight entertainment feature today, and with travelers increasingly carrying their personal entertainment devices with them onboard, passengers may start to lose their interest in in-flight magazines amidst all the media overload. To make in-flight magazines more relevant to both passengers and advertisers, a number of airlines have begun to publish special-interest and route-dedicated in-flight magazines.
LAN Chile has just launched an in-flight magazine, called ‘in-Wines’ targetted at wine lovers traveling in business class. The first edition of in-Wines includes essays by Chilean master sommelier Héctor Vergara, serving and pairing tips, a wine-tasting class, wine reviews and Chilean and Argentinian wine routes. Connecting with passengers “on a lifestyle subject they are passionate about” is the driver behind LAN’s launch of the wine-dedicated in-flight magazine. Says LAN’s manager in-flight entertainment Violeta Garcia, “the magazine gives us the opportunity to reinforce our credibility as wine connoisseurs”. According to Spafax, which also publishes LAN’s regular ‘in magazine’, “in-Wines is already a huge hit with readers and advertisers – with over 20 major brands buying space in the first edition.”
LAN’s ‘in-Wines’ isn’t the first special interest in-flight magazine. Air France and Lufthansa both publish lifestyle magazines for premium female flyers. Air France’s ‘Madame’ is a luxury women’s magazine (“A relaxed and informative take on glamour and modern living” as Air France calls it), published every two months in a print run of 260,000 and is distributed onboard Air France flights. Lufthansa’s ‘Woman’s World’ (“Combining professional success with private luxury”) appears quarterly with a circulation of 195,000 and is mailed directly to Lufthansa‘s female frequent flyers, offered in Lufthansa’s First and Business Class Lounges and presented personally on intercontinental flights.
Taking a different approach but also targetting a specific audience, Virgin Atlantic publishes two in-flight magazines dedicated to a single destination: Dubai (DXB) and Mauritius (MRU). Both magazines, DXB and MRU, aim to give Virgin Atlantic’s passengers an insiders ‘all you need to know’ guide to their destination. Written by locals, the bi-annual publications contain features on local life and provide a local view of the destination’s activities, bars, restaurants, and shops. DXB and MRU are available to all Virgin Atlantic passengers and are published in a monthly print run of respectively 10,000 (DXB) and 17,000 copies (MRU).
Rather than clog pages up with multiple languages, SAS publishes a Chinese and a Japanese edition of its inflight magazine Scanorama. The magazines are distributed once a year in seat pockets on flights from Scandinavia to China and Japan.