6 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.”