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It’s true – airline in-flight magazine readership soaring

April 2, 2014 Aviation, Headline News 1 Comment Email Email

egtmedia59Airline in-flight magazines, tucked in seat pockets, are a familiar sight on the world’s airlines. But how are they faring in an age of laptops, smartphones, portable video games – and of course wonderful in-flight entertainment on seat-back video screens?

Surprisingly, the answer seems to be “very well indeed, thanks”. In an age of digital media, it may be counterintuitive, but research indicates that a lot of passengers still pick up and read airline magazines – particularly if they are affluent and male.

Delta Air Lines in-flight publication, Sky Magazine, remains the world’s most widely read in the genre. It passed the 5 million mark for the first time in 2012 with over 5.12 million monthly readers. Dusit-Hot-Deals-Banner-250x250-06

On the local front, airline magazines are flying high with a 14% increase in readership over the past year, latest results from Roy Morgan Research show. In 2013, 841,000 Australians read at least one airline magazine in an average month – over 100,000 more readers than in 2012.

Qantas’ inflight magazine The Australian Way looks set to crack the half-million mark after scoring a 15% rise from 430,000 monthly readers in 2012 to 496,000 in the 12 months to December 2013.

After reaching 282,000 monthly readers earlier in the year, Virgin’s offering Voyeur finished 2013 with an average of 257,000, up 4% on its 2012 results.

But Jetstar Magazine scored the year’s biggest annual proportion gain: up 18% to 214,000 average monthly readers.

Double-digit growth for the Qantas and Jetstar publications landed each among the top 10 fastest growing magazines in the country for 2013.

Roy Morgan Research’s general manager – media, Tim Martin, commented that despite the pressure the airline industry is under, airline magazines are growing, and continuing to reach a lucrative audience.

“25% of people who earn over $250,000 a year read an airline magazine in an average month; of these, the vast majority read Qantas: The Australian Way.

“Airline magazine readers are 86% more likely than the average Australian to intend to buy a new car in the next year, with preferences tending towards purchasing the luxury car brands such as BMW, Lexus and Volvo.

“The strong performance of the in-flight magazine category and its skew towards male readership (60% of readers are men) is consistent with recent readership growth in titles targeted towards men.”

Written by : Peter Needham

Currently there is "1 comment" on this Article:

  1. Jeanette Savage says:

    This readership soaring is surely ( in part at least) due to the fact that all personal electronics have to be switched off during takeoff and landing. These days few travellers carry a book (remember them?), so a read of the in-flight mag is perfect for the ‘switch-off’ periods.

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