The clout of ink on paper, 33,333 ft above the ground

Most air passengers that PrintWeek has been talking to seem to enjoy the short break from digital frenzy as they dive into the feel-good magazines that speak of the beauty in the world with suggestive travel destinations.

Vistara’s inflight magazine in its August 2024 issue celebrated India’s 77th Independence Day by highlighting 15 diverse Indian destinations that travellers to the country must visit. In-flight magazines suffered during the pandemic, with several downing shutters, without so much as a goodbye post on social media both due to the lockdown, and the pressure of ‘nocontact’ disabling flyers to read and share them.

Several airline magazines have even ramped up their digital offerings making them available online. However a recent poll showed that about 88% of people pick up the magazines to flick through when they are onboard a flight, whilst only 5% pursue the online version. Three years after the pandemic has abated, however, there appears to be a bright ray amidst the darkness. Several inflight magazines are picking up. Japan Airlines still publishes inflight magazines with over 300 pages, Cathay Pacific Airlines has revamped its inflight magazines titled Discovery to Cathay, broadening its scope, and Kia Ora, New Zealand’s inflight magazine is now available both online and offline.

In India, low cost carriers like Indigo focus on reducing operational costs in order to allow more affordable flight tickets. An area where LLCs primarily cut costs are in flight services such as food, beverages and amenities. However, in-flight services such as Hello 6E continue to ride the tide. They serve as a platform for branding and generating additional revenue.

The content in magazines like Hello 6E continues to remain on travels, destinations and lifestyles. The magazines also promote airline services, new routes and partnerships with hotels or car rentals. While low-cost airlines don’t offer the luxury services of full-service airlines, small touches like in-flight magazines still provide a sense of comfort. Passengers on a budget airline can still enjoy reading material during the flight, enhancing the overall experience without significantly increasing the cost structure of the airline.

In-flight magazines were first introduced by Pan American World Airways in 1952. About ten years later, other airlines began to follow suit. One must remember, that these were the times that only the wealthiest of people could afford to fly, usually with glasses of scotch in one hand and a cigar in the other. Advertisers enjoy inflight magazines as well- business owners relish the chance of advertising with a magazine that seemingly often has a significant amount of cash to spend.

The 1980s are said to be the golden age of inflight magazines. The publication by Japan Airlines was said to be 300 pages, with the aircraft being forced to remove some seats due to the weight of the aircraft. In India a chain reaction was set off by the suspension of Jet Airways operations in 2019.

Spenta Multimedia, the company that handles Jet Airways’ in-flight publications, experienced significant changes. Spenta was responsible for producing JetWings, the airline’s in-flight magazine which had been a major branding and advertisement platform. The closure of Jet Airways directly impacted Spenta’s involvement with the airline’s in-flight collateral and associated advertising activities. Spenta Multimedia continued its operations, shifting focus to other areas of their business, including custom and consumer publishing, event management, and digital marketing.

Hope is not lost for the nostalgic readers of inflight magazines who adore to get their hands on the glossy fanzines, elucidating fascinating travel destinations, glimpses of history and culture. Inflight magazines offer temporary escape from the monotony of being trapped in an aeroplane and allow readers to explore new cultures and destinations, sparking curiosity and excitement.

Airlines often tailor their content to reflect the route or destination of the flight, creating within passengers a sense of anticipation about the destinations passengers are heading to. For some travellers, inflight magazines evoke a sense of wistfulness reminding them of previous trips or an era where they were a core necessity of air travel, offering a comforting experience. It seems that the sanctity of this experience, at least for the time-being, shall remain.