I just returned from a long vacation. In fact, it was a two week long vacation. How often does that opportunity come along? It was one of those vacations that takes you all over. Most of the time was spent along the west coast exploring the beautiful areas of Puget Sound in Washington, and the bay area of California. But, along with the good, comes the bad...within this particular vacation were seven different flights. It was amazing how tedious that much flying can be, especially considering some of these flights were somewhat long and the food was a the standard small-portion/tastes-like-sawdust fare.
On an airplane, there is very little to do so the airlines provide in-flight magazines for people to read.
I was amazed at the variety of articles in these magazines! Most of the people on the plane read the magazine at least once. Do you realize the potential of this magazine from a PR point of view?! Just imagine what the impact could be on your business to have an article praising some aspect of your company/cause in an airline magazine.
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So, let's figure out what it takes to get your stuff in those magazines.
First, think about the unique nature of these magazines. Unlike most magazines that have a defined demographic and psychographic targeted reader, readers of inflight magazines essentially are anyone who flies on that airline. So the editors are looking for a range of different articles. Some will be travel destination related, some will be People Magazine fare, but others will be good solid content pieces, so you've got a variety of possible articles you could write. Research is key, as the editors of these magazines have a list of categories for every issue. You need to contact them, get that list and their editorial calendar, and write to their needs.
Next, pay attention to the region that the airline serves. If they are regional, then write articles that affect that region. For the international airlines, you have more freedom. A word of caution: Editors don't really want fiction stories or poetry. Some people are die-hard fans of this stuff. Others avoid it like they would avoid a wet water buffalo. That may sound extreme, but I'm serious.
Next, realize that because the majority of these magazines are on airlines that are international, you should avoid words such as "foreign". The readership is truly international and should be treated with great care. Offend anyone, and you're article will never be run.
Start by following these guidelines, and you will find that in-flight magazines can be a valuable asset to your PR efforts.
Still want more info to get your own stuff into this valuable medium? Click below.
Special Report #29: Fly High with Publicity in the In-Flight Magazines
Posted June 29, 2004
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