INSIDE STORY Rivals at 37,000 Feet ; Time Was When In-Flight Magazines Were Looked Down on by the Rest of the Industry. Not Any More. as the Holiday Season Takes Wing, Ciar Byrne Profiles 12 of the Biggest
Byrne, Ciar, The Independent (London, England)
Air New Zealand: Air
Editor: Jenny Farrell
Richie McCaw, the captain of the All Blacks, is the cover star of the latest issue of Air New Zealand, thanks to the airline's sponsorship of the country's rugby team. Margot Butcher, the magazine's awardwinning sports writer, who is very highly regarded in New Zealand, helped to secure the exclusive interview with McCaw.
When King Kong was released, the director Peter Jackson decided to grant an exclusive interview to the magazine, because of its qualityand worldwide reach - its readership is 266,000.
Air New Zealand magazine features Kiwis at home and abroad, from the sculptor Paul Dibble at work planting a metal forest in London's Hyde Park, to the country's new sailing stars.
Editorial director: Michael Keating
Publisher: Ink Publishing
With a readership of nearly three million passengers a month, Easyjet's In-flight also also has an online version which attracts around 100,000 readers a month.
The magazine's unconventional features included in August a "Mafia Guide to Sicily". Stories often promote Easyjet destinations, for example how disused spaces have been turned into some of the hippest night spots in Budapest.
Michael Keating, the magazine's editorial director, says: "If we get the odd complaint, the airline doesn't see that as a bad thing, as it means we actually have something to say."
During the last election, In-flight asked the party leaders about their favourite swimming attire - shorts of Speedos? Liberal Democrat Leader Charles Kennedy replied: "Speedos."
Icelandair: Iceland Review
Editor: Krista Mahr
Iceland Reviewbegins with a message from Icelandair's chief executive, Jon Karl Olafsson. But in contrast to the boast about German safety and efficiency by Wolfgang Mayrhuber in Lufthansa's Magazin, Mr Olafsson takes the opportunity in the latest issue of Iceland Review to apologise to passengers about the facilities at Keflavik International Airport, which is being renovated.
Features include an interview with the Scottish crime writer Ian Rankin, a trip to a Californian vineyard, a summer Olympic tour round Oslo, and Rory MacLean on the hippie trail to India.
Emirates: Open Skies
Editor-in-chief: Obaid Humaid
The focus of Open Skies, Emirates' magazine, is on the Middle East, but it also roams further afield. The magazine's July cover shows skiwear- clad folk on a snow-covered slope flagging up an article on skiing in the Himalayas.
There are also travel features on Middle East destinations Dubai, Jordan and Syria, and on Switzerland, England, the Maldives and Malaysia. Lifestyle stories explore the secrets of longevity and the Japanese tradition of the samurai
Editor: Tim Hulse
Publisher: Cedar Communications
Business Life is available on all BA's domestic and European flights. The aim is not to rival The Economist, but to provide entertainment for executives and cover lifestyle issues from a business perspective. The latest edition majors on young celebrities already publishing autobiographies. There are humorous pieces on dealing with underperforming employees, and on how to while away office hours.
Launched 20 years ago, Business Life has a readership of 106,000. Recent exclusives include an interview last year with Prince Andrew about his working week. Hulse has twice been named Editor of the Year in the contract magazine category at the BSME awards. Business Life was also voted Most Effective Travel & Leisure Title by the Association of Publishing Agencies last November.
American Airlines: American Way
Editor: Sherri Gulczynski Burns
Publisher: American Airlines
To ensure that it captures the attention of frequent flyers, American Way is published twice every month. …