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Did the UK magazine circulation figures just confirm what we (and advertisers) already knew… ?

As the UK’s magazine circulation figures for the first half of this year are published, the media trade press is understandably – and correctly – awash with plaudits for 2016’s high-achievers.
 
Here at Ink we’re not too big or complacent to think we can’t learn from what other successful media companies are doing right but, having taken our looking-glass to the ABC figures, do they not tell us something we already know? Or is that just me?
 
So what is today’s news? Cosmopolitan, the biggest riser in 2016 so far, has achieved a staggering 60% circulation increase by slashing their cover price (to a quid), while also distributing 100,000 magazines to people for FREE as they travel through airports, shops and cinemas.
 
Before we even start questioning exactly how you read a magazine in a darkened cinema, let’s back up a bit. This is great news for Cosmo and Hearst, but isn’t this critically lauded strategy not just a localized version of what inflight and travel media has been doing for nearly 50 years?
 
Surely the ground rules are the same for all magazine publishers? We need ever-growing numbers of engaged readers, year-on-year, so that brands are attracted to advertise with us, to ensure we can keep on publishing the magazines. Or is what we have been doing since Dave Dee, Dozy, Beaky, Mick and Tich were riding high in the pop charts (Google it kids) way too simple?
 
Maybe the big difference here is one of long-term sustainability. The inflight media model (rather than its newsstand mirror) is totally unique, in that its market size will double by 2034. Yes, you heard me correctly, DOUBLE.
 
Let me run that by you again: our potential market of real, live, actual readers (not a click or predictive formula or equation) will go up 5% year-on-year for the foreseeable future. And the beauty of air travelers is that we know they have the disposable income to afford flights. A cursory glance around any duty-free shop will also show you what an enthusiastic consumer group they are. What’s more, we know they are inspired to travel more and purchase more when they are in transit. All in all, an advertiser’s dream!
 
So yes Anna Jones (the chief executive of Hearst), you are right to be “encouraged” that your “strategy” is “working” but I’m afraid to say that your “dynamic new route to market” is old news for us and our smart advertisers and readers.
 
So come on. Stop trying to read your glossy women’s magazine in the cinema and come talk to us and our current passenger audience of 783 million people worldwide.
 
Talk to Ink. We are travel media.

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Flyers are buyers

Have you noticed that some of the world’s biggest brands are visible and investing in travel media? Ever wondered why? Well, the answer is really straightforward: they’ve figured out that flyers are buyers.

Foreign customers spend 10 times as much abroad as they do at home said the CEO of Value Retail at a recent conference. We all spend more aggressively when we are away. So why not appeal to those people who seemingly have more money to burn.

So when I read a recent article aptly headlined, “The sky is falling on print newspapers faster than you think” I felt like shouting, “The sky may be falling in but that same sky is also full of  powerful and engaging print with lots of people reading it”. But I didn’t. Because I was on a bus.

A great campaign needs a full media mix, I find it so frustrating when inexperienced marketers tell us that they are doing digital only. When I ask “which form of digital?” they look back a bit blankly. At the last count there are more digital choices today than ever before and, even if you have a big budget, you cannot get the exposure and brand recall one advert will deliver in a good old fashioned well-read magazine. Unlike most magazines, every day up to six different people will sit in that seat and thumb through the magazine.

We’re living in an age of unprecedented digital connectivity, with the net result that we’re more distracted than ever before. Sitting on a plane, however, offers an opportunity to unplug themselves from the maelstrom of digital noise. Travel media allows travellers to sit back and disconnect from the rest of the world for the duration of their journey. 

 GPS research points out that 32% of passengers look forward to the inflight magazine “as part of their inflight experience”. With its mix of aspirational editorial and advertising, the inflight magazine plays a crucial role in both the anticipation and excitement phases of trips, whether for business or leisure purposes. All this enables brands to capture the undivided attention of travellers relaxing at 30,000 feet in the air.

As a case in point, Indiana State’s witty ad which appeared in United’s Hemispheres magazine delighted passengers so much that they were posing with it and sharing it on social media. This highlights to me that travel media can go beyond merely grabbing attention and on to forging deeper, richer connections with readers by triggering the right emotion, from the right audience, at the right time. 

I’ll close with a simple question – what does travel media mean to you? When I’ve asked clients this question, I usually get a mixture of responses ranging from “putting my business in the spotlight” to “bridging the gap between my online and offline strategy”.   

I typed this aboard a VS5 to Miami. Having watched two films, typed 37 emails and written this piece. If Vera had anything interesting to read (missed opportunity Virgin Atlantic), I would have consumed that. I don’t want to buy Duty Free, yet still browsed the catalogue. The point is, people who fly have a lot of time to think and consume messaging. Very different to life on the ground when you have little time to think about anything. 

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The Power of Print: Free is the Magic Number

I imagine most publishers approach ABC day the same way that Vince Vaughn reads his film reviews. Dutifully, but with a gnawing sense of resignation. After all, there’s nothing like a page full of YoY% and PoP% minus signs to get the print doomlords and naysayers rubbing their hands in glee.

Trinity Mirror Solutions even coined a name for this negativity: “printism”, thereby drawing attention to a growing consensus in the advertising industry that the medium isn’t “sexy” and that you’re unlikely to win an award or earn a promotion off the back of print activity.  

The reality is somewhat more nuanced. Whilst it’s true that February’s ABC figures revealed an average annual circulation decline of 4%, 60 magazines posted an uplift and some titles appear to be thriving. Stylist continues to prosper, the NME and Time Out both recorded the highest ABC figures in their history, Shortlist and Sport posted increases which maintained their position as the two most popular men’s magazines on the market and The List saw its circulation rocket by 67%. Of course, these titles all have a couple of things in common, other than their success. They are all free and they are all aimed squarely at the millennial market that we were told had fallen out of love with print.

This suggests to me one thing; that print isn’t dead at all, nor even terminally unfashionable. Surely it’s more a matter that consumers – particularly younger ones – are reluctant to pay for content (News UK’s decision to remove the Sun’s paywall being a case in point)? However you look at it, the facts would seem to indicate people are perfectly happy to read well-crafted, ink-on-paper journalism, especially when it’s placed in their hands free of charge.

Of course inflight magazines have long been ahead of this curve on this. For over 50 years air passengers have been able to reach into the seat pocket in front of them, knowing that they can lean back, relax and enjoy the best in gorgeous photographylong-form articles and absorbing interviews with the world’s biggest celebrities.

These are the same passengers that have chosen the next destination for their holiday and bought millions of pounds, euros and dollars’ worth of things they saw in the magazine. The market is far from dead, at Ink we are seeing double digit growth and in 2016 we predict a further boom as we fly people to the Olympics, the Euros, to ski resorts, beaches, golf breaks and all those other treasured holiday escapes.

The good news is that over the next couple of years another 100 million more people will get on a plane. Our sector has a rosy future. As well as providing the perfect place to turn should the inflight movie turn out to be Couples Retreat.

We can connect with any audience you want to reach: from ravers to traders, baby boomers to boomerang kids, Generation Y to geriatrics…pretty much anyone in fact, except perhaps Dennis Bergkamp.*

Sometimes the best new things are just the old things you forgot.

*Not strictly true, we also publish Eurostar’s magazine.

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Print Still Matters – Part 2

This is the concluding post from the talk titled Print Still Matters, at the 2016 New York Times Travel Show. If you haven’t already, read Part 1 to see my review on the 3 reasons why print still matters. In this post, I’ll explore the relationship between print and digital in the travel space. 

We can all hear the deafening noise surrounding digital and the multi-screen environment. So last year, as an experiment, we created the #hemigram social media campaign for United Airlines’ Hemisphere magazine.

The premise was really simple:  We invited passengers to photograph themselves with a Hemisphere magazine on the plane, or at a location, or with their pets; and we offered them no other incentive other than the chance to appear in the print magazine. And we were blown away by results.

With a deep sense of humor and originality, passengers were stimulated to participate, connect and share – regardless of their age, location and cabin position! And their special moments were beautiful, positive and personal.

Despite other distractions, we received thousands of submissions, gained new followers to our social channels, and we picked up hundreds of thousands of impressions with high engagement rates. All because we offered the chance to appear in print!

Through this positive project, we have further proved deep engagement and real connectivity with the readers. It also helped provide us with a platform to further demonstrate that around 74% of passengers on a United Airlines flight read the magazine and that many are spending over 28 minutes with the title. Powerful knowledge to have and we have learned much.

It has changed the way we look to promote our magazines and has helped us further look at ways to use print and digital together. We are finding that it’s not about “one or other”… It’s about both.  

So let’s forget this idea that there is a conflict between print and digital in the travel space today. There isn’t!

Last week has seen the perfect example. Cut a long story short; Samuel L Jackson is featured on the cover of United Airlines’ Rhapsody magazine, and basically via the New York Post and Daily Mail (sorry New York Times); the story went viral.  So much so, the media circus that is Donald Trump tweeted about it. Great to have a top trending story from a print travel magazine.

IT IS RELEVANT

Travel operators find themselves to be their own media companies as they have a HUGE and loyal audience that regularly connects, engages and interacts with their brand.

I mean.  Just think: American Airlines will have 500,000 people on their planes today – and sitting in front of them is a high quality free magazine that is upbeat and beautiful. AND people read it. LOTS of people read it. In fact passenger numbers are going up around 5% year on year… so print matters more and more in this travel space.

You only need to look around at other contemporary media companies to see that they too have print at their heart of their communication strategy.  The best illustration of this actually comes from one of travels most disruptive and innovative “digital” companies of the last few years. AirBnB. Love them or hate them; they have change the industry forever. 

They recently launched Pineapple magazine with the intention to: “to explore our fundamental values: sharing, community and belonging,” and to “inspire and motivate exploration, not just within the cities featured, but within any space a reader finds themselves.”

They get it. That’s AirBnB.  And they are by no means alone – even outside the travel space.  Other recent digital converts to print are worth noting:

Health information company WebMD, fashion company Net-a-Porter, and my personal favourite: the company that – and I quote: “tracks all the latest consumer technology breakthroughs and shows you what’s new, what matters, and how technology can enrich your life.” CNET, has turned to print.  

So let me conclude and say that print matters as it builds positive, deep relationships and comes with loyalty with a strong level of trust that is as relevant today as it ever had been. Our travel media is positive. Our travel media helps you explore. Our travel media allows you to dream. Our media stimulates you. And our travel media works.

Let me leave you with one last point:

Did Caitlyn Jenner choose to reveal her new identity with a first interview on a TV show or with a video on a social media network? No… She took the decision to walk towards the most beautiful printed words and with the best photographer around today. And, quite simply – it immediately established her reputation and set the record straight before her new life had even started.

Print is part of people’s everyday life today and it always will be. 

Feel free to share the Slideshare presentation below.

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Print Still Matters – Part 1

Last week, I was invited to speak at the 2016 New York Times Travel Show about whether print still matters. So it won’t surprise you to learn that on a panel full of editors and publishers that were all shouting loudly and positively as to why: Print Still Matters!

 But let me go a step further and repeat what someone said to me recently, which really sums it all up:

 “Paperless media is about as likely as the paperless toilet.” i.e. It’s never going to happen…

 Yes, we are all looking at our devices – at what seems like 26 hours a day (if my kids are anything to go by), but that doesn’t mean that print doesn’t matter. Print does matter. Storytelling matters, dreaming of foreign travel and making new discoveries matter and print is pivotal to all of these things at a deeply emotional level.

 Guide books, holiday brochures, travel supplements, maps, travel and inflight magazines. They all matter. And they all have been proven to be very effective for travelers for many many years.

 So thank you to PanAM, for inventing inflight magazines in 1966 and NOW 656 million passengers a year interact with the media that we create on behalf of our airline and rail partners. 

 But back to the point in hand.

Why does print matter today in the face of a younger, faster and possible more fashionable way of sending out information? What makes print and digital different for business and leisure travellers?

For 3 reasons:

Number 1 – No distractions

Print means: no distractions or horrible interruptions; not even a low battery or bad signal to worry about….

It’s just intimate and static; beautifully created images and words combined together at high quality.  Perfect….. Easy….. Simple…. 

 All we have readers “deep reading” and “deep thinking”. Fully engrossed, inspired and fully engaged.

 Just think: no small screened digital device bombard us with: emails, phone calls, selfies, bills, breaking news, directions, tweets, posts, and dates.

Ahhhh… Bliss…

Number 2 – Authority

 Since 1440 – print media has been a trusted source for information and news. And because print is fixed – it carries greater authority and gravitas. Years and years of building that confidence and reputation with publications like the New York Times has put print in good standing today. But basically, people like to be able feel the real paper AND that physical bond inspires confidence. It has Authority.

 Number 3 – Inspiration

Magazines and adverts – deliver inspiration; in a recent poll it was found that 82% of readers in Germany judged magazines as the best place for suggesting new ideas (Print Wirkt, 2015). And it’s this inspiration that leads to an action or a purchase. 45% of respondents of an IPC survey indicated that the magazine has inspired them to purchase an advertised product.

 I want to be clear and precise: so here is a fun video which is more succinct and entertaining than I could ever be….

Stay tuned for the second post from my presentation Print Still Matters.  Feel free to share the Slideshare presentation below: 

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The Affluence of Winter Travellers

When you think about winter travels – your mind may conjure up a blissful image of log cabins, a snowy mountaintop, a chairlift and some après ski – or you may imagine golden beaches, swaying palm trees and the hot hot sun.

Whichever you have in mind, the next few weeks will see million and millions of people splashing out to book tickets and holidays to escape to (or away from) the cold of winter. Statistically January and February are the busiest months of the year to book that dreamy get away.

 So just who are these people that pay the top Dollar/Pound/Euro/Yen to get their luxurious dream? We did some research recently around our American titles and found out some interesting things:

United Airlines Hemispheres Magazine readers has the leading median household income in print of any large scale magazine today! That’s a huge 21% higher than Conde Nast Traveler readers, 36% higher than Travel+Leisure readers, and a whopping 103% higher than National Geographic Traveler magazine.

Nearly a quarter of American Way Magazine readers on American Airlines are millionaire households; that’s around 3 ¼-times the usual!

Hemispheres readers are more than 5 ¼ -times the U.S. norm for having any hotel stays at an upscale hotel.

More than one-third of United Airlines Hemispheres Magazine readers are what we call “Active Adventurers” and that is 56% above the norm.

We have some serious money out there engaging in our content and the 1st quarter is the time that they buy the holidays. There is nothing like a cold snap in Europe or on the East Coast of American to get people jumping towards a holiday!

 Come talk to us about the media options that we have at Ink.

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Thanksgiving is American’s biggest holiday….

The key aviation industry bodies in the USA are projecting that 25.3 million passengers will travel globally on USA airlines in the next few days of Thanksgiving. This is up around 3% on recent years and showing the strength of the aviation market today.

To have your brands in the November or December editions of our magazines means that you will be seen by an unprecedented number of passengers who are sitting back, relaxing and dreaming of holidays and gifts.

Ink works with 2 of the biggest airlines in the USA – American Airlines and United and this holiday period sees them adding extra capacity in the form of larger planes, additional routes and staffing up the hilt to look after the EXTRA 65,000 daily passengers that travel on a USA airline plane at this time. In fact, at its peak, it’s expected that 2.7 million people will fly in just one day on the 29th November with Chicago O’Hare and LAX being the busiest hubs in the USA.

American carried 198 Million passengers in 2014 and recently United’s First and business class travellers magazine: Rhapsody was named as having the “most affluent audience in print”.

Travelling inspires people and removes them from the distractions of their everyday routine. This is the perfect moment for brands to reach and engage with their audience when they have the time, focus and mind-set to respond.

With Ink’s media we can connect your brand to 656 million passengers around the globe and we can do this at every step of their journey.

Put your brand at the heart of that journey and tap into a connected dialogue.

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How we’re sparking a socially connected dialogue with United passengers

Since January, we have been running a social media programme with United Hemispheres Magazine. The premise is disarmingly simple: each month, the editor invites readers to take a picture with the magazine and share it on social media using #Hemigram. The next month, we then publish our favourites – there are currently no incentives beyond the simple opportunity to feature in the magazine. Over the months our interactions have been snowballing: you can see all of the #Hemigrams to date if you click here.

Thanks to the power of social media, I can share with you some incredibly powerful and human insights about the audience of millions of passengers that get on a plane every day:

Our #Hemigram page will be seen by over 35 million passengers in Q4 this year, and I can’t wait to see the new stories that the coming months will bring. The sharing and brand advocacy of our hundreds of readers have extended our magazine’s reach in that most sought after Marketing channel: Word of Mouth.

Each of the #Hemigram posters, unbidden, tell us about their great trip, their favorite articles in the magazine, or why they’re traveling. They do this to make their post more interesting to the editor and to the thousands of friends and followers that they’re sharing with, but it also gives us unique insights as we continually improve our magazine content to engage and excite our diverse readership.

The #Hemigram campaign is our golden ticket to audience engagement and brand advocacy, reaching affluent United passengers, the most valuable audience in print.

This of course is all still work in progress; we continue to develop the #Hemigram concept with the goal of reaching even higher levels of engagement. Inspired? I’m always looking for new ideas or proposals, so get in touch if you would like to join us on this journey…

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The Psychology Behind the Perfect Ad Placement

Would you like to know the Psychological secret to advertising that will see your sales numbers rocket?

Bit of a silly question really; of course you would, no matter your sector or industry.  Plenty of businesses advertise, but as John Wanamaker famously complained half of it isn’t having the desired effect – if only you could tell which half!

So why isn’t it working?  The sad truth is, so much advertising isn’t even seen, let alone remembered.  So how do we place advertising that is not only seen, but really makes an impact and that the customer will recall and use to inform their next purchase?   It’s essential that we find an advertising medium that penetrates the conscious mind and subconscious mind at the right moment: no mean feat when you consider how much of our day to day life is governed by System 1 processes. To understand the intricacies of the human mind, we need to turn to our psychology friends for some help…

Using psychology we have identified why one of form of advertising is delivering brand recall off the Richter scale.

So what’s the secret sauce?  Quite simple really: if you want to run an advert that’s truly remembered, there are three key criteria you need to aim for:

  1. The Perfect Environment – context is key. Where will your advert be seen? What will your target audience be doing? All of these impact on the type and quality of engagement your advert will have.
  2. The Vital Placement – your advert needs to be somewhere it’s likely to be seen, and ideally several times, before it sinks into your audience’s psyche whether conscious or subconscious.
  3. The ‘Golden Moment’ – possibly the most important of all.  What kind of mindset is your audience in? Are they hurried, rushed, distracted?  Or relaxed, excited, and looking for new ideas? Everyone knows how good they feel when they are about to embark upon any kind of trip whether it be business or pleasure. No matter who you are you always come back with a story of some sort and new ideas and needs.

With our Targeted Advertising solution on boarding cards, itineraries and confirmation emails, we’ve found the formula for scoring a perfect home run against all three; let us show you how.

What can you do to make your advertising more interesting and to deliver response?

Travel is an emotional experience, full of excitement for the leisure traveller, and importance for the business traveller. Travel is also a stimulating experience, promoting a range of feelings from escapism to concentration.  Research studies have shown this level of excitement promotes a heightened state of alertness, increasing the ability to take in messages such as airport adverts, inflight magazine content, signage and most importantly, the boarding card.  Being in this zone is likely to make advertising messages more interesting to you – and therefore more memorable.

Repetition is really important to the success of a campaign

The boarding card is the most important document after your passport, it is looked at on average 8 times during a round-trip at over 13 locations because of its importance.  Advertising placement is key to success: it needs to be an integral and complimentary part of whatever the person is doing at that time.  Other formats have championed intrusive and disruptive styles, but these irritate the target audience, and can be closed, ignored, or not even seen!  This simply isn’t a problem for our targeted advertising platform: you can’t ignore your boarding pass, as it’s a vital travel document for your journey and you need to keep looking at it over and over again, and is compulsory to be presented for purchases at the airport. 70% of passengers are even still looking at their boarding pass whilst in the plane! No other medium follows you throughout your journey and is with you until you empty your pockets. You continue to rely on it, with the message becoming louder and clearer. That’s why 61% of passengers remember advertising on the boarding card. No other media can deliver that kind of recall with just a single ad placement: a marketeer’s dream scenario.

Finding The ‘Golden Moment’

The mindset experienced in the more relaxed moments of the journey, such as the departure lounge and inflight, promotes an enquiring and aspirational frame of mind, with travellers looking to be “inspired and informed”.  Passengers are seeking new things and experiences and this is just the right time for them to be offered inspirational advertising – the “Golden Moment”.  Imagine being be able to personalize a message knowing that person is travelling specifically from Madrid to London.  Connecting the advertiser with that person is a joint venture bringing the two together.  Whether they are travelling from any airport to any airport, we can ensure the relevant advertising message is there in their hands at the right time.

How do we know?  Our research shows that more passengers plan their next trip whilst travelling than when at home, and particularly inflight.  Now let’s map the most popular “planning” time onto when the boarding pass is most looked at in the journey.  We can see the two clearly align to create the perfect golden moment for travel and tourism advertisers to reach their audience:-

The magic dust that really makes your advertising zing is to target the serendipity of this “Golden Moment”.  Imagine that you could put your advert in front of your next customer just at the exact moment that their mind was open to new ideas – perhaps even looking for that inspiration?  Such perfect timing guarantees that your advert will be remembered and acted upon too, with direct call-to-action for immediate impact, so that your sales numbers will sky-rocket: this gold is real!  Targeted advertising uniquely allows brands to reach their specific target audience, but this is only half the story. Recall is key in the advertising game, and our secret sauce means our platform is unmatched. 61% brand recall: don’t we call these statistics “Unicorn Moments”?

If you want your brand to be remembered, think about the environment, placement and ‘golden moment’ opportunities for your advert.  Now find the platform that truly delivers on these to make your search as short as possible: talk to our Targeted Advertising specialists.

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Reinventing Travel Media Part 3: The future is personal and interactive

Concluding my series of blogs on Reinventing Travel Media, I uncover what new technology and social media mean for the future of travel mediaIf you haven’t read Part 1 or Part 2 yet, I recommend you read them first on the Ink blog.

Don’t lose sight of the real people

As the tech and media world becomes obsessed with digital numbers and big data, airlines – in their analog ways – silently noticed that they have actual real people. And lots of them. In fact, lots and lots of them and they are just waiting for something to do.

I founded a media company 20 years ago and now, with our clients, we are getting in front of a global audience of 677 million real passengers, with real eyeballs, real wallets, and real spending power.

But American Airlines alone today will have half a million people on their planes. That means in 1 year alone American Airlines carries the population of UK, France and Italy put together.

Despite these huge analogue numbers, gone are the days of the faceless organization delivering one-way communications.

Now we can get more personal and interactive

As we all interact with one another on a minute-to-minute and second-to-second basis posting, liking, sharing, blogging and displaying, we essentially announce, proclaim and promote our personalities: I like this, I do this, I go there and I’ve got this.

Travel media is no different.

The travel world has been turned upside down by TripAdvisor, Booking.com, Expedia Twitter, Facebook and Flight Tracker. Long distance has been replaced by immediate and short personal interactions.

Here is an interesting fact: American Airlines now has a staff of 21 in the social media team made up of customer service and marketing departments. They make sure that your questions are answered 24 hours a day. They now respond to around 6000 tweets a week (that’s 240 per hour).

Making the most of new opportunities to engage

So it seems that all that has happened is that there is a new quicker channel of delivery and it is up to us – the media companies to join those dots for the traveller.

In the last year we added some hashtags to our magazines and now people on their vacations are sending pictures back to us the magazine. So Janet and John have such a connection with the magazine, the moment they have a cool pic they send it back to the magazine in hope we might publish it or win some free flights.

As the content is now available digitally and our magazine brands are an integrated part of that social media two-way conversation. Posting pictures, liking articles, travellers’ commenting on their experiences. For example, The Foo Fighters were on the cover of the American Way and we launched with a video showing the magazines coming off the printing press – and it got near on 750,000 views on social media. For a printing press! It’s great!

So we are used to people wanting their social media immediately, interactive, and for short bursts. But that just isn’t the case on a large number of flights today.

But let’s not forget what people want – and what still works

The plane is travel media in its best location. A recent report showed that 3 of the top 6 most affluent (readership) magazines in the USA were inflight and those people still want a lean back experience; relax, read, digest and enjoy the smooth flight.

So what we are finding through this conversation is that many of the same travel media principles and habits of 1966 are still going to be true in 2015 and beyond.

The plane is still one of the most unique places for media. 80% of passengers read the magazine – and a 20-minute read, is an AVERAGE. These figures are eye watering for the advertiser of today. And the repeat rate of our annual clients is 91%, this flies in the face of the attrition from print advertisers. And as a result, we are seeing that the worlds most recognized brands of watches, cars (and more recently technology and telecommunications companies) are climbing on board. Gone are the days of low quality adverts. It’s now a high quality experience.

The future will take the best of today, but make it faster and more interactive

So let me finish up now and tell you: Paper in airplanes is not going to disappear anytime soon. But it will change – it is going to become of a higher quality (a trend that we at Ink have pioneered) and more people are going to access that “paper” in a digital form. As that digital passenger experience happens, the interactions will just get quicker and you will, via your tablet or smartphone, be able to order/enquire/buy off of that “page” with direct links to advertisers.

Some truths will always remain – the plane will still be flying at 500 mph and at 34, 000 ft, that’s fairly certain. On board, you as a passenger will be consuming more content in a faster and more interactive way. It could be through a paper magazine, but it could just as easily be through your tablet or phone. Most likely, in today’s ‘multi-screen’ world, you’ll be using both.

To read more travel media news and insight from the team at Ink, head over to our blog and subscribe for future updates.