Written press has had its own revolution about 10 years ago with the apparition of the first smartphones. Editors are in constant evolution ever since to retain their readers and advertisers but also to find a viable and sustainable economic model. This change has, of course, also affected the world of consumers magazines, including the ones from airlines available on board of airplanes: the inflight magazines.
According to Mark Tjhung (Forbes 20/07/2017, “No, the inflight mag is not dead”), this number one communication channel for airlines that we all love to flip through when traveling, Inflight magazine is far from being dead. Mark is certainly right as the pleasure of reading a paper book or magazine is still very important for a number of passengers. However, the economic and environmental impacts (overconsumption of fuel, logistics costs…) lead airlines to rethink this media.
To better understand the importance of their reflexion, you need to know that the weight of onboard magazines per airplane varies from 80 to 200 kg depending on the number of pages and the number of passengers. On short- and mid-haul flights, this additional weight represents in average an extra consumption from 10 tonnes of kerosene per aircraft per year, and about the double for long-haul. As for the environmental impact, for each tonne of kerosene consumed, we count 3 tonnes of CO2 produced… Quite a challenge!
Airlines, who used to offer a large range of daily press, have yet decided to go digital by offering through their app the same newspapers they had in paper. The success of Adaptive Channel (lien vers adaptive), a major player in the digital press onboard, is a good proof for it.
The next step has just been taken thanks to PXCom (embedded technologies) and Adaptive Channel (online press system) getting together to offer a 100% interactive reading experience on seatbacks or on the new passenger experience systems based on embedded Wi-Fi servers. This innovation, unveiled during last APEX Expo Boston, allows airlines to reassure their advertisers and benefit from complementary revenues.
Indeed, like paper press, ad sales in inflight magazines are dropping, due to the complexity of targeting and engaging the chosen audience. Thanks to XPlore by PXCom, brands will be able to create targeted and measurable campaigns with original contents in order to offer an unforgettable digital experience to the passengers!