Is Inflight Advertising Still a Relevant Form of Effective Advertising?

The first-ever inflight magazine had its roots in the early 1950s. It was launched by Pan American World Airways and was called Clipper Travel. Almost 70 years into the future and it is still used by various airlines across the globe. However, technological advancements and Wi-fi available in aircrafts raise concerns about the effectiveness of inflight advertising.

So, is this the end of the inflight magazine?

Before we get into that, lets first get familiar with what exactly is inflight advertising.

This form of advertising is particularly targeted towards passengers (potential customers) onboard an aircraft. It ranges from commercials during in-flight entertainment programming to the more popular use of inflight magazines. These advertisements significantly vary from newspaper advertising — they are specially tailored to the traveller’s destination and serve to promote several restaurants and hotels among others.

Hence, an inflight magazine acts as a destination guide to many and has become an indispensable part of the flying experience to millions.

Are We Saying Goodbye to Inflight Advertising?

Apart from the promotional aspect, inflight advertising is a powerful representation of the norms that speak of a ‘typical’ experience in a particular destination. This is a strong motivator of actions as seen once the aforementioned travellers exit the aircraft. He may look up an area he read about earlier or may enquire about making a reservation in a hotel that caught his attention.

Without neglecting the necessity of the same, would the advent of digital mark the end of the inflight magazine? Not quite so. It is actually believed that both will complement each other in the course of time. For instance, what if you could instantly book a room in that fancy hotel you read about? How about reading about a top-notch restaurant and then being able to make reservations for that sumptuous meal right away?

It may not be a case of replacement. Rather, it may actually be a matter of interaction. In fact, this is significantly different from newspaper advertising since the conditions for inflight advertising are picture-perfect. ‘Confined’ in the rarefied world of 35,000 feet may generate more leads within a short period of time. This is fuelled by the fact that the online space presents more opportunities for airlines to expand their influence and capture engagement.

An Overview of the Benefits of Inflight Advertising

Tangible information

These magazines have the gift of credibility since it can be felt, a huge factor that leads to its widespread success. This is similarly why advertising in newspapers is so effective even with the introduction of online portals of information.

‘Captive’ audiences

The target audiences are not forced or coerced to read magazines. Rather, it is mostly out of boredom or need for information that one does so. Rather than intrusive advertising, it is a productive means of passing time.

Mass reach

Through advertising in the infight magazines, it is possible to tap on audiences from various cultures and backgrounds. Hence, the avenues it opens for advertisers are truly endless. Thus, it effortlessly helps in the generation of global leads.

Longer shelf life

The relevance of an inflight magazine does not fade after 24 hours. It can be used for several months owing to the timeless nature of information. Hence, its increased longevity is advantageous to advertisers as well.

Known as a flyer’s true companion, inflight magazines are a time-tested tool that is designed to capture the attention of those on-board a flight. No matter the type of audience, inflight advertising is seen as a powerful medium that appeals and reaches out to various groups in society. This form of advertising doesn’t have to disappear with time as long as its quality remains up to the mark.

It goes without saying that the flying experience is incomplete without an inflight magazine.