Here’s a thoughtful and sincere message from the editor of American Way magazine, an American Airlines publication. I’m adding my own comments, the editor discussed service journalism and even used an example of a flight that Montel Williams was on and the resulting efforts based on an article that was presented to Mr. Williams.
I’ve rarely found any compelling in-flight reading material… although for some folks it is easy to get wrapped up looking through the Skymall catalog. I did just such a thing last month to see if I was missing anything – I’m not. Probably the best article I remember was on Iceland Air four and a half years ago about traveling to other remote islands.
“Honestly, we were guilty of the same hubris. After all, the economy was booming, new magazines were popping up all the time, and selling advertising was no harder than answering a ringing phone.”
I remember those days like it was 1999… any advertiser was willing to place a bet on a decent website. In fact, I used to say to colleagues in the cafeteria, “Sure, for only $2500 a month for sponsorship…”
“One in-flight runs 20-plus-page advertorials. From a publishing standpoint, who can blame them? Its a lot cheaper to use stock photography and canned stories and advertisements than it is to commission original work.”
It is, but I think my viewers deserve better. The article mills online do an awful job by collectively wasting thousands or millions of reader hours with content that is nearly devoid of anything helpful… they seem to be a copy of a copy of a copy, of a poorly worded original.
“And we committed to making our content varied, entertaining and, most important, consequential. Im proud to announce a very positive, very measurable result from our efforts.”
I feel the same way… I’m happy when I see folks sticking with us through various updates and registering or clicking the feed. I aim not to abuse the privilege with too many silly updates. I’d rather be helpful to our readership.
“Indeed, we at American Way know our role in the publishing world. Were here to inform, to entertain and, whenever possible, to help.”
