MEDIA HIGH LIFE: AN EXPERT’S VIEW - Is the aim to bore readers so they reach for the duty free, Alan Rutherford asks
By ALAN RUTHERFORD, Unilever’s new w, campaignlive.co.uk, Friday, 24 April 1998 12:00AM
Picture the scene. You are belted up in the aircraft, ready for take-off. Your laptop is stowed under your seat. You can’t be bothered to watch the safety procedure again (although the captain insists you should). Instinctively, you reach inside the pouch opposite for a copy of High Life.
Picture the scene. You are belted up in the aircraft, ready for
take-off. Your laptop is stowed under your seat. You can’t be bothered
to watch the safety procedure again (although the captain insists you
should). Instinctively, you reach inside the pouch opposite for a copy
of High Life.
This month is the 25th anniversary of the British Airways inflight
Not surprisingly, there are special features reviewing key social and
political issues since 1973 and looking forward to the next quarter of a
David Frost writes an interesting article about his ringside view of
political personalities. Another article looks at how feminism has
progressed over 25 years. But most of High Life’s features guarantee
that the reader will turn to the travel maps or the duty free. Now that
is an interesting marketing technique - make sure there is nothing worth
reading, so passengers are forced to browse the duty free pages.
The style and quality of the ads has changed little over the years.
There are still ads for DIY James Bond surveillance gear, serviced
apartments and the 80-foot cruisers we all dream about. Plus ones for
relatively obscure financial services, technology and hotels.
I find inflight magazines disappointing - High Life is no exception.
Littered with poor quality ads, with a fragmented layout, it makes a
very disjointed read. They may be ’free’, but I think more effort should
be made to produce quality inflight publi-cations. Failing that, give
the passengers a voucher when they check in that they can exchange at
the airport for a magazine of their choice.
This article was first published on campaignlive.co.uk
- Artworker Fashion & Retail Personnel Consultancy £23000 - £25000 per annum + Outstanding Benefits!, London
- Digital Project Manager - Hugely Respected Digital Agency ADLIB £30000 - £45000 per annum, Oxford
- Digital Display Manager - Telecoms PFJ £30000.00 - £40000.00 per annum, London
- Account Director - Arts Clients PFJ £40000.00 - £45000.00 per annum, London
- AV Account Director (contract) PFJ £35000.00 - £43000.00 per annum, London