One of the most popular online stories yesterday morning was Jane Wild’s story about Ryanair working towards £10 transatlantic flights.
Such cheap flights from Europe to the Americas have long been a dream – most famously espoused by Freddie Laker with Skytrain in the 1980s. So popular were Laker’s flights that the US embassy in London had processed 300,000 non-immigrant visas by April 1981 – and was expecting a total of 1m for the year. This meant there would be as many Britons going to the US as US citizens holidaying in Britain – and the rise was attributed to Laker by the US consul. Yet, as Wild points out, no airline has managed to run a transatlantic service offering rock-bottom fares and turn a profit. Some went bust trying, including Sir Freddie’s Skytrain in 1982.
And for every airline, there is usually an airline magazine. The 1981 Skylines cover shown here summarises the typical contents for such magazines, then and now:
- Dustin Hoffman – a dust of celebrity sparkle;
- Wine without tears – encouraging readers to dip into the duty free and buy more drinks;
- The Laker story (and the cover) – it’s marketing material after all;
- Money wars – business and finance for the executive travellers they are keen to attract;
- About your flight – answering the questions and pushing other services;
- Short story – for those who want to switch off.
But the 1980s was the era of deregulation, and by 1985, the US airline People Express and Richard Branson’s Virgin Atlantic were following Laker in taking the transatlantic fight to British Airways. And just as BA has been the airline to beat on that route, for the past 40 years BA’s High Life has been the inflight magazine – and for much of that time the contract magazine – to beat (I remember ‘whoops’ in the office when the InterCity magazine I was editing for British Rail beat High Life in the National Readership Survey).
Before BA and High Life, there was BOAC and its Welcome Aboard, where the covers focused on encouraging exotic international travel and used relaxing poster covers devoid of cover lines. These days, High Life magazine ‘gets in front of over three million people every year, who spend an average of 36 minutes reading it’, says its customer publisher, Cedar. And it has spun off lots of add-ons, becoming more than a magazine, with a travel website, iPad app, social media content and inflight entertainment package.
Cedar also boasts that High Life uses ‘some of the best editors, writers and photographers in the world, including Michael Palin, John Simpson and Rankin’. And that’s certainly true of many customer magazines. InterCity was launched by former Nova and Observer Magazine editor Peter Crookston and former GQ editor Paul Keers took over when I left.
Magazines such as High Life and InterCity were key to the development of the customer magazine industry in the early 1980s, led by contract publishers such as BBC/Redwood and Cedar.
These days, inflight magazines for the budget airlines tend to be functional, with tit-bitty city profiles and short lifestyle features for their short-haul flights.
One magazine that set out to break the mould was the illustration-led Carlos for Virgin Airlines. This thought of itself as more of a fanzine than an inflight magazine. It was loved by other editors and designers and won awards for its launch and design from the BSME for publisher John Brown. However, like earlier creative titles such as Town and Nova, it failed to make commercial sense for the airline, lasting just three years and six issues. It was replaced by Travel Notes in 2006. The Atelier Tally blog has a post of covers and details.
To see almost 500 magazine covers and pages, look out my book, A History of British Magazine Design, from the Victoria & Albert Museum, the world’s leading museum of art and design