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Airline Magazines a Great Publicity Too
If you're targeting an educated, more affluent audience with your message, and your topic is a good fit, inflight magazines can be one of your best publicity tools.
A quick look at the statistics should convince you:
--Many of these airline magazines have high circulations.
--Many readers are Frequent Flyers, among the most educated and affluent consumers
--60 percent are men; 40 percent women
--74 percent are in the 25-54 age bracket
--86 percent are college-educated
--56 percent hold management positions
--57 percent have incomes of more than $75,000 a year
If you're pitching inflight magazines, here are 11 tips to remember:
The editors' biggest pet peeve is that too many people pitch without knowing anything about the publication. Tom Chapman, editor of "Spirit of Aloha" magazine published by Aloha Air, says he's overwhelmed with PR requests and materials, "99 percent of which is misdirected and I can’t possibly use."
Research each magazine before you pitch. Go to their website and see if you can find an archives or a sample issue. Read whatever you can find. If you can't find anything, contact the publication and buy three or four back issues. Read them cover to cover to get a good feel for the kinds of content the magazines want.
Inflight magazines don't want travelogues or "how I spent my summer vacation" articles.
None of them print poetry or fiction articles.
Don't send a one-size-fits-all news release. Customize it for the specific needs of travelers. As soon as editors read your release, they should think, "This is perfect fit for our audience."
These magazines love information on tourist attractions in the cities the airlines serve. They also love brief items. So your newsstand is a good chance of being printed if you send a one-page release along with a photo.
Check the writers' guidelines at each airline magazine's website to see how they want photos submitted. Some want only electronic versions. Others want slides or color prints.
Because many business travelers read these magazines, how-to information for business people is usually a good fit. For example: how to stay organized when you're traveling, how to pack for a business trip using only carry-ons, how to eat healthy when you're on the road.
Several of these magazines have sections featuring products that make life easy for travelers, from special luggage tags to the newest PDAs. Be sure to submit a photo of your product, along with your press release.
Most editors don't want follow-up calls from PR people, and many editors can't be reached by phone. That's why your initial pitch must be short, compelling and free of errors.
Since most of these magazines buy articles from freelance writers, you should pay attention to which freelancers are writing for which magazines. Pitch freelancers, too. If they like your idea, it's their job to then pitch the editor and sell the story.
The more your article can fill the needs of travelers, or entertain them, the greater the chance that an editor will use it.
Publicity expert Joan Stewart publishes the free ezine "The Publicity Hound's Tips of the Week," filled with tips on how to generate free publicity. Subscribe at http://www.PublicityHound.com. You can also find "Special Report #29: Fly High with Publicity in In-flight Magazines" which includes more pitching tips and contact information for more than 30 inflight magazines at http://tinyurl.com/6uz9g. Contact her at jstewart@PublicityHound.com or 262-284-7451.
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