US Airways Magazine
Andrea Alexander, publisher and Lance Elko, editor, US Airways:
1. What do you consider the single most important achievement your magazine has accomplished in today's marketplace?
US Airways flies 69 million passengers annually. US Airways Magazine was created to meet the diverse needs of that broad readership with a mixture of topics that include travel, popular culture and business.
2. Looking back at your history, what was the most important hurdle you were able to overcome?
Delivering an entirely new magazine - from concept to design - in a one month window. With the September 2005 merger of US Airways and America West, our team was given marching orders to create US Airways Magazine in mid-October for an early-December delivery in order to have issues on board all aircraft by January 1, 2006. The US Airways magazine editorial staff consisted of 7 people who worked 24/7 during that time period to accomplish this task.
3. What was the biggest pleasant surprise?
The overwhelmingly positive response from our client, US Airways, advertisers across the country, and particularly our 2+ million readers per month. We are amazed at the steps readers take to communicate with us. They are reading US Airways Magazine in an environment that limits their ability to communicate with us during their reading time. Yet they consistently reach out to us by email and phone after they have departed the aircraft with enthusiastic feedback on specific magazine content.
4. What is the biggest challenge you are facing today?
Editorially, establishing a strong personality and tone of voice for US Airways Magazine that reflects the evolving brand position of the airline. On the advertising side, getting the attention we deserve from national advertisers who are reticent in committing to a controlled circulation magazine.
5. Imagine you have a magic wand, and you can strike the magazine and make it a human being. Describe that human being.
Tech-savvy, worldly business traveler meets the jet-setting, fun-loving leisure traveler.
6. The number of new magazine launches has been on a steady increase. What advice do you offer to someone wanting to start a new magazine?
Have passion for your concept; meet a need in the marketplace; have deep pockets and endless amounts of patience. And above all, stay connected with your readership.
7. In 2010, US Airways Magazine will be...
...the best travel and lifestyle magazine in the country.
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