Delta's Sky redesigns, extends reach

Share this content:

Sky magazine, the in-flight title from Delta, has tapped a new publisher, redesigned and started limited newsstand distribution.

MSP Communications, which has taken over publishing duties from Pace Communications, was tapped by Delta in December 2008, but its first version of the 5.2-million-circ magazine is the April issue. Pace held the Sky account for more than a decade. MSP has redesigned the magazine and site.

“Just for starters, it is less of an in-flight magazine and more of an onboard lifestyle magazine, which is also being sold on newsstands,” said Liz Doyle, assistant editor of Sky, about the redesign. “It's dealing with business trends, lifestyle trends, celebrities, movies, music, fashion, just the whole gamut. One thing that I feel Delta was looking for was a new way to push the envelope and make Sky something that people want to read.”

With the new look, Sky also will be debuting a new distribution model: 15,000 copies of the magazine will be available on newsstands each month. The copies, $3.99 a piece, will appear at around 2,500 spots around the country, including Barnes & Noble and Borders bookstores.

The newsstand launch is part of an effort to increase the magazine's circulation and boost its clout with advertisers.

A digital version of the magazine also is available for free online, where readers are urged to sign up for a free digital subscription. In addition, the April issue marks the first time since Delta's merger with Northwest that Sky will be available to customers on all Delta- and Northwest-operated flights.

Blogs, a flashy Web site and a new Twitter account are all being used to boost brand recognition for the magazine.  

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here