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.  

Loading links....

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

DMN's 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