Inflight magazines boast an impressive readership, with 97% of passengers having read an airlines’ inflight magazine in the last year. Research has established that passengers are in a “moderately alert” state of mind stimulated by the experience of the inflight environment, which promotes an engaged mind-set, seeking entertainment, inspiration and aspiration.

This engagement is reflected in the lasting recall of advertising seen in the inflight magazine, with on average 52% of readers recalling advertising seen in the magazine. Luxury advertisers particularly score highly, with some premium brands achieving 70% recall for premium positions. This high level of engagement translates into action, with 41% of passengers stating they have gone on to purchase magazine-advertised products.