These days, in-flight magazines have to work harder and harder to get a traveler’s attention—and Delta’s redesigned Sky is doing just that, with a cleaner layout that emphasizes white space, refined typefaces, and eye-catching photography.
Editorial content is divided into chapters that aim to reach both business and leisure travelers, incorporating lifestyle elements throughout, such as an interview with a jewelry maker or a story on what to pack for a trip to Nicaragua. As editor-in-chief Jayne Haugen Olson puts it, “’Engage’ is for business travelers who might visit a museum between meetings, and ‘Escape’ is for leisure travelers who might keep one eye on their iPhone."
The redesign resonates especially with the digitally connected reader. “The airline has been spending a lot of energy on digital over the last two years,” Olson says. “They looked at Sky and said, ‘We really need to bring it closer to the Delta brand.’”
This means that for the first time ever, the magazine will be accessible through delta.com and available for download on the Fly Delta app. It also means a bigger focus on added digital content such as behind-the-scenes videos of cover shoots, Spotify lists, and slideshows. A “One City, Five Ways” app, based on the monthly column, may launch down the line.
Ultimately, the magazine’s goal is to be engaging and relevant for all Delta flyers. “We get 5 million readers every month, and we want to make sure we respect their time,” Olson says. “And so far so good.”
Brooke Porter Katz is an Associate Editor at Travel + Leisure. Follow her on Twitter at @brookeporter1.