DALLAS – Last month, United Airlines (UA) announced it would be phasing out its inflight magazine, Hemispheres, marking the end of a 32-year print run. This decision follows a broader trend in the airline industry as carriers shift away from printed materials to embrace digital media. 

United joins other major airlines, such as Delta Air Lines (DL), American Airlines (AA) and Southwest Airlines (WN), which discontinued their inflight magazines during or after the pandemic. The move is part of a modernization effort that aligns with the increasing use of seatback screens, smartphones, and personalized digital content.

To commemorate this milestone, UA is offering select MileagePlus members an opportunity to request a free copy of the final print edition of Hemispheres. These copies are limited, with 44,795 available on a first-come, first-served basis, and can be ordered until September 27, 2024.

Digital Personalized Advertising

The shift to digital is part of the airline's new onboard media initiative, Kinective Media by United Airlines. This platform allows UA to offer passengers more personalized and relevant content and the opportunity for targeted advertising.

Kinective Media is "already working with brands such as Norwegian Cruise Line, Macy's, Chase United Co-Brand Credit Cards, TelevisaUnivision, IHG Hotels & Resorts, as well as agency groups like Dentsu."

Just to get the scope: United says, "Never before have brands been able to connect directly with a U.S.-based traveler audience at this scale. Tap into their desire for personalized experiences and lifestyle-enhancing products and services. Engage more than 108 million unique flyers interacting with our specialized media channels."

Of course, discontinuing the print edition will reduce UA's carbon footprint by "eliminating 13,000 metric tons of CO2 emissions annually."

Hemispheres was initially introduced in 1992 when airline magazines were trendy. However, as media consumption has evolved, printed inflight magazines have become less relevant, creating more interactive and measurable digital alternatives. 

While this change signals the end of an era, it also reflects the airline industry's ongoing adaptation to new technology and, while it does involve more sustainable practices, its a move toward hyper-personalization.

Marketers will use AI, data, and analytics to customize marketing experiences for individual UA customers. This includes using real-time data and artificial intelligence to make recommendations, among other data sets.