Seatback setback: United Airlines ditching paper version of Hemispheres magazine
It is both the end of an era and a sign of the (electronic) times.
United Airlines recently announced it is discontinuing the print version of Hemispheres, the inflight magazine that has greeted passengers from the seatback pocket since 1992.
Starting with the October issue, United will offer Hemispheres in digital form only.
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Many passengers will miss grabbing a pen, flipping the magazine open to the crossword puzzle and hoping no one else has filled it out yet. Others will miss carefully tearing out that month's enticing "Three Perfect Days" feature and dreaming of jetting off for a quick, efficient trip to that destination. It was even fun to quickly flip through the magazine to see what snacks were available for sale on a particular flight.
Mark Muren, United Airlines' managing director of product, identity and loyalty, told TPG that the carrier is instead "taking a big leap into digital entertainment" and moving the magazine online. This way, United can offer passengers "more personalized content and tell richer stories," according to United's statement, as well as options for enlarged text, access to archival features and (soon) translation into eight languages.
Muren remembers the days when he'd study the route maps in the Hemispheres magazine, read the note from the CEO and take the magazine with him at the end of a flight.
But now, United is "taking this product that was really built for another time and making it much more accessible," he said. Nowadays, most passengers travel with their own electronic devices, and United has vowed to put screens at every seat in its new fleet.
United Airlines is far from being a trendsetter by retiring its physical magazine.
In fact, the carrier is the last major domestic carrier to close the book on the print version of its inflight magazine.
Back in the days when there were no seatback screens and perhaps one monitor for movies at the front of the cabin, the print version of Hemispheres "was a great way for us to communicate with customers, provide interesting content and help them learn a little bit more about United," Muren said. While it may be "tough to let it go," he said the carrier's research shows that transferring attention to the mobile app and a screen is the right move.
"There's a correlation between having a screen on board and the customer liking so many different aspects of their journey," Muren said. "It makes a lot of sense and is the right thing to do," he said.
Out with the old, in with the new
United said the Hemispheres digital platform will include "personalized, timely and dynamic travel content" in various formats, such as fresh feature articles for destination inspiration, archival issues and fan favorites such as the Three Perfect Days guides.
According to Muren, some flight and travel information that was once only available in the magazine — such as listings of the inflight entertainment options, customs information and airport maps — are already available in easier-to-use form on the airline's mobile app.
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The print version of Hemispheres magazine included details about connecting to Wi-Fi and listed the food and drinks available during the flight. For now, that information will be printed on a small card slipped into the seatback pocket that includes "a bit richer explanation of the food experience and more pictures," Muren said.
"We still want people to know what's available and be able to make an order," he said. "And we can do that without the entire magazine wrapped around it."
You won't be able to tear out or draw on the route maps, but Muren said United is "going to be able to create a world where it is very interactive." It will allow customers to program things into the map, such as places they want to go and places they've been, he added.
Sustainable? Yes. But that's not what's driving the change
United said removing the physical Hemispheres magazine reduces workload, carbon dioxide emissions and cost. While it's great to get points for being "the environmental good guy," Muren said what's most important is that United customers have a great experience. "And we think digital is really key to doing that," he said.
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Over at the Smithsonian's National Air and Space Museum, commercial aviation curator Bob van der Linden isn't all that sad about inflight magazines going away.
"It's not essential to travel today," he said. "Everything you need is on your cellphone or in the entertainment system, so there are now so many other distractions to keep you busy for the length of your flight."
But Matthew Burchette, senior curator at Seattle's Museum of Flight, is a bit more nostalgic.
"Sure, I can watch nearly every season of 'Friends' or a newly released movie, but I'm more old-fashioned," Burchette said. "I liked learning about Memphis' SmokeSlam: The World's Ultimate BBQ Showdown or the Albuquerque Balloon Festival. Even though I wasn't going there, it gave me a sense of what it was like to live there. I like to think it made our country a bit smaller and more accessible."
Related reading:
- United Airlines MileagePlus: Guide to earning and redeeming miles, elite status and more
- Best United Airlines credit cards
- United Premier status: What it is and how to earn it
- Maximize your airfare: The best credit cards for booking flights
- The best credit cards to reach elite status
- How to survive basic economy on United Airlines
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| 4X | Earn 4X Membership Rewards® points per dollar spent on purchases at restaurants worldwide, on up to $50,000 in purchases per calendar year, then 1X points for the rest of the year. |
| 4X | Earn 4X Membership Rewards® points per dollar spent at US supermarkets, on up to $25,000 in purchases per calendar year, then 1X points for the rest of the year. |
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There’s a lot to love about the Amex Gold. It’s a fan favorite thanks to its fantastic bonus-earning rates at restaurants worldwide and at U.S. supermarkets. If you’re hitting the skies soon, you’ll also earn bonus Membership Rewards points on travel. Paired with up to $120 in Uber Cash annually (for U.S. Uber rides or Uber Eats orders, card must be added to Uber app and you can redeem with any Amex card), up to $120 in annual dining statement credits to be used with eligible partners, an up to $84 Dunkin’ credit each year at U.S. Dunkin Donuts and an up to $100 Resy credit annually, there’s no reason that foodies shouldn’t add the Amex Gold to their wallet. These benefits alone are worth more than $400, which offsets the $325 annual fee on the Amex Gold card. Enrollment is required for select benefits.Pros
- 4 points per dollar spent on dining at restaurants worldwide and U.S. supermarkets (on the first $50,000 in purchases per calendar year; then 1 point per dollar spent thereafter and $25,000 in purchases per calendar year; then 1 point per dollar spent thereafter, respectively)
- 3 points per dollar spent on flights booked directly with the airline or with amextravel.com
- Packed with credits foodies will enjoy
- Solid welcome bonus
Cons
- Not as useful for those living outside the U.S.
- Some may have trouble using Uber and other dining credits
- You may be eligible for as high as 100,000 Membership Rewards® Points after you spend $6,000 in eligible purchases on your new Card in your first 6 months of Card Membership. Welcome offers vary and you may not be eligible for an offer. Apply to know if you’re approved and find out your exact welcome offer amount – all with no credit score impact. If you’re approved and choose to accept the Card, your score may be impacted.
- Earn 4X Membership Rewards® points per dollar spent on purchases at restaurants worldwide, on up to $50,000 in purchases per calendar year, then 1X points for the rest of the year.
- Earn 4X Membership Rewards® points per dollar spent at US supermarkets, on up to $25,000 in purchases per calendar year, then 1X points for the rest of the year.
- Earn 3X Membership Rewards® points per dollar spent on flights booked directly with airlines or on AmexTravel.com.
- Earn 2X Membership Rewards® points per dollar spent on prepaid hotels and other eligible purchases booked on AmexTravel.com.
- Earn 1X Membership Rewards® point per dollar spent on all other eligible purchases.
- $120 Uber Cash on Gold: Add your Gold Card to your Uber account and get $10 in Uber Cash each month to use on orders and rides in the U.S. when you select an American Express Card for your transaction. That’s up to $120 Uber Cash annually. Plus, after using your Uber Cash, use your Card to earn 4X Membership Rewards® points for Uber Eats purchases made with restaurants or U.S. supermarkets. Point caps and terms apply.
- $84 Dunkin' Credit: With the $84 Dunkin' Credit, you can earn up to $7 in monthly statement credits after you enroll and pay with the American Express® Gold Card at U.S. Dunkin' locations. Enrollment is required to receive this benefit.
- $100 Resy Credit: Get up to $100 in statement credits each calendar year after you pay with the American Express® Gold Card to dine at U.S. Resy restaurants or make other eligible Resy purchases. That's up to $50 in statement credits semi-annually. Enrollment required.
- $120 Dining Credit: Satisfy your cravings, sweet or savory, with the $120 Dining Credit. Earn up to $10 in statement credits monthly when you pay with the American Express® Gold Card at Grubhub, The Cheesecake Factory, Goldbelly, Wine.com, and Five Guys. Enrollment required.
- Explore over 1,000 upscale hotels worldwide with The Hotel Collection and receive a $100 credit towards eligible charges* with every booking of two nights or more through AmexTravel.com. *Eligible charges vary by property.
- No Foreign Transaction Fees.
- Annual Fee is $325.
- Terms Apply.