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.
Value check: Are airline credit cards worth it anymore?
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.
Related: How to pay your United credit card's annual fee with miles
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.
Related: Save thousands of United miles by booking partner flights to Europe
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
TPG featured card
at American Express's secure site
Terms & restrictions apply. See rates & fees.
| 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. |
| 5X | New! Earn 5X Membership Rewards® points on prepaid hotel stays booked through AmexTravel.com or the Amex Travel App. |
| 3X | Earn 3X Membership Rewards® points on flights booked through AmexTravel.com, the Amex Travel App, or purchased directly from airlines. |
| 2X | Earn 2X Membership Rewards® points on prepaid car rentals booked through AmexTravel.com or the Amex Travel App and cruises booked and paid through AmexTravel.com. |
| 1X | Earn 1X Membership Rewards® point per dollar spent on all other eligible purchases. |
Pros
- Valuable dining and food-related credits
- Flexible rewards with airline and hotel transfer partners
- Multiple travel and purchase protections
- No foreign transaction fees
- Access to Amex Offers for additional savings (enrollment required)
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 $8,000 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.
- New! Earn 5X Membership Rewards® points on prepaid hotel stays booked through AmexTravel.com or the Amex Travel App.
- Earn 3X Membership Rewards® points on flights booked through AmexTravel.com, the Amex Travel App, or purchased directly from airlines.
- Earn 2X Membership Rewards® points on prepaid car rentals booked through AmexTravel.com or the Amex Travel App and cruises booked and paid through AmexTravel.com.
- Earn 1X Membership Rewards® point per dollar spent on all other eligible purchases.
- Pay It® lets you tap in the American Express® App to quickly pay for small purchase amounts throughout the month and still earn rewards the way you usually do. Plan It® gives you the option to split up big purchases into equal monthly payments with a fixed fee. You’ll know upfront exactly how much you’ll pay.
- Updated! $120 Dining Credit: Earn up to a total of $10 in statement credits monthly when you pay with the Gold Card at Grubhub (including Seamless), Buffalo Wild Wings, Five Guys, The Cheesecake Factory, and Wonder. This can be an annual savings of up to $120. Enrollment required.
- $100 Resy Credit: Get up to $100 in statement credits each calendar year at over 10,000 qualifying U.S. Resy restaurants after you pay for eligible purchases with the American Express® Gold Card. That’s up to $50 in statement credits semi-annually. Enrollment required.
- $84 Dunkin' Credit: Earn up to $7 in monthly statement credits after you pay with the American Express® Gold Card at U.S. Dunkin’ locations. Enrollment required.
- $120 Uber Cash on Gold: Enjoy up to $120 in Uber Cash annually with your Gold Card. Just add your Card to your Uber account and you'll get $10 in Uber Cash each month to use on orders and rides in the U.S. when you select an Amex Card for your transaction.
- New! As an American Express® Gold Card Member, you can enjoy complimentary Hertz Five Star® Status. Enjoy benefits like skipping the counter at select locations, adding an additional driver at no additional cost*, and vehicle upgrades**. Benefit enrollment and Hertz Gold+ registration are required. *Additional drivers must meet standard rental qualifications and must be a spouse or domestic partner to qualify as complimentary. Other additional drivers subject to fees. **Benefits are subject to availability and vary by location. Additional Hertz program Terms and Conditions including age restrictions apply.
- Take advantage of a $100 credit towards eligible charges* at over 1,300 upscale hotels worldwide when you book The Hotel Collection through AmexTravel.com or the Amex Travel App **. *Eligible charges vary by property. **The Hotel Collection requires a two-night minimum stay.
- Book your travel through the Amex Travel App with added peace of mind – backed by American Express® service and support. Only for American Express® Card Members.
- Whenever you need us, we're here. Our Member Services team will ensure you are taken care of. From lost Card replacement to statement questions, we are available to help 24/7.
- No Foreign Transaction Fees.
- Annual Fee is $325.
- Terms Apply.