I eliminated most freelancers four years ago, not because of a budget cut (our budget wasn’t cut), but to improve the writing quality. A trained staff of talented writers do better, fresher work than freelancers who have to churn out the same stuff about fine wines and spas every month.

Spirit magazine was redesigned four years ago with a format that deliberately departs from that of a traditional airline magazine. (Personally, I didn’t fine most airline magazines all that scintillating). I based this format on extensive reader research I had done when I was an editorial director at Rodale.

We designed the front of the magazine for people on a short-haul airline who want to flip pages. And we run one or two long-form narrative stories, paying top writers double what everyone else does. (Our biggest criticism comes from writers who don’t make the grade.)

Since we redesigned, readership is up, reader response unprecedented. Our publisher, Debbie Dunkin, is exceeding her advertising numbers.

Otherwise, you got everything right.

Jay Heinrichs
Editorial Director
Southwest Airlines Spirit

I was traveling with contributor Roger Toll one time in Mexico. Great guy!

I hope you’ll check out the new Delta Sky, if not on the plane, @ deltaskymag.com.
I’d love to hear what you think. We really tried to break out of the in-flight mold and create something new and refreshing.

Gary