British Airways is tapping a new audience by introducing an iPad edition of its in-flight magazine for first class travelers that is sponsored by Patek Philippe.
The First Life digital edition is available for iPad users to download since March 1 and offers more interactive qualities than its print edition does. The move to digital will allow the magazine to gain more readers who are not currently traveling on a British Airways flight and those who are affluent iPad users.
“The affluent audience is one of the fastest growing mobile audiences and are known as early adopters of new technologies because they can afford it,” said Melody Adhami, president and chief operating officer of Plastic Mobile, Toronto.
“It just makes sense that a luxury publication would want to be available on the same medium their audience is on,” she said.
“It is the perfect time and place to capture the attention of the right person.”
Ms. Adhami is not affiliated with First Life, but agreed to comment as an industry expert.
First Life was did not respond by press deadline. The print edition is an in-flight magazine given out to British Airway travelers in first class. It is published bimonthly and has an approximate potential audience of 44,000.
For the collector
First Life magazine application is available to download for iPad users in the App Store for free.
The iPad edition of the Collector’s Issue of First Life magazine is sponsored by Patek Philippe.
The brand’s logo is on the cover of the issue.
The first article covers a list of spring’s luxury essentials.
Products included in the list are a series of Alexander McQueen items from the spring/summer 2013 womenswear collection, Diptyque’s Rose Duet fragrance, the bespoke film production team Bucket List Film, the Above and Beyond theater experience at the Corinthia Hotel in London, Prada’s Luna Rossa eau de toilette and the La Sultana mega-yacht.
Next, the magazine has an article on the history of collection that examines why affluent consumers invest and collect items. It is followed by a section that profiles the super-collectors of the world.
Then, there is a multi-page spread on vintage investments and in which vintage products collectors should invest. The products include wine, watches, books and photography.
Also, there is an interactive map that allows readers to tap on certain cities around the world to see where the most presitigous art shows take place.
The rest of the content focuses on entertainment and contains articles on actress Marion Cotillard, director Ang Lee, British television shows such as Top Gear and a music section featuring composer Philip Glass.
The only advertisement in the digital issue is a Patek Philippe ad placed on the last page that highlights the Diamond Ribbon timepiece.
Readers are able to watch a short video and move through multiple images and content that explain the brands and watches without being brought out of the ad or the magazine.
Bringing a print magazine to life through a tablet can be a good idea to further engage an audience.
Adding interactive content to a digital publication can especially help distinguish a print issue from a digital issue. This can also help broaden the target audience.
For instance, Swiss watchmaker Blancpain engaged watch enthusiasts and broadened its audience through an interactive iPad app for its lifestyle-focused magazine.
The Blancpain Library app shows off the “Lettres du Brassus” print magazine by incorporating interactive elements to enhance the reader’s experience. Issue 12, the newest edition, was released Feb. 27 and is only available for iPad users (see story).
A digital edition of a magazine or iPad app can strengthen consumers’ feelings of connection and engagement.
“We know that consumers feel better connected to brand that are utilizing digital technology,” Ms. Adhami said.
“With 2013 being the first time that more people will have mobile devices than not, it makes sense to be seen on a medium that more and more people are using,” she said.
By Erin Shea