United Airlines is launching a new in-flight magazine, but don't expect to see it unless you're flying first or business class. The magazine is aimed at United's more affluent travelers. And the airline plans to capitalize on every second they're unplugged.
On a plane, that works out to be about 20 minutes or so. Prime time for books and magazines.
"I mean I don't know about you but I think I would go crazy if I played Angry Birds for eight hours between New York and Paris," says Jordan Heller, editor-in-chief of Rhapsody, United's luxury magazine with a literary bent.
The airline hopes its wealthiest travelers might read an article or two and catch a few glossy ads.
"Well with Rhapsody we're aiming at more high-end luxury brands to advertise with us," Heller says.
That's where something like this pays, says Seth Kaplan of Airline Weekly. "Advertisers love any kind of targeted demographic where they know exactly who they're reaching," Kaplan says.
Especially when that demographic has lots of money to spend. There is one risk: device-free time might going away. The FAA is considering loosening some of the restrictions on when passengers can use their electronics.