With the aviation sector poised to rebound from a year to forget in 2003, it is unsurprising that Asia Inflight, publishers of CAAC Inflight Magazine, is using the opportunity to substantially revamp the publication.
As managing director Patrick Raguet points out, the time is ripe for the magazine's look to be considerably updated.
"The actual overall look was old and outdated, so we've remodeled the general presentation," says Raguet.
The magazine now sports a more user-friendly interface, in the form of an enhanced contents section. In addition, a great deal more white space has been incorporated into the magazine, giving it a cleaner, more modern feel.
"We've revamped the contents page so it is much more user-friendly, and easier to navigate," adds Raguet. "There is also more white space - so it is a bit easier on the eye."
The design changes also see a larger, enhanced logo to ensure the magazine's "identity is reinforced", says Raguet. Given the recent fluctuation in the China aviation sector - where a series of mergers has left CAAC Inflight Magazine in a dominant market position, Asia Inflight is clearly keen to capitalise on the expected boom in domestic passenger numbers.
ZenithOptimedia regional business director, Nicole Vooijs, believes the design enhancements will be welcome.
"The old layout was a bit obsequious," notes Vooijs. "It sounds like the new style will be more effective as people don't want to read long stories - they want to read attractive ones."
At this point, however, air travel is still a luxury pursuit in China, and business travellers continue to form the bulk of the domestic passenger market. Accordingly, modifications to content have had to keep this point firmly in mind. A new smart money section focuses on one personal finance topic per issue, and other new sections look at cars and high-tech products.
"A lot of different things interest business people, as they have the spending power" explains Raguet. "Therefore we will look at topics like cars and real estate."
Vooijs is unconvinced, however, that the editorial changes will increase readership.
"People who read these kinds of magazines tend to do it more out of laziness, so I don't know if it will attract more readers," she saiys. "It would help if the magazine was handed out, as that would increase awareness."
