Farnborough 2014 Daily News Magazines – Online Review July 18, 2014Posted by ludozone in Aerospace, eBusiness Applications/Services, International Business Development, Internet Marketing, Social Media.
Tags: Aerospace, eBusiness, Farnborough Air Show, FIA14, International Business, Marketing, Social Media, Website
If you have been to an international air show like Paris or Farnborough, you have probably picked up several of them: the printed daily news magazines published by the three main Aerospace news organizations (Aviation International News (AIN), Aviation Week, and Flight Global). They are each printed in thousands of copies and handed out for free at multiple locations. It was no different at Farnborough this year where each organization produced 4 issues. In fact, together in total, they published a colossal 800 magazine pages with more than 700 articles (See all the statistics here). These publications are great for attendees, but they are also available online. Here is my review and opinion of each of them.
Aviation International News (AIN) Farnborough Airshow News
At 112 pages of content over the 4 editions, AIN produced the smallest of the three magazines, but still managed to publish about 190 articles. The online version was linked promptly and directly from the AINonline Farnborough Coverage website. The content was pretty standard fare keeping up with AIN’s tradition and editorial style. The ISSUU viewing technology which AIN has been using since 2010 was very responsive and simple to use. It had all the functions you need: search, share, zoom, and clip. It was fully usable on iPad without an app. You can create an account and “save” magazines or clips for later use, emailing or sharing. In addition, AIN posted most of its Airshow News articles directly on the website and on twitter, so it was a good reuse of the content online.
Aviation Week ShowNews
The team at Aviation Week published the most content pages (150) including 266 articles. Each edition was linked from the Aviation Week Farnborough Coverage website and I liked that they embedded multimedia in some of the editions by replacing static pictures with video. The magazine contained some in-depth interviews with big players but also news from SMEs as the week went on. However, the Zinio viewing technology was disappointing compared to the others. First of all, the publications were not indexed so the search feature did not work. Secondly, there was no clipping or sharing functions so any information found here could not be reused elsewhere. Thirdly, because Zinio is using Adobe Flash technology, it was not available on iPad. Finally, the content of the magazine was not available on the Aviation Week website (although I am told that some of the articles are published in the subscription-only area).
FlightGlobal Flight Daily News
Flight global decided not to publicize the fact that they had their Flight Daily News available online (other than for a couple of direct tweets from staff), and instead promoted their three web-only iFlight Daily News briefs. I wonder what the purpose of this publication really was. With about 10 news items for each edition it was hardly comprehensive. Each edition had an interactive cut-away, some video content, and some good infographics (e.g. Order Tracking). But between the content posted directly in their Farnborough Coverage website and the electronic version of the Daily News linked at the end of each iFlight edition, this seemed redundant. In addition, iFlight requires an app to be viewed on iPad. It would have been much better for them to incorporate this content in the online Daily News (e.g. cut-away) or on the website (e.g. video). However, once you finally accessed the actual electronic version of Daily News in the PageSuite technology, it was actually very nice. The content was varied and pleasantly layed-out. The “Face the Facts” interview series with a number of CEOs should have its own section on the website. There were some content gems buried in there (e.g. Boeing vs Airbus infographics) that would have deserved greater exposure on the website and on Twitter. Like AIN’s viewer, this viewing tool had all you needed: search, zoom, share, clip and was fully usable on iPad without an app. This technology was easier to use but it did not allow me to set-up a personal account online. In terms of content, Flight Global produced the largest amount of pages (306) and articles (281) of the three organizations. They too decided to post some of this content in their subscriber only section of the website.
I understand the need for these magazines at the show and, with 400 pages of advertising (estimated revenue $4 million), they probably pay for the news organization’s complete on-site presence. But, if you are going to bother putting these together, I think you should get the most bang for the bucks:
- If you are going to publish the magazine “as-is”, be sure to promote it (website and twitter) and use a good viewer that as a minimum includes a search engine (nobody is going to read these cover to cover online – unless they print it).
- If you are handing out this magazine for free on-site, and making an electronic version available for free on-line, why would you publish the content in a subscriber-only section of your website? This seems like a far-fetched way of boosting subscriber “exclusive”. Instead make the content available for free or under free registration.
- A lot of content (articles, pictures and videos) is being created around these publications. Consider re-purposing this content on the website directly. Why keep this content only for one day? Post it and open it up to the rest of the world.
Based on that, I must declare that AIN Farnborough Airshow News did the best out of the three organizations on this part of their online coverage (See also Full Review of FIA14 Online Coverage). As for the others, AviationWeek should pick a new viewer and Flight Global should reconsider iFlight Daily News.
Please leave a comment below to share your impression of these magazines. Your ideas, replies and suggestions are always welcome.
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