Pace trumpeted the triumph of its custom publications over business and high-end lifestyle titles, reminding advertisers of their advantageous positioning: playing to a captive audience.
According to MRI, Hemispheres is read by individuals with a median household income of $123,333; for comparison, the median household income of Conde Nast Traveler readers is $107,768, the Economist is $102,267; Fortune's is $97,980; Forbes is $94,448; and Travel & Leisure's is $94,969.
Not all in-flight magazines are quite as well-heeled as Hemispheres, including sister titles also produced by Pace--Delta's Sky Magazine ranked somewhat lower, with a median household income of $98,640, as did its US Airways' Attache, at $91,931.
However, most in-flight magazines have enjoyed readership growth in recent years. Since fall 2002, Sky's total monthly audience increased from about 2.8 million to 3.7 million--a 32% increase. During the same period, Hemispheres rose 37%, from 1.6 million to 2.2 million in 2007.