On Wednesday of last week, I discovered that EasyJet still prints an in-flight magazine. In an age where most airlines and other transport operators have opted to go digital, let’s have a closer look at the August 2025 issue.
The magazine can be opened from either cover, with the two sets of pages rotated 180 degrees from each other. The larger set opens to a predominately editoral section of 100 pages. The other opens to a shorter section detailing the food and luxury items that can be bought on board. I could find a digital version of the shopping section, but not the editorial part.
Both sections are interspersed with aspirational third-party advertising. However, there appears to be no overarching theme. The products featured include Bennett Winch bags, Qwetch flavoured water and branded cups, the musical version of The Devil Wears Prada at the Dominion Theatre in London, and personalised car number plates by Registration Transfers.
IMM International handles the advertising for the magazine, describing their audience as ‘Smart, elegant and refined, with a cheerful outlook’, but breaking down the demographic no further. My subjective conclusion is that the target market is those who would rather save money on the actual travel and instead spend it at the destination and/or on a quality durable product they can bring with them.
One notable absence is advertising for third-party travel agents and transport providers. The airline quite reasonably wants you to book only with them, so any talk of curated travel experiences are kept largely to the editorial part.
In addition to the suggested itineraries in Morocco, Venice and Croatia, there are two main interviews. The first is with fitness instructor Joe Wicks, and there’s a sharp a focus on his many trips to France and Italy. The other interview is with DJ Carl Cox, discussing his upcoming Ibiza residency. It’s no coincidence that EasyJet can fly you to all these places.
Buried deep inside, I also spotted pages written in other languages, namely Portuguese, Italian, German and French. This feature is not explained by the contents page nor the articles themselves. However, as a primarily English-language publication, I presume this is an opportunity for Brits to practice their holiday phrases.
But what of the paper format?
Thinking this over, it seems to make sense because you can’t use a mobile phone in the air, except in flight mode. As such, passengers would need to remember to download the information before takeoff. This is less of a problem on a train or a boat.
Instead, the magazine is right there in the pocket beside the safety card. They’re re relying on people picking it up, flicking through it and maybe spending some money on an aspirational item.
Gavin Cameron 