PUBLISHING: Jetting to a Profit

Some years ago, airlines discovered a new way to bore passengers and lose money besides: they began distributing free in-flight magazines filled largely by predictable articles about the glories of resorts along the airlines' routes. They succeeded neither in interesting readers nor in luring many advertisers. Now, however, the in-flights are changing from expensive throwaways to solid publishing ventures, with a relatively new book, American Airlines' The American Way, jetting into the lead. The American Way is expected to earn $25,000 to $50,000 this year—the first significant profit ever turned by...

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