High Life
Sep 4, 2020, 8:01 am
#2
Moderator, Iberia Airlines, Airport Lounges, and Ambassador, British Airways Executive Club
Join Date: Feb 2010
Programs: BA Lifetime Gold; Flying Blue Life Platinum; LH Sen.; Hilton Diamond; Kemal Kebabs Prized Customer
Posts: 63,803
I think March was the last copy to be put in the aircraft, the April copy was delivered but not distributed (I've not seen the printed version) and May onwards wasn't even delivered. The seat back pockets now only have the minimum contents (safety card, waste bag, wifi instructions).
Sep 4, 2020, 8:45 am
#5
Join Date: Oct 2015
Location: Vale of Glamorgan
Programs: BAEC Gold
Posts: 2,991
I can't really see many people bothering to read High Life online. Like most in-flight magazines, it was mostly content-free fluff that one only flipped through when there was absolutely nothing else to read.
Sep 4, 2020, 9:15 am
#8
Join Date: Dec 2016
Location: Hertfordshire
Programs: BA Gold, Accor Diamond, IHG Diamond
Posts: 553
I think I qualify for the younger generation and I read both High Life and Business Traveller cover to cover each month onboard short haul flights.
We spend far too much time looking at screens and it was nice to read something physical in flight and get a bit of inspiration for new trips and hotel stays.
I thought they’d be binned despite Covid to save print, fuel and to really round off BAs love for the negative experience option (neo). The digital version is a compromise, but on the last 3 sectors I’ve flown in the past 10 days, the wifi has been broken on each flight so I couldn’t even browse ba.com, so not much hope of being able to read it onboard.
We spend far too much time looking at screens and it was nice to read something physical in flight and get a bit of inspiration for new trips and hotel stays.
I thought they’d be binned despite Covid to save print, fuel and to really round off BAs love for the negative experience option (neo). The digital version is a compromise, but on the last 3 sectors I’ve flown in the past 10 days, the wifi has been broken on each flight so I couldn’t even browse ba.com, so not much hope of being able to read it onboard.
Sep 4, 2020, 9:24 am
#10
Join Date: Mar 2014
Location: Leicestershire / Dubai
Programs: BA Silver, Marriott Bonvoy Titanium Elite & Lifetime Gold, Heathrow Rewards Premium, Tesco Clubcard
Posts: 663
It'll be interesting to see how it pans out for advertisers if it does indeed remain fully digital.
E.g. if I had a printed copy in the seat pocket in front of me, I would be tempted to just quickly flick through it. If it was digital only, I may not even remember it exists, or if I get the emails from BA saying a new issue has been released, can I really be bothered to download it? What about all those customers that are not even subscribed to the reminder emails?
That could be a potential loss of revenue to advertisers, and in the long run, to BA (if the advertisers pull out).
E.g. if I had a printed copy in the seat pocket in front of me, I would be tempted to just quickly flick through it. If it was digital only, I may not even remember it exists, or if I get the emails from BA saying a new issue has been released, can I really be bothered to download it? What about all those customers that are not even subscribed to the reminder emails?
That could be a potential loss of revenue to advertisers, and in the long run, to BA (if the advertisers pull out).
Sep 4, 2020, 9:53 am
#11
Moderator: British Airways Executive Club, Iberia Airlines, Airport Lounges and Environmentally Friendly Travel
Join Date: Jan 2003
Location: London, UK
Posts: 22,212
From the email I received, it’s not clear if the printed version will come back...
I suspect it won’t
High Life has a new home, and it’s just a click away. The trusted travel voices from our in-flight magazine have moved online to talk all things travel, tips and timelines to help you plan your next getaway safely and with confidence.
Sep 4, 2020, 10:23 am
#13
Moderator: British Airways Executive Club, Iberia Airlines, Airport Lounges and Environmentally Friendly Travel
Join Date: Jan 2003
Location: London, UK
Posts: 22,212
