Entertainment

SkyMall no more? In-flight catalog files for bankruptcy

Video could have killed the radio star, however the Web killed SkyMall.

Not less than that’s what the in-flight catalog’s father or mother firm, Xhibit Corp, says is the motive behind submitting for bankruptcy for the catalog referred to as the Hammacher Schlemmer of the skies.

The corporate filed for Chapter 11 as a result of fliers now convey their very own tablets and smartphones on board, loaded with content material to learn, watch and play, making SkyMall moot. in response to the Wall Street Journal.

However all hope is just not misplaced. Xhibit is wanting for a purchaser.

“We’re extraordinarily upset on this outcome and are hopeful that SkyMall and the enduring ‘SkyMall’ model discover a dwelling to proceed to function as SkyMall has for the final 25 years,” Scott Wiley, the corporate’s appearing CEO, mentioned in an announcement.

It’s an unlucky finish for one thing that basically had a big captive viewers. In line with this 2013 Atlantic article: “Yearly, 650 million passengers have the chance to peruse via SkyMall on their flight. In line with a survey commissioned by the corporate, over 70% of passengers learn SkyMall on each flight.” That’s plenty of eyeballs.

As GeekWire contributor Frank Catalano joked: “I guess by eradicating all of the SkyMall catalogs from the seat backs, airways may get one other row of seats in every airplane.”

Actually, promoting to individuals on planes is a superb concept but to be grasped by the digital age. Think about working with retail companions to place digital content material within the seat-back screens, permitting them to buy as they fly? Passengers are bored, most likely knocked again a couple of drinks and are certain to make spur-of-the-moment, compulsive selections — it’s the right viewers but to be harnessed. Poor Wi-Fi continues to be the problem right here, however as soon as that’s solved? Sky’s the restrict.

So perhaps investing in a digital model of SkyMall wouldn’t be such a foul concept in any case?

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