European Stars and Stripes (Newspaper) - July 28, 1978, Darmstadt, Hesse                                Paige 20 the stars and stripes Friday july 28, 1978 my York Tlam Avld Strick publisher Jeffrey butter suitcase advertisers Are still holding out. In flight magazines sky s the limit by n. R. Kleinf1eld new York times in out of 10 people who Board a commercial Airliner discover one of them in the seat pocket next to the air sickness bag. As magazines go they Are hardly the most distinguished but then again they Are not All that bad. And they bring in big big Money. They Are the 10 in right magazines United Delta Eastern pan am Allegheny Continental Ozark spa Hughes air West and Southern published by East West network inc. Long ignored As one of the jokes of the Magazine business East West the King of airline books Marks its 10th anniversary in August having become a highly successful publishing Marvel that people no longer chuckle about. Airline Migarian Are Given away. Why should they make Money to Start with the 10 monthlies attract a readership of six million unusually affluent people. Yet Only a million and a hah copies Roll off the presses. There Are no subscribers to sign up no newsstand sales to promote. And for distribution not a Nickle is paid in postage. Jeffrey Butler the founder publisher chairman pres ident editor in chief and sole stockholder of East West has so arranged things that for All 10 magazines there is but one advertising Force one corporate overhead and Only 120 employees a Mere 12 per Magazine. This leverage has brought East West a Hill of Money. Sales topped $12 million last year. Inasmuch As most of the profits were poured Back into the company for expansion profits totalled about $200,000. This year though Butler is anticipating $15 million in sales and a Crisp $1 million in profits. On the eighth floor at 5no wus ure Boulevard in los Angeles Jeff Butler sat surrounded by his magazines looking As u he owned the world. In the publishing world he does pretty much own the sky. He is 38 years old slender courtly Cool of speech. His office is resplendent in Antiques. People used to pick up an in flight Magazine read it and say Good grief does this stink " Butler said. Now they pick one up and say my gracious this is a Magazine. Yes sir this is a Magazine " the very first in flight Magazine was pan am s clip per begun in 1956. Like its successors it was nothing More than a Bland House Organ cranked out by the Public relations staff. It carried no ads. It lost Money. When Jeff Butler was 28 years old he was Public relations director for Pacific Southwest airlines. The presid net suggested that Butler kick around the notion of a spa in flight Book. Butler did his Homework found the idea inviting and reported that it would take $250,000. The i Esi Dent found that too much. Undaunted Butler buttonhole friends for Money put in some of his own and founded East West in 1968, with spa and Continental As accounts. It was four years before he got another airline. They have been flocking to him since. The tack he fixed upon was to introduce Breezie usher Poauty copy of a broader Range of topics while at the same time persuading advertisers that the injun hit were catching the eyes of a highly potent Market. This was  Butler recalled. Controlled circulation publications have always been associated with the wet newspapers on the  spending More than $250,000 annually on Survey re search he Oono nitrated that his readers were the caviar of the business Community. Average age 412. Median income More than $25.000. Education 71 percent bad at tended College. Travel 13 percent stayed at least 100 nights in a hotel in the last year. The one and Staple he had was rent a car. Hertz has taken the Back cover of every East West Magazine for 10years. Hotels and resorts would not advertise they argued that passengers already had rooms booked. Butler noted that his was the biggest audience of repeat traveler hotels Are now his heaviest advertisers. Slowly business products and fir vial institutions have come aboard . Hutton and Marsh & Mclennan Are regular Sas have clothing companies. Liquor ads have recently appeared. The whisky people had believed it was enough to sell minature bottles of liquor to the air lines. Butler s research showed otherwise. Strangely enough Luggage companies Are still leery of advertising. They reason that air travellers already own suitcase Butler Points out that Luggage wears out. It s a Toueh Battle he said but Well get those suitcases " advertisers May buy an and for any one Magazine but they get a substantial discount if they take them ail a four color full Page and in All 10 costs about $32,400. By at wits Al by Ermo i i got a theory As to Why t to much unrest and violence to Tat no one can afford to be by on anymore. Think about to. We re i. Thrown together because the Coet t alone is so prohibitive. Apartment dwellers with roommates they Don t even l Derly people Are be fog forced it i grangers. Guided vacation " cheaper by the Busload. Car a people who have Only one thing mobility to anywhere. 1 crowds at 34,000 feet to the air i Ocean floor. I be been seated u i people i doa t know match on known in doubles for i have even goal to group Wii counters. Private rooms la the i Tal Are hard to come by. Never do i get the feeling of f Way out of a White Sale More thai am in new York City. Nothing moves in new York i filled to capacity elevators in they turn in your order for food the entire table has ordered. T your Luggage to your room Only i entire cart is filled in the lobby Al even get your car until there Are $ three other orders to fill. Where then does a person go if fat moment to themselves Juit to i perchance to dream. A clean movie. You Don t know lace is until you re sitting there Taj theater surrounded by Well behaved children their pc parents. Try an evening with Dides at i trip to Wlliams Bof provocative teasers As i from a Public rest nem Etta t sue on her shoe Aad daddy Mij Bead and arms through the Brittl stockade. To will Bever fed Tea a dinner table of Dormi a i say who s for disbesr1 Tad it t the last Bastille of Solitude Cap there is a table full of dirty i washed and  time to talk to yourself and i tale go to a Tennis court in anew Tennis shoes a new Racket and i you Are playing Tennis for the i you will think you re the last r an on the face of the Earth a Friend of mine once Tom me at West spot to the world was in he outta Dulac with tinted Glass by the 81 Road with a Flat tire. I can t r " comparison. Business week asks about f 000 readership and Newsweek for 16.197,000 readership. What about the Reading matter i would be a publishing dream if butter magazines identical in Content he More dollars. Intensely competitive by 1 lines would never have that so the books have a separate i. Continental. Ozark Allegheny Andl they can be much the same Stre Bringl and trend because there Are few tween any of those carriers. Eastern s Magazine mimics Reader s i ing articles from other periodicals. Spa i California and pulls in the most ads. F�4 National in flavor. United1, with the biggest pres copies contains multiple article Aal sports design the brain. Delta s is a goulash of stories and toward Western articles with a heavy Ltd ence. A common thread is an excerpt . Editorial Content is invariably l. Hersial. The emphasis being on travel. I Book excerpts. One of the highest readership ratings fire an  another big favor 1 change  an article exploring office