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Circulation: 3.6 million
Special issues: Summer (May) and Winter (December) Travel Guides
Background: Southwest: The Magazine has been through many incarnations throughout the years. The in-flight magazine for Southwest Airlines was formerly known as Southwest Airlines magazine (1971-1985) before being renamed Spirit magazine (1985-2013). Pace Communications took over the publishing reigns from American Airlines Publishing in 2007, and the most recent title change came about in 2014 as part of a brand redesign.
The average Southwest reader is a business traveler, with vacation travelers running a close second. And since the tastes and interests of those flying Southwest skies vary widely, the publication caters to its readership with an equally wide mix of stories. "Everything that we do will be to appeal to a general reader," says associate editor JK Nickell. "We do business stories and sports stories, but we want to write them in a way that appeals to non-business readers or non-sports fans."