Regional Express, Skywest, Airnorth and Skytrans airlines.
The country’s magazine
Turning separate titles produced for one airline into an award-winning dual-purpose travel/lifestyle and regional business magazine shared among four regional Australian airlines, Edge used a unique publishing model to allow airlines (and passengers) to get the newsstand-quality OUTthere/Country BIZ magazine for free.
OUTthere is a magazine like no other; it prides itself on down-to-earth, chatty, informative yet accessible writing, bringing to life the stories of Australians who live and breathe regional Australia. The difference between OUTthere and other inflight or travel magazines is that the content is from the homes, mouths, legends and tales of the locals that inhabit the regions the airlines fly to. Other travel and inflight magazines are filled with great travel stories, but they are not of the gritty, real nature that OUTthere produces. OUTthere is full of great yarns that remain with people long after they’ve travelled.
A large part of OUTthere is dedicated business section, CountryBIZ, a widely-read part of the magazine created when Edge identified a niche in the market for a magazine aimed at regional professionals interested in subjects such as mining, sustainability, agribusiness, regional development, finance and property.
At the 2010 Excellence Awards held by Publishers Australia, OUTthere took out the big gong, winning Custom Magazine of the Year. We also scooped runner-up as Editor of the Year for Michelle Hespe, runner-up Designer of the Year for Karen Jacobi, runner-up for Regional Publication of the Year and runner-up for Relaunch of the Year.
OUTthere magazine by numbers
220,000 – 250,000 – the number of people who read OUTthere every month across the four airlines
25 – 55 – the general age of OUTthere’s readership
2.72 million – the number of regional business and leisure travellers annually
73% – the number of travellers who are in senior management or who are business owners
69% – the number of travellers who are in the top socio-economic bracket
70% – the number of passengers who travel more than 11 times a year
“Rex has been working with Edge for the publication of its inflight magazine OUTthere almost since the beginning of its history eight years ago and has found it an absolute delight to work with this group of professionals.
It has been almost effortless on our part as Edge takes care of all the various aspects of the publication with minimum fuss and consistently delivers our magazine on time and of high quality. They have a great understanding of the regional landscape and I have received lots of feedback from my passengers on how much they enjoyed and could relate to the business and travel articles which have all been written with a regional bias.
I cannot recommend highly enough Eddie Thomas and his team at Edge for all publications targeted at a regional clientele.”
“OUTthere has been an invaluable vehicle for Regional Express Airlines to convey great messages about regional Australia to its many loyal passengers. The business and travel articles within OUTthere magazine, and the tone of the magazine in general, demonstrate that Edge has a real grasp of what regional Australia wants and can relate to. This understanding helps us both to nurture a relationship with Australians, encouraging more people to fly Rex, and more people to strengthen their bond with regional Australia.”
Lim Kim Hai, Executive Chairman, Regional Express Airlines
OUTthere’s editor Michelle Hespe was born in Lake Macquarie and raised in the Bega Valley on the far south coast of NSW. She has always had two main passions in life: publishing and travel. With 14 years’ experience in the publishing industry in Australia, the US, Europe and Asia, Michelle has written for, and edited a host of lifestyle, travel and news publications. Michelle regularly travels around regional Australia: visiting the four airlines’ ports as much as possible, spending time getting to know the locals and their needs, as well as writing about their lives. Michelle’s passion for regional Australia gives OUTthere the voice it needs to really stand out and to truly resonate with its readers.
OUTthere, unlike other in-flight magazines, places traditional advertising in front of these elusive consumers at a time when they have no other media distractions. If you want to reach over 24,000 business professionals each month, download the OUTthere magazine media kit.