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Singapore Airlines moves in-flight magazine contract from SPH to Ink

Singapore Airlines has ended its 15-year relationship with Singapore Press Holdings for its in-flight magazine SilverKris following a pitch.

The national carrier has awarded the publication rights to Ink, also the publisher of sister airline SilkAir’s magazine Silkwinds, with SPH publishing its last issue in April.

As part of the new three-year contract, Ink will be tasked with redesigning and editing the in-flight magazine, app and website, while handling their advertising sales.

According to publicly available tender documents, the revenue approach will be based on a self-funded model where Ink will bear all production expenditure and recoup the expense through advertising sales.

Ink will have to produce 55,000 copies of SilverKris magazine each month with a minimum profit guarantee to SIA at the end of the contract term.

The magazine will encompass 370 destinations in 86 countries and  will be available on board all Singapore Airlines fights and in SilverKris Lounges worldwide.

Ink’s joint CEO Michael Keating said: “Singapore Airlines is the world’s most awarded airline and we’re thrilled to be partnering with them to deliver a new world-class magazine. SilverKris will be a beautiful, bespoke publication, every bit as elegant, sophisticated and inspiring as the airline.

“As well as being something for readers to deeply engage with, it also offers advertisers the opportunity to reach and connect with Singapore Airlines’ highly sought-after and influential audience.”

Ink’s Asia Pacific managing director Ric Stockfis added: “All of us at Ink’s Singapore office are extremely proud to have been chosen by Singapore Airlines, a carrier with more than 70 years of prestigious history, to help relaunch their in-flight magazine for today’s discerning international audience.

SilverKris will be the centrepiece of a complete multimedia suite, including an exciting new series of destination videos, that will inspire and engage passengers at every stage of their journey.”

Ink won the contract to relaunch Silkwinds in April last year and has also produced a video travel series based on the magazine’s ‘Postcards’ section. 

Singapore Airlines first awarded SPH the title in 2003 on a five-year contract, which the publisher won again in 2008 on a three-year deal. Since 2011, the contract has been reappointed on a biannual basis. The magazine was previously edited by Gemma Koh and is now overseen by Anne Loh.

SPH has been contacted for comment.

The magazine’s loss marks an early blow in 2018 to the beleaguered Singaporean publisher.

The end of last year saw SPH suffer a severe revenue slump within its media business, which led to the axing of more than 200 jobs in its organisation.

Lately, the company has began turning its attention towards radio, claiming the medium “still has a lot of potential”. 

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