British Airways is launching a new era of communications next month with a new monthly magazine for its 37,000 employees.
The new magazine, called Up to Speed, will be produced by Cedar, the consumer publishers responsible for BA's inflight titles, shareholder magazine, and advertising generation.
The move marks a further evolution for one of the longest-running employee publications, BA News. The company newspaper originated as a magazine in the 1930s before being published weekly in the days of BOAC .
Now, news about the company will be posted in a weekly e-newsletter, Up to date, produced by BA's inhouse team. The new magazine will concentrate on in-depth analysis, profiles, travel and opinion.
The new magazine will be produced to newsstand standard under the editorship of Charlotte Swift — a high-profile hiring who moves from Food and Travel magazine, where she was also editor. Deputy Phil Heard joins from Haymarket Publishing.
The first issue will feature exclusive columns from BA CEO Willie Walsh and an in-depth profile of finance director Keith Williams. But the majority of the content is about, and generated by, BA's staff and customers.
Penny Lawson, BA's head of internal communications said: "British Airways aims to be the leading global premium airline and we want an internal publication that reflects that ambition. Our much-loved newspaper has served us well, but many of our staff now expect to read about breaking news as it happens, online, at the same time as wanting the connectedness that a print publication can bring. That's what this change is all about.
"It's also been a pretty big challenge to reduce environmental impact, save money AND produce something that will engage everyone in our diverse business.
"As a company, we are looking ahead and want to reflect the dynamism and professionalism of our people. It is the right time for a fresh approach."
Mark Jones, Cedar's editorial director said: "This is a unique magazine for a unique company. The expertise and knowledge of BA people provides us with a rich seam of editorial material. We're also not going to shy away from the huge issues facing the airline and the industry, however. The magazine will inform, debate and analyse — what it emphatically won't be is a propaganda sheet."
For subscriptions please contact Lesley Smith +44 020 8738 5207.