2013 American Way Magazine

Media Kit

American Way is American Airlines’ onboard

publication that is published twice a month.

The 2013 rate base circulation is 306,000 per

issue (612,000 per month). Each month a

destination and celebrity are highlighted.

At $113,094, American Way’s median HHI

ranks #3 of all measured magazines, only 5%

less than The Economist.

American Way has a two-issue monthly

readership of 2.7 million; 4.4 readers per

copy and they spend an average of 36

minutes with each issue.

American Way

Reader

113k 47

62

38

MEDIAN HHI MEDIAN AGE

% MEN

% WOMEN

Source: 2012 GfK MRI Doublebase

American Way Magazine

American Way Magazine Editorial in Every Issue

Vantage Point Tom Horton, Chairman and CEO opens

with a letter to our readers with updates about American

Airlines and the airline industry.

Itinerary This is the first section in the magazine. Here,

we cover the goings-on in pop culture, travel, fashion,

technology and trends.

Briefs There are two one-page briefs in each issue. The

first one highlights a destination and the other is a Q&A

with an expert in a particular field of interest to our

readers, including fashion, food, travel and entertainment.

Features This section includes long-form narrative stories

on topics that are of general interest to our customers.

Our cover stories feature a celebrity on the 1st issue of

the month and a destination on the 15th, and these cover

stories are found in our Features section.

AA Insider This American Airlines guide provides

valuable information about products and services

available throughout your flight, including terminal and city

maps, onboard audio and video information, in-flight

health tips, AA partners information and customs forms.

The Back Page Near the end of our magazine is The

Back Page, which features stories by revolving columnists

who write on a wide range of topics from humorous tales

of Americana to serious investigative pieces

Audience Average Issue Audience 1,356,000

Average 2 Issue Gross Audience 2,712,000

Base Demographics Median Age 47

Median Household Income $113,094

Men 62%

Women 38%

Married 68%

Education College Degree Plus 55%

Post Graduate Degree/Study 22%

Job Title Occupation: Management, Business and

Financial Operations 46%

Income/Lifestyle Household Income $100,000+ 56%

Personal Income $75,000+ 41%

Own Home 72%

Home Value $200,000+ 52%

Decision Maker for Vehicle Bought/Leased New 58%

Decision Maker for Home Computer Purchase 53%

Used Wi-Fi access outside home in past 30 days 53%

Travel/Entertainment Hotel Stay in past 12 months 68%

5+ Business Hotel/Motel Nights in past 12 months 26%

3+ Foreign Trips by plane in past three years 21%

Source: 2012 GfK MRI Doublebase

American Way Magazine

Audience Average 2 Issue Gross Audience 1,918,000

Base Demographics Median Age 50

Median Household Income $174,000

Men 63%

Women 37%

Married 71%

Education College Degree or More 76%

Post Graduate Degree/Study 36%

Job Title Owner/Partner/Company Officer 31%

Professional/Managerial 70%

Income/Lifestyle Household Income $150,000+ 65%

Personal Income $100,000+ 53%

Value of Principle Residence $500,000+ 30%

Average Value of HH Net Worth $1,415,100

Internet use on mobile/smartphone 79%

Spent $1,000+ on jewelry/watches in 25%

past 12 months

Travel/Entertainment Business Travel in past year 57%

Leisure Travel in past year 94%

$3,000+ on Leisure Travel in past year 63%

Heavy users of leisure, entertainment, dining 48%

Average Commercial Airlines round trips 13

in past year

Average hotel/motel nights in past year 28

Source: 2012 Mendelsohn Affluent Survey; Adults with HHI $100,000+

American Way Magazine

Issue Date Space & Materials Closing Date

December 1, 2012 October 15, 2012

December 15 November 1

January 1, 2013 November 15

January 15 November 30

February 1 December 14

February 15 January 2, 2013

March 1 January 15

March 15 February 1

April 1 February 15

April 15 March 1

May 1 March 15

May 15 April 1

June 1 April 15

June 15 May 1

July 1 May 15

July 15 May 31

August 1 June 14

August 15 July 1

September 1 July 15

September 15 August 1

October 1 August 15

October 15 August 30

November 1 September 16

November 15 October 1

December 1 October 15

December 15 November 1

American Way Magazine Issue & Closing Dates

Please note: All advertisements will be reviewed by American Airlines and are subject to approval.

CITY

Dallas/Fort Worth

Miami International

Chicago O'Hare

Los Angeles

New York JFK

New York LGA

Boston

San Francisco

Washington National

Orlando International

San Juan

Las Vegas

St. Louis International

London Heathrow

Austin

San Diego

Raleigh/Durham

Atlanta

Tampa

Denver

23,585,452

12,479,947

11,447,338

5,142,418

4,076,958

2,526,321

1,632,172

1,529,402

1,367,950

1,331,137

1,306,982

1,193,560

1,076,070

1,001,550

922,123

806,192

762,482

731,154

703,985

702,235

2011 American Airlines Internal Numbers

American Way Magazine Passenger Traffic

Inside Front Cover Spread

1X $53,300 4X $52,200

6X $50,700 12X $49,600

18X $48,500 24X $45,800

Inside Back Cover

1X $26,600 4X $26,100

6X $25,300 12X $24,800

18X $24,200 24X $22,900

Back Cover Full Page

$28,900

Full Page Spread

4C 2C BW

1X $45,800 $41,000 $35,300

4X $44,900 $40,200 $34,600

6X $43,600 $39,000 $33,600

12X $42,600 $38,200 $32,900

18X $41,700 $37,300 $32,100

24X $39,400 $35,300 $30,400

Full Page

4C 2C BW

1X $22,900 $20,500 $17,700

4X $22,400 $20,100 $17,300

6X $21,800 $19,500 $16,800

12X $21,300 $19,100 $16,400

18X $20,800 $18,600 $16,100

24X $19,700 $17,600 $15,200

Half Page Spread

4C 2C BW

1X $26,200 $23,400 $20,200

4X $25,700 $23,000 $19,800

6X $24,900 $22,300 $19,200

12X $24,400 $21,800 $18,800

18X $23,800 $21,300 $18,400

24X $22,500 $20,100 $17,400

Half Page

4C 2C BW

1X $13,100 $11,700 $10,100

4X $12,800 $11,500 $9,900

6X $12,400 $11,100 $9,600

12X $12,200 $10,900 $9,400

18X $11,900 $10,700 $9,200

24X $11,300 $10,100 $8,700

2/3 Page

4C 2C BW

1X $15,600 $14,000 $12,000

4X $15,300 $13,700 $11,800

6X $14,800 $13,300 $11,400

12X $14,500 $13,000 $11,200

18X $14,200 $12,700 $10,900

24X $13,400 $12,000 $10,400

1/3 Page

4C 2C BW

1X $9,000 $7,800 $6,700

4X $8,800 $7,700 $6,600

6X $8,500 $7,400 $6,400

12X $8,300 $7,300 $6,300

18X $8,100 $7,100 $6,100

24X $7,700 $6,700 $5,800

Map Sponsorship

$25,800 gross for two issues

Pre Printed Inserts

2 Pages $34,400 4 Pages $38,700

6 Pages $49,000 8 Pages $54,900

10 Pages $61,100 12 Pages $67,300

Business Reply Cost – Space Cost

1 Up BRC $12,700

2 Up BRC $14,900

3 Up BRC $16,200

Full Page BRC $16,800

American Way is published on the 1st and 15th of each month. Rates effective July 1, 2012

Rate Base 306,000 Rate Card #4

American Way Magazine General Gross Rates