#custcontent—Pace’s Twitter Event Featured Lauren Parajon of Spirit Magazine

Southwest Airlines' Spirit Magazine

Pace’s (@pacecomm) ongoing Twitter hashtag event, #custcontent, recently featured an interesting discussion with Lauren Parajon, assistant editor at Spirit Magazine, the Pace-produced in-flight for Southwest Airlines. Parajon also tweets for the magazine’s Twitter account (@SpiritMagazine).
 
We discussed how they choose stories for the magazine, what special considerations they sometimes must make as an in-flight, and how social media is helping them engage their readers. A few highlights:
 
@PaceComm: How does creating content for an in-flight vary from other publications?

@SpiritMagazine: For starters, we have to make sure our content is something people want to read on a plane. So we have to avoid any mention of crashes or 9/11. Even if it's a small mention in a story, we have to think twice about it.

@SpiritMagazine: Also, we have to keep in mind that the readers are on a @southwestair flight, so it's probably short. So we try to make sure a lot of the content is quick-hit and interesting.
 
@PaceComm: What articles have resonated with readers in the past?

@SpiritMagazine: Our biggest response was from our June cover story "How Jacob Saved Mya." It's the story of an ex war vet and his therapy dog, Mya. It's quite a tear-jerker. We received TONS of feedback, thanking us for informing people that assistance dogs aren't just for the blind. Other readers sent us emails demanding a warning next time we include a tear jerker.
 
Pace Communications #custcontent Twapper Keeper Twitter archive.
 
#custcontent is held every Thursday, 1p.m. EST, on Twitter. To join the discussion, log onto Twitter, and enter #custcontent in the search box.

Posted By: Jennifer Bringle