British Airways starts magazine for employees

Now, news about the company will be posted in a weekly e-newsletter, produced by BA’s inhouse team. The new magazine Up to Speed will concentrate on in-depth analysis, profiles, travel and opinion. The first issue will feature exclusive columns from British Airways 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.
 
For Penny Lawson, BA’s head of internal communications, Up to Speed reflects the ambition of British Airways to be the leading global premium airline. Apart from that she is convinced of the advantages of print and online communication: "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."
 
Furthermore the new magazine should reduce environmental impact, save money and engage the employees of BA.

Up to Speed, will be produced by Cedar, the consumer publishers responsible for BA’s inflight titles, shareholder magazine, and advertising generation under the editorship of Charlotte Swift – a high-profile hiring who moves from Food and Travel magazine, where she was also editor.

© CPWISSEN 06.07.2010 15:00