Qantas has confirmed it won't provide Fairfax papers The Sydney Morning Herald and The Age for people to read on planes.
Instead people will only be able to pick up News Corp papers at gates to read on their flights, The Australian Financial Review (AFR) will still be available AdNews understands.
The papers will still be available in Qantas lounges, however a Qantas spokesperson confirmed to AdNews that the airline was reviewing the papers it provides to passengers as they board an aircraft.
“We are rationalising the number of newspapers we provide at the gate as part of our transformation, but we will still be providing a full range in our lounges.” A spokesperson said.
The Australian reported yesterday that when the airline launched its first brand campaign in two years, Qantas didn't spend any money in advertising in The Sydney Morning Herald, The Age or Fairfax regional newspapers, either in print or online.
Qantas did advertise in The AFR, with the multimillion dollar campaign rolling out ads in prime-time television along with print, online, outdoor and cinema.
When asked by AdNews how the airline felt about the News Corp owned paper, The Australian's reporting on its relationship with Fairfax, a spokesperson for the airline said: “We know that newspapers are fond of reporting on each other, but we don’t intend to get drawn into it.
“The fact is, like all companies we determine which media outlets are best to work with on the basis of who can most effectively reach our existing and potential customer base and within the constraints of our budget.”
The Australian reported the relationship was strained due to Fairfax's reporting of Qantas’ full-year results in August, which saw journalist Adele Ferguson write a front-page story calling for the airline's CEO Alan Joyce's resignation.
Of the relationship with Qantas a Fairfax Media spokesperson said: “We value our commercial relationship with Qantas and all of our advertisers - but our commercial relationships have no bearing on editorial decisions. Those decisions are a matter for our editors. 'Independent. Always.' is at the heart of Fairfax."
For more news:
Qantas brings in Neil Lawrence for emotional brand campaign
Qantas releases next instalment in brand campaign
Qantas looks to cinema as it rolls out latest brand campaign
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