Qantas moves in-flight mag from Bauer to Medium Rare

Rachael Micallef
By Rachael Micallef | 2 March 2015

Qantas has ended its 14 year custom publishing relationship with Bauer Media after moving its content agency contract for in-flight magazine – Qantas the Australian Way – and its Travel Insider website to Medium Rare.

Under the arrangement Medium Rare, which is part of a joint venture with lifestyle arm of News Corp, NewsLifeMedia, will supply publishing services to Qantas from mid-2015.

The move was part of a comprehensive pitch process involving a number of agencies including Bauer and comes as part of its broader transformation program.

Medium Rare is headed up by former Bauer publishing director Gerry Reynolds who started up his own agency in 2014. In August last year, Medium Rare also took a multi million-dollar contract for Coles Magazine from Bauer.

Qantas group executive of branding marketing an corporate affairs Olivia Wirth said the airline had a “great working relationship with Bauer” but looks forward to working with Medium Rare.

“In Medium Rare we have chosen a content publishing house that will help us evolve Qantas The Australian Way publications with the changing media landscape and new in-flight technology,” Wirth said.

“We are looking forward to working with the Medium Rare team to inspire and engage our customers as they plan and enjoy their travel.”

Qantas released its half year results last week and cited its transformation program as returning the airline to profit for the first time since the global finanical crisis. It recently acquired loyalty data and research company Taylor Fry.

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