Seatback shift: United Airlines is phasing out the print edition of Hemispheres magazine

This marks both the conclusion of a legacy and a reflection of our digital age.

United Airlines has officially revealed that it will cease the print edition of Hemispheres, the inflight magazine that has welcomed travelers from the seatback pocket since 1992.

Beginning with the October edition, Hemispheres will be available exclusively in digital format.

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Many travelers will miss the ritual of grabbing a pen, flipping open the magazine to tackle the crossword puzzle, and hoping it hasn't already been completed. Others will long for the ability to tear out that month’s enticing "Three Perfect Days" feature, dreaming of a quick getaway to those destinations. It was also enjoyable to quickly browse the magazine to see what snacks were offered on a specific flight.

Mark Muren, United Airlines' managing director of product, identity, and loyalty, shared with TPG that the airline is making a significant shift toward digital entertainment by moving the magazine online. This transition allows United to provide travelers with "more tailored content and richer narratives," as noted in United's announcement, alongside features like enlarged text, access to past editions, and (soon) translation into eight languages.

Muren reminisces about times when he would pore over the route maps in Hemispheres, read the CEO's message, and take the magazine with him after landing.

However, United is "transforming a product that was designed for a different era and making it much more accessible," he stated. Today, most travelers carry their own electronic devices, and United has committed to installing screens at every seat in its new fleet.

United Airlines is not setting any trends by phasing out its physical magazine.

In fact, the airline is the final major domestic carrier to retire its print inflight magazine.

In the days before seatback screens and only a single monitor for movies at the front, the print edition of Hemispheres "was an excellent way for us to connect with customers, offer engaging content, and help them learn more about United," Muren recalled. While it may be "difficult to part with," he noted that the airline's research indicates shifting focus to the mobile app and screens is the right decision.

"There is a link between having a screen on board and customers enjoying various aspects of their journey," Muren explained. "It makes a lot of sense and is the correct course of action," he added.

Out with the old, in with the new era

United announced that the Hemispheres digital platform will feature "tailored, timely, and engaging travel content" in various formats, including new feature articles for destination inspiration, archival editions, and popular segments like the Three Perfect Days guides.

Muren indicated that certain flight and travel details previously found only in the magazine — like inflight entertainment listings, customs info, and airport maps — are now more conveniently accessible on the airline's mobile app.

The print edition of Hemispheres magazine provided information on connecting to Wi-Fi and detailed the food and beverage options available during the flight. For now, this information will be included on a small card placed in the seatback pocket, featuring "a more detailed explanation of the food experience and additional visuals," Muren noted.

"We still want passengers to know what's available and be able to place an order," he stated. "And we can achieve that without the entire magazine surrounding it."

While you won't be able to tear out or annotate the route maps, Muren mentioned that United is "creating a more interactive experience." Customers will be able to input locations into the map, including places they wish to visit and those they’ve already been to, he added.

Sustainable? Absolutely. But that’s not the primary motivation for this change.

United stated that eliminating the physical Hemispheres magazine decreases workload, carbon emissions, and costs. While it's nice to earn points for being "the environmental champion," Muren emphasized that the priority is ensuring a great experience for United customers. "We believe digital is crucial to achieving that," he said.

At the Smithsonian's National Air and Space Museum, commercial aviation curator Bob van der Linden isn't particularly upset about the disappearance of inflight magazines.

"It's not a necessity for travel these days," he said. "Everything you need is on your smartphone or within the entertainment system, so there are countless other distractions to keep you occupied throughout your flight."

However, Matthew Burchette, senior curator at Seattle's Museum of Flight, feels a bit more sentimental about the change.

"Of course, I can binge-watch almost every season of 'Friends' or catch a newly released film, but I'm more traditional," Burchette shared. "I enjoyed discovering things like Memphis' SmokeSlam: The World's Ultimate BBQ Showdown or the Albuquerque Balloon Festival. Even if I wasn’t visiting those places, it gave me a glimpse into life there. I like to think it made our country feel a bit smaller and more connected."