Maxmedia lands deal for Aer Lingus monthly Cara
Friday January 04 2008
IRISH company Maxmedia has been awarded a three-year contact to publish Aer Lingus' in-flight magazine 'Cara' in a deal believed to be worth between €1m and €1.5m.
The deal means Ireland's largest magazine publisher Harmonia will lose control of Cara from April 1.
With an average of 750,000 readers per monthly issue, 'Cara' is one of Ireland's best-read publications and the magazine's contract attracted tenders from several bidders.
Previous reports suggested Aer Lingus was preparing to award the contract to a UK-based publisher, taking the magazine's control out of Ireland for the first time in its 38-year history.
Aer Lingus will today confirm, however, that the magazine has been awarded to relative newcomer Maxmedia, which already publishes titles for both Tourism Ireland and Failte Ireland.
'Cara' will continue to be published by Norah Casey's Harmonia until April 1 when Maxmedia will take the helm until April 2011.
"Maxmedia demonstrated tremendous passion, creativity and vision for Cara into the future as well as a strong understanding of the Aer Lingus brand," said Aer Lingus corporate affairs director Enda Corneille.
"We are delighted to welcome Maxmedia on board and we firmly believe that we have chosen the best team to help us evolve and develop a superior in-flight magazine for our customers' entertainment and enjoyment."
Lisa Gaughran, Maxmedia managing director, said her firm was "delighted" to have won the contract.
"The Maxmedia team is committed to producing a magazine that is fresh, engaging and a gateway to the world and Aer Lingus destinations," she added.
The loss of 'Cara' will come as a blow to Harmonia, but the publisher has an ample stock of other contracts including in-house publications for O2, An Post, the HSE, Unilever, the K Club and Dundrum Town Centre.
Harmonia also publishes 'Irish Tatler', 'Woman's Way', 'U Magazine', 'Food & Wine' and 'Your New Baby'.
- Laura Noonan
