When the news came out on the first of April that beloved and oft-derided airline little-catalogue-of-horrors SkyMall would be returning, it was easy to believe that it was a mis-timed April Fools gag. But this doesn't even have to count as your first strike of the ole "Fool me once ..." adage—it's real.
According to a press release, it looks like New Jersey-based C&A Marketers will be snapping up the bankrupt publication and trying to turn things around. In the face of growing connectivity on flights, SkyMall took a big hit over the past several years and eventually had to file for bankruptcy, putting the proverbial tray in the upright position one last time.
But, just like those garden zombies that they sell, you just can't keep a good mag down. C&A Marketers are intervening, and with the company now in their hands, it looks like changes are in store (or in-flight, maybe). While the details aren't fully finalized or announced yet, it seems that C&A is interested in bringing back the physical version of SkyMall in some—ideally more relevant and profitable—format. "In one format or another we may introduce some kind of catalog back to the airlines, if it makes sense," said Chaim Pikarski, an owner and executive at C&A.
SkyMall had a very strong brand, and though definitely not for everyone, it seems like the loyal will be coming back. Maybe with a reinvented take, C&A will be able to do what they did for Polaroid, Ritz Camera and others, and have the unfaithful converted to the walking SkyMall in no time.