DELTA AIR LINES TURNS INT'L MENU INTO GUIDE WITH ADS: OFFERS INFO ON TRAVEL DESTINATIONS

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Delta Air Lines is taking its in-flight menu card and turning it into an ad vehicle on international flights.

Beginning in March, Delta's food menu card on international flights will become the Menu & Destination Guide, a monthly magazine featuring information specific to the flight's destination, including transit maps and cultural and sporting events.

The initial guaranteed rate base is 529,000. The rate for a page ad in the March issue is $24,300.

QUARTERLY AD RATES

After March, ad space will be sold quarterly. The second-quarter rate for a page ad running in three issues is $91,000.

Since the rate base is determined by the actual number of flights, quarterly rates will vary.

AT&T Corp. has bought a year's worth of advertising and a spokesman for Delta said other companies, including American Express Co. and General Motors Corp.'s Buick Division, have made informal commitments to run ads.

Dave Campbell, general manager of in-flight dining for Delta, said the Guide was not competing with in-flight magazines for ad dollars.

VERY SPECIFIC

"The in-flight magazines are very generic. The Menu & Destination Guide is specific to international passengers and specific to where they are going," Mr. Campbell said.

Unlike in-flight magazines, which are placed in seat racks, the Menu & Destination Guide will be handed to passengers on international routes who travel to 31 of Delta's destinations in the U.S., Europe, Asia and South

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