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Behind the Scenes at Spirit's January Edition

Adventurer B

As the editorial director of Southwest's inflight magazine, Spirit , I  like to whine to the mucketymucks at Pace Communications, the magazine's publisher, about all the hard work we mag folk do. But between you and me, we have way more fun than anyone has a right to. Here's some of the drudgery we went through to put out the current issue:

- Design Director Kevin de Miranda had to fly to L.A. to direct an exclusive photo shoot with Magic Johnson, who's now a wildly successful entrepreneur. Kevin asked Magic to throw paper into a wastebasket while sitting at his desk. He gamely threw shot after shot until we got the right photo. Most of his attempts, I'm sorry to report, missed.

- Assistant Editor Jessica Bridges spent many hours researching weird holidays you've never heard of, from Hairstyle Appreciation Day (we ran a photo of Donald Trump's hair) to Eat Your Vegetables Day. We were stumped on how to illustrate Inconvenience Yourself Day. Finally, I said, “Just run the type upside down.” Thus I can take credit for inconveniencing several million Southwest Customers.

-Another Assistant Editor, Kim Garza, flew to Jackson, Mississippi, to do a story for our “Adventure In” series. She came back raving about what a great “eating town” it is. Her favorite meal? The shrimp Po'boy at the Good Time Deli.

The editors rigorously tested a great many office toys, putting them through real-world experiences in our cubicles. We loved playing with the Dynaflex Center Force TourGrip Gyro Trainer available at Amazon, which improves your golf swing while annoying your coworkers (the thing vibrates, making an audible buzz), but the coolest toy of all is virtual: Etch-a-Sketch online works just like the real thing. Except you don't shake your laptop to clear the picture. You just hit a button.

Exhausted by our journalistic efforts, we tested the Cranberry Shrub, a mocktail that's amazingly refreshing. You'll find the recipe, and the stories mentioned above, on the Spirit web site.


Explorer C
My only question (since you're giving us the recipe and all the stories) is - Can I come and be an editor and play with you guys too? (Just kidding - I like it here on the French Riviera too much to want to leave!) But I'm glad to be able to read the magazine online, since you guys don't fly over here so I can grab a hard copy every month! Warmly, Cheryl Antier
Explorer C
Great read. How enjoyable it must be to be an employee there. That mocktail sounds amazing, off I go to find the recipe! Thanks!
Explorer C
I can't wait to read it! I get a copy in the mail every month...I am a loyal Southwest flier and supporter. I'm saving the Jan issue for my flight across the country in Feb & for the trip home I'll read the Feb issue, this way I will have something to do on both flights! VegasLUV
Explorer B
Great Job Jessica! I really enjoyed reading about all those weird holidays. I am always excited when the new issue of Spirit gets delivered to our station and can't wait to see what will be done for next months with our favorite LUV holiday coming up.
Aviator C
Jay, Welcome to Nuts About Southwest. We hope to see you back again often. Brian
Explorer C
Thanks, Brian, and many thanks to the rest of you for your kind words. (I'm writing this now before the flames come in!) If you want some early how-to for Valentine's Day, go to and search for "50 Ways to Woo Your Lover." Cheryl, given your location, you probably won't have to read the article. Jay
Explorer C
Thanks, Brian, and many thanks to y'all. If you want a head start on Valentine's Day, go to and search for "50 Ways to Woo Your Lover." Cheryl, given your location, I doubt you'll need to read it. Jay

Jay Heinrichs, Editorial Director, Southwest Airlines Spirit Magazine