Tuesday, October 2, 2001

Airlines are still businesses
Unnecessary changes made as a result of the terrorist attacks
by Jonathan Sampson
Skiff Staff

Airlines scrambling to make it.“American Airlines to set up pay-cut program.” “Major changes anticipated in wake of attacks on America.”

The headlines scream of trouble within the airline industry, and the way each airline decides to handle the problems will affect whether you fly or drive home this Thanksgiving.

Unfortunately, many are choosing the wrong direction.

Donald J. Carty, chairman of American Airlines, Inc., made the front pages recently by announcing that his airline company is lining up to slash operations by 20 percent, cutting at least 20,000 jobs in the process.

Twenty thousand jobs after a few days of no service and a few weeks of slowed business? Give me a break. The cuts are understandable, just don’t blame them all on the attacks.

Airlines were already in peril from a slowing economy, fewer business travelers and higher fuel prices. Analysts were already predicting that industry would lose $2 billion to $2.5 billion this year … its first year of financial loss since 1994. The events of Sept. 11 may have hurt the industry, but blaming it all on this one event is a prime example of scapegoating.

This way it is understandable; It is noble and people feel sorry for the industry. Let the whining begin.

This is a business. You must make decisions, but don’t try to make us feel sorry for you so we’ll buy into your product. Just because your excuse now sounds noble doesn’t mean you should use pity to improve business.

Southwest Airlines has the right idea. Last week it resumed print and broadcast ads, but with a new tone and feel.

“The tone and message is being delivered differently, but the message is still the same,” said Susan Kirkelie, the airline’s senior director of marketing programs. “Our customers come first, and we’re providing safe, affordable travel.”

None of the other airlines have begun airing advertisements again. Instead, they’re cutting the services that draw in consumers.

American has plans to reduce on-board services. No more meals on any flights but long distance ones, less-profitable destinations dropped, fewer flights and more connecting flights.

So basically, an industry already showered with complaints about poor service just got worse.

Now that’s gonna draw a crowd.

This was a huge tragedy, and America has mourned. As the world picks up the pieces, marketing strategies must be cautious, but they must resume.

Here’s the bottom line Mr. Carty: Americans will fly again, but they will still have a choice. Stop trying to pull on their heartstrings and start promoting your airline like a business.

Jonathan Sampson is a junior news-editorial major from Commerce.
He can be contacted (j.m.sampson@student.tcu.edu).