Stories are data-driven, said Neil Ackland, CEO of Junkee Media. Coachella, for example, is popular with Australian millennials and drives traffic on flights to Los Angeles, so the four-person editorial team will often write pieces about the festival at that time. The site averages 250,000 uniques a month and 2 million visits since it launched a year ago, according to Qantas. At the same time, AWOL isn’t that far-fetched of an idea: Airlines have always had in-flight magazines, which in many cases are well-produced publications with their own staff that also carried ads for other brands. The difference here, of course, is the digital distribution angle — AWOL is also distributed on social media and on Qantas.com, said Boundy. Get the full story at Digiday