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jheinrich

Jay Heinrichs

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Inside Spirit's February 2013 Issue

Feb 04 2013
Do you surf? I just learned, inspired to try after reading this month’s cover story in Southwest’s inflight magazine, Spirit. Alex Hannaford, a British-born writer who contributes to GQ and the Atlantic, did the story. It’s not just about surfing. It’s about how surfing can save your life. The girl on the cover, 13-year-old Taylor Cottrell, has a rare primary immune deficiency order. Until... read more

Inside Spirit's January Issue

Jan 03 2013
I don’t know that I’ve ever seen magazine editors have more fun than they did in making this issue--which, in a travel magazine for Southwest Airlines, is saying a lot. The main topic was “Learn New Tricks,” and some of the staff decided that they would take on the assignment themselves. That’s why you see Associate Editor Noah Bunn kicking a football on the cover. Noah’s many talents do not... read more

Inside Spirit's November Issue

Nov 05 2012
We at Southwest’s inflight magazine, Spirit, like to think our stories have at least as much heart as any other. This issue is no exception. It’s chock full of heart, starting with the cover story: “The Heart of Darkness.” We flew Megan Feldman, a Denver-based journalist, to Los Angeles to meet a pair of remarkable men. Seventeen years ago, Ples Felix’s only grandson murdered Azim Khamisa’s only... read more

Inside Spirit's August Issue

Aug 01 2012
One of the many cool things about watching the Olympics is pretending to be an Olympian. Or am I the only grownup who actually does that? I love going outside and tearing around after watching runners break the tape. Or I’ll watch tennis and throw a tennis ball onto the roof and try to catch it, pretending I’m Roger Federer (without the racket or movie-star looks). In this issue of Southwest’s... read more

Behind Spirit's July Issue

Jul 03 2012
Sure, we’re Southwest’s inflight magazine. But we don’t think of ourselves so much as a travel magazine--more of a general interest magazine read by people strapped into their seats. And our readers seem to see us the same way. Our story in February about Rob Summers, the first paraplegic to stand on his own, continues to generate lots of letters. Last month’s cover story, “The Power of One,”... read more

Behind Spirit's June Issue

Jun 05 2012
We at Southwest’s Spirit Magazine love to do stories about people who do things for others. Those stories help us live up to our name, after all. But to be honest with you, the true do-gooders of this world sometimes make me feel guilty. Yeah, I’m a good citizen and all that but I haven’t healed the sick in Calcutta or restored ocean habitat off New Jersey. Do you ever feel like that? As if you... read more

Behind the May Issue of Spirit

May 07 2012
There's an old expression, "If everything goes right, it's not an adventure." It's an expression you won't hear Southwest people say. Their job is to make as much go right as possible. So when I heard that the TLC Network was debuting a reality show on May 24, I was skeptical. I mean, think about it. How much drama can there be in flights getting in on time, baggage arriving where it's supposed... read more

Behind Spirit's April Issue

Apr 02 2012
Southwest moves you to where you want to go. We at Southwest’s inflight magazine try to move you in other ways. Sometimes to tears. And usually on purpose. What else would you want from a magazine called Spirit? Well, this time we want to move people literally. As in, get you moving. Here’s how it started: Some months ago, I got an email from a fellow Spiritista (that’s what I call my... read more

Inside Spirit’s May Issue

May 09 2011
Here at Southwest Airlines Spirit Magazine, we aim for at least one memorable yarn every issue. We’re not interested in the kind of stuff you see in other inflight magazines—trend stories on hot new wines, celebs crowing their “passion” for a restaurant. We love stories that live the spirit—we’re suckers for happy endings—that make him turn to the stranger in the next seat and say, “I love you,... read more

Behind Spirit's March Issue

Mar 02 2011
The Big Theme this month is how the brain works (and, in my case, how it often doesn’t). Like most magazine staffs, we love to argue about what should go on the cover. Our choices narrowed to two approaches: a pixilated photo of Albert Einstein, and a baby. We chose the baby. The Einstein picture is cool because it’s part of a gallery of barely recognizable historical figures and celebrities.... read more