When flying first class, you expect a certain level of sophistication. Quality food and drink, sure, but lofty reading material? American Airlines thinks so, and it's upgraded its in-flight magazine to meet that expectation. Rhapsody is a glossy tome featuring original work from literary giants.

Would you be prepared to swap your favourite paper for a magazine written entirely by the staff of Airbnb? Would you drop Vogue for the chance to read ASOS Magazine? According to a recent study many would, with more people in the UK trusting branded content over traditional publishers.

Following in the footsteps of other digital brands like CNET and WebMD, Airbnb is moving beyond its internet roots into the world of publishing. Helping guests feel at home wherever they are, it's launching a glossy quarterly magazine.

With millions using AdBlock and just 24% of users scrolling down on native ads, brands can struggle to reach online consumers. Yet 90% of EasyJet’s six million monthly passengers read its in-flight magazine Traveller. We speak to Ink Global’s Jonny Clark to discover what makes engaging branded content.