UK: Cheap and cheerful.

With the simple, no frills philosophy that if you reduce the price more people will fly, easyJet, the brash Luton-based upstart, has already unsettled some of the big players.

In-flight magazines are the semolina puddings of the media: bland, sweet and far too insipid to offend. Here, you feel, even Mary Whitehouse couldn't find much to grouse about. It comes as something of a surprise then, when flicking through easyJet's on-board organ, easy Come easy Go, to see the headline, 'We kicked KLM's ass and got an award to prove it'.