The success of "American Way," American Airline's in-flight magazine, comes from three major factors: the success of American Airlines itself, the high advertising revenue of the magazine, and the quality editorial material produced. Beginning in 1966, "American Way" has evolved from a brochure of flight information and travel tips to a profitable magazine with respected editorial content. Although in its early stages "American Way" counted on American Airlines for financial support, it has since become a profit-building publication, attracting advertisers of all kinds. In addition to advertising power, "American Way" speaks to an educated, affluent audience by showcasing quality work and professional design. Contributors to the magazine have included Isaac Asimov, James Beard, Norman Cousins, Richard Burton, Hugh Downs, Gloria Steinem, and James A. Michener. Of the 18 U.S. in-flight magazines, "American Way" stands alone with its quality editorial content, design, and readership, exceeding the profits of some of the most prestigious consumer magazines. (Two tables of data are included, and two pages of footnotes and 24 references are appended.) (MM)