Skip to main content

Currently Skimming:


Pages 76-90

The Chapter Skim interface presents what we've algorithmically identified as the most significant single chunk of text within every page in the chapter.
Select key terms on the right to highlight them within pages of the chapter.


From page 76...
... 76 C H A P T E R 5 Telling the Airport's Story of Contributions to Regional Economic Development: Tools and Suggestions This chapter includes tips and suggestions on how to communicate the message about the airport's contributions to the regional economy. Recognizing Audience Segments and Varying Degrees of Interest Just as there are variations in markets for different goods or services, there are different markets or audiences for information about the airport and air services.
From page 77...
... 77 property may encourage them to be more supportive of airport development initiatives. For those who are ambivalent or negative toward the airport, better understanding the linkage with regional economic activity may help neutralize those perceptions.
From page 78...
... 78 Similarly, although many in the public may have heard of the concepts of GDP or Economic Output because the concepts are occasionally discussed or reported in the news, most cannot distinguish the two, understand how they are calculated, or recognize the significance of what they reveal. Appendix IV includes a simplified, common-English explanation of the difference between GDP and Economic Output (sometimes also called total economic activity)
From page 79...
... 79 Recognizing the Audience Understand the audience so that information at an appropriate level of complexity is assembled. Most commonly, airports tend to communicate with the broad public via press releases and information posted on its website.
From page 80...
... 80 Figure 37: Nonstop Markets Served at Columbia, June 2019 Source: Diio Mi by Cirium To highlight how connectivity may have improved over time without the addition of service to new markets, maps could also indicate where capacity to major markets increased (e.g., additional frequencies or up-gauging aircraft)
From page 81...
... 81 Using graphic, visual and audio mechanisms is effective for several reasons: (i) they tend to stimulate ones thinking of general terms and concepts more so than other types of learning mechanisms, (ii)
From page 82...
... 82 Use simplicity in design of the graph. A clean, uncluttered look will help readers understand.
From page 83...
... 83 Figure 38: Seat Capacity Offered by United Airlines at Washington Dulles International Airport, First Full Week of January 2010 vs. 2019, by Type of Aircraft Source: Diio Mi by Cirium Figure 39: Airline Revenue from Baggage Fees and Reservation Change/Cancellation Fees Approached $9 Billion Before the Pandemic Source: BTS One challenge with stacked bar charts is that readers or viewers can have difficulty interpreting the changes in individual variables over time.
From page 84...
... 84 fees changed because the "base" is always zero and readers do not mentally need to do any math to see that those fees rose from just over $1 billion in 2008 to nearly $6 billion in 2019. For the change in reservation fees and cancellation fees, however, readers need to estimate the values.
From page 85...
... 85 Figure 41: Change in Available Capacity and Flights at Des Moines Source: Diio Mi by Cirium Time-Series Graphs The time-series graph is among the most common type used in economics. A time-series graph shows how the value of a particular variable or variables changed over some period of time.
From page 86...
... 86 Figure 42: Change in Cost of Jet-A Fuel (U.S. Gulf Coast Spot Prices)
From page 87...
... 87 Pie Graphs A pie graph (sometimes called a pie chart) is used to show how an overall total is divided into parts.
From page 88...
... 88 Figure 45: Example of Pairing Icons with Messaging to Illustrate Breadth of Employment Impacts Suggestions for Using Maps as Graphic Aids Maps are an excellent visual aid because they are a basic visual representation of geography and a unique method for conveying a great deal of information. Maps can easily display information about an issue in a succinct way.
From page 89...
... 89 Figure 46: The Raleigh–Durham Region, its Airport, and Largest PST Firms Within a 60-Minute Drive from the Airport Source: ESRI ArcGIS Business Analyst Personalizing the Analysis / Airport Story with Individual Examples Personalizing an airport's message also can help an audience relate to a situation that they themselves have no direct knowledge or experience. Examples may be workers at an airline, at the airport, at a supplier industry, or in an industry that relies on air service to reach their customers or suppliers.
From page 90...
... 90 What Product Options Are Available to Communicate the Airport's Contributions to the Regional Economy? The range of options for communicating the airport's relationship to economic activity is wide.

Key Terms



This material may be derived from roughly machine-read images, and so is provided only to facilitate research.
More information on Chapter Skim is available.