The airline industry is definitely getting its share of media attention early in 2013 and will need to get the marketing engine going. Boeing and any airline in the middle of the Boeing 787 Dreamliner troubles obviously has not only marketing/PR issues, but a logistical nightmare on their hands. Southwest Airlines most likely just wants to fly under the radar with their new $40 fee to board early, and probably will get away with it. They are merely trying to get in on some $36 Billion in fees that were collected in fee revenue for the large airlines in 2012.
The more positive news of the changes going on at the third-largest airline in the U.S. may be seen before it is heard. The familiar AA logo that has been used since 1968 is gone, in favor of an updated look.