Robert Parker wine notes will grace tray tables on US Airways aeroplanes next month as part of a joint scheme between the airline and BusinessWeek magazine.

Reprints of Parker’s BusinessWeek columns are set to appear next to advertising on the backs of seats and are revealed when the tray table is deployed.

Parker is one of the columnists to be featured in the scheme. He will be joined by the likes of management experts Jack and Suzy Welch.

The columns will be changed monthly, laminated and displayed on economy class seats. The wine guru’s articles will also be visible on first class seats as of July.

According to one west coast publication, some, however, will be dismayed by the news.

‘Consumers who suspect they may never escape the omnipresence of wine god Robert Parker…will soon have more than one reason to think so,’ said the San Francisco Chronicle newspaper.

According to the newspaper, America West, a subsidiary of US Airways, has been experimenting with such advertising for over three years. Editorial content was added after it was found that passengers remembered advertising better when it was displayed alongside independent articles.

Written by Oliver Styles, and agencies