Southwest Airlines Public Relations
Bibliography

Updated July 21, 1999

Books about Southwest Airlines

Freiberg, Kevin and Jackie. NUTS! Southwest Airlines’ Crazy Recipe for Business and Personal Success. Austin: Bard Press, Inc. 1996.

The true tale of how the people of Southwest Airlines have created, nurtured and sustained a very special culture radically different from that of most other companies.

Goddard, Larry and David Brown. The Turbo Charged Company, Igniting Your Business To Soar Ahead of the Competition. The Parkland Group Inc. 1995.

Southwest Airlines is featured prominently in this book that describes those companies that dramatically outperform their competitors and achieve superior returns for their stockholders.

Harris Ph.D., Jim. Getting Employees to Fall in Love with Your Company. New York: AMACON, 1996.

Mentions Herb Kelleher, Employee commitment, productivity, LUV, spirit, one of three best companies to work for.

Levering, Robert and Milton Moskowitz. The 100 Best Companies to Work for in America. Currency and Doubleday. 1993.

A listing of the 100 best companies to work for with respect to pay/benefits, opportunities, job security, pride in company, openness/fairness, and camaraderie/friendliness.

Whiteley, Richard and Diane Hessan. Customer Centered Growth. Reading, MA: Addison-Wesley Publishing Co. 1996.

Southwest Airlines is featured in the chapter titled "Lighten Up," which is about using humor in the workplace.

Southwest Airlines Articles

Adair, Bill. "Unconventional Success in the air."St. Petersburg Times.October 16, 1995.

-The CEO of Southwest Airlines is a jumble of contradictions that add up to unparalleled success. Now he's bringing his winning formula to the bay area.

"Aerospace Laureates - Commercial Air Transport: Herbert D. Kelleher." Aviation Week & Space Technology. January 25, 1993: 18.

-Herbert D. Kelleher wins a 1992 Aerospace Laureate award for making a profit in the current environment where other airlines are losing money and operating in bankruptcy.

Andersen, Katya. "Southwest Makes the Best of Bad Times." Airline Executive International. June 1991: 3-7.

-Southwest soars with a conservative business plan, controlled growth and a zany CEO. Article also contains data from 1987 through 1990.

Apodaca, Patrice. "Airlines' Low-Cost King." Los Angeles Times. August 23, 1994.

-Southwest Airlines, with efficient, low-cost flights, dominates flights out of Burbank Airport.

Balog, Kathy. ""Approach may seem flighty, but it works." USA Today. November 11, 1996. 9B

-Excerpts and a review from "Nuts! Southwest Airlines’ Crazy Recipe for Business and Personal Success."

Baiada, R. Michael. "Southwest Airlines: Below the Surface." Airline Pilot. July/August 1994.

-This article compares Southwest Airlines' operations to United Airlines' operations and it provides valild insight for pilots of all airlines into the many reasons Southwest is profitible and other airlines are not.

Barnett, Jim. "Short-Haul Showdown." The Oregonian. July 1994.

-The runway success of no-frills airlines Southwest and Morris Air draw competition from the big carriers.

Barrett, Colleen. "Service Begins at Home." Sales & Marketing Management. March 1994.

-Colleen Barrett explains that the secret of inspiring great customer sevice is making your own employees feel valued.

Barrett, Colleen. "How I Did It: Pampering Customers on a Budget." Working Woman. April 1993: 19-22.

-Colleen Barrett, executive vice president for customers, shares her secrets about how she inspires and maintains the innovative customer-focused environment at Southwest Airlines.

Beddingfield, Katherine and Loftus, Margaret. "America’s funniest flyboy." U.S. News & World Report. December 21, 1998.

- Herb discusses having fun, lower fares, and entering the Long Island market.

Boisseau, Charles. "Southwest's Pilot." Houston Chronicle.March 10, 1996.

-At 65, CEO Herb Kelleher is ready with a story, quip and plans for his airline - but he's not ready to retire. Executive vice president Colleen Barrett ensures that Southwest's culture is preserved as company grows.

Bovier, Connie. "Southwest Airlines Charts Its Own Course." Career Pilot. February 1993: 18-24.

-Southwest's quirky individualism and commendable work ethic keep the airline profitable in 1990 and 1991. Article contains fleet breakdown and financial profile, as well as an interview with Herb Kelleher and a feature story on first officer Gary Thomsen.

Bovier, Connie. "Southwest Airlines: The Rah-Rah's for Real." Career Pilot. November 1991: 20-39.

-The upbeat atmosphere is the single most-named factor that makes Southwest Airlines a good fit for high-enthusiasm pilots. Article contains new-hire pilot qualifications for Southwest.

Branch, Shelly; Borden, Mark; Maroney, Tyler; and Tarpley, Natasha. "The 100 Best Companies To Work For In America." Fortune. January 11, 1999.

- "Swimming pools and surging pay may give employees a lift, but continual training and humane treatment get the best ones to stick around."

Branch, Shelly. "So Much Work, So Little Time." Fortune. February 3, 1997: 115-116.

-How busy CEOs like Herb Kelleher cope with an avalanche of demands and still stay on schedule.

Brown, David A. "Southwest's Success, Growth Tied to Maintaining Original Concept." Aviation Week & Space Technology. May 27, 1991: 75.

-After 20 years in business, Southwest is still a low-fare, high-frequency, point-to-point, no-frills carrier. Not deviating from their initial concept has fostered Southwest Airlines' success.

Breyer, Michelle. "Walking on air." Austin American Statesman. September 24, 1996

-Southwest’s chairman, Herb Kelleher, leads the company into sunny horizons.

Burke, Linda. "Tough Act To Follow." Dallas Times Herald. October 5, 1991.

-The idea of losing their CEO and top joker, Herb Kelleher, gives Southwest the jitters.

Burke, Linda. "Into the Wild Blue Yonder." Dallas Times Herald. September 4, 1991.

-Southwest Airlines, long known for encouraging zaniness, has attracted some creative job pleadings after launching an advertisement campaign to find employees with a sense of humor.

Cannizzaro, Roma. "Nuts! A Tribute to Herb Kelleher." Life Style Magazine. January 1997: 35-37

-A glowing review of "NUTS!"

Carbonara, Peter. "Hire for Attitude, Train for Skill." Fast Company. August:September 1996. Page 73.

-How do you build a great company with great people? Nucor Steel, Silicon Graphics, and Southwest Airlines share their rules for smarter hiring.

Cardona, Mercedes M. "Secret of Success." Travel Agent. January 4, 1993: 9.

-During a poor year for the industry, Herb Kelleher has made Southwest into the nation's only profitable carrier. Kelleher credits much of the success to Southwest employees' tremendous dedication and productivity.

Cardona, Mercedes M. "Long and Short of It." Travel Agent. July 13, 1992: 16-18.

-Since its founding in 1971, Southwest has thrived on low fares and making everything fun. Simplicity has made the airline successful.

Casaus, Phill. "Love is in the air." Albuquerque Journal Magazine for Women. February 1994.

-Kathy Smith and Sam Bradshaw marry on a Southwest Airlines "Shamu" plane.

Castandea, Laura. "Southwest leads way in getting there on time." The Dallas Morning News. Feburary 17, 1995.

-Southwest Airlines is the industry's most profitible carrier and is still the most punctual.

Castandea, Laura. "Southwest purchases Morris." The Dallas Morning News. January 1, 1994.

-Southwest Airlines completed its acquisition of Morris Air in a $134 million stock swap.

Chakravarty, Subrata N. "A Model of Superb Management: Hit 'Em Hardest With the Mostest." Forbes. September 16, 1991: 48-51.

-Southwest Airlines has spent two decades carving out a unique niche market - one with short flights, low costs and a zany chief executive.

Chandler, Jerome Greer. "Southwest: No Perks, No Gain?" Frequent Flyer. March 1993: 65.

-Despite grumbles about the limited perks, leisure and business travelers alike are crazy about Southwest, and the short-haul carrier continues to make a profit.

Chandler, Jerome Greer. "Love Lost." Frequent Flyer. October 1992: 32-63.

-Dallas Love Field remains singularly exempted from the free market and isolated from most of the nation's commercial air system by a unique piece of federal law commonly known as the Wright Amendment.

Clark, Dave. "Love Affair." DFW Connection. January 1993: 32-40.

-Southwest Airlines refuses to leave Love Field to join other carriers at Dallas/Fort Worth International Airport and continues to support city-owned Love Field. Southwest and general aviation employ over 24,000 at Love Field.

Cole, Joanne. "Flying High at Southwest." HR Focus. May 1998.

- Libby Sartain explains how Southwest Airlines finds and keeps the right people.

Cross, Robert. "Time Flies When You're Having Fun." Chicago Tribune. November 28, 1993.

-Flight attendant Nadine Steiner always catches the attention of Southwest Airlines' passengers with her unique, witty announcements.

Deener, Bill. "Southwest fares squeeze rival carriers." The Dallas Morning News. September 30, 1994.

-Southwest's fare cuts are putting pressure on rivals to reduce cost; therefore, competitors cannot keep the pace.

Densford, Lynn E. "Nuts About Learning." Corporate University Review. September/October 1997.

-Southwest Airlines is maintains its famous outrageous service through hiring for attitude and training for skill.

DeSimone, Jim. "Adventures in the Air." Today’s CPA. January/February 1999.

- Gary Kelly talks about how Southwest Airlines changed the airline industry.

Dingus, Anne. "The Way We Wore." Texas Monthly. June 1997.

-From blue jeans to black tie, from Sam Houston to Selena, a rags-to-britches history of fashion.

Donlan, Thomas. "The State Bird of Texas: Southwest Airlines' Herb Kelleher Has the Right Stuff." Barrons. October 19, 1992.

-Southwest reveals its secrets of success: low fares, low operating costs, motivated employees, customer service and Herb Kelleher.

Driscoll, Michael. "Overcoming Reservations About Southwest Airlines." ASTA Agency Management. July 1991: 36-39, 87.

-Although Southwest only received 15 percent of its bookings from travel agents 10 years ago, the majority of bookings are now handled by agents.

"Eighteenth Annual Air Transport World Awards. Airline of the Year: Southwest Airlines." Air Transport World. February 1992: 51.

-Southwest Airlines receives Air Transport World's highest honors as Airline of the Year for 1991.

Elsworth, Peter. "Southwest Air's New Push West." The New York Times. June 16, 1991.

-While currently serving 10 cities in Texas, Southwest Airlines looks to California for expansion.

Fairbank, Katie. "How Kelleher Keeps airline flying so high." The Houston Post. March 8, 1995:

-Story about Herb's quirks, the competition, and the "soul" or Southwest Airlines.

Fisher, Liz. "Success In A Nutshell." Accountancy International. July 1998.

- Southwest Airlines’ secret at beating "the big operators at their own game."

Friese, Richard. "The Music Man." (publisher's letter) Travel Agent. April 27, 1992: 6-7.

-Some call Herb Kelleher "the zany captain of Southwest," but Richard Friese, the publisher of Travel Agent, thinks Kelleher is merely a genius of human relations within his company and with the outside world.

Gardner, Hugh. "Southwest: Flying Folks for Fun and Profit." Airline Executive International. August 1990: 12-17.

-Southwest meets the Department of Transportation's official operating revenue requirements to become a major airline. Article also contains financial data for 1986 through 1989.

Gerson, Vicki. "Simply the Best." Corporate Meetings and Incentives. September 1998.

- How Southwest Airlines motivates its people.

"Getting High on Love and Laughter." Reputation Management. July/August 1995: 61-66.

-Love, valor, compassion (and humor) at Southwest Airlines, where chairman Herb Kelleher sets the tone and the employees follow suit.

Gilchriest, Gail. "A Day in the Life of a Southwest Flight Attendant." Houston Metropolitan. October 1991: 50-54.

-This article tracks a day in the life of Southwest flight attendant, Barbara Trncak, who uses creative scheduling to maintain her career and spend evenings with her family.

Godsey, Kristin Dunlap. "Slow Climb To New Heights." Success. October 1996: 20-26.

-The Crafty Antics of Herb Kelleher, a high-flying entrepreneur.

Gould, Briin. "Southwest Airlines: Redefining Relationships with Customers." The Antidote. Issue 15, 1998.

- Southwest Airlines’ history, cost-cutting, recruitment, culture, publicity, and competition.

Grant, Elaine. "The Jet Set." Travel Agent. January 4, 1999.

- Herb is Travel Agent’s Person of the Year.

Griffin, Sean. "Husband, wife, brother and stepdaughter all jockey jets for Southwest Airlines." The News Tribune. August 17, 1994.

-Family of four fly for Southwest Airlines.

Gruner, Stephanie. "Have Fun, Make Money." Inc. May 1998.

- Southwest Airlines and its celebrations (parties, anniversaries, and birthdays).

Guinto, Joseph. "A Servant Leader." Priorities. Volume 1, Issue 5.

- Herb Kelleher’s personality and individual quirks.

Guinto, Joseph. "Kelleher on Leadership." May Trends. Volume 24, Number 1.

- Herb Kelleher’s business leadership skills and strategies.

Guinto, Joseph. "Charting a Southwest Course." Texas Business. Page 34-42. September, 1997.

- If Herb Kelleher is the brain behind Southwest Airlines, Colleen Barrett is the heart-leading the company’s renegade spirit into the future.

Guinto, Joseph. "Herb Kelleher has more fun than you do." D Magazine. Page 52. August, 1996.

- In 25 years, Southwest Airlines has grown from an improbable dream on a cocktail napkin to the most profitable, reliable low-cost carrier in the world.

Hall, Cheryl. "Still Crazy After 25 Years." "Original employees expect to reture as millionaires. The Dallas Morning News. June 9. 1996.

- First story: How Southwest Airlines keeps its spirit alive with vice president Colleen Barrett as keeper of its faith. Second story: Many of the the original 36 employees who still work at Southwest 25 years later expect to retire a millionaire thanks to corporate profit sharing, stock splits and a dollar-for-dollar 401 (k) match.

Hamilton, Scott. "Kelleher Most Influential of 1994." Commercial Aviation. January 1, 1995: 8-12.

-Herb Kelleher is the Most Influential Person (1994) of the airline industry. Southwest's continuing success in the face of all adversity influenced the operation of many carriers.

Hamilton, Scott. "Southwest's Performance Makes Lenders Pause." Commercial Aviation. March 15, 1992: 16-17.

-Southwest's financial strength drives some lenders away because they cannot make money at the spreads the airline demands. However, the carrier is about the safest risk in the U.S. right now.

Hamilton, Scott. "Southwest Takes on the Big Guys." Commercial Aviation. March 15, 1992: 14-15.

-Southwest is one of the smallest major carriers in the United States, but it makes money when others don't.

Hamilton, Martha M. "Short-Haul Airline Is Sitting Tall." The Washington Post. August 8, 1991.

-In an era when the future appears uncertain for airlines, analysts are upbeat about Texas-based Southwest which continues to keep profits up and costs down.

Hamilton, Walter. "High Flier." Los Angeles Daily News. October 11, 1992.

-While other carriers struggle in turbulent times, Southwest Airlines soars with its unorthodox corporate structure.

Harrison, David. "A Ticket to Ride." Current Technology Magazine (Dallas/Fort Worth). January 1999.

- Southwest Airlines’ ticketless travel and Internet reservations.

Hayes, Thomas C. "A Bright Future at Southwest Air." The New York Times. May 26, 1992.

-While the airline industry has lost $6 billion in the past two years, Southwest has been consistently profitable. Now the primary challenge for Southwest is to carefully choose its paths of expansion.

Henderson, Danna. "Southwest Luvs Passengers, Employees, Profits." Air Transport World. July 1991.

-Southwest celebrates its eighteenth year of profitability. Article contains statistics comparing 1986 to 1990.

Hightower, Susan. "Southwest retains passengers, profits." The Oregonian. May 20, 1994.

-Southwest Airlines has not lost passengers or profits since it was booted off two computerized reservation systems.

Hollandsworth, Skip. "Ad Men at War." Texas Monthly. November 1990: 96-134.

-A struggle for power ensued as the two hottest advertising agencies in Texas (Richards Group and GSD&M) competed for the Southwest Airlines account.

Holmes, Paul. "Who Is A Company?" Reputation Management. September/October 1998.

- Who would the airlines be if they were people? Southwest Airlines is "more liberal than any of its counterparts…"

Huey, John and Geoffrey Colvin. "The Jack and Herb Show." FORTUNE. January 11, 1999.

- Herb and GE CEO Jack Welch discuss "how to create great companies and keep them that way."

Ioannou, Lori. "The Best of Herb Kelleher." Your Company. August/September 1998.

- "Lessons from a Master Motivator" Herb discusses Southwest Airlines’ court fight in the 70’s, culture, motivating employees and his own personal favorite antics.

Jaffe, Charles A. "Moving Fast By Standing Still." Nation's Business. October 1991: 57-59.

-Southwest has never conformed to airline industry norms, and Herb Kelleher will never be a normal CEO. But being different has brought Southwest success.

Jarboe, Jan. "A Boy and His Airline." Texas Monthly. April 1989: 98-155.

-No kid ever had more fun with his favorite toy than Herb Kelleher has running Southwest Airlines.

Jennings, Mead. "Staying the Course." Airline Business. February 1992: 52-55.

-Southwest remains successful with strategic and financial conservatism and a low-fare marketing strategy. Article also contains income statistics for 1991.

Jones, Brian. "Can Herb keep up the MAGIC?" The Providence Sunday Journal. November 8, 1998,

- Herb receives credit for giving T.F. Green Airport "the country’s lowest fares."

Jones, Del. "Low-cost Carrier Still Challenges Industry." USA Today. July 10, 1995.

-Sidelining the competition, pilots taking stock options instead of pay raises, and ticketless travel are a few of the reasons for Southwest's return to dominance in the airline industry.

Jones, Del. "Baltimore moves to Southwest." USA Today. September 17, 1993.

-Business soars wherever Southwest Airlines flies. Article presents an account of the impact on business in the cities served by Southwest.

Jones, Del. "Southwest Flies High with Cut-Rate Niche." USA Today. May 7, 1992.

-While other airlines are losing money, Southwest enjoys its twentieth consecutive profitable year thanks to its low fares and short-haul niche.

Jones, Kathryn. "Herb’s Flight Plan." Texas Monthly biz. March 1999.

- Southwest Airlines’ and Herb’s plans for the future.

Jones, Kathryn. "Managing the best little airline in Texas." Biz Magazine. May 1994.

-By going against the industry grain, Herb Kelleher and Southwest lead the industry.

Katz, Jesse. "Is This the Perfect Place to Work?" Pages 33-41. Reader’s Digest. June 1997.

-A condensed version of the Los Angeles Times Magazine story by Jesse Katz.

Katz, Jesse. "Southwest Airlines is the Zaniest and Savviest Company on Earth." Page 14. Los Angeles Times Magazine. June 9, 1996.

-The tiny Texas-based airline shook up the industry and nothing’s been the same since.

Kaydo, Chad. "The 80 Most Influential People in Sales and Marketing History." Sales and Marketing Management. October 1998.

- Herb as an influential person who likes offbeat ideas. Herb writes about catering to the business traveller.

Kaydo, Chad. "Riding High." Sales & Marketing Management. July 1998.

- The training class, "You, Southwest, and Success", at The University for People.

Kaye, Ken. "High Spirits." Sunshine. May 12, 1996.

-Funny flight attendants. No flight longer than an hour or so. No assigned seats, no baggage transfers, either. Welcome aboard Southwest Airlines, a decidedly different way to run an airline.

Keahey, John. "Southwest to Shake Up Competition and S.L. Market". Salt Lake Tribune. September 11, 1994.

-Southwest Airlines is expected to boost airport traffic.

Keel, Beverly. "Just Plane Wild." Business Nashville. March-April 1996. Pages 32-37.

-As American Airlines pulls out of Nashville, Southwest Airlines is waiting in the wings poised for a substantial expansion.

Kelleher, Herbert D. "A Culture of Commitment." Leader to Leader. Spring 1997.

-Herb Kelleher, President and CEO of Southwest Airlines, shares the secret to sustaining a high-flying competitive advantage.

Kelleher, Herbert D. "CEO Interviews." The Wall Street Transcript." September 25, 1995.

-Interview with Herb Kelleher discussing business climate, growth opportunities, market share, competitive edge, ticketless, customer service, etc.

Kelleher, Herbert D. "Flying High With Herb Kelleher." Scoreboard. Third Quarter 1994.

-Southwest's formula for success.

Kelleher, Herbert D. "Executive Corner: Sitting Pretty." Spirit. April 1991: 12.

-Throughout its 20 years of service, Southwest has remained an industry nonconformist with open seating, no meal service, quick gate turnarounds, short hauls, and the lowest fares.

Kitchen, Patricia. "Up, Up and Away." Newsday. March 15, 1999.

- Southwest Airlines Inaugural from Islip, New York.

Knudson, Max B. "Flamboyant Southwest chief flying high in a new direction." Deseret News. October, 9, 1994.

-This is an article about Kelleher and the direction that he is taking Southwest Airlines.

Kohn, Bernie. "Just plane smart." Charlotte Observer. August 21, 1994.

-With a no-frills efficiency and a penchant for fun.

Koslin, Cory. "Fly Guy--As Imitators Emerge, Southwest Hones Message," "Chairman Brash, Blunt, Media Pet," and "Airline High on Prospects for Music City." Nashville Banner. August 21, 1995.

-No-nonsense, no-frills approach has made Southwest a success in an industy rife with setbacks. Kelleher symbolizes what Southwest is all about. Depending on what American does, Southwest is desirous of expanding service in Nashville.

Labich, Kenneth. "Is Herb Kelleher America's Best CEO?" Fortune. May 2, 1994.

-This article talks about Kelleher's background and his management of Southwest Airlines.

Lee, Bill. "Southwest Airlines' Herb Kelleher: Unorthodoxy at Work". Management Review. January 1995: 9-12.

-Bill Lee conducted a interview with Herb concerning his unorthodox management style and philosophies.

Levere, Jane and Mead Jennings. "Staying at the top." Airline Business. March 1994.

-Southwest Airlines is not waiting around to see if it will lose its edge over other new low cost competition.

Lippert, John. "Southwest's Radical Ideas: Listen to Workers, Reward Them." Tulsa World. August 21, 1994.

-Southwest encourages teamwork by the way it selects and trains its workers.

-Herb Kelleher discusses the evolution of Southwest Airlines frequent flier program. Programs of other low cost carriers also discussed.

Lusk, Brian. "Temples of the Golden Age." Airways. May 1999.

- A list of ten of airline history’s most historically important airports. Love Field is one of them.

Lusk, Brian. "Southwest Airlines Enters The Next-Generation." Airways. June 1998.

- Southwest Airlines and the Boeing 737.

MacDonald, Ross P. "Hire for Attitude, Train for Skill." Fast Company. Page 73. August: September 1996.

-You can’t build a great company without great people. Rules for smart hiring from Nucor Steel, Silicon Graphics, and Southwest Airlines.

Martinez, Michelle. "Hiring for Attitude Makes Airlines Fly." Employment Management Today. Spring 1998.

- Libby Sartain talks about "Hire for attitude, train for skill."

Maurer, Mitch. "Wrestling with Success." Tulsa World. July 17, 1994.

-Kelleher is know as much for his wit and humor as he is for being the head of the

"Low Cost Carriers, An American Dream," Inside Flyer. Vol. 6 Issue 5. May 1996. most financially successful airline in the United States.

Maxon, Terry. "Clipped wings." The Dallas Morning News. February 14, 1994.

-Article about Kelleher making a guest appearance on the television show, Wings.

Maxon, Terry. "Herb Kelleher's Jet Set." Dallas Life Magazine; Dallas Morning News. January 12, 1992: 8-18.

-No longer the underdog, Southwest has mapped its own course of profitability under the leadership of Herb Kelleher. Article also discusses Southwest's style of employees.

Maxon, Terry. "Rising From Others' Ashes." Dallas Morning News. February 2, 1992.

-While other airlines face service reductions and bankruptcy, Southwest Airlines begins expansion plans.

McCartney, Scott. "Scrappy Southwest Reaches Coast in One Stop." The Wall Street Journal. April 22, 1997.

-Southwest is expanding into longer routes and may even offer real meals.

McCartney, Scott. "Southwest Flies Circles Around United's Shuttle." Wall Street Journal. February 20, 1996.

-After 16 months, Shuttle by United has retreated from many Southwest routes and can not match Southwest's low costs. Southwest has regained traffic lost initially to the Shuttle and increased its California business.

McCartney, Scott. "Airline Industry's Top-Ranked Woman Keeps Southwest's Small-Fry Spirit Alive." Wall Street Journal. Nov. 30. 1995.

-Executive vice president Colleen Barrett is keeper of the airline's corporate culture. Even though Southwest Airlines has grown substantially, she has devised ways to preserve Southwest's can-do spirit.

McCartney, Scott. "Southwest Airlines May Be Heading Into Calmer Skies." Wall Street Journal. July 17, 1995.

-Now that California competion has stablilized and Morris Air is absorbed Southwest Airlines sees start of earnings recovery and plans further expansion into Florida.

McDonald, Michele. "Southwest flying high but CEO keeps feet on ground." Scottsdale Progress Tribune. June 11, 1994.

-Keller's story of turning an upstart-haul airline into one that has defied industry odds is a tale with a lesson.

McGee, William J. "To World According to Herb: Southwest's Kelleher Grapples With Growth & Government." Business Travel News. March 7, 1994.

-Herb Kelleher talks in an interview about what is in store for the most imitated carrier in the business.

McGowan, Dan and Tim Searson. "The Making of a Maverick." Spirit. June 1991: 37-40.

-Although the idea for Southwest Airlines came from doodle on a napkin, the airline is now celebrating its twentieth anniversary with Herb Kelleher still in control.

McKenna, James T. "Carriers in Florida Brace for Southwest." Aviation Week and Space Technology. Jan. 22, 1996. Pages 44-46.

-Although some airlines are more vulnerable than others, all carriers with Florida bases or destinations are reevaluating their game plans.

Meier, Barry. "A No-Frills Airline Has Few Complaints." The New York Times. February 8, 1992.

-The no-frills practices of Southwest Airlines may irritate some passengers, but Southwest received the fewest complaints in 1991 among the major airlines.

Melymuka, Kathleen. "Sky King." ComputerWorld. September 28, 1998.

- Technology at Southwest Airlines.

Meyer, David. "25 Most Influential Executives of 1999." Business Travel News. January 11, 1999.

- Herb’s influence in the Northeast earned him this award.

Miller, Robert. "Davis, Kelleher will share aviation achievement award." The Dallas Morning News. February 17, 1994.

-Kelleher and Lt. Gen. Benjamin Davis are honored with the George Haddaway Medal of Achievement in Aviation this spring.

Moses, Phyllis. "Wings For Women." Woman Pilot. March/April 1997. Pages 4-7.

- Today, commercial airlines like Southwest are opening their doors wider for female pilots.

Mosely, Tony. "Having Fun (& Makin Profit)." Customer Service. September 1996: 44-46.

-Southwest Airlines, the low fare airline with 223 aircraft based in Dallas, is synonymous with fun. It has also been the only airline in the US to consistently make a profit.

Murphy, Ian P. "Southwest emphasizes brand as others follow the low-fare leader." Marketing News. November 4, 1996. Vol. 30 No. 23.

-Southwest Airlines journey from the "little airline that could" to a big airline that does.

Murphey, Michael. "Southwest cleared for landing here." The Spokesman-Review. June 5, 1994.

-The arrival of Southwest Airlines brings low fares and stablity to Spokane and the Pacific Northwest.

Myerson, Allen R. "Air Herb." The New York Times Magazine. November 9, 1997.

-Herb Kelleher embodies the Southwest spirit and discusses the potential for expansion in the Northeast.

Nash, Trevor. "Trevor Nash visits Love Field in Dallas, Texas to explain why." CAT Civil Aviation Training. Vol. 7 Issue 6. January 21, 1997.

-During the past seven years, CAT has visited over 40 airlines across the world to report on their training methods and operational philosophies for the regular User Profile section of the magazine. Although some bring a different approach to the challenge of training, Southwest Airlines can be said to be unique in many areas.

Nyen, Rhine. "Herb Kelleher Interview...From Hotpants to Harleys". Page 4. Texas Flyer Magazine. June 1996.

-Herb answers questions about Southwest Airlines.

O'Brian, Bridget. "Flying on the Cheap. Southwest Airlines Is a Rare Air Carrier: It Still Makes Money." The Wall Street Journal. October 26, 1992.

-As the only profitable airline in the industry, Southwest Airlines has become the airline to emulate.

Pedersen, Daniel. "Wal-Mart of the Sky." Newsweek. March 1, 1999.

- Southwest Airlines’ revenues, prospective entry into the New York market, Shamu joke with Crammer from American Airlines, and good relationships with its unions.

Peters, Tom. "Air travel's Greatest (profitable) Show on Earth: Southwest Airlines." The Business Journal. Week of October 7, 1994.

-Southwest Airlines as the most profitable airline in the industry.

Peters, Tom. "Low costs, personality key to airline's success." The Baltimore Sun. September 26, 1994.

-The key to Southwest Airlines' success, is its low cost and personality.

Peterson, Barbara. "Low Prices! Better Service! More Choices!" Conde Nast Traveller. September 1998.

- Deregulation after 20 years.

"Proactive Safety Attitude at Southwest." Air Safety Week. April 20, 1999.

- Dale Stolzer discusses "Southwest’s safety program and the carrier’s preparations to operate the next generation Boeing 737."

Proctor, Jon. "Integrating The Dash 700." Airliners. July/August 1998.

- Southwest Airlines and its 737-700’s.

Proctor, Jon. "Everyone Versus Southwest." Airways. Nov./Dec. 1994: 22-30.

-This is an article on Southwest Airlines' low fares, frequent flights and formula for success.

Reed, Dan. "Flying Like a Madman." Sales & Marketing Management. October 1996: 92-97.

-Herb Kelleher is still finding ways to have fun and grow revenue at the little airline that could.

Reed, Dan. "Libby Sartain, Vice President-People." Page 10. "Southwest Airlines: The Secrets of Success. Page 14. Career Pilot. August, 1996.

-First Article: Libby Sartain is in charge of Southwest’s People department, which also has responsibility for guarding the company’s unique, casual and critically important corporate culture. Second article: Why pilots want to work at Southwest Airlines.

Reed, Dan. "View from the Pilot’s Seat." Fort Worth Star-Telegram. July 7, 1996.

-Southwest Airlines CEO hopes to shape the industry and his company’s place in it during the defining ‘90s.

Reed, Dan. "High-spirited Southwest taken seriously by analysts." Fort Worth Star-Telegram. February 17, 1995.

-Although Southwest is known for its humor, nobody in the investment world or in the airline industry fails to take Southwest seriously.

Reed, Dan. "Industry watershed." Fort Worth Star-Telegram. November 19, 1994.

-Southwest pilots contract could set new standard.

Reed, Dan. "Who's Laughing Now?" Business Travel Management. May 1992: 28-31.

-The airline industry did not take Southwest Airlines seriously in 1971 when it was a three-airplane, intra-Texas operation. Southwest now has new-found respect after earning $74 million in 1990 and 1991.

**Article also appeared in Fort Worth Star Telegram on March 15, 1992.

Rentschler, William. "Southwest soaring in Chicago." Talking To The Boss. January 13, 1997.

-Herb Kelleher talks about his customer service policy.

Robertson, Edward A. "Americas Most Admired Companies." Fortune. January 1997.

-Southwest Airlines is listed as the most admired Airline for 1996.

Rowe, Jeff. "Southwest Airlines finds the secret of faster flying is hustle on ground." The Seattle Times. June 1, 1994.

-Quick turnarounds are an integral part of the airline's strategy for success.

Sanchez, Jesus. "Just Plane Profitable." Los Angeles Times. November 23, 1992.

-While other airlines nose-dive into bankruptcy, no frills Southwest Airlines prospers.

Sapino, Brenda. "In-House at Southwest Airlines: Lawyering in the Friendly Skies." Texas Lawyer. March 18, 1996. Vol. 12, No. 1.

-The lawyers work their tail off and have fun doing it.

Sartain, Libby. "Airline relies on its culture, not compensation, to make service fly." ACA News. Oct/Nov 1994.

-With few exceptions, Southwest's compensation and benefits programs are not unique; culture is seen as the key to customer service.

Schwartz, Karen. "Southwest CEO incorporates fun into airline’s financial success." The News Triune. November 25, 1996.

-Herb Kelleher tells the secrets to Southwest Airlines’ success.

Selman, Jay. "Spotlight on Dallas." Professional Pilot. January 1993: 44-50.

-Article spotlights the airlines and aircraft manufacturers in the Dallas/Fort Worth metroplex. Southwest, the only scheduled jet passenger airline operating from Love Field, attributes much of its success to being able to remain at Love Field when all other carriers moved to Dallas/Fort Worth International Airport.

Sexton, Jim. "The Zany Captain of Southwest." Best of Business Quarterly. Fall 1990: 8-15.

-Herb Kelleher's madcap style keeps Southwest Airlines on the fast track and employees in stitches.

Shulins, Nancy. "High-flying success." Daily Southern. (in Chicago) May 26, 1996.

-June marks the 25th birthday of Southwest Airlines, where every day is dress-down day and the customer is not always right. Besides fun and games, Southwest is known for low costs, big profits and a corporate culture that's happily out of step with this era of downsizing and distrust.

Smith, Murray. "Southwest Gives Customers What They Want." Professional Pilot. November 1992: 40-45.

-Herb Kelleher tells why his airline is successful and gives opinions on what the industry needs in this question/answer interview.

"Southwest' Still Mantra Among Frustrated Rivals." Los Angeles Times. June 26, 1994.

-The object of most airlines is more or less the same: Beat industry darling Southwest Airlines at its own low-cost, low-fare game.

Sperry, Paul. "Southwest's Herb Kelleher: Flying High Despite The Airline Industry's Profit Tailspin." Investors Business Daily. June 2, 1993.

-Herb Kelleher discusses reasons behind Southwest Airline's profitability.

Strope, Leigh. "Kelleher: Southwest will stay on top." Dallas Business Journal. April 21, 1995.

-This article provides the answers to questions about competition, Southwest employment, ticketless travel, etc.

Sunoo, Brenda Paik. "How Fun Flies at Southwest Airlines." Personnel Journal. June, 1995.

-By allowing outrageous behavior, SWA ensures that it recruits and trains employees who can flourish in a friendly work environment and foster good customer service.

Swett, Clint. "Low-fare high flier thriving." Sacramento Bee. April 12, 1994.

-Kelleher has Southwest thriving with its combination of low fares and frequent flights.

Taninecz, George. "Gates Wins Respect." 24th annual CEO Survey. Industry Week. November, 20, 1995. Page 12.

-Microsoft's Bill Gates was voted "most respected CEO" in a poll of Industry Week's CEO readers, followed by Herb Kelleher and others.

Texas Flyer Magazine. "From Hotpants to Harleys." June 1996.

-Herb Kelleher speaks with Texas Flyer magazine. He was open to any subject and answered everything that was posed to him.

Thurston, Scott. "Southwest's Wacky, Low-Cost World." Atlanta Constitution. July 17, 1994.

-A unique airline: Laid-back Chairman Herb Kelleher inspires the carrier that's the mother of low-fare flights.

Teitelbaum, Richard. "Southwest Airlines: Where Service Flies Right." Fortune. August 24, 1992.

-Providing continuous customer service and establishing solid employee relations both contribute to Southwest's success.

Turner, Mike and Carren Newson. "Herb Kelleher on Life and Success." Professional Review. Fall 1994.

-This is an article about Kelleher's life and success.

Underwood, Elaine. "Just Plane Hot." Brandweek. August 24, 1992: 16-18.

-Local marketing and no-frills flying have been "Just Plane Smart" for Southwest Airlines.

Washington, Robin. "Something funny in the air." Boston Herald. April 22, 1999.

- The differences in flyers’ experiences with two different airlines: Eastwind Airlines and Southwest Airlines. On Southwest Airlines, there were nutty flight attendants who made folks laugh although the flight was delayed by five hours.

Wells, Edward O. "Captain Marvel." Inc. January 1992: 44-47.

-Inc.'s editorial staff names Herb Kelleher "The Master Entrepreneur" for building a continuously profitable company that inspires uncanny loyalty in customers and employees.

Werner, Debra. "Herb Kelleher. Chairman and Chief Executive Officer, Southwest Airlines." Commercial Aviation News. May 24-30, 1993.

-Herb Kelleher discusses Southwest's success as well as future plans for expansion.

Weintraub, Richard. "The Southwest Revolution." The Washington Post. September 12, 1993.

-The hottest airline lands in Baltimore! Article explains how Southwest took off and why it is shaking up both its rivals and the area's airport.

Winstead, Nancy. "Colleen Barrett: Southwest's Untraditional VP." Today's Dallas Woman. April 1993: 6-7.

-After 28 years, Southwest Airlines is not simply a work place for Colleen Barrett - it's her life.

Woodbury, Richard. "Prince of Midair." Time. January 25, 1993.

-Southwest's perverse tactics (no meals, no assigned seats, no baggage transfer) have helped them reap consistent profits.

Woodyard, Chris. "Southwest presence alters traveling and airports." USA Today. March 9, 1999.

- The competition’s reaction to Southwest Airlines’ entry into the Long Island market.

Woodyard, Chris. "Southwest Airlines makes flying fun." USA Today. September 22, 1998.

- "The Dallas-based carrier’s policy is to hire hams and let their personalities shine through."

Ziemba, Stanley. "Secret of Southwest's Success: Fun." Chicago Tribune. April 13, 1992.

-When Midway Airlines shut down, Southwest tripled its gates and became the anchor tenant at Midway Airport in Chicago.

Zellner, Wendy. "Southwest’s New Direction." Business Week. February 8, 1999.

- Southwest Airlines’ long-haul routes.

Zellner, Wendy. "Southwest’s Love Fest At Love Field." Business Week. April 28, 1997: 12E4.

-Everyone acts a little silly at Southwest’s seminar on corporate culture.

Zellner, Wendy. "Striking Gold in the California Skies." Business Week. March 30, 1992: 48.

-Southwest becomes the second-largest player in California with 23 percent of intrastate traffic.