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In today’s New York Sun, Phil Wahba has a piece on US Airways’ decision to start advertising on the tray tables in first class.

The airline has had ads on the trays in coach for some time now, but this is the most brazen incursion of advertising into the premium cabins.

“A lot of people will think placing ads in first class is déclassé,” Mr. Ashley, who logged 75,000 miles traveling the world last year, said. “I think it signals that US Airways is not trying to position its firstclass travel as a premium product.”

Gee that Mr. Ashley who’s quoted in the article sure makes a lot of sense!…

In particular, I’d follow up to say that US Airways has thrown in the towel on selling seats in first class. If you’re crassly making the cabin a billboard, then you’re implicitly admitting that the first class cabin is only appealing to upgraders. Upgraders are all freeloaders in the airline’s eyes, so why try to make them feel relaxed? Go on and make ‘em stare at an ad for Bose.

But 30% of US Airways passengers still pay for the privilege. I don’t know how this compares to other airlines, and I’m sure it varies tremendously by route. But if you’ve been a paying passenger in US’ first class, then you’ve just been thrown under the bus.

I’ve seen advertising in subtler forms before — free samples of mints or gum on the meal tray, for example. (I got a coupon for gum with the meal once on United, which was tacky, too.)

The US Airways spokesperson is quoted in the article as favorably comparing his airline to European low-cost carriers, who place ads all over the plane, making it a “flying subway.” Presumably he is referring to Ryanair, EasyJet, etc. But what kind of comparison is that? None of those airlines have first class.

From the sound of it, US Airways may not have a first class anymore, either.

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