Emphasis Inflight Entertainment will face bids from eight other companies for the continued production of Cathay Pacific Airway's three in-flight magazines plus Cargo Clan.
The titles include flagship publication Discovery and the duty-free and entertainment magazines.
An industry insider said the contract was valued at between $10 million and $12 million a year.
A spokesman for Cathay said the carrier was satisfied with Emphasis with whom it had been associated for 16 years.
He said the review was a routine re-evaluation by the airline to see if it was getting the best value for money from its suppliers.
Steve Ellis, chief executive of Emphasis, said a confidentiality agreement prevented him from commenting beyond saying Cathay represented a significant portion of the company's business.