Airbnb, the site that lets people rent rooms or homes to travelers, will soon publish a quarterly print magazine.
Called Pineapple—the traditional symbol of hospitality in colonial New England—the magazine will feature travel tips and interesting stories about popular travel destinations. The magazine will distribute to 18,000 Airbnb hosts, who can then leave the magazines out for their renters to peruse; a limited number of issues will also be sold for $12 in local markets.
The idea behind the magazine is to give Airbnb users a more intimate, off-the-beaten path view of various destinations than your typical travel magazine. "Travel on Airbnb is about more than sightseeing and consuming, it’s about connections and community," Airbnb CMO Jonathan Mildenhall said in a news release. “Pineapple will combine the emotional and practical sides of traveling by giving a comprehensive guide to neighborhoods and cities, as well as capturing the sense of belonging that comes from a memorable trip.”
Each issue of Pineapple will feature three cities that are popular among Airbnb users, with the first issue focusing on unique architecture and cuisine in San Francisco, London and Seoul. The 128-page magazine will initially contain no ads, though the company will consider ways to monetize the magazine in the future.
Airbnb’s foray into publishing shows that brands of all sizes are increasingly seeing the value of creating compelling content that forges a connection with their customers. Nine out of 10 B2C companies are investing in content marketing, according to a report from the Content Marketing Institute. As traditional advertising becomes less impactful—particularly with younger generations like the millennials—more businesses are using content to engage an audience.
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