Airbnb reconsiders future of £9 Pineapple magazine

Airbnb's pricey, high-end travel magazine appears to have stalled after just one issue.

Pineapple: Airbnb may partner with Hearst on a revamped travel magazine
Pineapple: Airbnb may partner with Hearst on a revamped travel magazine

The magazine, called Pineapple, was launched in November last year and was intended to become a quarterly publication, showcasing stories about local Airbnb communities. The first issue comprised 128 pages and covered stories in three popular Airbnb locations – London, Seoul and San Francisco.

But according to the Wall Street Journal, Airbnb may change tack and partner with publishing company Hearst.

Sources speaking to the newspaper said the pair could launch a new magazine as a joint venture, though the talks could still fall through. It isn’t clear whether the new magazine would be branded Pineapple, but it’s likely to look like a conventional travel magazine, rather than continue Pineapple’s user-generated aesthetic.

According to the Wall Street Journal, chief marketing officer Jonathan Mildenhall has decided to divert budget from Pineapple to other marketing activities. Mildenhall did not respond to a request for comment.

Most of the editorial staff who worked on Pineapple were freelance. The magazine’s editor-in-chief, Alex Tieghi-Walker, left Airbnb in April this year, and now works at Vice, according to his LinkedIn profile. The magazine’s publisher and Airbnb’s former communications director in EMEA, Chris Lukezic, still works at the company.

An Airbnb spokeswoman said: "We're incredibly proud of Pineapple and the strong reception it received. 

"Those who have launched a magazine know what an iterative process it is -- from vision, to content, to distribution. Like all world-class marketing organizations, we are constantly reviewing and evaluating ways to curate and celebrate the stories that are relevant to our business, and the future of Pineapple is part of those discussions."

Cannes Offer: 12 weeks' online access from just £12

Subscribe to Campaign before the end of Cannes Lions and save up to 71%

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Publicis Groupe withdraws from marketing and awards to focus on AI-powered platform Marcel

Publicis Groupe is pulling out of all marketing activity for the next 365 days - and won't be entering awards at Cannes next year - as it focuses its resources on developing Marcel, described by chief executive Arthur Sadoun as a ground breaking new platform.

Job description: Digital marketing executive
Shares0
Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).

Just published

More