Airbnb's magazine promotes home-sharing lifestyle

Kia Kokalitcheva / Axios

Six months after Airbnb announced it would produce a travel magazine with Hearst, the first issue of Airbnbmag is on newsstands.

Goals: Airbnbmag is a promotional tool for Airbnb's particular brand of travel, which involves hanging out (and staying) with locals and visiting lesser-known local gems. In a letter to readers, Airbnb co-founder and CEO Brian Chesky lists two reasons for the magazine: filling a void left by other travel magazines by emphasizing people, and creating a tangible product people can hold in their hands. (It's also available online.) The next issue will come out in September.

Why it matters: The magazine is another way for Airbnb to evangelize the home-sharing phenomenon and the live-like-the-locals way of life that's crucial to its success. It's the company's own spin on content marketing — its own version of the coffee table magazines you often find in hotel rooms — to sell its experiences to travelers and showcase its community of hosts.