Australasian Catalogue Association

Online brands turning to print

Digital-based brands are increasingly launching print magazines to improve engagement with consumers and access new sections of the market.

The latest is Airbnb, a site that allows people to rent out rooms in their homes, which just launched a glossy 128-page print magazine called Pineapple with travel features, food scene reviews and many four-colour pictures.

Other web-based companies turning to print recently include music site Pitchfork with its quarterly review, a biannual print magazine by Editorialist – a fashion accessories site founded by former Elle editors – and CNET, one of the oldest online tech publications.

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