Brand MarketingHearst’s Joanna Coles Has Partnered with Airbnb for New Magazine VentureAnnounced at Airbnb OpenBy Kristina Monllos|November 19, 2016 ShareBy Kristina Monllos|November 19, 2016 Share A new magazine from Airbnb and Hearst was released today at the company's Airbnb Open event in Los Angeles. The first issues of the effort, aptly named Airbnb Magazine, is 32 pages and filled with content from Airbnb hosts. Airbnb CEO Brian Chesky attempted to have, as he called it, his "mini Oprah" moment, asking attendees to look under their seats only to find a copy of the first issue. Next year, the company will release two more issues of the magazine. The publication will also have a presence online. "What it does, unlike any other magazine out there, is that it taps into the expertise of you guys," said Joanna Coles, chief content officer at Hearst, addressing an audience of Airbnb hosts. "Everything in it is sourced from hosts and regular travelers." The effort has been in the works for the last 18 months. Curiously, there was no mention of Pineapple, the print magazine that Airbnb launched in 2014. Added Coles: "So what is my ambition for this magazine? The Airbnb Magazine. Well, it's to be on every coffee table, to be on every nightstand, it's to accompany you on every flight you take. And it's to connect you, to inspire you, to transform you…. Why a magazine? Well, a good magazine is a journey in itself, it's a voyage of discovery. You turn the page, and you find something magical you weren't expecting and it transforms you." The news of the magazine venture comes on the heels of Airbnb's announcement that it has added a new feature, dubbed Trips, allowing consumers to go on various experiences. Adweek Adweek