Uber has launched a print magazine for riders. Called Arriving Now the publication features “pro tips, hotspots, and exclusive details about upcoming promotions.” The idea is to provide useful information for people who are only staying in a city for a short period and need ideas to make the stay more fun and comfortable.
It has been likened to Uber’s take on an in-flight magazines: a way to create a better “brand experience” and to provide content, new services and ads to a captive audience. It’s likely the company will localize the magazines for various regions.
Arriving Now isn’t Uber’s first print publication. This past Spring, the company launched Momentum a magazine designed specifically for its drivers. And it should be noted that some experts see these moves a part of a broader trend — bring back print as a branding tool — which recently has included Airbnb’s Pineapple magazine and United Airlines’ Rhapsody.