Last November, Airbnb fired the first shot: Pineapple, a 128 page, ad-free, glossy quarterly magazine, mostly written by hosts and guests gently discussing their experiences. With a tiny print run of 20,000 copies, it was distributed for free in some Airbnb hotspots and sold at selected bookstores such as WH Smith in Paris, where I got my copy for €12 ($13). According to Pineapple publisher Christopher Lunekzic (find the interview on the FIPP site), “The idea came from a desire to capture the unique nature of traveling through Airbnb. We wanted to bring that sense of creativity, culture and connection to life.” All the talking points of an elegant PR campaign are checked—part of Airbnb’s recent rebranding. Nothing to freak out travel press behemoths. Except now a sizable part of Airbnb’s community is aware of the company’s recent push into the magazine business. Which could make a serious difference. That said, print is certainly not a key part of Airbnb’s media future. Mobile apps are. Last year, only 20% of Airbnb traffic came from mobile. That was before last December’s app redesign. Today, Airbnb ranks in the top five apps in seven countries, and in the top 100 in 152 countries. That’s where the real potential is. And the San Francisco-based icon of the sharing economy is betting heavily on mobile: it recently announced a partnership with Deutsche Telekom’s T-Mobile to pre-install its app on Android smartphone across 13 markets in Europe - a decisive move for Airbnb’s mobile expansion. Get the full story at Quartz