Who said print is dead? In a recent blog post, Uber announced an expansion into content creation through its new in-car magazine, Arriving Now.

Celebrating the start of New York Fashion Week, the first issue of the magazine features cover girl fashionista Olivia Palermo and a variety of "pro tips, hotspots, and exclusive details about upcoming promotions."

Print content seems like a less-than-holy choice for any company right now – let alone one so far from content production itself – but the move could open up many new doors.

Even though a significant number of Uber passengers stay glued to their phones, Uber is more interested in testing out ways to improve its in-car brand experience. The new magazine is just one step in this direction. When you have someone in a confined space for anywhere between 15-30 minutes, you can find a variety of ways to engage them. Uber is starting to think creatively about these possibilities.

With an already robust expansion of its brand, including the creation of Uber Eats, the company is looking to create a range of services that cater to you from the backseat of a car. Going down this rabbit hole, it isn't difficult to imagine an Uber that can – while driving you home from work – provide a smart touchscreen to order your favorite take-out, track incoming packages and mail, and catch you up on major news headlines.

The possibilities are innumerable and the fact that Uber is starting to manifest them is exciting — the Arriving Now just being an introduction of what's to come. You can even take it home with you for free.