Uber Puts Out A Magazine to Make Nice with Its Drivers

Uber

Now that it’s valued at $41 billion for its ambitious plan to transform transportation, Uber has decided that the future of its business is … print? Just kidding. Well, sort of.

Today, Uber did launch a print magazine aimed specifically at its drivers. Dubbed Momentum, the planned quarterly is rolling out in several markets across the country. The inaugural issue includes features on staying healthy behind the wheel, news on Uber’s regulatory victories, and—the perennial concern for drivers—tips on where to find bathrooms around the clock. (“In Boston, MA, partner Richard says, ‘Dunkin’ Donuts is a savior.'”)

The publication plays a curious role given Uber’s unusual relationship with its 150,000 drivers. It’s part employee handbook—except, of course, Uber drivers are not Uber employees. And it’s part marketing, because just as Uber has to convince passengers it’s the best app for getting a ride, it has to convince drivers it’s the best app for giving one. To keep the rides coming, Uber has to keep drivers happy.

Uber appears to recognize that it won't be able to generate the returns its backers expect if its reputation suffers among its most vital constituents: its own drivers.

Recently, however, getting drivers to maintain a positive view of the ride-hailing company has been a challenge. Just last week, Uber reported a data breach in which 50,000 names and license numbers of its drivers had been exposed. To make amends, the company said it would notify the affected drivers and offer them a free one-year identity-monitoring service. The company confirmed a “one-time unauthorized access” in May 2014, though drivers don’t appear to have reported any serious identity misuse so far.

Along with the risk to drivers, the breach was a setback in Uber’s ongoing effort to reinvent its image in the media. In past months the company has been plagued with a seemingly endless stream of bad press, lawsuits, and clashes with regulators around the world. Though Uber’s image problems haven’t curbed the enthusiasm of investors, who continue to pour billions into the company, Uber appears to recognize that it won’t be able to generate the returns its backers expect if its reputation suffers among its most vital constituents: its own drivers. To that end, the first issue of Momentum includes a interview with one of Uber’s longest-serving drivers, who has than 20,000 trips under his belt in and around San Francisco.

Less overt driver-mollifying measures undertaken by the startup recently include releasing a study that claims Uber drivers make more per hour and work fewer hours than taxi drivers. That hasn’t kept some drivers from suing Uber to be classified as official employees rather than independent contractors. The case is ongoing, but the implications are quite clear. As instant gratification has become the default expectation, on-demand companies need to keep finding new ways to keep everyone—workers as well as customers—happy.