Facebook has launched a quarterly print magazine called ‘Grow’ aimed at business leaders and execs.

It’s an interesting move considering the social platform’s digital roots and massive online advertising operation, but one that is part of a “multi-platform content” strategy that includes invite-only events spanning the UK, France, Italy, Germany and Sweden this year.

All of Grow’s content will be available online via its Facebook page and blog. The social giant says a “new digital home” for Grow is in the pipeline as well. Additionally, Facebook says it will use digital platforms like Instagram and LinkedIn to distribute content.

According to Facebook, the magazine version of Grow will be available in “selected airport and train business lounges” for readers in transit.

“We know that business leaders have limited time for long reads at work, so we've also created a physical version with journeys in mind,” it said in a postabout Grow.

Facebook claims Grow is a marketing program that “started life as a small event in the English countryside three and a half years ago.” Its goal is to help business leaders stay ahead by creating and curating insightful content and experiences.

So far, Grow has published stories about Paris’s transformation into a startup hub, Diageo’s foray into the craft market, and an interview with H&M’s Oscar Olsson, the man in charge of its new “millennial” brand called /Nyden.