Bumble is the latest digital brand to try to extend its reach through a print publication. The dating app maker today announced the launch of Bumble Mag, a lifestyle publication it produced in partnership with Hearst that offers stories and advice about dating, careers, friendship and more to Bumble’s over 50 million users.
On the cover of the 100-page premiere issue is Lauren Chan, a fashion entrepreneur behind the plus-size workwear line called Henning.
Inside, the magazine is organized into four sections that align with the Bumble app’s different modes: “You First,” “You + BFFs,” “You + Dating” and “You + Bizz.” Here, readers will find celebrity interviews, features, advice, product guides, “daily mantras” and more.
Contributors in this month’s debut issue include Bumble advisor and the star of the brand’s first Super Bowl campaign, Serena Williams; writers, actresses and Bumble Creative Directors Erin and Sara Foster; Man Repeller founder Leandra Medine; jewelry designer Jennifer Meyer; and Away luggage co-founder Jen Rubio.
A digital brand taking to print is no longer a unique occurrence.
Airbnb has Airbnb Magazine, which arrives in the mail; Unilever’s Dollar Shave Club runs Mel Magazine; mattress brand Casper created Woolly Magazine in partnership with McSweeney’s; luggage brand Away has Here Magazine; Uber has rolled out several print magazines, including Vehicle, Arriving Now and Momentum; and even Facebook launched a print magazine, Grow, aimed at business leaders.
For Bumble, the magazine offers the company a way to introduce its brand to new customers as well as extend its relationship with existing users out in the real world. This is part of Bumble’s larger efforts in developing an offline component to its business. The company also runs pop-ups, hosts events and has spoken of plans to launch more physical locations — “Hives,” in Bumble lingo — sometime this year.
These moves also speak to Bumble’s aspiration to be more than just another dating app and Tinder rival.
The company instead wants to be known more broadly as a women-centric lifestyle brand where its users can network online and off, in all aspects of their lives — not just dating. For example, its Bumble BFF service helps women make new friends, while Bumble Bizz is focused on business networking.
The company says the new magazine will be distributed by its 3,000+ brand ambassadors — marketers and event hosts who work with Bumble to promote its brand. Users can also request a free copy of the first issue within the app.
For the first issue, 150,000 copies were produced – 65,000 of which are being given out to the ambassadors to distribute with the rest available to in-app requests. The printing schedule for the magazine going forward is still in the works, but the company is planning future issues.
For Hearst, print efforts from online brands like Bumble represent a new line of business at a time when print is being challenged by digital solutions, like Kindle Unlimited or Apple News+, which are trying to transition print magazine subscribers to go digital-only.
The magazine also gives Bumble a new advertising platform, with women-led brands like Ellevest and Booksmart participating as advertisers in the first issue.
“Bumble is at the forefront of inspiring women to make connections and take initiative in all aspects of their lives with its positive message of empowerment,” said HearstMade Editorial Director Brett Hill in a statement. “The magazine is a perfect example of how HearstMade is changing the face of custom publishing with hyper-targeted content that reflects the brand’s ethos in the most authentic way.”
Bumble Mag becomes available nationwide on Friday, April 5, says Bumble.
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