Today’s digital brand, Bumble, attempts to expand its reach through a print book. The dating app maker these days announced the launch of Bumble Mag, a way-of-life e-book it produced in partnership with Hearst that gives memories and recommendations about relationships, careers, friendships, and more to Bumble’s over 50 million users.
On the quilt of the 100-web page, the optimal difficulty is Lauren Chan, a fashion entrepreneur behind the plus-length workwear line called Henning.
Inside, the magazine is organized into fourmodes: “You First,” “You + BFFs,” “You + Dating,” and “You + Bizz.” Here, readers will locate celeb interviews, functions, recommendations, product publications, “daily mantras,” and more.
Contributors in this month’s debut issue encompass Bumble marketing consultant and the megastar of the logo’s first Super Bowl campaign, Serena Williams; writers, actresses, and Bumble Creative Directors Erin and Sara Foster; Man Repeller founder Leandra Medine; jewelry dressmaker Jennifer Meyer; and Away luggage co-founder Jen Rubio.
A virtual brand taking to print is no longer a unique incident.
Airbnb has Airbnb Magazine, which arrives within the mail; Unilever’s Dollar Shave Club runs Mel Magazine; bed brand Casper created Woolly Magazine in partnership with McSweeney’s; baggage brand Away has Here Magazine; Uber has rolled out several print magazines, consisting of Vehicle, Arriving Now and Momentum; or even Facebook launched a print mag, Grow, aimed toward commercial enterprise leaders.
For Bumble, the magazine gives the corporation a way to introduce its emblem to new clients, in addition to making its dating with current customers out inside the real international. This is part of Bumble’s larger efforts to develop an offline thing for its commercial enterprise. The company additionally runs pop-ups, hosts activities, and has spoken of plans to release extra physical places — “Hives,” in Bumble lingo — someday this year.
These movements also talk to Bumble’s aspiration to be more than every other dating app and Tinder rival.
The enterprise wants to be recognized more widely as a ladies-centric lifestyle emblem wherein customers can network online and stale in all aspects of their lives — not just relationships. For example, its Bumble BFF carrier allows girls to make new pals, while Bumble Bizz is centered on enterprise networking.
The organization says the brand new mag will be dispensed via its 3,000+ emblem ambassadors — entrepreneurs and event hosts who paint with Bumble to sell its emblem. Users also can request a free copy of the first problem in the app.
For the first difficulty, 150,000 copies had been produced – sixty-five,000,000 of which can be given out to the ambassadors to distribute with the relaxation available to in-app requests. The printing agenda for the mag continues to be in the works. However, the enterprise is planning destiny problems.
For Hearst, print efforts from online manufacturers like Bumble constitute a new line of business when the print is challenged by digital answers, like Kindle Unlimited or Apple News+, trying to transition print mag subscribers to head digital-only.
The mag additionally gives Bumble a new marketing platform, with women-led brands like Ellevest and Booksmart participating as advertisers in the first problem.
“Bumble is at the forefront of inspiring girls to make connections and take initiative in all elements of their lives with its tremendous message of empowerment,” said HearstMade Editorial Director Brett Hill in an announcement. “The mag is a superb instance of how HearstMade is changing the face of custom publishing with hyper-centered content that reflects the logo’s ethos the most actual way.”