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Grindr Launches its New Online Magazine “Into”
(Blogmensgo, gay blog of August 25, 2017) Grindr is no longer just a dating app for gay and bisexual men. On August 15, 2017, they launched their new webzine called “Into”. Details to follow…
Founded in 2009, Grindr has been under Chinese ownership since 2016. With more than 10 million users (of whom about half are active every month) in 192 countries, Grindr is now the leading dating network for men.
After having diversified into the event scene (Slumbr) and the marketing of Emojis (Gaymoji), Grindr is now trying to make use of its exposure and reputation (or notoriety) and has founded the online magazine “Into.” After an initial trial phase on its own website, Grindr wants to develop the magazine further via its own website (intomore.com) and its own contents.
The new magazine is trying to fund itself independently through ad sales. The editors are trying to find commercial partners for whom Grindr would not be the right platform because it is too liberal sexually. Hence the very neutral new title “Into” as opposed to “Grindr Magazine” for example.
In a few months already, Into wants to place ads by a dozen of American brands. At present, this includes Truvada (an antiretroviral drug) and Halo Top (ice cream).
In order to achieve this goal, Grindr wants to offer a variety of ad formats, such as banners, classic ads, videos (pre-roll ads) and so on.
Millenials as a target group…
This diversification can easily be seen in the editorial strategy of the new cyber magazine. Into focuses on lifestyle topics, particularly travel and leisure, nightlife, health, fashion, culture (music, TV series and others) as well as, information, articles and videos.
They mainly target the millennium generation, i.e. people age around the ages of 15 to 40.
This is not a coincidence because 64% of all Grindr users in the US are below the age of 34.
… and competing with Out Magazine
Into is supposed to have great success among younger people and lure away many readers from The Advocate and Out Magazine.
Despite the semantic difference, Into and Out have quite a few things in common, aside from their subject matters and the fact that they are quite well known.
The chief editor of Into is Zach Stafford, an investigative journalist who previously worked for Out Magazine and as a columnist for the Guardian. About half a dozen other employees of Into are well reputed journalists and photographers. In addition, there is a whole number of free journalists and contributors.
Very soon, Into will be integrated in Grindr as a tab. The actual website will remain up in its current form in order to win ad customers outside of the app.
We extend a warm welcome to our new family member – despite its obvious commercial focus.
Frank-S / MensGo
Mains source: Digiday, August 16, 2017.
Initial source: Lefigaro.fr, August 17, 2017.