Hive, How Are You?
Austin-based Bumble buzzes into publishing biz with glossy new magazine
In a little less than five years, woman-focused dating and networking app Bumble has carved out a prominent place in the digital landscape, boasting more than 50 million registered users. Now, the Austin-based company is venturing into the centuries-old publishing business.
Bumble and its publishing partner, the branded-content arm of Hearst Magazines, are debuting Bumble Mag on April 5. The hefty 100-page premiere edition of the printed lifestyle magazine features entrepreneur, model, and Bumble user Lauren Chan on the cover.
“Our users have long sought out our content and told us they wanted more: more stories, more advice, and more real talk about dating, careers, friendship, wellness, and life in general,” Clare O’Connor, Bumble’s editorial director, says in a release. “Our community of more than 50 million users is at the heart of everything we do, and we’re thrilled to have one of our users grace the first cover of Bumble Mag.”
The magazine is divided into four sections that align with Bumble’s in-app modes: “You First,” “You + BFFs,” “You + Dating,” and “You + Bizz.” Based on trends, topics, and questions gathered directly from the Bumble community via social media, the magazine will publish content such as celebrity interviews, features, expert advice, product guides, and “daily mantras.”
Bumble Mag contributors include tennis pro Serena Williams, who’s a Bumble adviser; Jen Rubio, co-founder of the Away luggage brand; and Leandra Medine, founder of fashion and lifestyle website Man Repeller.
“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,” says Brett Hill, editorial director of Hearst Magazines’ branded-content studio.
Magazines in the Hearst portfolio include Cosmopolitan, Elle, Good Housekeeping, Harper’s Bazaar, Marie Claire, Prevention, Redbook, Woman’s Day, and Women’s Health.
Brand ambassadors will distribute Bumble Mag across the U.S. at no cost to current and prospective Bumble users. In addition, a free copy of the first issue can be requested through the Bumble app and sent by mail.