Bumble goes offline with ad-supported magazine

Bumble wants to reach users offline with lifestyle magazine

After they're done swiping, Bumble is hoping users start thumbing through the dating app's first print publication, Bumble Mag.

Bumble is the latest digital brand to dive into publishing, following its partnership with Hearst Magazine's branded content studio, HearstMade. Bumble Mag, an 80-plus page lifestyle publication will be distributed at no cost to current and prospective Bumble users.

A Bumble spokesperson said the company was selective in its advertising partners and wanted to work with women-led brands like Ellevest and Booksmart.

The magazine is meant to serve as an extension of Bumble's digital presence. The company hired its first vice-president of partnerships last month to ramp up branded content opportunities within its app and experiential offerings.

Bumble editorial director Clare O'Connor said the company's 50m-plus users have "long sought out our content" in a variety of forms. Bumble does not have an exact print schedule for its new magazine yet, but a spokesperson said more issues are in development.

HearstMade editorial director Brett Hill added the company wanted to align with Bumble's "positive message of empowerment".

"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," said Hill.

Entrepreneur, model and Bumble user Lauren Chan graces the cover of Bumble's debut magazine, which includes a feature with Bumble's Super Bowl commercial star Serena Williams.

Magazines will be made available on 5 April, and 150,000 copies are in circulation.

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