Bumble Is the Latest Challenger Brand Getting Into the Publishing Business

By Sara Shaw • April 5, 2019

Another challenger brand is getting into the publishing business. Bumble, the dating and networking app, is launching Bumble Mag, a lifestyle publication, which will be available Friday, April 5. The editorial team plans to include actual users of the app throughout the magazine to expand the brand and connect with users offline, said Clare O’Connor, Bumble’s editorial director.

“I dispute the conventional wisdom that print is dead,” O’Connor said. “There’s always room for a print product to stand out if it’s really high quality.”

Bumble joins other young brands producing a print magazine as they look to expand their reach, including Away (which has Here Magazine), Dollar Shave Club (Mel Magazine), Casper (Woolly Magazine) and Airbnb (Airbnb Magazine, which is also produced in partnership with Hearst).

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