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For Hearst, print efforts from online brands like Bumble represent a new line of business at a time when print is being challenged by digital solutions, like Kindle Unlimited or Apple News , which are trying to transition print magazine subscribers to go digital-only.
The magazine also gives Bumble a new advertising platform, with women-led brands like Ellevest and Booksmart participating as advertisers in the first issue.
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“The magazine is a perfect example of how Hearst Made is changing the face of custom publishing with hyper-targeted content that reflects the brand’s ethos in the most authentic way.” Bumble Mag becomes available nationwide on Friday, April 5, says Bumble.The company also runs pop-ups, hosts events and has spoken of plans to launch more physical locations — “Hives,” in Bumble lingo — sometime this year.These moves also speak to Bumble’s aspiration to be more than just another dating app and Tinder rival.The company instead wants to be known more broadly as a women-centric lifestyle brand where its users can network online and off, in all aspects of their lives — not just dating.For example, its Bumble BFF service helps women make new friends, while Bumble Bizz is focused on business networking.