This episode explores how Grindr launched "Into", a queer lifestyle magazine, leveraging its user base and location data to deliver targeted content. It delves into the unique relationship between the LGBTQ+ community and early tech adoption, and the strategies for building an inclusive media platform that speaks to a diverse queer audience with a "queer lens" approach.
Key takeaways
Into magazine utilizes Grindr's location data to deliver regionally-specific content, enhancing relevance for its audience.
The editorial strategy focuses on a "queer lens" to cover diverse topics, aiming for inclusivity across genders and identities within the LGBTQ+ community.
The discussion highlights the historical tendency of LGBTQ+ individuals to be early adopters of technology, offering insights into niche market adoption patterns.
Into is actively working to broaden its content to be more inclusive of women, nonbinary, and transgender individuals, beyond its initial male-dominated user base.
Recode's Kara Swisher and The Verge's Casey Newton talk with Zach Stafford and Trish Bendix, the editor in chief and managing editor of Into — a queer lifestyle magazine published by the dating app Grindr. They talk about why LGBT people have historically been early adopters of tech, why Grindr was more readily adopted by men than women and how the company is trying to change that as it branches out into media. Stafford says Into has been able to tap into Grindr's killer feature, knowing the location of its users, to push out regionally-specific stories to the people who will be most affected by them. Bendix, who recently joined Into after ten years at After Ellen, says she is working to make sure the magazine is more inclusive to women, nonbinary people and trans people; Into needs to reach them as well, she says, to tell stories about everything "through a queer lens."
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Into magazine utilizes Grindr's location data to deliver regionally-specific content, enhancing relevance for its audience.
What does this episode say about dtc strategy?
The editorial strategy focuses on a "queer lens" to cover diverse topics, aiming for inclusivity across genders and identities within the LGBTQ+ community.
What does this episode say about analytics & attribution?
The discussion highlights the historical tendency of LGBTQ+ individuals to be early adopters of technology, offering insights into niche market adoption patterns.
What does this episode say about brand & content?
Into is actively working to broaden its content to be more inclusive of women, nonbinary, and transgender individuals, beyond its initial male-dominated user base.
