Why is Every Dating App Launching a Print Publication?
Did Feeld copy Hinge's marketing strategy?
In Today’s Newsletter
Did a kinky dating app copy Hinge’s marketing strategy?
SNL goes TikTok
How David protein took over your FYP
New York’s retail revival
Chick Fil A’s Streaming Platform
Finally, a new cool pair of Salomon’s
Did this Kinky Dating App Steal Hinge’s Swag?
The New York Times has an article out this morning about Feeld, a dating app for kinkier individuals— seeking out threesomes, freak-offs, and even no sex at all.
Feeld hosted a party on the Upper East Side, bringing together New York’s literary scene (Emma Cline, Candace Bushnell, and *checks notes* Woody Allen) were in attendance to celebrate Feeld’s debut magazine: AFM (A Fucking Magazine)
Feeld is launching this bi-annual print publication, edited by Haley Mlotek and Maria Dimitrova, to bring together writers and essayists to offer a physical distillation of Feeld’s brand.
They join a number of big brands making an investment in print despite our rapid shift to a 100% digital world. (think J. Crew bringing back their catalog)
Feeld’s CEO said—
“AFM is a part of our ever evolving vision for human connections. Feeld was founded with the intention to transcend conventional relationship frameworks and identities and embrace a more fluid, non-prescriptive approach to humans, to ourselves and how we connect. By exploring the tangible realm of analog in a variety of ways from our Feeld Socials to, now, AFM, we’re offering new, intimate yet expressive ways to offer perspective and inspire curiosity for ourselves and others,"
But when looking through this article— it struck me that this feels eerily similar to Hinge’s recent zine, “No Ordinary Love”
Hinge’s CMO said—
“The beginning of most relationships are often not like the kind you see celebrated by rom-coms and pop culture. At Hinge, we believe in showing the honest journeys of real couples as they create intentional and caring relationships”
So in 2024, two dating apps are investing big into print publications backed by legacy media stalwarts.
At least neither of these are as bad as Bumble’s relaunch earlier this year, but its begs the question— Have we lost the plot?
