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And being like, ‘Hey, I see you and not only do I see you, I want to celebrate you.’” It’s an ambitious goal, particularly for a dark horse like Grindr — develop a magazine that not only covers the news, but expands LGBTQ representation in the media. “Just the fact that Grindr launched a queer journalism arm made a lot of people raise their eyebrows,” Stafford explains, “like, ‘Why does Grindr think they have anything to say in this?
’” Into tackles the skepticism by doubling down on its roots.
The effect is that Into feels quietly rebellious, as if it's saying: We refuse to allow our voices to be left out of the conversation.
The site publishes stories of every stripe: impassioned defenses of “Bodak Yellow” rapper Cardi B (an American treasure — I will fight anyone who says otherwise), rankings of every lip sync battle from Ru Paul’s Drag Race, mini-documentaries about senior citizens living with HIV.
Six months earlier, in March, Grindr announced it was launching a new digital magazine, called Into.
It would spotlight the LGBTQ community as both a standalone publication and an extension of Grindr's marketing department in an ongoing effort to reframe itself as a lifestyle brand.
“It’s not that we all weren’t here doing the work, it’s that nobody asks us …
So I feel like most of my job is just talking to people.
I’m not really a big believer in words." So when Grindr announced that it was expanding into content, the internet threw more shade than queens spilling the T on Ru Paul's Drag Race: Untucked.’” The name of the magazine, too, comes from the app, referencing the question that people use when asking about sexual preferences: “What are you into?” “While we certainly want Into to have its own voice and its own standalone opportunities, we can’t deny the fact that it’s coming from Grindr, and I don’t want to,” says Peter Sloterdyk, Grindr’s VP of marketing.“We want Into to give people an understanding of the gay world, from a global perspective,” Grindr founder Joel Simkhai told Forbes in an interview at the time.“Personalized content that focuses on lifestyle topics but also politics, the positive elements and challenges inside our community.”The announcement was a surprise, to say the least.
When I first read Into, I found something I’d never experienced before: a digital outlet that seemed to speak directly to me about, well, everything.