After quietly rolling out a digital publication earlier this year, Grindr is making its push into digital media official today with the launch of lifestyle site Into, which it hopes will attract ad dollars from brands looking to advertise around LGBTQ content.
Into launched in March as part of a move to broaden Grindr’s brand beyond a dating app for gay men. In March, Zach Stafford was hired as editor in chief and the publication is now a stand-alone site that attracted 2 million monthly unique visitors in beta, according to Grindr. In addition to the site, Grindr’s app has 3 million daily users. Going forward, Into’s traffic will be tracked by measurement companies like comScore.