Timing is everything
When we first started planning out the idea behind Tinder - the notion of paid premium content was still largely a pipe dream. It was early 2009 and we were mapping out all the ways you could create revenue from publishing. We had listed every option from analytics data, industry trend analysis for marketing companies, all the way down to branded gear. No matter how we spun it, we couldn’t seem to find scalable demand for a t-shirt or mug showcasing your favorite writer and we were forced to admit that although we were fundamentally frustrated by its impact on the industry, advertising was still the best means for generating revenue through published content.
Toward the third quarter of 2009 something exciting started to happen. A couple of blogs started creating premium versions of their content. GigaOM launched their ‘Pro’ subscription service, consisting of more in-depth analysis than people could access through the regular website. Closer to home, design inspiration sites started attaching monthly fees for access to unique posts and various ‘premium’ content offerings. Then came the landslide impact of Apples app culture, sub-dollar purchases picked up speed with the introduction of ‘in-app’ purchasing.
As this movement gained momentum we were excited to see major players like the WSJ, The New York Times, Conde Naste and others join the Fray through the use of ‘paywalls’. We had always known that the publishing industry wouldn’t survive using a single revenue generation method that they could not control. Add to that the frustration of readers forced to consume diluted content through an increasing maze of banner infested web pages and we knew that the market was ready and began work building Tinder.
The home stretch
With roots firmly entrenched in a tech culture of build quickly and iterate, we have been hard at work for months, polishing a reading solution and payment methodology which will allow readers access to the highest quality content, served from a beautiful reading environment. We have a number of publications ready to start publishing through the service, including many brands who’s content is synonymous with quality.
With our technology nearly ready and publishing partners lined up, we are in the process of raising funds to get everything in place for a launch later this year. As part of the fund raising process we ran a small marketing test to validate the idea that people will pay small amounts for premium content. Having partially revealed our plans during the campaign we think its time to let everyone know what we are up to. Hi, we are Tinder. Like our namesake implies, it is our goal to help people ‘start discovering’ and ‘start reading’.
Every person a reader
In a space where every person is a reader, we we know that building a great company is synonymous with building a passionate community. We are excited to have you join with us in changing the publishing world by rewarding writers and publishers who produce engaging, insightful content. You can get in touch with us via team@tinder.com or following us on Twitter at @tinder. If you’d like to show your support, the simplest thing you can do right now is to sign up for an invite. Pledging your support validates our business model and ensures you’ll be onboard and ready as we open our doors.
We’re pleased to announced that 
