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Literary sex site Nerve has launched Babble.com, aspiring to appeal to educated, culturally engaged urban hipsters who are knee-deep in baby gear and seeking not just advice but are smart, edgy, and humorous. Earlier this year, New York Magazine coined a term for this new generation of adults: “grups.”
The site, which will be updated almost daily and feature interactive community-building features like video sharing and message boards, will attempt to cater to its prospective audience’s sensibilities by mixing low-brow and high editorial content, according to the New York Times (via MarketingVox). Nerve.com and Babble.com will not have any visible links.
Babble is not aiming for elitism. “We do not intend for this to be a little literary magazine,” Rufus Griscom, founder of Nerve Media, said. “We intend for it to be wildly commercially successful.” To do so, Babble’s execs said, they need a monthly audience of two-three million readers.
Griscom said that Nerve is profitable, with a projected profit margin of 20 percent on more than $3 million in revenue this year. But half its revenue stems from personal ads and subscriptions, neither to be offered on Babble. This leaves the magazine dependent on advertising, and a much smaller percentage of revenue is expected to come from licensing and publishing deals.
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