IGN's AskMen.com is looking to bolster its fast-growing newsletter product The A. List by jumping onto the buzz-heavy local social application Foursquare.
The male-targeted News Corp.-owned property has announced a partnership with Foursquare that will result in content from the site's local travel and entertainment themed A. List newsletter being automatically shared via Foursquare.
Launched last summer as a challenger to hip, urban-male-targeted newsletters like Urban Daddy and Thrillist, A. List now publishes content covering nine markets, including Los Angeles, Chicago, Miami and Montreal, as well as the newly launched editions in London and San Francisco.
According to AskMen.com vp and general manager Ricardo Poupada, the newsletter now reaches a total of 1 million readers. But as the company looks to expand the newsletter internationally, the Foursquare pact will expose it to a slew of new influential males.
"This is a way to connect a bit more locally," he said. "It's a real natural extension for us. And for Foursquare, it's a great way to have tips from users alongside editorial content. It adds a little bit more to the experience."
Currently, the Foursquare experience is centered on users alerting their social media circles of friends about restaurants, bars, local events and simply their whereabouts at a given moment. Users also receive streams of "tips" on popular locales via the Foursquare app, which is where AskMen's A. List content will appear based on where users are located.
The Foursquare mobile application works with GPS systems built into mobile devices like the iPhone to send instant notifications that users have "checked in" at various businesses via platforms like Facebook. Local merchants have been looking to encourage the most active Foursquare users to evangelize their businesses through special offers.
But lately, Foursquare has also been pushing into the professional content space. Besides AskMen.com, the startup has inked deals with Zagat and The New York Times.
Besides Foursquare, AskMen.com has also entered into a content-sharing deal with the local sports blogger site Bleacher Report. According to Poupada, advertising is not the initial focus of these partnerships, but the company will explore sponsorship opportunities down the road. In addition, plans are in the works to launch a local channel on AskMen.com that will aggregate content from multiple A. List newsletters.