Mic Launches Section Devoted to Dating, One of Today’s Hottest Topics for Millennials

Building content around connections

Mic is taking a closer look at millennial relationships with its latest section, ConnectionsMic, which launched today and covers everything from science-based dating decisions to personal experiences dealing with a significant other. 

"What we were trying to do most is reflect our readers' voices and their experiences," ConnectionsMic editor Ellie Krupnick explained.

They may be onto something. Dating site PlentyofFish reported that online dating in 2015 has started off with a bang. On Jan. 4, 36 million messages were exchanged on its site, the largest number the site has seen in one day. But, it's not just that. Mic doesn't use banner ads and relies on native advertising. The launch of a new vertical means its data has shown that its readers are interested in the topic of relationships, and the branded content that will go with it.

Krupnick says the section will focus on connections people make, as well as personal identity. Story topics include who you should ideally date according to science, as well as the sexist behavior women may face when participating in online dating. ConnectionsMic will also discuss what it's like to date as a young American Muslim and talk about truths discovered by people who were divorced before 30.

"Everyone likes to focus on Tinder and OkCupid, but we wanted to take a look at dating and fundamental relationships, taking an expansive look [at] digital and more traditional relationships," Krupnick said. 

While sites like Jezebel cover similar subjects, Krupnick said ConnectionsMic aims to include content that appeals to both men and women.