How Google and Meta restrictions inspired Boss Hunting to launch a print magazine in 2024
Boss Hunting started as a humble Facebook page nearly 12 years ago, and branched into a Tumblr blog a few years later.
With 700,000 monthly page views and 350,000 unique readers a month, Boss Hunting currently claims a larger, more engaged audience than its rivals in the competitive men’s lifestyle space, such as Esquire and GQ, something the co-founders credit to “a decade of engaging, educating, and entertaining Australia audiences”.
Now comes the biggest challenge: converting this audience into paid-up, print magazine readers of B.H. Magazine, a bi-annual offering from the same tight-knit team, overseen by industry veteran Richard Clune’s Bleue Agency.
The first issue is available from Thursday and features interviews with Joel Edgerton and Ferrari F1 driver Charles Leclerc; a feature on the frustrated business owners in the Australian independent beer industry hit with rising costs and excise taxes; and a look at post-Olympics depression in competing athletes. That’s just the tip of the iceberg — as the magazine’s EIC tells Mumbrella, the first issue is less a magazine, more a “hefty, quality coffee table book”.
