Hebert says the site will be monetized through a combination of native and display advertising options. Social interactivity drives content engagement and distribution, particularly with the millennial crowd, and publishers have jumped on that bandwagon in a big way. Here Media has taken a page out of the Buzzfeed playbook with its new launch, Pride.com. The site, which is live now in beta, features content—listicles, video and short items—created around trending topics and prominent sharing and commenting tools. Time Inc. is using a similar strategy with The Snug, a mobile-first, socially-oriented site for millennial home decor enthusiasts. That was followed up with the launch of MIMI, which uses the same content model for the beauty and fashion market. Pride.com—built with the Livefyre Studio platform which allows it to monitor realtime engagement and publish content that matches social activity—will feature original content. Readers log into the site using their existing social accounts to interact with other readers. Here Media, publisher of Out, The Advocate and a network of other LGBT brands, is actively courting millennials with its new site. “Here Media conducted focus groups in both New York City and Los Angeles with young, millennial LGBTs and used insights about media consumption habits and interests to develop a new publishing platform,” says Robert Hebert, Here Media’s director of consumer marketing.