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Gary Vaynerchuk and Ryan Harwood. Gallery Media Group

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Back the consecutive administrator Gary Vaynerchuk bought PureWow aboriginal aftermost year, the plan was to use the women’s affairs media aggregation to barrage a apartment of brands beneath the administration of its CEO, Ryan Harwood.

After about 16 months tinkering beneath the hood, Gallery Media Group is assuredly accepting its affair affair with the addition of a new men’s cast alleged One37pm (stylized ONE37pm), which will focus on pop-culture capacity like style, music, and sports through “the lens of entrepreneurship.”

This isn’t a business publication, carefully speaking. “Entrepreneurship,” in this case, is meant to announce the broader mindset of how its advised admirers approaches life, rather than a focus on specific business pursuits — “the grind,” as Harwood declared it to Business Insider in a contempo interview.

At its core, One37pm is an aspirational cast that will aim to abduction the blow of worlds like tech, able sports, and hip-hop.

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“They all appetite to be entrepreneurs,” Harwood said of assorted pop-culture luminaries.

Gallery Media Group

The name One37pm is meant to arm-twist one accidental minute of the day.

“You accept to be able to own your minute at any moment,” Harwood said, answer what the cast would try to back to its ambition admirers of 18- to 29-year-old men.

Admitting Harwood will baby-sit One37pm and all the brands in Gallery Media Group, it’s adamantine not to see Vaynerchuk’s kinetic, go-go-go persona reflected in the ethos.

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“Gary embodies a lot of these qualities,” Harwood agreed.

Another actuality who comes to apperception is the tech billionaire Elon Musk; indeed, one of the articles debuting at barrage is a circadian conference for Amazon’s Alexa alleged “Musk Listen,” which will “update you circadian on what The Musk is up to.”

Elon Musk. Mark J. Terrill / Associated Press

One affair you won’t see on One37pm, or on PureWow, is a abrogating story. The adage of Gallery Media Group about is to “make positivity louder.”

“We are not activity to be disturbing bottomward anyone,” Harwood said.

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“We are activity to accept able opinions or voice,” he said, but the cast is “not activity to be snarky.”

If One37pm thinks addition is abounding of hot air — a accepted accident in the entrepreneurship amplitude — it will not address about them, he said.

One37pm will additionally not try to present itself as an “authority,” Harwood said. (“We are not activity to do it in the GQ way,” he added.) Instead, it will be added of a booster of account and bodies who bell with its editors — for instance, “Look at these two kids who created a haversack brand,” Harwood said.

There will additionally not be the acceptable journalistic bisect amid announcement and beat teams (though Gallery Media Group brands are abstracted from Vaynerchuk’s agency, VaynerMedia, both of which abide beneath the captivation aggregation VaynerX).

“There is no church-and-state wall,” Harwood said, which is additionally how PureWow operates.

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“The accomplished approach is: Abundant agreeable should be abundant content, whether a cast pays for it or not,” he said, admitting such sponsored agreeable will be labeled per Federal Trade Commission regulations.

It sidesteps a abeyant affair about a administrator actuality endemic by an agency, back if there is no bank to activate with, there is no bank to protect.

Vaynerchuk declared the branded agreeable as a “cosign from the logo.” Branded agreeable has been an basic allotment of PureWow as well, accounting for 85% of acquirement back he bought the company.

“We do not appetite a abstracted aggregation creating the branded content,” Harwood said, abacus that at launch, there will be bristles to seven editors alive on One37pm.

Mary Kate McGrath with Vaynerchuk and Harwood. Gallery Media Group

One37pm is ablution at an ambiguous time for agenda media, with a bouldered announcement bazaar and capricious Facebook cartage for abounding outlets. But Harwood thinks he has an able action in place.

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PureWow’s acquirement “is growing bifold digits year over year still,” he said. Back PureWow awash to Vaynerchuk in aboriginal 2017, Harwood said, the aggregation had been assisting for several years with about 30% margins. A antecedent accustomed with the amount said PureWow generated about $20 actor in 2016.

“Our business archetypal isn’t predicated on affairs adjoin a programmatic landscape,” Vaynerchuk said.

PureWow has backward at about 11 actor account altered visitors back Vaynerchuk bought it, according to ComScore, admitting Harwood said it had “grown amusing cast over 5x.”

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Harwood said he didn’t appetite to aggressively calibration PureWow (or One37pm), which would be a boxy hypothesis anyway, accustomed the focus on built-in announcement and abundant cast deals. Instead, the ambition is to accumulate a agglomeration of PureWows targeted at altered audiences — agnate to a acceptable annual publisher’s portfolio, or that of a aggregation like Vox Media.

As for abeyant mergers and acquisitions, Harwood said the aggregation was doubter in “build against buy.”

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“It’s actual accessible in a year from now [we’ll] buy a media brand,” he said.

Vaynerchuk said that, however, “most things are cher appropriate now.”

What will you see on Day One from One37pm?

The cast is ablution with a set of amusing channels — Instagram, Twitter, YouTube, Facebook — and a podcast sponsored by Belvedere Vodka alleged “Live from the Bar Cart.” One of the aboriginal podcast guests will be the YouTube brilliant Casey Neistat, who additionally actual abundant embodies the cast spirit.

The landing folio will be alive at One37pm.com, but the website will barrage a ages later.

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One social-media authorization Harwood and Vaynerchuk acicular to as decidedly adumbrative of the cast is alleged #Face2FaceTime, in which One37pm editors do one- to five-minute FaceTime interviews with notable people. The abstraction is to get their “hot booty in that moment,” Harwood said — to get in the arch of addition who is “grinding appropriate now.”

Mary Kate McGrath, Gallery Media Group’s arch agreeable officer, said she saw the cast as “filling a white space” in the market, decidedly because of its focus on adolescent men.

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But Harwood said One37pm is aloof the start.

With a “VC-backed or accessible company, you anticipate in 90-day terms,” Harwood said. “For the aboriginal time in my career, I’m able to anticipate continued term.”

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