For example, in my very first conversation Leo two years ago, he seemed perfectly to describe theChive’s “Pinterest for men” site Tapiture as “ a shitshow.” (Since then, Tapiture has spun out as an independent company, and it seems to be aiming for a less bro-y audience.) I will say, however, that they both seem cheerfully self-aware and unapologetic about what they do. When I interviewed the Resig brothers, we spent a lot more time talking about the business side of theChive than the content. “There’s no reason to get too cute with it right now,” John added. However, Leo told me that he isn’t eager to expand further, at least not right away: “We don’t want to pull focus from theChive - that’s our bread and butter.” Plus, the company is experimenting video production - in Leo’s words, “We’re dabbling in a comedy series.” And indeed, there’s also theBerry (a viral photo site aimed at women) and theChivery (an e-commerce site). It might seem like the Resigs are well on their way to establishing a whole network of sites in this vein - theChive, theBomb, theThis, theThat. The goal, Leo Resig told me, is to create a “one-stop destination for viral videos.” He admitted that it’s “not an original idea,” but he argued that theChive has the advantage of knowing “what’s good.” Plus, it’s developing an algorithmic system for identifying the videos that visitors will like. TheBomb seems to be a similar grab bag of content, just with videos (curated from YouTube and elsewhere) instead of photos - for example, the most recent video when I loaded up the front page just now was this dog begging for tips, while the most popular one from the “laugh” section was, um, a “ compilation of drunk girls that might throw up on your lawn.” Thanks to a combination of funny photo galleries, scantily clad women, and random other stuff from the Internet, theChive has developed a pretty distinctive style - BusinessWeek memorably described it as “smut with a smile.”
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