Sometimes you're allowed to go off script and try something new.

Snapchat, the company worth roughly $16 billion on the back of its 100 million daily users and 10 billion daily video views, has made the bold move into publishing with an online magazine called Real Life.

Life on the internet

Positioned as a website that "will publish essays, arguments and narratives about living with technology", editor-in-chief Nathan Jurgenson said it is a culture and lifestyle website not unlike publications such as New York Magazine – just with a very narrow focus.

In a nod to its inspiration and goals, the name has been adapted from a 1980s New York-based art magazine REALLIFE.

Problematic partnership

Jurgenson confirmed that while Snapchat is the sole funder of Real Life, the website will maintain editorial independence whilst acknowledging the "inherent complexities" of the arrangement.

The magazine is Snapchat's first foray into publishing content outside its mobile app, but Jurgenson did not outline any advertising or long-term monetisation plans.

The editor-in-chief did note, however, that Real Life "may eventually expand to other mediums and formats as well".

One possibility could be a video component integrated into the magazine's website and Snapchat's Discover platform.

Real Life launched with an event in New York City and is now publishing at reallifemag.com.