When In Manila
When In Manila is a privately-held online lifestyle media publisher headquartered in Manila, Philippines, producing editorial content across entertainment, food, travel, beauty, and tech for Filipino audiences, monetized through advertising, sponsored content, and media partnerships with Philippine enterprise brands.
- Company typePrivate
- Founded2010
- HeadquartersManila, Philippines
- Headcount1–10
- GTM typeB2B and B2C
- OfferingServices
What When In Manila does
When In Manila operates an online lifestyle media platform anchored on WhenInManila.com, a WordPress-based publishing site producing editorial content across entertainment, food and drink, travel, events, beauty, tech, gaming, and sports aimed at Filipino and regional audiences in the Philippines and internationally. Distribution is built around the flagship website plus owned social media channels totaling 5.6M+ combined followers on Facebook, TikTok, Instagram, and Twitter, with millions of monthly website impressions. The company has expanded its brand into four regional hubs: WIM in Davao, WIM in Thailand, WIM in Singapore, and WIM in Korea, each with localized verticals and dedicated editorial leads.
The business is monetized primarily through B2B advertising sold to brands seeking reach into the Filipino consumer market, including sponsored articles, branded content, social media campaigns, monthly SEO-targeted article plus banner bundles, and product reviews. A secondary media partnership program accepts event and brand promotion in exchange for media partner acknowledgment, with paid options for prioritized or rush coverage. Pricing is custom-quoted against brand budgets, with both subscription-style monthly packages and one-time posting options. The named advertiser roster spans Philippine market leaders in telecommunications (Smart, Globe, PLDT), food and beverage (Jollibee, McDonald's, Starbucks), retail (SM Supermalls), financial services (BPI, Metrobank, UnionBank), consumer goods (Unilever, P&G), fashion (Nike, Adidas), and travel (Cebu Pacific), alongside adjacent initiatives such as gaming content (WIMplays) and an AI Olympiad partnership with Ateneo de Manila University's BUILD lab. The company is privately held, founder-led (Vince Golangco), bootstrapped with no disclosed funding rounds, and operates with a small core team supplemented by regional editors and content creators.
When In Manila firmographics
Firmographics- Name
- When In Manila
- Legal name
- When In Manila
- Website
- https://wheninmanila.com
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- When In Manila is a privately-held online lifestyle media publisher headquartered in Manila, Philippines, producing editorial content across entertainment, food, travel, beauty, and tech for Filipino audiences, monetized through advertising, sponsored content, and media partnerships with Philippine enterprise brands.
- Ownership category
- akta.pro rank
When In Manila industry classification
Industry- Product category
- Online Lifestyle Magazine
- NAICS
- Periodical Publishers (513120)
- SIC
- Periodicals: Publishing Or Publishing & Printing (2721)
- akta.pro primary industry
- Online News & Magazine Publishing Platforms (CMS & Hosting) (MPAJAMAC)
- akta.pro secondary industry
- Consumer Lifestyle & Fashion Magazines (MPAJAEAA)
Keywords
Where When In Manila is headquartered
LocationHeadquarters
- HQ city
- Manila
- HQ country
- Philippines
- HQ region
- Asia
Offices1 record
Markets served
When In Manila business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Technology or R&D, Operations, Others
Revenue model
- Advertising and Sponsored Content: The company generates revenue by publishing sponsored articles, branded content, and promotional posts on their website and social media platforms for brands seeking to reach their audience of millions of monthly readers and social media followers.
- Media Partnerships: Exchange-based media partnerships where events/organizations receive promotional coverage in exchange for media partner acknowledgment, logo placement, and event recognition. For prioritized or rush coverage, paid sponsorship packages are offered.
- SEO and Banner Ad Packages: Long-term partnerships offering monthly articles, regular social media promotions, SEO keyword targeting, and banner advertisements to maximize brand exposure and searchability on Google.
- Product Features and Reviews: Revenue generated through product review and feature services where brands send products for editorial coverage on the platform.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | One-time posting on website and social media |
| Subscription | Monthly | Full social media campaigns with recurring posts |
| Subscription | Monthly | Monthly articles plus banner ads for maximum brand exposure |
| Other | Pay-as-you-go | Rush/prioritized coverage for events or features |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels7 records
When In Manila product offering
Product offeringCore offering
When In Manila is a digital lifestyle media publisher operating online magazines focused on Manila and the Philippines, with regional editions covering Davao, Thailand, Singapore, and Korea. The company publishes editorial content (articles, photos, videos) across lifestyle verticals including entertainment, food, travel, beauty, tech, and sports, and monetizes through advertising, sponsored content, branded content creation, and media partnerships with brands seeking to reach Filipino and international audiences.
Product overview
When In Manila operates as a content publishing platform centered on its main online magazine (WhenInManila.com), which serves as the flagship product. The company has expanded through regional spin-offs including WIM In Davao, WIM In Thailand, WIM In Korea, and WIM In Singapore, each serving specific geographic audiences with locally-focused content. Revenue is generated through advertising and sponsorship packages, content creation services, and a media partnership program that promotes events in exchange for brand recognition. The platform functions primarily as a media and content distribution channel rather than a technology product.
Differentiator
Problem solved
Functional benefit
Brands
- WIM In Davao: Regional content hub covering Davao City events, food, travel, fashion, lifestyle, and entertainment
- WIM In Thailand
- WIM In Singapore
- WIM In Korea
Products and services
- WhenInManila.com The flagship online lifestyle magazine and content platform serving Manila and the Philippines, publishing daily editorial content across trending features, entertainment, travel, food, fashion, beauty, tech, and sports, reaching millions of impressions per day through the website and social media channels.
- WIM In Davao Regional content hub covering Davao City events, food, travel, fashion, beauty, lifestyle, and entertainment for audiences in the Davao region of the Philippines.
- WIM In Thailand Regional content hub covering Thailand, particularly Bangkok, with content on Thai dining, travel, culture, fashion, and entertainment for Filipino readers interested in Thailand.
- WIM In Singapore Regional content hub covering Singaporean dining, travel, lifestyle, beauty, and entertainment for Filipino readers interested in Singapore.
- WIM In Korea Regional content hub covering Korean entertainment, travel, food, and lifestyle content for Filipino readers interested in Korean culture.
- Advertising and Sponsorship Packages Paid advertising offerings for brands including one-time postings, full social media campaigns, monthly article publications, banner ads, and long-term partnership arrangements with SEO keyword targeting for brand exposure across the website and social media platforms.
- Branded Content Creation Services Custom content creation including articles, photography, videography, and social media posts produced for brands to promote their products and reach Filipino audiences.
- Media Partnership Program Event promotion services offering publication of press releases and event posters on the website and social media in exchange for media partner acknowledgment and on-site privileges, with paid priority or rush coverage available for expedited placement.
Companies that use When In Manila
Customer profileNamed customers17 records
Segments2 records
Ideal customer profiles3 records
When In Manila technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
When In Manila partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and minor.
- Smart CommunicationscoreMajor telecommunications brand with ongoing advertising and branded content partnerships. Smart has been featured in multiple campaigns across the WhenInManila.com platform and social media channels.
- Globe TelecomcoreMajor telecommunications brand partner with recurring advertising and content partnership arrangements.
- PLDTcoreMajor telecommunications brand partner featured in advertising campaigns.
- SM SupermallscoreMajor retail mall operator with extensive event sponsorships and content partnerships, including coverage of PBF Youth Cup Bowling Championship.
- Unilever PhilippinescoreConsumer goods giant with advertising partnerships. Jointly awarded 'Ultimate Food Blogger' recognition. Ongoing branded content campaigns.
- Jollibee Foods CorporationcoreIconic Filipino fast food brand with recurring advertising and content partnership arrangements.
- Cebu PacificminorLow-cost airline brand featured in travel-related content and advertising campaigns.
- MetrobankminorMajor Philippine bank with financial services advertising partnerships.
- Ateneo de Manila University (BUILD)minorAcademic institution partnership for AI education - served as official Philippine site for Asia-Pacific AI Olympiad (IOAI), hosted at Ateneo Business Insights Laboratory for Development (BUILD).
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
When In Manila competitors and assessment
Company assessmentBroad incumbents
- ABS-CBN Lifestyle: Digital lifestyle arm of the Philippine broadcast giant ABS-CBN. Broader incumbent with deeper production capabilities but overlapping Filipino lifestyle audience and brand-advertising relationships.
- GMA Network (GMA Lifestyle): Philippine broadcast conglomerate with a large digital lifestyle and news footprint. Broader incumbent that overlaps with WhenInManila's Filipino lifestyle audience and advertiser base, though anchored in TV broadcasting.
Direct peers
- Rappler: Major Philippine digital news and lifestyle publisher with strong social media reach and branded content monetization. Competes for Filipino online readers and brand-advertising spend; broader newsroom but overlapping digital ad-supported model.
- Spot.ph: One of the largest Philippine online lifestyle magazines covering entertainment, food, travel, and trends. Direct peer given shared audience of Filipino readers, similar lifestyle editorial focus, and competing for the same brand-advertising budgets.
- PEP.ph (Philippine Entertainment Portal): Philippine online entertainment and celebrity news portal with strong social media reach. Direct peer given overlapping Filipino mass-market audience, entertainment-driven editorial, and ad-supported monetization.
- Yummy.ph: Philippine digital food and lifestyle publication from Summit Media. Direct peer in the food/lifestyle vertical and recognized award winner (Ultimate Food Blogger ecosystem); competes for the same food, restaurant, and FMCG advertisers.
- Cosmopolitan Philippines: Local edition of a global lifestyle/fashion magazine. Direct peer in the lifestyle editorial category targeting young Filipino women; competes for premium beauty, fashion, and FMCG brand advertisers.
- ClickTheCity: Philippine events, dining, and lifestyle digital platform with a strong directory of Manila events and promotions. Direct peer given shared lifestyle/events vertical and reliance on brand partnerships for revenue.
Regional players
- Coconuts Manila: Part of Coconuts Media's Southeast Asia digital lifestyle network covering Manila, Bangkok, Singapore, and other SEA cities. Closest peer to WhenInManila's regional hub expansion model; competes for the same advertisers seeking pan-SEA reach.
Emerging players
- Mothership: Singapore-based digital media publisher known for viral lifestyle and trending content. Comparable in scale and social-media-led growth model, though primarily Singapore-focused rather than Philippine.
Market position
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
When In Manila social profiles
Digital presenceWhen In Manila financial estimates
Financial estimateRevenue estimate
Valuation estimate
When In Manila leadership team
Management profileNumber of profiles
Profiles7 records
When In Manila funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
When In Manila M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about When In Manila
What does When In Manila do?
When In Manila is a digital lifestyle media publisher operating online magazines focused on Manila and the Philippines, with regional editions covering Davao, Thailand, Singapore, and Korea. The company publishes editorial content (articles, photos, videos) across lifestyle verticals including entertainment, food, travel, beauty, tech, and sports, and monetizes through advertising, sponsored content, branded content creation, and media partnerships with brands seeking to reach Filipino and international audiences.
Is When In Manila a public or private company?
When In Manila is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was When In Manila founded?
When In Manila was founded in 2010. It employs 1 to 10 people.
Where is When In Manila based?
When In Manila is headquartered in Manila, Philippines, in the Asia region.
How does When In Manila make money?
Four revenue lines are on record. Advertising and Sponsored Content is the primary driver. The others are media Partnerships, SEO and Banner Ad Packages and product Features and Reviews.
Who are When In Manila's main competitors?
Broad incumbents on record are ABS-CBN Lifestyle and GMA Network (GMA Lifestyle). Direct peers are Rappler, Spot.ph, PEP.ph (Philippine Entertainment Portal), Yummy.ph, Cosmopolitan Philippines and ClickTheCity. Coconuts Manila is listed as a regional player. Mothership is listed as an emerging player.
Does When In Manila have an API?
No public API is recorded for When In Manila.
What industry is When In Manila in?
When In Manila's product category is Online Lifestyle Magazine. Its primary akta.pro industry code is MPAJAMAC, Online News & Magazine Publishing Platforms (CMS & Hosting), with a secondary code of MPAJAEAA, Consumer Lifestyle & Fashion Magazines. Its NAICS code is 513120 and its SIC code is 2721.