When the FBI released surveillance photographs of Boston Marathon bombing subject Dzhokhar Tsarnaev on April 18, 2013, Brandon Wenerd spied something familiar in the image of a 19-year-old guy strolling through Boston in a gray Adidas hoodie, his crop of curly hair tamed by a backward white cap. “I thought, ‘Wow, this is truly the world our site exists in,’ ” says Wenerd, a senior editor of BroBible, a website that serves the interests of 18-to-34-year-old men—girls, beer, finger foods, etcetera. “He lives in the Northeast. He’s a college student. By all means, he could even be a BroBible reader.”
So while police combed Watertown, Mass. in pursuit of its fugitive, Wenerd and his fellow editors tapped into their brocial networks.