Mag Bag: 'Elle' Launches Dating App



Elle Launches Dating App

While fashion, beauty and romance go hand in hand, even the most immaculately clad fashionistas may need help meeting new people. Which may explain what Elle is getting involved in the online dating game with the launch of Elle Dating, in partnership with HowAboutWe.com.

The new Elle Dating site uses HowAboutWe.com’s low-pressure, constructive approach to online dating, in which users simply complete the question “How About We…” and other users respond when they like the particular idea presented. (They also supply their gender, profile information, pictures, etc.) Users might “click” over a suggestion to “go to the zoo,” “kayak on the Hudson” or “learn to make sushi,” to give a few examples. Members will also get access to one-on-one matchmaking services from E. Jean Carroll, Elle’s veteran relationship advice expert.

The co-branded dating service is hosted on the Elle.com site, making it easy for readers to move between editorial content and Elle Dating. The site will feature dating-focused editorial content, and will also be promoted across Elle’s print, digital, tablet and social media platforms. There will also be opportunities for marketers to sponsor content and other features through Elle Dating.

Elle isn’t the first magazine to offer an online dating service in partnership with HowAboutWe.com. In June 2011, New York bowed a similar co-branded service.

Town & Country Boosts Rate Base

Town & Country is raising its rate base from 5.5% from 450,000 to 475,000, effective with the magazine’s January issue. That’s the first rate base for the high-end domestic title in a decade. The magazine also recently boosted its cover price from $4.99 to $5.99, effective with its September issue. Previously, the cover price rose from $4.50 to $4.99, in January. According to the most recent figures from the Alliance for Audited Media, newsstand sales jumped 15% in the first half of 2013.

The Atlantic Adds New Video Offerings

This week The Atlantic rolled out several new video offerings and increased the size of its video team. New installments of two original series, “Economics in Plain English” featuring Senior Editor Derek Thompson, and “The User’s Guide to Energy” with Senior Editor Alexis Madrigal, are now live on The Atlantic’s video channel. In “Economics in Plain English,” Thompson answers reader questions by breaking down business principles into simple terms, while “The User’s Guide to Energy” explores the key energy sources on which we all depend. Later this month, the publisher plans to debut a new series in which more than a dozen leaders in business, the arts and technology describe their creative process.

Ser Padres Sponsors Kidcation Week In San Antonio

Meredith Corp.’s Ser Padres is sponsoring the first Kidcation Week in San Antonio, TX, by offering families a free half-day admission to the San Antonio Children’s Museum on August 17. The special half-day program, from 1:30 p.m. to 6:00 p.m., includes a youth mariachi performance, bilingual storytelling and arts and crafts. Kidcation Week, from August 12-18, is giving local families access to kids programming and events, free entertainment, and deals at hotels, attractions, shops and restaurants.

Mastrangelo To Associate Publisher, Advertising, Self

Matt Mastrangelo has been named associate publisher, advertising, for Self, effective Sept. 3. Mastrangelo recently served as publisher of Rolling Stone and RollingStone.com, in addition to running the Music Marketing Group at Wenner Media. During his 12-year tenure, he also served as publisher of Men’s Journal and executive director of corporate sales and integrated marketing. Before that, he worked at Family Circle for 10 years.

Meeks To Editor, Atlantic Media Strategies

Brock N. Meeks has joined Atlantic Media Strategies, the in-house creative solutions outfit at Atlantic Media, as editor. In this role, he will oversee editorial strategy for Ideas Lab, a Web site sponsored by General Electric that explores new approaches to policy areas like manufacturing, technology, and jobs. Before joining Atlantic, Meeks served as director of communications at the Center for Democracy & Technology; prior to that he was the chief Washington correspondent for MSNBC.

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