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THE MONEY SHOT
New York Mag Grabs Rev Share in Digital PersonalsTuesday, June 21, 2011 Once a mainstay of the back pages of New York Magazine, the personals section gets revived and updated as an online  business for the brand this week. New York magazine has partnered with online dating service HowAboutWe.com in a co-branded section of the NYMag.com site. The new twist on an old format has prospective daters post what they would like to do on a date (i.e. go to your favorite food truck, walk in Central Park) and find matches based on these common tastes and interests. NYMag says the format works well with the magazine’s tradition as a guide to all the things to do in the city. We tried the service, which pretty much replicates the HowAboutWe.com standalone site within the brand of NYMag.com. The user enters basic information about themselves (religious feelings, height, location, etc.) and then can get started even without posting a photo. The business model kicks in when you try to respond to a dating post with a message. Like most dating sites, HowAboutWe.com lets users browse for free but starts upselling them a subscription plan in order to get direct message access to others: from $8 a month (annual) plan to $28 for a single month’s access. New York Magazine is making money off of the partnership in a combination of revenue share on any subscriptions generated through its pages and advertising. According to the company it has a rev share on the subscription with HowAboutWe.com so that any new members coming through the co-branded pages results in some revenue coming back to the magazine. But the NYMag.com site controls all advertising sales on the co-branded pages and retains all ad revenue. Dating partnerships like this had been all the rage among content sites in the early 2000s. Back in the day, adult content provider Nerve.com started a white label dating service that syndicated into content sites. The model seems to have faded of late, but as publishers look for more direct subscription revenue it may be ready for renaissance.
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