Condé Nast is Online Dating

Today could end up being a very big day at Condé Nast. And likely not in good way. I fear that as I type, there may be a slew of people getting their pink slips. But one headline I really wasn’t expecting to see this morning was that the company was launching a dating site.

What the what? According to Vogue UK, Condé Nast International has launched TrulyMadlyDating.com and it’s linked in to Glamour, GQ, and even Vogue’s websites. (There’s an option on the profile sign up that names them as partner sites.)

The article states that the site is meant to “unite glamorous girls with fashion-conscious GQ-reading boys to create matches made in style heaven.” I have a ton of friends in and out of the fashion and magazine business who have had tremendous success with internet dating. But I’m sorry, our industry is really the last place I’m looking to for set-ups. I love the mix of people that I get to work with, but c’mon I don’t really think of it as the go-to place for straight men, not that those are the only pairings that the site can offer up…just the ones I would be in the market for.

Also, really Condé? This is how you’re diving into the internet business in a big way? I simply don’t understand this use of resources or what on earth it has to do with your core business. If someone else can explain it to me, please do.

posted by RashomonRebel

Oct 09, 2009 12:29PM

I'll pass on this one Abby; although, I did recently sign up for www.TrulyMadlyFucking.com

posted by Ru

Oct 09, 2009 1:16PM

I think this is pretty savvy, it's really easy to get a white label dating site attached to a group of sites and brand it yourself - don't think it would be a waste of resourses. I think it might be a good idea - how frustrating is it to meet nice guys who either thing you're a diva for being into fashion or still get their mums to buy their pants.?! It's one way to meet like-minded people. Can see it beeing great for fashion guys, but for us girls it will be an online stampede worse than a Laboutin 2 4 1 sale.

posted by guest

Oct 09, 2009 1:27PM

wtf. who are conde nast thought this was a good idea? yes, they need to amp up their internet biz, but it should be branded extensions that make sense. somehow, someone at glamour is making it work...also, elle seems to be making money and why? because they are chasing the tv train. vogue passed on runway and brides recently said no to a tv concept.
it is sad. people are loosing their jobs and the industry isn't being fixed. although from where i'm sitting it seems like the wrong people are loosing their jobs.

Oct 09, 2009 2:01PM

I'm with you abby.

I'm surround by fashion people for 9-12...13...14 hours a day! And as much as I love my fellow fashion queens, the last thing I want to do is start a fling with one of them.

Oh, just imagine the bitch fights!

Oct 09, 2009 2:02PM

from my understanding conde nast international isn't even being restructured. so they must be doing something right? also, if they want Glamour, GQ, and Vogue to be perceived not just as magazines or online extensions of the magazines, they need to branch out. I assume they want to market these magazines as lifestyles for men and women. If we approach the rationale that way, it makes a lot of sense to go into online dating. I also read that matchmaking sites are very profitable...maybe they want a steady cash cow.

posted by Peter

Oct 09, 2009 2:56PM

... and they're going to have sleazy parties called Fashion meets uhhh... Fashion.

posted by Jean Voltaire

Oct 09, 2009 3:31PM

By far one of the most ridiculous ideas and truly a complete waste of time and money.

Oct 09, 2009 5:28PM

conde must not care about the internet so much, laird borrelli was one of the editors laid off :(

what is style.com without her?

Oct 09, 2009 5:39PM

you can't be serious? they fired laird? where are you getting that info?

Oct 09, 2009 6:49PM

@ guest 9 heard from a source who works there, apparently a lot of high ranking internet editorial and advertising people got the axe yesterday, incl. the style.com publisher and the eic of concierge.com. sad.