LavaLife just launched a new online dating magazine geared toward the hip urban single scene. At first glance it reminds me of a cross between Maxim Magazine Online and Nerve.com (In fact it seems to have some syndicatd content from Nerve.com). The masthead seems pretty impressive and it looks like thay have the staff to make this a successful launch - IF LavaLife members are interested in this sort of thing. The content would fit just as well into an issue of Cosmo Magazine and I wonder what the demographic split will be, male vs. female.
LavaLife and Match.com now both have online magazines; I am not sure they would be in direct competition with each other, but it might raise the bar for other online dating sites to start their own in order to compete.
Here is a brief explanation by Kim Hughes straight from the editor's page:
So... what is it? My mandate for content was threefold: foster a sense of community among urban online daters; give said online daters - both Lavalife members and potential members - a reason to stick around longer reading awesome stuff; and make people laugh. And think. And connect.
LavaLife signs up 40,000 new members a week (not sure how many are paid), will this help increase conversions? Let's hope so.
Check out http://lavalifemagazine.com/ and see for yourself.