Dennis Publishing
Dennis Publishing is one of the World's leading independent publishers, founded in 1974 by media magnate Felix Dennis. It publishes over 50 magazines, digital magazines, websites and mobile sites in the UK including Maxim, Monkey, PC Pro, Viz and Bizarre.
Working with White Label Dating means no set up fees and great account management. As a result it has proved a truly worthwhile and profitable partnership for Dennis.
Background
WhiteLabelDating.com has been running online dating sites for Dennis Publishing since January 2008, first launching Savage Hearts as an extension of its Bizarre Magazine and then Maxim Dating - an online dating hub for the popular Maxim magazine.
For Dennis, the idea of running branded dating sites is a no-brainer; it's a way of giving their audiences something extra and building greater connections with them whilst at the same time generating a new revenue stream.
Andrew Nicholls, Partnerships and Mobile Manager at Dennis Publishing said: "Dennis Publishing is focused on finding new revenue streams and finding new ways of connecting with our audiences so dating is an obvious way for us to drive incremental revenue."
The Challenge
SavageHearts.co.uk was the first dating site to be launched by WhiteLabelDating.com for Dennis, a unique service for Bizarre magazine readers. Building on its existing online community, the challenge for WhiteLabelDating.com was to ensure that the dating service was both relevant and specifically tailored to the tight-knit Bizarre audience, and that it proved attractive to the existing online community.
MaximDating.co.uk then followed with a much more mainstream dating service that was targeted at a very different demographic to SavageHearts.co.uk and yet was powered by WhiteLabelDating.com's same dating platform.
The simplicity and effectiveness of the WhiteLabelDating.com platform means that Dennis can concentrate entirely on ensuring each dating site is completely focused on its specific niche audiences.
"The beauty of the WhiteLabelDating.com service is that the approach is the same - regardless of what the title is - however the way the site is tailored and targeted is totally different. To maximise conversion to full membership, it is vital to profile the data based on the specific site created," said Andrew.
From launch, both dating sites generated "significant revenue" for Dennis and exceeded internal expectations, which led to Dennis launching its third dating site through WhiteLabelDating.com; FitDates.co.uk, an online dating platform for readers of Men’s Fitness magazine.
FitDates.co.uk has been built on the same principles of the other two dating sites- but again is targeted at a totally different demographic. By working closely with WhiteLabelDating.com, Dennis has been able to tailor the site’s messaging, and look and feel to individual audiences.
Dennis Publishing and WhiteLabelDating.com successfully collaborated to create a highly innovative and responsive dating solution for the publisher’s popular online magazine portals.
The Solution
WhiteLabelDating.com works closely with Dennis Publishing during both the planning and implementation stages of the launch of the different dating sites, giving Dennis access to hundreds of thousands of online daters in their existing database as well as a comprehensive ready-to-go dating platform.
The full service approach offered by WhiteLabelDating.com ensures that Dennis can concentrate on driving revenue and conversion through effective targeting, seamless brand integration and focussed marketing campaigns whilst WhiteLabelDating.com provides everything from the hosting infrastructure, payment processing and proactive account management.
Opportunities for Growth
Dating has proved to be a valuable brand extension for Dennis - with an active dating database across the three titles now exceeding 12,000 people. It is now exploring an opportunity with WhiteLabelDating.com to create a powerful new online dating brand that will span all of its print and online properties. The brand will be promoted across its vast publishing portfolio and will help Dennis to capitalise on audience affinity and further exploit its existing customer databases.
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