Dennis Publishing is one of the world’s leading independent publishers with a group turnover in excess of £100 million a year. Founded in 1974, the group consists of a number of operating companies in the UK, USA and India and has experienced explosive growth in recent years.

The company publishes over 70 magazines, digital magazines, magbooks, websites, apps and mobile sites in the UK including The Week, Auto Express, Men’s Fitness, evo, PC Pro, Viz and Octane. It also publishes The Week in the US.

Someone buys a Dennis magazine from the newsstand every 2 seconds. 700,000 people visit one of Dennis’ 35 websites every day and it posts over 25 million subscription copies to paying customers every year.

Launch and expansion

Having previously launched online dating sites for leading lifestyle brand Bizarre on another dating platform, Dennis Publishing already had a good knowledge of the online dating industry and its relationship with publishing. Having already established their brands as key players within the market, Dennis moved their dating sites over to the White Label Dating® platform to reinvigorate their dating portfolios and maximise their revenue potential.

As dating was such an integral part of Bizarre’s offering with own brand Savage Hearts seeing heightened popularity, both Dennis and White Label Dating felt it was necessary to develop and launch a niche network to cater for its unique audience. Working closely with White Label Dating to create a completely bespoke ‘Alternative Network’, Dennis were able to provide Savage Hearts members with a dedicated database that matched the magazine’s ethos and mirrored the authenticity of its online community.


With help and inspiration from the Bizarre team, new interests and characteristics were added to the network and the homepage was given a re-vamp. The Alternative network has proved to be a huge success, with members twice as likely to upload a photo than members on other networks. Not only does this enhance the online dating experience for the site’s community, but also means that Savage Hearts experiences an exceptionally high conversion rate.

The numbers

Since partnering with White Label Dating in 2008, Dennis Publishing has seen continued growth amongst all of its sites. The Alternative Network has dramatically enhanced the user experience for Bizarre’s Savage Hearts members which in turn has resulted in increased conversion rates and revenue. Savage Hearts, the first alternative site to launch on the new network, has been heavily integrated into Bizarre’s social media campaign with regular features on Twitter and Facebook. Display advertising campaigns also run regularly on

Their take

You only have to look at the figures to see that the introduction of the Alternative Network was a key investment for both Dennis and The alternative community has been crying out for a bespoke network for years and enabled us to meet this demand. The launch has had a huge impact on the dating market and has cemented Bizarre’s position as the number one ‘Alt’ dating brand in the UK.

Our take

Dennis Publishing were in a unique position to launch and manage a dating brand because of the niche nature of Bizarre’s community. At White Label Dating, we’re niche dating specialists. We know that niche dating helps people make better connections with one another, which in turn means that sites generate more in subscription fees.