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August 26, 2008

Match of the Penguins

PenguindatingLooking for love? Try Penguin Dating, the new online dating service just launched by Penguin Books and Match.com. According to the revered British publisher’s blog, Penguin Dating helps singles strike a connection, "based not just on idle frippery like hair color and star sign, but on truly important stuff like what books they like." In other words, you can judge a person by the cover of the book they’re reading. View the site here.

It’s too soon to judge whether Penguin Dating will become a timeless classic or a throw-away summer fling. But if the results of a recent survey are anything to go by, it looks as if Penguin and Match.com are onto a good thing. In an online survey of 2,000 adults carried out by Borders bookstore, 50% of respondents said that they would look again or smile at someone on the basis of what they were reading. And a third of those surveyed said that they "would consider flirting with someone based on their choice of literature."

Those seeking to market themselves to bibliophiles across the Atlantic may be well advised first to read They Call Me Naughty Lola: Personal Ads from the London Review of Books (one actual ad reads "short, bald, fat and ugly male, 53, seeks short-sighted woman with tremendous sexual appetite"). Read a review here.

If you fall for a fan of Ian Fleming, creator of James Bond and one of Penguin’s top authors, you may want to consider the following gift for your new love. Available in December, just in time for the holidays, the Jaeger LeCoultre AMVOX2 DBS Transponder is a Swiss timepiece (price tag just over $40,000) that can lock and unlock the Aston Martin DBS ($260,000) from a distance of 10-meters. Start saving your Moneypennies now. More here.


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Err...I fail to see how that's much different than the normal match.com stuff. For that matter, why wouldn't match just incorporate this into their own site?

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Brand extensions are all around us — clothing from the Sierra Club, furniture polish from Steinway and, yes, even the kitchen sink from Jacuzzi. TippingSprung, a New York-based brand-extension consultancy, publishes an annual survey on brand extensions with Brandweek. If you spot a noteworthy extension for the blog or survey, email us.



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