Giving a whole new meaning to the phrase "for love or money," eCRUSH, an online matchmaking site, and YM Magazine today announced that they are teaming up. The companies aim to provide a unique romantic opportunity for readers and an unusual promotional opportunity for advertisers.
YM, a New York-based teen girls' magazine with a circulation of 2.2 million, will include eCRUSH in a special "Catch Your Crush" Valentine's Day promotion beginning this December. The partnership also will make it possible for visitors on YM's Web site to access eCRUSH from the YM site.
San Francisco-based eCRUSH primarily focuses on young adults. Wannabe Romeos and Juliets list their crushes on the site, then send anonymous e-mail to the objects of their affection, encouraging them to visit the site and make their own lists. If both people list each other, a match is made and they are informed via e-mail.
"The Valentine's Day promotion will feature messages about YM advertisers in eCRUSH e-mails, giving them a chance to try out Internet advertising," said Lauren Jay, marketing director for YM. Participating in the "Catch Your Crush" promotion will automatically enter users in a sweepstakes with a grand prize of a dream date for two.
Usually, eCRUSH e-mail messages do not feature advertising. "We're very sensitive about spamming our users. But we're making an exception because this is a special program," said Amy Gibby, vice president, director of brand development for eCRUSH.
All revenue from this advertising will go to YM as part of the exchange. "We're providing a lot of exposure to eCRUSH in the in-magazine announcement and other promotional pages," said Jay.
Jay said that, hopefully like the romances ignited on eCRUSH, "it's a good match. When we do partnerships, we want to reinforce our image, that of a hip magazine and a full service magazine. ECRUSH speaks with the same voice." n