Country Living launches spin-off dating website
Country Living magazine has branched out into the world of matchmaking with new dating website Country Loving targeting men and women aged 45-plus with a "passion for the countryside".
According to reports Country Living intends to promote the site within the magazine, publishing "successful" dating stories.
"Country Living has a loyal, upmarket audience who are united by a love of rural living and a strong desire for a better quality of life," commented editor-in-chief Susy Smith.
"A dating side focusing on finding a partner with a love of the countryside seemed like the perfect brand extension and a great opportunity to grow our community."
In 1999 the 31-year-old title launched its 'Farmer Wants a Wife' campaign which it claims has since led to 18 marriages and 20 babies as well as a spin-off ITV series in 2001.
Country Loving is operated as a revenue share agreement with The Dating Lab which builds and manages branded dating offerings for various media companies.