The courtship was smooth. Glamour magazine approached dating site Match.com and within weeks they were readying the launch of Glamour Matchmaker, a dating service featuring men selected by the magazine’s staff from the sea of singles on Match.com.
It was a good fit, the two sides say—70% of visitors to Glamour.com are single or divorced. Yet as recently as a year ago, an idea like this one probably would have been dead on arrival.
For decades, Glamour’s owner, publishing house Condé Nast, mostly refused to bless such unions, known as brand extensions, insisting that editors and publishers of its signature magazines—which include Vanity Fair, Vogue and the New Yorker—focus purely on making magazines.