Hearst Magazines UK’s Country Living magazine has partnered with online dating specialist The Dating Lab and organic dairy brand Yeo Valley to launch Country Loving, a dating site for 45+ men and women with a passion for the countryside. Country Loving is operated as a revenue share agreement with The Dating Lab, which builds and manages branded dating services for leading media brands. The Dating Lab is responsible for the site’s operation and administration while Country Living is focusing on marketing and building the membership base. The family-run Yeo Valley is the exclusive sponsorship partner of Country Loving. Country Living is cross-promoting Country Loving in print, online and across its social media channels and will feature dating success stories in future issues of the magazine. The dating site will also be promoted at events including the Country Living Fairs and outdoor shows, which attract over 1 million visitors, and at a special dating event hosted at the Hay Festival on June 2. This is not Country Living’s first foray into dating. In 1999 the magazine launched the first ‘Farmer Wants A Wife’ campaign, which attracted huge media interest, won a BSME Award for Innovation and lead to many couples, 18 marriages and more than 20 babies. A spin-off BAFTA-nominated documentary series was broadcast on ITV1 in 2001.

www.country-loving.co.uk
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