That's because the site's called Swoon (http://www.swoon.com) and it's all about romance, sex and relationships for the 18- to 34-year-old crowd. It's slated to launch July 1, with a test starting June 15.
Like Epicurious (http://www.epicurious.com), the food-oriented site from Conde Nast Publications' Conde Net new-media arm, Swoon plans to use 80% original content and information from print resources including , De, Glamour and Mademoiselle.
The site has three main areas: Lovers, Friends and Others. There's a daily news short about relationships, a poll, as well as numerology and horoscopes. Personals, created with optional aliases and e-mail addresses for privacy, will also be a key feature.
SIX-MONTH AD PACKAGES
A six-month ad package on Swoon costs $90,000; category exclusivity is promised for all but automotive marketers. The site will guarantee delivery of 800,000 page views during that period.
"It's more expensive than what we've been selling on Epicurious but will be guaranteed," said Conde Net Director Sarah Chubb.
One editorial feature that will offer integrated marketing opportunities is a real-life drama called "The Plunge" that will track an engaged couple. "We'll go from ring to honeymoon," said Swoon Editor in Chief Lamar Graham.
"There's a great need in that post-college group to talk about things having to do with relationships-finding jobs, for example," said Steve Klein, managing partner-director of media and interactive services at Kirshenbaum Bond & Partners, New York. "For my money, its [ad rates are] too high....There's so much media out there that's targeted to that age."