Borders Dating

I have just received an e-mail from Borders suggesting I sign up to their new online dating service. It seems like a bold move by the publicly owned American company. What does a book company have to do with making successful couples?


But after some thought it seems to make sense - Kind of. Borders is the 2nd biggest specialist book retail chain in the UK (based on sales - Mintel) and therefore customers of this store all have something in common, a love for books. And it is no surprise that someone has made a networking site out of books, seeing as there are music sites (Myspace, last.FM) and for videogamers (Playfire), it is a natureal move. However to go straight to a dating site seems a little limiting.

Of course, being a book fan I was instantly interested, however dating sites not being my thing I decided I didn't want to join.

I think the decision to go for a Dating site rather than pure social networking is to do with revenue. You can charge for a dating service, not for a social networking site. And the subject of speciality I think can serve well as a central talking point - as there is arguably more to talk about. Readers can be emotionally involved in books more so than videogames so when you find someone who loves the same books as you, it can be a highly connective experience.


I have explored the idea of having both - dating and social networking site, however, if money was to made from it, the dating site would have to have some if not a lot of added extra features that allowed users to date easier than pure social networking site


So for those looking for love it is a perfect way to connect book readers, however it is limited to those willing to pay a £1 and looking for love. . .


I shall now search for a social networking site based around books!



Scott