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Tango, which launches on February 1, 2005, will be dedicated to advising women on the complexities of modern relationships. Because women are marrying later and are far more career-driven, relationships have gained importance–yet are tougher to manage than ever.
CEO Andrea Miller in MediaPost:
You won’t see articles here on ‘how to please a man. Think ‘Sex and the City’ in print, with more gravitas.
Tango has amassed some solid talent. Elise O’Shaughnessy, a former executive editor at Vanity Fair, will be editor in chief, and Ellen Abramowitz, former publisher of Seventeen and Teen, will serve as publisher.
Tango is avoiding all direct mail and instead have set up a relatoniship with perfectmatch.com to help market their new title when it launches.
PerfectMatch has done a digital deal with LifetimeTV and now a dead-tree deal with Tango. It will be interesting who benefits more from the relationships. I imagine Liveftime will drive lots of traffic to PerfectMatch and PM will offer Tango subscriptions to members and advertise in the initial print run. I can’t imagine a print run of 100,000 copies will bring PM many paying subscriptions.
