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First is was family networking, then couples and now women, what’s next? A men’s social network? The Dude Network?

Oomph.net is described as Oxygen’s first social network. One of its twists: personality tests designed to help women find other women with similar interests and personalities. “Passion groups�—each led by an expert—are offered as another option for meeting “like-minded� people. Online friends will see birthdays but not years. The offer of free mood rings for Oomph registrants is a little too jr. high but it is one way to collect addresses, which can then be used for target marketing and advertising.

I am envisioning the Madison Avenue power executive wearing her angry-german looking Oliver Peoples glasses, revealing the term “passion groups� during a powerpoint presentation. What will the reverberation be over at iVillage?

Almost makes me pine for working in the ad biz in NYC a decade ago.

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