HowAboutWe Acquires Nerve.com

How About We
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In an expansion to reinvent itself as a lifestyle media network, HowAboutWe announced the acquisition of long time dating site Nerve.com.

HowAboutWe caters to both singles and those in relationships with separate subscription-based memberships, one for meeting singles and dating and one that is more of a date-planning service for couples.

The addition of Nerve.com means HowAboutWe is acquiring Nerve Dating and a database of singles who had already been using the service. Members will be automatically rolled in to the HowAboutWe for singles service, and offered a free sixth-month membership to try it out.

Nerve.com's main attraction was not its dating site, but the edgy content of its online magazine, with articles that discuss all things sexual and offbeat. HowAboutWe will be doing a redesign and relaunch of Nerve.com, though they haven't announced what that would include or how much (if at all) the content focus will change. The strength and appeal of Nerve is the brand itself, which has been around since 1997 and was one of the first web-only magazines.

HowAboutWe is focused on becoming a media powerhouse as well as an online dating service. Its roster of online magazines also includes Swimmingly.com for couples and Famously.com for celebrity news and gossip, both of which were launched the last week of January. Also under the HowAboutWe media banner is TheDateReport, which centers around dating and the single life and will also get a fresh redesign by HowAboutWe.

Brian Moylan, a former Gawker writer who has been editing TheDateReport, is now editor-in-chief of the new HowAboutWe Media, which includes all four sites.

The founders of HowAboutWe are purposeful in their media pursuits: they recognize the competition in the online dating industry, where IAC owns the majority of branded dating sites such as Match.com, OkCupid, and a number of niche sites like BlackPeopleMeet and OurTime. But these dating sites are specifically geared towards singles looking for dates. They want HowAboutWe to be a destination for people not only to meet each other, but for singles and couples to get news, advice, and also ideas about what to do together and how to nurture their relationships.

With the new sites and new content, HowAboutWe is also hoping to cash in on new advertising revenue, instead of just relying on subscriptions.

"Every lifestyle publication is speaking, in one way or another, to people and their love lives," HowAboutWe co-founder and co-CEO Brian Schechter told Observer.com. "We think that there's actually a huge opportunity to address that consumer demand as opposed to just circling around it."