Lavalife and Playboy Announce Exclusive Partnership



    
    Lavalife.com to Serve as Sponsor and Content Provider for Playboy.com's
    Newly Created Sex & Dating Channel
    

    TORONTO, Sept. 12 /CNW/ -- Lavalife Corp., a leading provider of products
and services designed for singles, today announced an exclusive two- year
partnership with Playboy.com, the premier online destination for men.
    
    (Logo: http://www.newscom.com/cgi-bin/prnh/20060208/NYWFNS1LOGO )
    
    Under the agreement, Lavalife, which has over 1.2 million members who
exchange more than 1.3 million messages every day at http://www.lavalife.com,
will become the exclusive sponsor of Playboy.com's newly created Sex & Dating
channel.  Lavalife will contribute content to this section on Playboy.com,
which offers features on sex, dating, relationships, and the single life, and
provides visitors with a direct link to Lavalife's extensive database of
singles profiles. Playboy.com users will have the opportunity to browse
profiles on Lavalife.com, enjoy content relevant to their lifestyles, and also
connect with other singles through Lavalife's Mobile and Voice dating
services.
    "This partnership is a natural step for both companies, as Playboy.com
and Lavalife's core users are similar in age, lifestyles, interests and
needs," said Marina Glogovac, Chief Executive Officer of Lavalife.  "Lavalife
has long been a leader in the singles and personals industry, and our
entertaining content and unique singles offer the Playboy audience a new way
to explore connections around the world."
    "We're excited about the launch of our new Sex & Dating channel on
Playboy.com as the place where men and women can get relevant and entertaining
advice about the single life as only Playboy can offer," said Jeremy Westin,
Executive Vice President, Business Development, Playboy Media Group.  "Given
Lavalife's lifestyle brand positioning and its multi-platform approach to
singles communities, we believe they are the perfect premium dating partner
for this initiative."
    
    About Lavalife
    
    Lavalife is ranked the #1 website for online dating in Canada and is
ranked among the top 10 worldwide dating sites.  A leading provider of
products and services designed for singles, Lavalife connects, engages and
entertains through a variety of web, voice and mobile offerings.  Founded in
1987, Lavalife Corp. markets its products and services across the United
States, Canada and Australia.  Lavalife's open-minded approach to online
dating allows singles to choose how they want to "click" by offering three
unique and distinctive services in personals: dating, relationships and
intimate encounters.  Lavalife has attracted millions of unique members who
exchange 1.3 million messages every day.  For more information, visit
http://www.lavalife.com.

    
     (*) Source: Combination of comScore Media Metrix and Lavalife. Lavalife
       estimates that it ranks #1 in Canada when publicly quoted statistics
       are adjusted to reflect traffic assigned to other web sites.
    

    
    (*)(*) Source: Combination of comScore Media Metrix and Lavalife. Lavalife
       estimates that it ranks in the top 10 worldwide when publicly quoted
       statistics are adjusted to reflect traffic assigned to other web sites.
    About Playboy Enterprises, Inc.
    
    Playboy Enterprises is a brand-driven, international multimedia
entertainment company that publishes editions of Playboy magazine around the
world; operates television networks and distributes programming globally; owns
Playboy.com, a leading men's lifestyle and entertainment web site; and
licenses the Playboy trademark internationally for a range of consumer
products and services.




For further information:

For further information: Brooke Smith, +1-212-627-3439, Ext. 486, 
brookes@vincentpartners.com, for Lavalife Corp.

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LAVALIFE CORP.

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