AskMen male lifestyle web portal, has formed an alliance with Match.com to launch a new dating service. The site will offer readers of AskMen access to Match.com's nationwide database but will have a "slick, male-oriented" site. It will have a quick search function that will allow users to browse profiles before registering. It will also include bespoke love and dating content from relationship expert.

Justin Keeling, general manager of AskMen.com's publisher IGN Entertainment Europe, says: "Dating is a serious business and we needed to form an alliance with a company who had the credentials and experience in providing tailor made services which our readers will respond to. Match.com was the obvious choice."
Jason Stockwood, managing director international at match.com, adds the partnership is a "fantastic opportunity" for the site to attract younger men to online dating.