The relaunched site showcases YourTango's depth of content, including a combination of original essays, features, blogs, best-of aggregation from across the web, a growing component of "UIC," i.e., user inspired content, and video. The company has spent the past 14 months building an in-house video production business. It has released several series of short form original videos in High Definition, including a daily series entitled "The LoveFeed," that are distributed on YourTango.com and a host of branded partner channels, including: YouTube, Metacafe, Joost, TivoCast, Blinkx, GLAM TV and others.
Brett Shamosh, EVP, Interactive, says, "Our content is smart, real and relatable. It's the kind of stuff you hear women talking about all the time. We have created an environment where users can interact with our content and create their own, but this is just the beginning. We have a host of features and applications under development that will empower our users to develop deep connections based on relationship experiences."
YourTango also offers its users the option to navigate and interact according to which lovestage they are in: Single, Taken, Engaged, Married, Starting Over, or Complicated. The recently added sixth lovestage, "Its Complicated," has resonated strongly with users' increasingly complex lives. Founder and CEO, Andrea Miller, states, "Users and advertisers are crazy about the lovestages. It's a powerful differentiator and it offers a much more targeted means to interact." Lovestages form a core around which the company creates content, organizes community, and is about to begin building applications.
To accelerate its release of applications and other site features, the company also announces a partnership with WorkHabit, a full service technology agency based in Sacramento, CA. WorkHabit is providing YourTango with strategic technology consulting and a suite of services, including advanced Drupal development, agile java development, scalability support, and more. Jonathan Lambert, CEO WorkHabit, notes, "We're thrilled to work with YourTango. The team is very focused on innovation around their content and distribution models."
Miller adds, "We now have the technical resources to ramp up the community tools available to our users. Given the personal nature of our content, YourTango is the ideal hub for social media. Every one has stories of love and loss and, thankfully, millions of people are eager to share them. In fact we chose to rebrand our site, YourTango, to make the case for the personal nature of our relationship fare."
Tom Rogers, CEO of TiVo and an advisor to YourTango says, "YourTango is doing a great job becoming the dominant digital player in the love business. Given the $7 billion self help business, the $1billion plus spent on dating services, and the tens of billions spent annually around weddings, it is clearly an area with great digital prospects. The company is rolling out a series of paid and subscription services that will augment the content and social media offerings, making for a very compelling property."
Tango Media published Tango as a national print magazine for three years. It went fully digital in late 2007 and has continued to build on its tradition of attracting a mix of top talent. The company draws talent from places like Vanity Fair, The New York Times, Wired, New York Magazine, and well-known bloggers, along with rising stars that offer compelling first person essays.