Paperback publisher Penguin has launched a lonely hearts website to help readers – and authors – meet their soulmates

PenguinDating.com was developed in conjunction with the established online dating provider Match.com after the publisher's online team came up with the initial idea as a way to extend the brand and pique the interest of readers. While sites such as GoodReads provide a virtual community for avid book readers, the Penguin site focuses primarily on lonely hearts.