Romance publisher Mills & Boon has struck a new relationship with Gransnet, the UK's online network for grandparents.
The partnership will see the two brands working together to create content to provide readers with quizzes, competitions, seasonal round-ups, reciprocal advertising and newsletter content.
Mills & Boon authors will contribute guest blogs to the Gransnet website while the Mills & Boon online community will be invited to share and discuss issues and topics with Gransnetters on subjects ranging from "first kisses to graceful aging and everything in between".
Lisa Milton, executive publisher at Mills & Boon, said: “The Mills & Boon community of authors and readers is full of frank, feisty and fabulous women, and in Gransnet we have met our perfect partner. We are hugely excited to be working together to create content and conversations that will bring our audiences together to spark debate and find common ground.”
Cari Rosen, Gransnet editor, said: “We are delighted to be partnering with Mills & Boon. Gransnet users are great readers and despite what the media will have you believe, sex and relationships are oft-discussed topics among the over-50s, as our forums prove."