Google diverts

I suspect the following statement may identify me as something of a computer nerd but I LOVE Google Alerts.

For the uninitiated, a Google Alert allows you to receive regularly updated nuggets of news on any subject you desire via your email.

However, a few months ago I made the mistake of setting up an alert on the subject of 'divorce' on the pretext of identifying opportunities for one of my clients, who specializes in family law.

Now every morning I arrive in work to roughly 2000 new emails updating me on what's new in the world of divorce.

So this morning I learnt, via that bastion of news WWSB ABC 7 Florida, all about the divorce trial of New Jersey's former governor, who resigned amid a gay sex scandal.

E Online informed me that the woman who does the voice for Lisa Simpson in The Simpsons has filed for divorce from her husband of four years.

And from Asia News, in Italy, I found out all about the Saudi wife forced to divorce by an Islamic court after one of her brothers persuaded judges that her husband's tribal group was not prestigious enough.

All, useful stuff!

However, an article in New York's Adweek entitled 'Divorce: A New Target for Marketers' did catch my eye.

It investigated how divorce could be used as an advertising vehicle for businesses beyond just family lawyers.

It follows the launch of a new website called divorce360.com, which is devoted entirely to the subject of breaking up.

The site, which includes online advice on how to divorce as well as hosting chatrooms and a social network, draws 72,000 visitors a month.

By the end of the year the site visits are likely to top more than half a million each month which in turn will draw major advertisers to the site.

I wondered if a similar site could work in the UK?

Would Doris, from Warwickshire, log on to discuss her shared custody arrangements for Boris, the Golden Retreiver?

Would Heather, from Brighton, discuss the implications of chucking a jug of water over her husband's divorce lawyer?

Would an ageing rocker stage a high profile divorce in order to boost sales of his forthcoming album?

Hmm, maybe there is something to this after all.

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