Online dating firm Match.com launched its own online title, according to MediaPost, starting up the HappenMagazine.com site. Custom publishing, already quite common in paper form, hasn't taken off quite as quickly online, with many brands instead concentrating on their own websites. Happen Magazine brings on Janet Siroto to head editorial, formerly of Cosmo and Redbook. Perhaps as a result, the content seems to be most appealing to women. Ads will be sold via Match.com's parent media company, InterActive Corp.