Meet 30-year-old Richard from London, who when asked which book he would give someone he was trying to impress responds: “I’m about to give Umberto Eco's Foucault’s Pendulum to a girl who reads Dan Brown novels...

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“I think that English people can sometimes be a bit afraid of appearing over intellectual.

Americans really don’t have that sort of problem, they love talking about how clever they are.” Other dating sites, such as the New York-based alikewise.com, offer to match people according to their favourite books, but The Omnivore pin-ups is the first to fully profile the literary sensibilities of their members.

For the moment, The Omnivore pin-ups lists only around 20 members, most of whom are based in London and work in the media – including Nirpal Dhaliwal, the former-Mr Liz Jones.

In a bid to save others from a similar fate, Macdonald, co-founder of literary review website The Omnivore, decided to branch out into a dating service that matches couples according to their tastes in books.

If there is now a dating site for every demographic, The Omnivore’s resulting “pin ups” section seems to be aimed at the “intello-hipster”, an urban subgroup who know their Dickens from their Deleuze and like their profile pictures sepia-tinged.

Anyone wanting to be a pin-up has to answer a series of questions: the sexiest book they have ever read, which author they have a crush on and what they’re reading next.Curious browsers are invited to email and ask for a date.The site’s creators then contact the pin-up to check the interest is mutual.Users pose with a copy of one of their favourite books: choices range from the highbrow (Homer) to the more simple (The Very Hungry Caterpillar), and a witty blurb prefaces most of the profiles: “Natasha is a (nearly) 25-year-old librarian from Whitechapel with a penchant for older Hungarian men.Check her out on a date, but remember to bring her back on time!” While some of the answers are arguably less cringe-inducing than their mainstream online dating equivalents, others read like submissions to Private Eye’s Pseuds Corner.