MIXING IT UP: Meaningful connections with high-powered people in New York don’t come cheap these days. At least, not for the flush few accepted by 24th Letter, a new exclusive mobile site that is a client of multiplatform marketing and entertainment agency AllDayEveryday, for which former New York Times editor Horacio Silva serves as chief brand officer. For $950 a year, members will be invited to monthly mixers on topics such as “hedonism in New York.” They can keep in touch with their new well-heeled friends using the site. “Whether people want socialization, intellectual currency, shameless networking, a life partner or spouse, they can find it here,” said Silva. “It’s like Grindr [a mobile app that allows gay men to meet] for rich people.”

Yes, it’s like Grindr, but for those who follow these kinds of services, 24th Letter is more like a cross between ASmallWorld — a once-exclusive private site for the international jet set — and Crowded Room, the new location-based service created to connect users who frequent similar places.

This story first appeared in the January 30, 2012 issue of WWD. Subscribe Today.

Silva said 24th Letter is not a site intended for those lacking in socialization but for those who want to meet and talk to like-minded people. Silva and his colleagues will host a kickoff party Tuesday at Acme, the trendy new restaurant on Great Jones Street, but the site won’t officially launch until sometime during the first quarter.