Under the classy headline "Let's play mummies and sugar daddies!" the NoW's investigative reporter Gemma Calvert signed up with the site to trap some dirty old perverts with more money than they know what to do with.
Among them was a multimillionaire advertising agency boss who was promising women a monthly allowance in exchange for their weekly romps.
Known only in the story as "Bob", our kinky adman is referred to as a 55-year-old ad boss who just loves to talk dirty. "I love pampering young, attractive women and want the classic sugar daddy relationship," he boasts in his profile on the website www.sugardaddie.com.
In an e-mail to Calvert, he suggests they meet for weekly dates, adding there would be "a physical element to our relationship". Later on in the missive, the slippery old Lothario elaborates in great detail about what really gets his blood pressure rising.
"I'm very oral. I like to kiss and lick all over, to satisfy a woman with my tongue," he says. "And I like the warmth of a woman's mouth. I like to speak during sex, to ask what a woman wants and what gives her pleasure. I adore dirty talk ... and I also have a balcony that no-one can look on to."
But if his sexual preferences do not provide sufficient clues as to this kinky Casanova's identity, perhaps details of his many homes might shed some light. "Bob" has apparently paid off his multimillion-pound flat near the King's Road in Chelsea, enjoys a second pad in Spain and is on the hunt for another in Ibiza.
Can you guess who it is yet? For what it's worth, Diary thinks it could be any number of megalomaniac chiefs from any industry, or perhaps he doesn't really exist.
But there's a line at the end of the article that makes Diary think he could work in the advertising industry. It reads: "Ordering a bottle of £90 claret to wash down his veal Milanese, Bob bragged: 'It's just money. I earn so much I don't think about it.'"
Anyone who thinks they know who it is should e-mail Diary at firstname.lastname@example.org.