Match

On Tuesday, Match.com was sued in New York federal court by Sean McGinn for $5 million. This New York man alleges Match.com deceives its members by posting profiles of dates who cannot respond to communication requests, since they have not paid for a subscription. McGinn attorney, Noah Hart says people leave the dating site feeling completely "ignored and rejected" since no one replies to their emails. Hart is hoping to turn this suit into a class action.

Online dating sites have been sued a number of times lately. eHarmony has been sued at least twice, over gay rights issues (see Story) and in March True.com was forced to pay a $1.5 million settlement in regards to their auto billing and renewal practices of memberships (see Story).

Match.com was the first online dating site to ever run a TV commercial back in 2004 (see Story). Now Match.com is the first to run pre-roll ads on YouTube (at least in the UK) against premium content. For online video there are 3 main types of advertising. Pre-roll runs before the video, in-roll runs during the video and post-roll, which is after the video. Ads will be sold on a CPM-basis by a sales staff and YouTube has stated that it will impose a limit of 30 seconds per ad. Both the video owner and YouTube will share in the revenue earned from displaying the advertising.

In 2008 the U.S. population was almost 304 million with roughly one third or 90 million people being single. YouTube has 80.7 unique monthly visitors and is the internet's 6th largest destination. The average user spends 54 minutes each month on the video site. This stats make it an ideal place for a dating site like Match.com to advertise since 62 percent of viewers fall in the key 34 to 55 plus age range demographic.

For more on the story, read Marketing Magazine from the UK and for more stats on YouTube, check out their sales pdf document. If you are interested in finding out more about Match.com UK, read our review of this dating site.

Online Personals Watch posted a short summary of an interview they had with the CEO of Meetic, Marc Simoncini. Among the things they discussed was the recent purchase of Match.com European operations (see Story). Currently Meetic in the UK runs the following dating sites; Meetic, DatingDirect and now Match. From the interview It looks like Meetic will be promoting only one brand per country or market. This means the Meetic dating site will be the only one of the three which is actively promoted in the United Kingdom. Will this affect DatingDirect and its membership numbers? Not really, since both sites look and function identically and they share the same member database. This means, if you sign up for one of the above mentioned dating sites, you really are then signing up for all of them as your profile will be available on all sites. On a related note, I am working on another article which I plan to further dissect how the large Dating Networks like Meetic work and if the end result is good for its members.

Here are a few more details from the eight year agreement that IAC (Match.com) and Meetic have:

1. Match has no right to manage the daily business in Europe. It will be managed by Meetic
2. There's a reciprocal right of first refusal for acquisition
3. And there will be two members on the board of Meetic, from IAC] Another interesting fact in the summary is Match Europe (not sure if this includes the UK) will have their member database merge with Meetic.

For the full interview of Marc Simoncini, check out Online Personals Watch

Online dating services are being used more and more by soldiers, especially those stationed overseas. This isn't to say, the service men and woman are just using dating sites to find love with other soldiers stationed nearby. They use dating sites to meet new singles close to where they live at home in the US.

Both eHarmony and Match.com report that their dating sites are being used by soldiers while they are serving in Afghanistan and Iraq. eHarmony also reports that from 2006 to 2008, percentage wise, the number of military personal who are using their matchmaking site increased by 56 percent. eHarmony research psychologist, Gian Gonzaga says:

The life-altering experience of going to war often focuses the romantic mind ... When you are reminded of your own mortality, the theory kind of boils down to, you remember what's most important to you, which is relationships.

The off duty soldiers increase access to military internet cafes and the low cost of the laptop computers has made it much easier for them to cultivate a long distance romance. Military service people also tend to take online dating more seriously and invest a lot of time in online communication than your average online dater in the United States. This means, these type of long distance relationships tend to last much longer and are more meaningful. Online dating is the soldiers only real way to create a romantic relationship with someone while they are stationed in a war zone.

For more on this story, read USA Today.

We wrote recently about Match.com selling their European operations to Meetic (see Story). For the sale we knew that Match.com will receive 27 percent share of Meetic plus a 5 million euro note. What we didn't know is, according to Ross Williams, CEO of WhiteLabelDating:

There was a clause in the announcement that didn't make many of the headlines, but I think will tell you the direction IAC is going in: Match has the option to buy Meetic in its entirety in about three years.

This makes things interesting. Before I knew about this piece of information, I had thought Match.com had decided to maybe concentrate on the North American market like everyone else. If Match.com has the option to buy Meetic then this makes more sense in the long run for the two companies. I could never see why Match had decided to get out of Europe since revenue wise they were doing well and, they have numerous other partnerships in places like South America and Asia (therefore they are not just concentrating on North America). If the sale does go through then, Meetic's CEO and founder, Marc Simoncini, will still be the main shareholder with over 20% and 36% of the voting rights.

Visit Mad.co.uk for the full article called Love is in the air.

Since the start of the global recession, online dating services in the United Kingdom have grown 13 percent (September 2008 - February 2009). A total of 5 million singles from the UK are now using dating sites. This is 13 percent of the total UK online population. Genders are split evenly and heavy use members were online an average of 4 hours per month viewing and average of 23 pages a day. 65% of UK online daters are 35 or older. The most popular dating site in the month of February was DatingDirect (owned by Meetic, 1.6 million visitors), followed by POF (with 1.4 million) and then Match.com (1 million visitors).

Read NewMediaAge for more information on the story. Visit our DatingDirect review , our POF review and our Match.com review for more information on these dating sites.